Overall, and like in many other industries in the acclaimed “data age”, the food industry has undergone profound changes in recent decades. On the one hand, markets became global and increasingly fast and competitive. On the other hand, several studies show that the world population will reach 9 billion by 2050, so it is urgent to reflect on the global food system, so it can be managed with sustainability and taking into account human needs, available resources and the impacts on the planet.
Every day, portuguese consumers choose practical, light and nutritious meals that reinforces a healthy lifestyle. The consumer remains aware and tuned with main global trends regarding the dichotomy “diet vs health”.
Sustainability has been widely discussed in all spheres of society. Consumers are aware of certifications and ethical brand positioning, regarding security and responsible attitude related issues - not only to personal health but also to the environment and with civil society.
Experience sharing (customer experience) and public reviews, through social media is changing consumer trends in hotel, restaurants and retail markets. The consumers more and more check for information, online and offline, about products, services and brands before making a purchase, taking special attention to the experience of other consumers before decide to consume or not.