{"id":10701,"date":"2024-12-16T11:51:44","date_gmt":"2024-12-16T11:51:44","guid":{"rendered":"https:\/\/in-storemedia.com\/?p=10701"},"modified":"2025-02-04T09:30:10","modified_gmt":"2025-02-04T09:30:10","slug":"retail-media-in-portugal-insights-from-ose-2024","status":"publish","type":"post","link":"https:\/\/in-storemedia.com\/en\/retail-media-in-portugal-insights-from-ose-2024\/","title":{"rendered":"Retail Media in Portugal: Insights from OSE 2024"},"content":{"rendered":"<h5 style=\"text-align: center;\">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%).<\/h5>\n<h2><strong>Physical stores remain key, with hypermarkets leading the growth<\/strong><\/h2>\n<p>The physical store continues to be the primary purchasing channel for <strong>97% of Portuguese consumers<\/strong>, solidifying its strategic role in shopper communication.<\/p>\n<ul>\n<li><strong>Hypermarkets<\/strong>: show a <strong>+1.6% increase in penetration <\/strong>compared to 2023, thanks to their diverse offerings and comprehensive shopping experience.<\/li>\n<li><strong>Supermarkets: <\/strong>record a <strong>+1.1% increase in sales value<\/strong>, reflecting a preference for higher value-added purchases.<\/li>\n<li><strong>Hard Discounts:<\/strong> face a decline of <strong>-0.8% in penetration <\/strong>and <strong>-0.5% in value<\/strong>, reflecting a consumer trend toward prioritizing value-for-money over low prices.<\/li>\n<\/ul>\n<h2><strong>Omnichannel spending grows: frequency and purchase value<\/strong><\/h2>\n<p>While physical stores dominate, the study highlights notable advancements in <a href=\"https:\/\/in-storemedia.com\/glosario\/\" target=\"_blank\" rel=\"noopener\"><strong>omnichannel <\/strong><\/a>behavior:<\/p>\n<ul>\n<li><strong>Purchase frequency<\/strong> has grown both online and offline.\n<ul>\n<li><strong>Online: <\/strong>about 1 purchase per month, with an average basket of <strong>\u20ac51<\/strong>, double that of physical stores.<\/li>\n<li><strong>Offline:<\/strong> over <strong>3 purchases per week<\/strong>, with an average basket of <strong>\u20ac24.<\/strong><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>This reveals strategic opportunities in optimizing the physical experience and enhancing digital formats.<\/p>\n<h2><strong>Shopping preferences: loyalty and sensitivity to promotions<\/strong><\/h2>\n<p>The study highlights key differences across consumption categories:<\/p>\n<ul>\n<li><strong>Highly loyal categories <\/strong>(% of shoppers who buy only one brand):\n<ul>\n<li><strong>Coffee <\/strong>(43%)<\/li>\n<li><strong>Pet Food <\/strong> (39%)<\/li>\n<li><strong>Beer<\/strong> (35%)<\/li>\n<\/ul>\n<\/li>\n<li><strong>Promotion-sensitive categories<\/strong> (% of shoppers considering switching brands):\n<ul>\n<li><strong>Snacks and Chips<\/strong> (71%)<\/li>\n<li><strong>Chocolates <\/strong>(70%)<\/li>\n<li><strong>Prepared Meals <\/strong>(69%)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>Furthermore, around 7<strong>0% of shoppers<\/strong> in categories like <strong>Chocolates, Organic Products, and Snacks<\/strong> are open to trying new brands, underscoring the role of innovation in attracting customers.<\/p>\n<h2><strong>Shopper segmentation: four defined profiles<\/strong><\/h2>\n<p>The study identifies four main consumer profiles:<\/p>\n<ol>\n<li><strong>Engaged Shoppers <\/strong>(18%): Young consumers aged 18-35, influenced by social media and open to innovation.<\/li>\n<li><strong>Deal Seekers<\/strong> (28%): Promotion-sensitive shoppers, mainly women aged 35-55.<\/li>\n<li><strong>Attentive Shoppers <\/strong>(25%): Detail-oriented consumers focused on product quality and origin, sensitive to promotions but less drawn to innovation, predominantly women aged 55-65.<\/li>\n<li><strong>Constrained Shoppers<\/strong> (29%): Shoppers who prioritize private labels and are less sensitive to promotions and innovation, mostly men aged 55-65.<\/li>\n<\/ol>\n<p>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.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>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&#8230;<\/p>\n","protected":false},"author":3,"featured_media":10827,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[50],"tags":[91,124,123],"class_list":{"0":"post-10701","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-trends-insights","8":"tag-actuality","9":"tag-ose-en","10":"tag-ose-portugal-en"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What insights does the OSE Portugal 2024 show us? - In-store media<\/title>\n<meta name=\"description\" content=\"We share the most relevant insights from the 2024 OSE Portugal. 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