According to Kantar’s latest research, Portugal is the leader of promotional dependence in FMCG with a share in promotion of 31,1% of total FMCG Sales. UK with 30,6% and Poland with 26,3% finish the top 3 countries most dependant on promotions. The Portuguese consumer has special preferences by promotions with direct price cut instead of the usual bundled offers giving out for example one product for free. Every two in each five categories in FMCG have high promotional dependence without generating additional sales. Portuguese consumers buy at least one product in promotion in 60% of the occasions that they go shopping.
Source: Kantar for Centromarca