Price pressures and demographic changes are shaping purchasing patterns in mass consumption.

In a scenario of returning inflationary pressure, the Portuguese consumer is responding with remarkable rationality in managing their budget, becoming more selective, less loyal to stores, and more effective in seeking out promotions. This is the main conclusion of the most recent analysis by Worldpanel by Numerator, released in partnership with Centromarca – the Portuguese Association of Branded Products Companies.

The study reveals a clear tension in the market: while prices for consumer goods accelerated again in mid-2025, the buyer's willingness to absorb these increases decreased drastically, hence only 31% of the categories that increased in price in 2025 managed to grow in volume, a value much lower than the 46% recorded in 2023.

“This price sensitivity fuels more pragmatic and fragmented purchasing behavior. Loyalty to a single brand is declining, with Portuguese consumers visiting an average of five different stores per year. The shopping routine has changed: more visits, but with smaller shopping baskets, indicating more rigorous management of the family budget. In this context, promotions become a key tool: one in four categories that increased their sales through promotions managed to gain value, an efficiency ratio higher than in 2023 (one in five),” reveals the study.

The document also draws attention to the fact that this reconfiguration of purchasing behavior has a direct impact on the dynamics between manufacturer brands (MDF) and private label brands (MDD). “Although private label brands continue to hold a significant market share, reaching 48.1% in value, their growth rate has slowed. This slowdown suggests that, in their search for value, buyers are not simply choosing the lowest price option. The decision is more complex, weighing the quality, innovation, and trust associated with manufacturer brands, which maintain their leadership with 51.9% of the market,” it emphasizes.

According to the same study, at the root of these behavioral changes are profound demographic transformations that are reshaping the profile of the national consumer. On the one hand, there is a consolidation of an older population with smaller households – households with people over 50 years old already represent 68% of the total, and households with one to two people account for almost 60% of the universe – which creates new needs for convenience and product formats. On the other hand, immigration is emerging as the main driver of population growth, introducing greater cultural diversity and new consumption patterns. “This dual reality results in a less homogeneous and more complex market, which challenges brands to develop flexible and segmented offerings,” it adds.

“Our data shows that the era of the 'standard consumer' is over. Today, we are faced with a multifaceted consumer who navigates the market with remarkable agility, responding to the economic context, but also to personal motivations of well-being and convenience,” says Marta Santos, Country Manager of Worldpanel by Numerator. “Understanding this duality, through active listening and rigorous analysis, is the first step for any brand that wants to build and maintain its relevance in the future.”

According to the same study, the future will depend on brands' ability to create "hybrid offerings" that reconcile seemingly opposing values, such as health and pleasure. "The buyer no longer corresponds to a fixed profile, and their behavior reflects a sequence of moments and motivations throughout the day, requiring brands to be agile in order to remain relevant," it concludes.