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December 19, 2019

Portugal at the forefront of Western Europe

Nielsen Growth Reporter:

  • Europe is experiencing a context of declining volume sales
  • In contrast, volume drives growth of BGC in the national market
  • The growth total in Portugal is the highest in Western Europe

Lisbon, December 2019 - Consumption in Portugal is going through a good moment, with a significant growth rate in all quarters over the last year. Although the growth among Consumer Goods (BGC) showed the lowest growth in 2019 in the third quarter, the dynamism seen in this period - 4,2% - is added to an increase of 4% already registered in the same period. This accumulated growth points to a performance positive in the market.

The growth in volume of 3,4% seen in this third quarter is the main driver of this performance, a positive indicator that is associated with a high level of confidence among Portuguese consumers, good financial perspectives and more money to spend.

In a context of decreasing volumes in the European average, Portugal stands out with the highest growth in quantity in the whole of Europe, demonstrating that the Portuguese are, in fact, buying more, unlike what happens in most of the nearest countries Germany (-1,9%), France (-1,3%), Belgium (-0,9%) and the United Kingdom (-0,2%), whose decreases in volume reflect a less positive consumption.

Nielsen Growth Reporter: Portugal at the forefront of growth in value

When we compare the reality in Portugal with the average of the 15 countries that make up Western Europe, we find that consumption of BGC in the national market stands out, with the highest growth in value - 4,2% - compared to an average of 1,1, XNUMX% in this region.

In a broader context, consumption in Portugal also overlaps the average of 3,1% among the 32 European countries analyzed by Nielsen.

Nielsen Growth Reporter

With respect to performance by Categories, it is in food that the highest growth in the quarter is registered, with an increase of 6% in Frozen Foods and Groceries.

Nielsen Growth Reporter: Expectations for the rest of the year

“The moment is positive for consumption in the national market. In this third quarter of the year, growth, both in volume and in value, surpasses the same period in the previous year, which was already very dynamic, and remains in a growth trend above the European reality. With Portuguese consumers more likely to consume and more confident in the future, the introduction of innovation and a differentiated offer is certainly a successful opportunity for brands and retailers ”, points out Ana Paula Barbosa, Retailer Vertical Director at Nielsen Portugal.



Price effect = The variation in the amount spent by a shopper by one unit (item), as a result of price inflation, and / or the replacement of an item of a certain value with another of a different value.

Growth in Value = Price effect + Volume growth


About the Nielsen Growth Reporter:

The Nielsen Growth Reporter compares global market dynamics (values ​​and units sold) in the European Consumer Goods sector. It is supported by sales monitoring developed by Nielsen in 28 markets and covers sales made in traditional stores, hypers and supers, convenience stores. It is supported by the broadest possible selection of product categories that are continuously measured by Nielsen in each of these countries and channels.

About Nielsen:

Nielsen Holdings plc (NYSE: NLSN) is a global data measurement and analysis company that provides the most complete and reliable insight into consumers and markets worldwide. Nielsen is divided into two business units. Nielsen Global Media, the truth indicator about media markets, provides the media and advertising sectors with unbiased and reliable metrics that create a shared understanding of the sector required for markets to function. Nielsen Global Connect provides consumer goods brands and retailers with information and insights accurate and practical and a complete view of a complex and changing market that companies need to innovate and grow.

Our approach combines original data from Nielsen and other sources of information to help customers globally understand what is happening in the present, what is going to happen in the future and how to act on this knowledge.

A S&P 500 company, Nielsen is present in more than 100 countries, covering more than 90% of the world population. For additional information, visit https://www.nielsen.com/pt/pt/.


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