- 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."