By Chris Skeldon 
Summer is one of the most anticipated times for consumers, which prompts them to change their consumption habits. But what are the consumption trends of the Portuguese at this time?
To answer this question, ConsumerChoice conducted an analysis of consumer behavior, preferences, and associated costs during this period. The study also highlights the brands most associated with this season of the year and the key decision factors.
According to the findings presented, the majority of consumers reveal that their spending increases significantly during the summer months. The most prominent consumption categories are food and beverage (26%), entertainment and leisure (25%), and travel and accommodation (24%). On the other hand, technologies and Tools (2%) is the category in which Portuguese spend the least. Only about 4% of those surveyed said they did not experience changes in their monthly budget during this period.
When it comes to holiday budgets, the study results reveal a stable trend. Around 51% of respondents said their holiday budgets remained the same or similar to the previous year. However, around 21% of respondents say their budget has increased, with 5% classifying it as “much larger”. A further 20% revealed a decrease in the money they save for their holiday, while 3% indicated a significant decrease.
As for last year, about 50% of respondents said they noticed an increase in their spending in the summer, about 41% said it remained the same, and about 10% said it decreased. For this year, the feeling of those surveyed is that there will be stability compared to the summer of previous years.
Social and entertainment experiences are a frequent requirement when the heat and good weather arrive, which is typical of this time of year. Respondents reported visiting more restaurants and cafes during the season when the days are longer, and only 21% of respondents reported that their frequency of these establishments does not increase during these months.
Summer music festivals are a popular trend among Portuguese people.
About 41% of respondents indicate that they usually attend summer music festivals. However, 44% do not participate in this type of event, but 15% would like to be able to attend. The most popular festivals in the country are NOS Alive, Rock in Rio, MEO Sudoeste, Vodafone Paredes de Coura, MEO Marés Vivas and Super Bock Super Rock.
For the Portuguese, summer is synonymous with drinks, ice cream and travel. The Portuguese brands most associated with the season are Super Bock, Hello, Sagres and Sumol. Among foreign brands, Coca-Cola, Havaianas, Heineken and Ryanair stand out.