The Portuguese continue to show that "buying national" is more than a trend; it's a choice based on trust and identity. Escolha do Consumidor (Consumer Choice) conducted a study on the consumption of national products to understand how consumers perceive and value domestically produced goods, as well as to identify the main motivations and barriers associated with their consumption.

Consumers' perception of Portuguese products is overwhelmingly positive, with over 95% acknowledging their good quality and contribution to the national economy. Additionally, a large proportion of participants recognize that Portuguese products are more sustainable than imported ones (77%).

Most consumers show a strong preference for products of national origin. According to a study, more than 92% frequently consume Portuguese products, and only less than 1% admit to doing so rarely. 46% also consider it "very important" that the items they buy are of national origin, and 32% classify this factor as "important." A minority (1%) declares national origin as "not important at all" in their purchasing decisions.

Furthermore, 86% of respondents are moderately or highly influenced by the national origin of products and associate characteristics such as trust, excellence, and a positive impact on the economy with "Made in Portugal," reinforcing the emotional and rational connection with Portuguese brands.

Food and Beverages emerges as the main national consumption sector, with 87% of respondents stating that they regularly purchase Portuguese products in this category. This is followed by Clothing and Footwear (51%) and Furniture and Decoration (45%). Hygiene and Cosmetics Products (28%) and Technology and Electronics (14%) show lower adoption rates, reflecting a smaller national supply or less brand recognition in these areas.

Regarding the main motivations for choosing national products, quality stands out as the most prominent factor (69%). Trust in national brands and support for the local economy come in second place, both with 58% of responses. National identity and pride (37%) and competitive pricing (35%) are also cited as two key reasons. Issues related to environmental sustainability (30%) and availability at the point of sale (21%) are mentioned less frequently, but still relevant.

Barriers to domestic consumption

However, challenges remain, and despite a preference for national products, 63% of respondents say that the higher price is the main obstacle to buying Portuguese products. Other obstacles include less variety and lack of availability at the point of sale (29%), unfamiliarity with the brand (25%), and less appealing design (8%). Only 4% admit to preferring international brands.

When asked what could be improved in national products to increase their consumption, participants mostly indicated economic and communication factors. Price reduction is the main priority, mentioned by 64% of respondents. Better communication of Portuguese origin (43%) and increasing the variety of national products (42%) are also important aspects for Portuguese brands to improve.

Respondents also highlighted factors such as improving product availability at points of sale (40%) and investing more in advertising and promotion (36%), thus reinforcing the presence of national brands among consumers. On a smaller scale, we have quality improvement (18%), design enhancement (17%) and increased sustainability (12%) as priority areas for development.

In terms of perception and recognition, 67% of respondents say they are able to identify whether a product is of Portuguese origin, mainly based on the indication on the label or tag, the presence of national seals or symbols, and verification of the country of origin on the packaging.