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Jun 23, 2020

Consumer Confidence in Portugal: Portuguese people still confident in the first quarter despite challenges

Health at the top of Portuguese concerns

  • Confidence among the Portuguese remains above the European average
  • Health at the top of concerns
  • Majority of Portuguese modified its spending to save
  • Consumption peaks, influenced by impact of storage in the COVID-19 pandemic

In the first quarter of 2020, the Portuguese again showed themselves to be more confident than the totality of consumers at European level. According to the results of the study “The Conference Board® Global Consumer Confidence Survey”, conducted in collaboration with Nielsen, the degree of confidence registered among Portuguese consumers still maintained values ​​slightly above the European average.


Portugal obtained 90 points in the first quarter of the year, showing a slight drop compared to previous quarters, but maintaining the 90 point “mark” reached over the last year.

It is important to mention, however, that the fieldwork of this survey ended at the end of February, and therefore does not yet reflect the impacts of the COVID-19 pandemic.

Health jumps to the top of Portuguese concerns

Health emerges in this quarter as the main concern for 30% of Portuguese. With some relevance, the balance between work and personal life also stands out, but already in a second position. Employment, which occupied the 5th position in the previous quarter, is now the 3rd main concern of the Portuguese.


A certain pessimism is reflected in the employment outlook for the next 12 months, as more than half (56%) of respondents say they expect difficult times with regard to this situation and almost half (46%) do not foresee positive prospects for your personal finances.

In this sense, 62% of Portuguese said they had changed their spending to save on domestic expenses, the main measures being savings in entertainment outside the home (51%), gas and electricity (50%), take-away meals (48% ), clothing (45%) and looking for cheaper food brands (40%).

Consumption reaches peak motivated by the response to the pandemic

The growth among Consumer Goods shows in this first quarter of the year the highest growth in value in recent years (+ 14,5%), the third highest among the 21 countries analyzed in the study, only preceded by Turkey (+25,4, 17,7%) and Hungary (+ 14%). The increase in volume (+ XNUMX%) seen in this period is the main driver of this performance, second only to Greece.


As explained by Ana Paula Barbosa, Retailer Vertical Director at Nielsen Portugal, “Sales of Consumer Goods in the first quarter of 2020 are impacted by the effect of the COVID-19 pandemic, particularly with regard to the volume factor. This period was marked by a clear concern with storing products considered essential to face the containment measures implemented. Between the weeks 9 and 11, a concern among consumers to fill the pantry stands out, especially visible in the categories of Personal Care, Home Care and Food, to prepare for quarantine. Week 11 especially impacted the first quarter, with a 65% increase in value compared to the same period in the previous year ”.

Private Brands were the most dynamic (+ 18,6%), although Manufacturer Brands also grew in this first quarter (+ 12,2%). In an analysis by category, Frozen Food (+ 24%), Home Hygiene (+ 18%) and Grocery (+ 16%) stand out with higher value growth.


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 accurate and practical information and insights and a complete view of the 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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