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Dec 19, 2019

Portugal at the forefront of Western Europe

Nielsen Growth Reporter:

  • Europe is experiencing a decline in volume sales
  • In contrast, volume drives BGC growth in the domestic market
  • Growth total in Portugal is the highest in Western Europe

Lisbon, December 2019 - Consumption in Portugal is going well, with a significant growth rate in every quarter over the last year. Although growth among Fast Moving Consumer Goods (FMCG) showed the lowest growth for 2019 in the third quarter, the dynamism seen in this period - 4.2% - adds to an increase of 4% already recorded in the same period last year. This accumulated growth points to a performance positive 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 prospects and more money to spend.

Against a backdrop of declining volumes on 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 most of the nearby countries such as Germany (-1.9%), France (-1.3%), Belgium (-0.9%) and the United Kingdom (-0.2%), whose declines in volume reflect less positive consumption.

Nielsen Growth Reporter: Portugal at the forefront of value growth

When we compare the reality in Portugal with the average of the 15 countries that make up Western Europe, we see that BGC consumption in the domestic market stands out, with the highest growth in value - 4.2% - compared to an average of 1.1% in this region.

In the bigger picture, consumption in Portugal also exceeds the average of 3.1% among the 32 European countries analyzed by Nielsen.

Nielsen Growth Reporter

With regard to performance By category, food showed the biggest growth in the quarter, with an increase of 6% in Frozen Food and Groceries.

Nielsen Growth Reporter: Expectations for the rest of the year

"Momentum is positive for consumption in the domestic market. In this third quarter of the year, growth in both volume and value has surpassed the same period last year, which was already very dynamic, and is still on a growth trend above the European reality. With Portuguese consumers more inclined to consume and more confident in the future, the introduction of innovation and a differentiated offer is certainly an opportunity for brands and retailers to succeed," points out Ana Paula Barbosa, Retailer Vertical Director at Nielsen Portugal.



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

Growth in Value = Price effect + Volume growth


About Nielsen Growth Reporter:

The Nielsen Growth Reporter compares global market dynamics (values and units sold) in the European FMCG sector. It is based on sales monitoring carried out by Nielsen in 28 markets and covers sales made in traditional stores, hyper and supers, and convenience stores. It is based on the widest 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 around the world. Nielsen is divided into two business units. Nielsen Global Media, the truth indicator for media markets, provides the media and advertising industries with unbiased and reliable metrics that create a shared understanding of the industry necessary for markets to function. Nielsen Global Connect provides FMCG brands and retailers with information and insights and a complete overview of a complex and changing market that companies need to innovate and grow.

Our approach combines original Nielsen data and other sources of information to help global clients understand what is happening now, what will happen in the future and how to act on this knowledge.

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


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