Market Research in Portugal

Market Research in Portugal

What does it take to thrive in Portugal’s dynamic market? Market research in Portugal uncovers consumer preferences, market trends, and competitive dynamics in Portugal. That’s why it’s the cornerstone of informed decision-making and sustainable growth strategies.

What Is Market Research in Portugal?

Market research in Portugal provides businesses with actionable insights that inform strategic decision-making and drive business growth. By conducting market research in Portugal, businesses can gain valuable insights into the following key aspects:

  • Consumer Behavior: Understanding how Portuguese consumers make purchasing decisions, their preferences, and buying patterns.
  • Market Trends: Identifying emerging trends, technological advancements, and shifts in consumer demand within specific industries.
  • Competitive Landscape: Analyzing competitors’ offerings, market positioning, and strategies to differentiate and gain a competitive advantage.
  • Regulatory Environment: Assessing regulatory requirements, compliance issues, and legal considerations affecting business operations in Portugal.

Why Do Businesses Need Market Research in Portugal?

Market research helps businesses understand Portuguese consumers’ preferences, behaviors, and purchasing habits. This understanding enables businesses to tailor their products, services, and marketing strategies to effectively meet local demand. Moreover, through comprehensive market research in Portugal, businesses can identify untapped market segments, emerging trends, and niche opportunities in Portugal. It allows for strategic positioning and targeted market entry strategies.

Market research also enables businesses to assess market risks, competitive threats, and regulatory challenges in Portugal. This proactive approach helps mitigate market entry, expansion, or product launch risks. Additionally, it helps businesses gather competitive intelligence by analyzing competitors’ strengths, weaknesses, and market positioning in Portugal.

When to Conduct Market Research in Portugal

Timing is critical when it comes to market research in Portugal. Here are key scenarios and stages where conducting market research is optimal:

  • Market Entry or Expansion: Before entering the Portuguese market or expanding existing operations, businesses should conduct comprehensive market research. This includes understanding market dynamics, consumer preferences, competitive landscape, and regulatory requirements.
  • New Product Launch: When launching a new product or service in Portugal, market research helps assess market demand, identify target customer segments, and validate product features. Gathering insights before launch minimizes risks and maximizes product-market fit.
  • Strategic Planning and Decision-Making: Market research in Portugal is essential for strategic planning and decision-making processes in Portugal. Whether developing business strategies, optimizing marketing campaigns, or evaluating investment opportunities, data-driven insights inform critical decisions.

In any case, before embarking on market research initiatives in Portugal, businesses should consider the following essential questions:

  • What are Our Objectives?
    • Define clear objectives for market research in Portugal. Are we seeking to enter a new market, understand consumer preferences, assess competition, or validate a business opportunity?
  • Who is Our Target Audience?
    • Identify the target audience in Portugal. Who are the primary customers or stakeholders we aim to study? What are their demographics, behaviors, and preferences?
  • What Information Do We Need?
    • Determine the specific information required from market research. What aspects of the Portuguese market do we need insights into—consumer behavior, market size, trends, pricing, distribution channels, or regulatory landscape.
  • What is Our Budget and Timeline?
    • Define the budget and timeline for market research in Portugal. What resources are available for conducting research? Set realistic timelines for data collection, analysis, and reporting.
  • Who Will Execute the Research?
    • Identify internal resources or external partners responsible for executing market research in Portugal. Consider partnering with experienced market research firms familiar with the Portuguese market landscape.
  • How Will We Use Research Findings?
    • Determine how research findings will inform strategic decisions and business strategies in Portugal. How will insights gained from market research translate into actionable plans and initiatives?

Our Current Market Review and Recommendations

We consider the market landscape in Portugal is evolving, driven by several key trends. One notable trend is the growing emphasis on sustainability and eco-friendly practices across industries. Consumers in Portugal increasingly demand environmentally conscious products and services, presenting opportunities for businesses to innovate and differentiate.

Another trend is the digital transformation sweeping through various sectors in Portugal. The adoption of technology, including e-commerce, digital marketing, and smart solutions, is reshaping consumer behaviors and business operations. Businesses that embrace digitalization are poised to gain a competitive edge and capitalize on changing market dynamics.

Portugal’s market shows promising prospects, supported by steady economic growth and favorable business conditions. The country’s strategic location, government incentives, and investment in infrastructure contribute to a positive outlook for industries such as tourism, renewable energy, technology, and agribusiness.

Consequently, investing in the Portuguese market offers the potential for attractive ROI, particularly in sectors aligned with market trends and consumer preferences. Opportunities exist in tourism and hospitality, renewable energy, information technology, healthcare, and food and beverage industries.

Key Industries and Key Players

Textiles and footwear are some of Portugal’s essential industries. Its natural resources include fish, oak, ore, copper, farmland, and tidal energy. Also, agriculture occupies more than half of the country. The north produces sheep, cattle, goats, pigs, poultry, potatoes, tomatoes, olives, and grapes, but the south has vast grain and olive tree fields.

Additionally, Portugal hosts several prominent companies and brands across various sectors:

In the retail sector, Sonae is a major player, operating retail chains like Continente and Worten. Companies such as NOS and Vodafone Portugal dominate the telecommunications industry, offering a range of services from mobile to broadband. Super Bock Group and Central de Cervejas are key players in Portugal’s beverage industry, and they are known for their beer production. The pharmaceutical sector features multinational companies like Bial and Hovione, which contribute to Portugal’s healthcare advancements.


The capital of Portugal, Lisbon, is the western edge city in continental Europe, covering almost 40 sq miles. It is the most prosperous city in the country. It offers a range of sights for visitors, beaches, museums, and spots for a tour. This city in south Portugal is the center of the Algarve region. It’s known for its climate, beaches, and appeal as a holiday destination for all visitors.

Portugal is renowned for its captivating tourist destinations, attracting visitors from around the globe:

  1. Lisbon: The vibrant capital city offers a blend of historical landmarks like São Jorge Castle and modern attractions such as LX Factory and the lively Bairro Alto district.
  2. Porto: It is famous for its charming riverfront, Port wine cellars, and the striking Dom Luís I Bridge spanning the Douro River.
  3. Algarve Coastline: Known for its stunning beaches like Praia da Marinha and picturesque coastal towns such as Lagos and Albufeira.
  4. Douro Valley: It is a UNESCO World Heritage site celebrated for its terraced vineyards, river cruises, and wine tastings.
  5. Sintra: A fairy-tale town with palaces and gardens, including the colorful Pena Palace and the mystical Quinta da Regaleira.
  6. Évora: A historic city with Roman ruins, medieval architecture, and the impressive Temple of Diana.
  7. Madeira: A lush island paradise known for its botanical gardens, dramatic cliffs, and scenic Levada walks.

Market Drivers and Restraints in Portugal

Several factors contribute to driving growth and opportunity in the Portuguese market:

  • Government Support: Policies promoting entrepreneurship, innovation, and foreign investment create a favorable business environment.
  • Strategic Location: Portugal’s strategic position in Europe enhances trade, logistics, and connectivity with global markets.
  • Tourism Boom: Increasing tourist arrivals drive demand across hospitality, retail, and transportation sectors.
  • Renewable Energy Initiatives: Commitment to renewable energy attracts investment and supports sustainable development goals.

Despite its growth potential, Portugal also faces certain market restraints that businesses should consider:

  • Economic Challenges: Like many European countries, Portugal has faced economic fluctuations and challenges, impacting consumer spending and investment.
  • Skill Shortages: Specific industries, such as technology and healthcare, may face skill shortages, affecting talent acquisition and innovation.
  • Regulatory Complexity: Navigating local regulations and administrative processes can pose challenges for market entry and business operations.
  • Competitive Landscape: Intense competition within key sectors requires strategic differentiation and market positioning.

Consumer Base

Many Portuguese citizens’ buying habits have changed. This change started due to the economic crisis of 2008 and has continued into recent times as people have become more price-aware and seek out the best prices and discounts. They tend to look for promos rather than paying the full price for goods. They also shop more but for less money. This trend is now prevalent among Portuguese consumers. Many of them are the most promotional end-users in Europe. When buying food, more than two-thirds of shoppers in Portugal regard price as the most critical metric.

Industry Attractiveness: SWOT Analysis of the Portuguese Market

Portugal’s market presents a unique blend of opportunities and challenges for businesses aiming to establish a presence or expand operations within the country. Conducting a SWOT analysis helps assess the industry attractiveness and understand the key factors shaping market dynamics. Let’s explore the strengths, weaknesses, opportunities, and threats associated with the Portuguese market:


  • Rich Cultural Heritage and Diverse Tourism Offerings: Portugal’s rich history, stunning landscapes, and vibrant cities like Lisbon and Porto attract millions of tourists annually. The country’s cultural heritage, including historic sites, festivals, and culinary traditions, provides a unique draw for international visitors and contributes significantly to the economy.
  • Growing Technology and Innovation Ecosystem: Lisbon has emerged as a prominent hub for startups, technology companies, and innovation-driven enterprises. The city’s supportive ecosystem, coupled with favorable policies and access to talent, fosters entrepreneurship and attracts investment in sectors such as fintech, biotech, and digital services.
  • Strong Commitment to Renewable Energy and Sustainability: Portugal has made remarkable strides in renewable energy production, with a substantial portion of electricity coming from wind, solar, and hydropower sources. The country’s commitment to sustainability aligns with global trends and positions Portugal as a leader in clean energy initiatives.


  • Economic Volatility and Historical Debt Burdens: Portugal has experienced economic challenges, including periods of volatility and high public debt. This can impact investor confidence and constrain government infrastructure and public services spending.
  • Relatively Small Domestic Market Size: Portugal’s domestic market is relatively small compared to larger European economies. This limits scale and can pose challenges for companies seeking rapid growth solely within the country.
  • Dependency on Certain Industries: The economy’s reliance on sectors like tourism, agriculture, and traditional industries can make Portugal vulnerable to external shocks or shifts in consumer preferences.


  • Expansion of Export Markets and International Trade: Portugal can leverage its strategic location and trade agreements to expand exports to new markets beyond Europe. Strengthening international trade relations presents opportunities for Portuguese businesses to diversify and grow.
  • Emerging Sectors such as Renewable Energy and Digital Services: The focus on renewable energy and advancements in technology and digital transformation opens avenues for innovation and investment in emerging sectors with high growth potential.
  • Increasing Demand for High-Quality Agricultural Products and Wines: Portugal’s agriculture sector, renowned for wines, olive oil, and specialty crops, can capitalize on growing global demand for premium, sustainably sourced products.


  • External Economic Factors and Global Market Uncertainties: Portugal is susceptible to external economic factors, such as changes in global trade dynamics, interest rates, or geopolitical tensions, which can impact investment and business operations.
  • Competition from Neighboring European Countries: Proximity to larger European economies with competitive industries poses market share and export competitiveness challenges.
  • Regulatory Changes and Policy Uncertainties: Shifts in regulations or policies, both domestically and within the European Union, can create uncertainties for businesses, requiring adaptation and compliance measures.

Reasons to Grow Your Business in the Market

Companies from the United States can gain entry to the EU by conducting business in Portugal. Like all other EU members, the country’s ports and borders are open to free trade with other members. The EU is a top global market.

Portugal offers many benefits such as 300 days of sunshine in the south and cheap food and asset prices. It also provides a safe environment. Of the 190 countries recognized by the World Bank, Portugal rates in the first quartile in ease of doing business. This position signifies a favorable climate for business success.

With so many gains, Portugal is the best place to start a business in this region of the world.

How SIS International’s Market Research in Portugal Helps Businesses

SIS International offers comprehensive market research and consulting services tailored to assist businesses in navigating the Portuguese market landscape. Here’s how their expertise contributes to business success:

Reducing Risk:

SIS helps businesses identify potential risks, market challenges, and regulatory hurdles, enabling informed decision-making and risk mitigation strategies.

Boosting Revenue:

Strategic market insights provided by SIS International assist businesses in identifying untapped market segments, customer preferences, and competitive positioning, ultimately contributing to revenue growth and market expansion.

Saving Money:

Efficient market research helps optimize resource allocation, minimize unnecessary expenditures, and ensure cost-effective market entry strategies tailored to the Portuguese market.

Saving Time:

SIS International’s streamlined research methodologies and expert analysis accelerate the market entry process, reducing time-to-market and enabling businesses to capitalize on emerging opportunities swiftly.

Accelerating Growth and Innovation:

By staying abreast of industry trends, consumer behaviors, and innovation drivers, SIS International empowers businesses to innovate products, services, and business models that resonate with Portuguese consumers, fostering sustained growth and competitiveness.

Boosting ROI:

The actionable insights derived from SIS International’s market research efforts maximize the return on investment by guiding strategic resource allocation and market entry strategies tailored to the Portuguese market landscape.

About Market Research in Portugal

It is vital to conduct quantitative, qualitative, and strategic research. Focus groups can reveal the actual customer’s points of view and opinions. Investors should survey potential customers to ensure entry approval. The method of entering the market in Portugal is like that of many other nations. Although Market Research such as Surveys and Interviews can provide many insights into the market, it is always best to travel to the country. Businesses can make helpful industry contacts during a visit. Immersing yourself in the country can also help you succeed in the market.

SIS International offers Quantitative, Qualitative, and Strategy Research. We provide data, tools, strategies, reports and insights for decision-making. We conduct interviews, surveys, focus groups and many other Market Research methods and approaches. Contact us for your next Market Research project.