Choosing a product involves analysing several factors – price being key to consumers in the markets where we operate. In the face of a volatile economic context, consumers are cautious, and every purchase is a calculated step. To help in this decision, our banners launched nearly 580 promotional leaflets and 200 campaigns in 2024, focusing on offering customers with the best saving opportunities and value-for-money deals. 

Our mobile apps deliver daily, personalised promotions tailored to each customer’s preferences and past purchases – with just one shake of their phones. In 2024, Biedronka’s Shakeomat and Pingo Doce’s Poupa Shaker together recorded more than 1.2 billion “shakes”, highlighting the relevance of these two loyalty apps among its users. 

Private Brand products have become a staple in our clients’ shopping routines – not only because they are affordable, but because their safety and quality are proven. Across our banners, these products account for a significant portion of total sales, a testament to consumers’ trust. 

While the final choice lies with the consumer, our banners shape the assortment from which those choices are made. Acknowledging this responsibility – and recognizing the vital role food plays in overall health – we are committed to offering healthy and nutritious products to our customers. 

Pingo Doce is the first food retailer in Portugal to have 100% of its Private Brand assortment free from artificial colouring and flavour enhancers. This aligns with our long-term strategy to continuously improve the quality of the ingredients used, and the nutritional composition of our products, by carrying out recipe revisions which includes reducing salt, sugar and fats from our Private Brand and perishables offering. 

We also improve our Private Brands by monitoring consumer trends to develop new and innovative products and services, targeting different lifestyles, needs and expectations. We strive to provide services that make our consumer’s lives easier, like self-checkouts, having proximity and convenience in mind.

We protect the rights and expectations of our clients by offering a range of support and communication channels, ensuring a relationship of trust and proximity. To assess and resolve any concerns, customers can reach out to our Customer Support Services, Ethics Committee or Customer Ombudsman. Each channel guarantees impartiality, neutrality, independence and confidentiality.