The study conducted by in-Store Media, in collaboration with Nielsen, reveals a shifting landscape for consumer habits in Portugal, with significant spending increases across both physical (+4%) and online channels (+19%).
Physical stores remain key, with hypermarkets leading the growth
The physical store continues to be the primary purchasing channel for 97% of Portuguese consumers, solidifying its strategic role in shopper communication.
- Hypermarkets: show a +1.6% increase in penetration compared to 2023, thanks to their diverse offerings and comprehensive shopping experience.
- Supermarkets: record a +1.1% increase in sales value, reflecting a preference for higher value-added purchases.
- Hard Discounts: face a decline of -0.8% in penetration and -0.5% in value, reflecting a consumer trend toward prioritizing value-for-money over low prices.
Omnichannel spending grows: frequency and purchase value
While physical stores dominate, the study highlights notable advancements in omnichannel behavior:
- Purchase frequency has grown both online and offline.
- Online: about 1 purchase per month, with an average basket of €51, double that of physical stores.
- Offline: over 3 purchases per week, with an average basket of €24.
This reveals strategic opportunities in optimizing the physical experience and enhancing digital formats.
Shopping preferences: loyalty and sensitivity to promotions
The study highlights key differences across consumption categories:
- Highly loyal categories (% of shoppers who buy only one brand):
- Coffee (43%)
- Pet Food (39%)
- Beer (35%)
- Promotion-sensitive categories (% of shoppers considering switching brands):
- Snacks and Chips (71%)
- Chocolates (70%)
- Prepared Meals (69%)
Furthermore, around 70% of shoppers in categories like Chocolates, Organic Products, and Snacks are open to trying new brands, underscoring the role of innovation in attracting customers.
Shopper segmentation: four defined profiles
The study identifies four main consumer profiles:
- Engaged Shoppers (18%): Young consumers aged 18-35, influenced by social media and open to innovation.
- Deal Seekers (28%): Promotion-sensitive shoppers, mainly women aged 35-55.
- Attentive Shoppers (25%): Detail-oriented consumers focused on product quality and origin, sensitive to promotions but less drawn to innovation, predominantly women aged 55-65.
- Constrained Shoppers (29%): Shoppers who prioritize private labels and are less sensitive to promotions and innovation, mostly men aged 55-65.
The combination of physical and digital channels, along with tailored strategies adapted to categories and shopper profiles, is key for brands aiming to connect effectively with shoppers and maximize their return on investment in Retail Media.
