A recent study analyzed the reputation of the main brands of supermarkets in Portugal and revealed what it is, in the eyes of consumers, the best viewed in the sector. Among dozens of known names, it was a national supermarket to stand out, surpassing rivals such as Lidl and Mercado.
Continent
According to Marketeer, the continent was elected the supermarket with best reputation in the food flap in Portugal. The distinction was attributed under the Repscore ™ 2025 study, promoted by consultant OnStrategy, which evaluated more than two thousand brands based on criteria such as trust, quality, relevance and social responsibility.
According to the same source, the study took place throughout the year and combined the direct opinion of the Portuguese with behavioral, communication and financial data. The winning brand has again led in the food retail category, consolidating its position in a highly competitive market.
Reputation built with confidence
The same source indicates that the distinguished supermarket has been reinforcing its connection with consumers through a strategy that values proximity, innovation and social responsibility. Confidence, built over decades, is pointed out as one of the main factors of this reputation.
Among the examples given, we highlight the support provided to hospitals and pharmacies in energy failure situations, ensuring the correct storage of vaccines. According to the same source, these actions strengthen the brand image, showing a commitment beyond sales.
The bet on social causes has also been valued. The brand has supported projects related to food, health and well-being for over twenty years, which contributes to the perception of responsibility and consistency.
Bet on innovation and digital
Technological innovation has played an important role in reinforcing reputation. The publication states that the brand has implemented solutions such as automatic payments and custom features in its application, making it easier to buy experience.
The same source also underlines the coherence between the brand’s various digital channels, online store, social networks and customer service, which helps build a solid and close image to the consumer.
Within the company, the appreciation of employees and the encouragement of merit are pointed out as factors that are reflected in the way customers perceive the brand. The employees themselves become ambassadors of the company’s values.
Appreciation of what is Portuguese
The connection to national producers is another of the reasons that explain the brand’s good reputation. According to the same source, support for Portuguese and the appreciation of local products are recognized by consumers as signs of commitment to the country.
Also the effort to adapt each store to the reality of your region has been well received. The same source explains that this flexibility allows you to better respond to local preferences, reinforcing proximity to customers.
Despite the growing competition, the supermarket again led in the sector. As the same source refers, the balance between tradition and modernity remains the key to maintaining the confidence of the Portuguese.
Four decades of history
This year, the brand celebrates 40 years of presence in Portugal. According to, this milestone symbolizes a growth and adaptation path, always focusing on the relationship with customers and the evolution of the market.
The Repscore ™ 2025 study confirms that among many available options, this national brand remains the best evaluated by Portuguese consumers.
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