Distribution and retail among the sectors that appreciated the most in 2024

Among the sector-leading brands with the highest valuation in 2024 are CGD (988 million euros) with a valuation of 47%, Pingo Doce (1.14 million euros) with a valuation of 38.4%, Parfois (228 million euros) with a valuation of 34.1% and CTT (227 million euros) with a valuation of 29.6%.

Consultancy firm OnStrategy presents the results of its annual study of the Most Valuable Portuguese Brands in 37 sectors of activity, developed using the Royalty Relief methodology.

OnStrategy emphasises that the analysis provided a comprehensive and segmented view of how brands evolve, allowing us to understand the variables that shape their value. According to João Baluarte, the partner responsible for financial studies at OnStrategy, ‘this work is the culmination of a sequence of brand studies that OnStrategy has been releasing since the beginning of the year, analysing Reputation, Brand Strength and Energy and now Financial Valuation. Through the Financial Assessment, a rigorous certified analysis, we are able to quantify the financial value of a brand and understand, in a very concrete way, its weight and importance in the activity of organisations in different sectors, not just as an image, but as an intangible asset, one of the most important assets for organisations.’

Among the 37 leading brands in the sector, identified from the total of the 100 most valuable Portuguese brands, CGD (+47%), Pingo Doce (+38.4%), Parfois (+34.12%), CTT (+29.6%), Wells (+29.4%) and Portugalia (+28.6%) stood out as the brands that increased the most in value compared to 2023.

Food Distribution & Consumption

Regarding the food production, distribution and retail sectors, the leading brands in 2024 were Pingo Doce in the ‘Retail Food’ segment, whose owner Jerónimo Martins also stood out as the most valuable Holdings brand, Delta in the ‘Beverages Non Alcohol’ segment, Super Bock in the ‘Beverages Alcohol’ segment, Lactogal in the ‘Food’ segment and Portugália in the ‘Retail Restaurants’ segment.

Industry

The Industry sector, which grew by 3.4 per cent year-on-year in April 2024, against the European trend, is led by the Navigator Company, which has become the most valuable brand in the ‘Industrial Products’ segment (281 million euros).

Retail

The Retail sector is led by Parfois, the most valuable ‘Retail Specialist’ brand, followed by Salsa, the leader in the ‘Retail Textile’ segment, Vista Alegre, the most valuable brand in the ‘Luxury’ segment, and Gato Preto, the leader in the ‘Retail Home’ segment.

Services

In the ‘Professional Services’ segment, CTT was the most valuable brand (227 million euros).

Technology

In the technology sector, Worten stood out as the most valuable ‘Retail Technology’ brand in the period under review, followed by Novabase, the leader in the ‘Technology & Software’ segment.

This methodology complies with the ISO20671 (strategy and strength assessment) and ISO10668 (financial assessment) standards, in which all brands are audited and assessed on the basis of public information, namely reports and accounts, market data and brand strength indicators.