Portugal: consumer expectations for Bakery in the ‘new normal’

Portugal: consumer expectations for Bakery in the ‘new normal’


The coronavirus outbreak has had a profound impact on consumers, changing how they live, what they eat, and how they purchase.  To understand these changes in behaviour and to offer our customers in-depth insights, Puratos is conducting consumer surveys around the world to discover how bakery categories will need to adapt and evolve to meet future consumer needs in the ‘new normal’.

In September 2020, Puratos conducted a consumer survey in Portugal. In this article, you can discover how the needs for bakery items have evolved for Portuguese consumers. What are their key criteria when buying bakery products, which items do they value most, and how do they prefer to buy them?

Everything starts with taste & freshness!

When purchasing bakery items, freshness and taste remain the most important selection criteria for Portuguese consumers, confirming the results of the latest Taste Tomorrow research. Price completes this top 3.

At the same time, the importance of healthiness is growing, with Portuguese consumers increasingly looking for food that bolsters their health & immunity. The corona crisis has also raised the importance of hygiene, as consumers want to avoid contamination risks.

Portugal: consumer expectations for Bakery in the ‘new normal’

Winning bakery products

Product preferences of Portuguese consumers are evolving. The corona crisis is expected to boost sales of products that are:

  • Healthy: bread rich in fibre, more grains, as well as cakes with less sugar & fat and chocolate with no sugar or with nuts & fruits are topping consumers' wish lists to improve their diet;
  • made with local ingredients is more authentic;
  • Sustainable, seeking for products from companies that show to be more caring
  • Affordable, 45% of families expect financial losses due to the crisis and many will pay more attention to the amount spent on food.
  • Bake off at home
  • Freshly packed with 1-2 days shelf life.

Portugal: consumer expectations for Bakery in the ‘new normal’

Winning sales channels

The channel with the greatest intention to increase purchase habits is digital, with1 in 10 Portuguese consumers claiming to buy more bread online than before. Another interesting indicator regarding the digital channel is that “55% of Portuguese consumers say that stores and restaurants should deliver at home”.

Many stores and brands have answered this growing demand for digital channels and have created their online stores, offering another purchase channel to their customers. In order to keep up with market trends, Puratos has teamed up with Bakeronline to ensure that your business remains at the forefront, giving you the opportunity to create your online store for free (to learn more see www.bakeronline.com ).

Home baking

While staying at home during the lockdown, 73% of Portuguese consumers were home baking. The benefits they see are clear: home baking is considered healthier and allows them to control the ingredients and also save money.

The home bakers ' favourite channel is the supermarket channel, but about 50% of consumers would like to see their home baking products available and for sale in local stores.

Portugal: consumer expectations for Bakery in the ‘new normal’


Discover more consumer insights

France was one of the eight stops in Puratos’ quest to understand global consumers in the ‘post-corona period’. Discover the consumer surveys in:

Stay tuned

In the coming months, we will continue to explore and gather in-depth insights into global and local consumer behaviour, attitudes, choices and trends related to Bakery categories.

Contact your local Puratos presentative