The technology company Shopfully, in partnership with YouGov, carried out a study on the purchasing habits of more than a thousand Portuguese consumers, in a context of inflation and economic uncertainty.
The results show a more strategic, digital and pragmatic consumer, who adapts their purchasing practices to optimize the family budget without compromising quality. All because, according to the study, 51% of Portuguese people foresee a decrease in their purchasing power in the next 12 months, mainly due to the increase in prices (39%).
This concern is more pronounced among women (44%) and individuals over 55 years of age (46%). As a result, 78% of consumers changed the way they shop in the last year, intensifying their search for discounts (38%), increasing their consumption of private brands (29%) and comparing prices more carefully (28%).
Leaflets remain a vital tool for purchasing planning, with 76% of Portuguese people consulting them, whether in digital or printed format. The preference for digital leaflets is clear, with 30% opting for this format, compared to 19% who prefer printed ones. Furthermore, 27% of consumers use both formats.
Among those under 45, viewing digital brochures is even more frequent, reflecting an increasingly connected consumer. Women consult digital brochures slightly more frequently than men (72% versus 67%).
The study also highlights the popularity of private brands, with 93% of Portuguese people buying them. The main reason for this choice is the perception of quality equivalent to big brands (45%), followed by the more competitive price (41%). This trend is more pronounced among women and older consumers, while young people show greater loyalty to traditional brands.
Cezar Pereira, regional director of Shopfully in Portugal, states that “the Portuguese consumer is pragmatic and proactive. Faced with the perception of a lower purchasing capacity, they do not fold their arms: they act.”
He also adds that “searching for offers through leaflets, comparing prices and choosing private brands are key strategies that reveal intelligent management of the family budget”.
The study was carried out through online interviews (CAWI) with 1,052 citizens over 18 years old residing in Portugal, between September 19 and 23, 2025.