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Feb 5, 2019

FMCG grows 2.8% in 2018

  • FMCG exceeded 9 billion euros
  • Manufacturer Brands outperform Distribution Brands
  • Christmas follows the growth trend


Lisbon, February 2019 - In 2018, FMCG sales exceeded 9 billion euros, representing an increase of 2.8% compared to the same period last year, according to Nielsen data. As far as the different categories are concerned, there is great homogeneity between all of them: Food (+3.1%), Home Care (+2.9%), Beverages (+2.8%) and Personal Care (+1.3%). In the food sector, the highlight goes to frozen products which, as in 2017, grew again (+5%), demonstrating greater demand for products that bring convenience, speed and simplicity to consumers' lives. With regard to store formats, the growth of Large Supers (+6.7%), and a note also for the increase in the value recorded in channels Traditionalwhich grew by 3.9%.


Manufacturer Brands outperform Distribution Brands

Contrary to what had been the trend in 2017, when growth was practically the same, this year Nielsen's data shows a relatively significant difference between the two. Manufacturer brands and the Distribution Brands. In 2018, the Manufacturer brands showed an increase of 3.3% compared to the same period of the previous year; in turn, the Distribution Brands grew by 1.9%.


Christmas follows the growth trend

Christmas continues to be the most important period for FMCG, accounting for almost 10% of the total sales recorded in the sector, in an analysis universe that includes sales in Hypers e Supers. The promotional weight remained higher than the annual average during this period and more than 50% of purchases were made with promotions - 51% at Christmas compared to the average of 47% in 2018.

Regarding the categories, note the typical products of this season, namely cod, which grew by 3% when compared to the same period last year. Interestingly, there was a more significant increase in frozen cod (+5%) compared to dried cod (+3%), reflecting the convenience of the former format among consumers. At the top of the Portuguese preferences continue to be some of the usual products for the Christmas season, especially aimed at gift-giving: chocolates (61% of total sales were made at Christmas), chocolate figurines (41% of sales were made at Christmas), perfumes and alcoholic drinks.

Marta Teotónio Pereira, Senior Client Consultant from Nielsen, states that "The importance of this period for the FMCG sector is unquestionable. It is also interesting to note the growth trend that has been seen in recent years, even during such positive periods, confirming that consumption in Portugal is buoyant. To respond to a period of greater demand and importance, promotions, which are already significant during the year, gain even more weight at Christmas. According to what Nielsen has been arguing, in a country where promotions have gained such prominence compared to the rest of the world, it is essential that they meet the market and the strategic objectives of brands and retailers. Putting promotions at the service of experimentation, innovation or the premiumization of products will always be an excellent opportunity."


About Nielsen
Nielsen Holdings plc (NYSE: NLSN) is a global measurement management and data analytics company that provides the most complete and reliable insight into markets and consumers around the world. Nielsen brings together its own data with data from other sources to help its clients around the world understand what is happening now and what will happen in the future, and how best to use that knowledge. For more than 90 years, Nielsen has been providing innovative, scientifically rigorous data and analysis, and continues to develop new ways of answering the most important questions facing the media industries. mediaadvertising, retail and FMCG are currently facing. Nielsen, a Standard & Poors 500 company, is present in more than 100 countries, representing more than 90 percent of the world's population. For more information, visit www.nielsen.com.


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