CATÓLICA-LISBON, recognised as a Corporate Superbrand in 2023, welcomed Superbrands Portugal this morning, May 7, for the official presentation of the 2025 Consumer Study. The study analyses the most influential brands among Portuguese consumers, as well as the leading market segments and behavioural trends in Portugal.
Conducted with a representative sample of the Portuguese population, the study is based on spontaneous responses, with participants asked to identify the most relevant brands across five key dimensions: Awareness, Uniqueness, Trust, Identification, and Needs Satisfaction.
The session opened with remarks by André Alves, Brand and Digital Marketing Director at CATÓLICA-LISBON, who highlighted the strategic importance of analysing consumer behaviour and the evolution of national brands. This was followed by the presentation of the study’s findings by Óscar Palomar, Founding Partner of AMINT.
The results reveal a growing appreciation for Portuguese brands. Among the 20 most frequently mentioned brands, nine are national, including Continente, Pingo Doce, Delta Cafés, Mimosa, Galp, MEO, NOS, EDP and Worten. Notably, for the first time, two Portuguese brands top the overall ranking, signalling a reversal of the trend seen in previous years.
Sector analysis shows that five industries dominate 81% of the Top 20 brands: Retail, Food, Sports, Technology, and Telecommunications. Retail stands out with a significant increase in share, rising from 22.1% in 2020 to 30.2% in 2025. Energy and Fashion also recorded slight growth in representation.
The study further offers a generational breakdown of consumer-brand relationships, segmenting responses among the Silent Generation, Baby Boomers, Generation X, Millennials, and Generation Z. Brand presence varies by sector and generation, with Retail emerging as dominant across all age groups. Generation Z shows stronger affinity with Technology and Sports brands, while the Silent Generation stands out in Fashion.
This initiative reinforces CATÓLICA-LISBON’s role as a platform for strategic dialogue and knowledge sharing on the Portuguese market and consumer behaviour. The business school plays a leading role in research on marketing and consumer behaviour, with a group of internationally recognised scholars known for their impactful contributions in areas such as Consumer Shopping and Retail, Decision-Making, Biases and Emotions, and Data, Modelling and Skills Development. This commitment is further supported by LERNE, which includes the Research Lab and Retail Lab, two unique infrastructures in Portugal dedicated to in-depth analysis of consumer behaviour, both in controlled experimental settings and simulated shopping environments, enabling the generation of applied knowledge relevant to the retail sector.
CATÓLICA-LISBON has also contributed to excellence in sector-specific education, being a pioneer, in partnership with Jerónimo Martins, in launching the first Executive Bachelor's Degree in Commercial and Retail Management in Portugal. This programme is designed to equip professionals with advanced management skills, supporting their career progression while addressing the specific demands of the retail sector. This innovative initiative was awarded an Honourable Mention in the “Best Business School Partnership 2025” category of the Excellence Awards by the Association of MBAs (AMBA) & Business Graduates Association (BGA).