A study by ConsumerChoice on the perception of Portuguese consumers regarding national products reveals a strong preference for “Made in Portugal”, but highlights obstacles that limit their economic growth.
Of the 851 respondents, more than 92% say they frequently consume Portuguese items and 46% consider it very important that purchases are of national origin.
The perception of quality is high: more than 95% of participants consider Portuguese products to be of good quality and 77% understand that they are more sustainable than imported ones. The majority also associate national origin with trust, excellence and a positive impact on the economy — factors that consolidate an emotional and rational connection to local brands.
Sectors with the highest penetration are Food and Beverages (87% of consumers), followed by Clothing and Footwear (51%) and Furniture and Decoration (45%). Areas such as Hygiene and Cosmetics (28%) and Technology and Electronics (14%) show weaker adoption, which may reflect lower domestic supply or weak brand recognition.
From a motivational point of view, quality leads (69%), followed by trust in brands and support for the local economy (58% each). National identity and competitive price also appear as relevant factors.
However, the main obstacle identified is the price: 63% point to the higher cost as a reason for not buying national products. Other economic and market obstacles include less variety and availability at the point of sale (29%), lack of brand awareness (25%) and less appealing design (8%).
Consumers indicate measures that could increase the consumption of national products, with emphasis on reducing prices (64%), followed by better communication of Portuguese origin (43%) and increasing variety (42%). Improving availability at points of sale (40%) and reinforcing advertising and promotion (36%) are also suggested as priority interventions by companies.