Introduction
Within this context, private consumption accelerated in 2015, particu-
larly due to themore intensive growth of the non-durable goods and
services component, which is a very positive indicator for the area in
which the Group has operations. In addition to this indicator, there
are also other positive indicators for the overall economic environ-
ment such as the marked growth of final consumption expenditure
on durable goods, with particular emphasis on developments in the
automobile component.
In other words, in 2015 one began to witness a recovery not only of
consumption in its more immediate form but also of goods which
demonstrate a recovery of the confidence and expectations of
Portuguese consumers.
Due to its dimension and operations in the Portuguese economy,
the Ibersol Group kept pace with this new cycle, having continued
to implement a strategy that had already been thought through
and structured in previous years and which materialised into a new
impetus of growth of its numerical distribution, through new open-
ings of such iconic brands for the Group such as Pizza Hut and Burger
King, but also with an ambitious renewal plan aimed at maintaining
a pace of response suited to customers’ expectations.
In this context, it is important to mention that during the years
of economic contraction a new pattern of Portuguese consumer
behaviour emerged, more cautious and demanding in their choices
but also more readily available for consumption experiences that
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