Talking about the ideal home is talking about who we are. Between the desire to live comfortably, the need to adapt every square meter (m2), and the challenge of keeping everything affordable, the Portuguese remain deeply connected to the space where they spend a large part of their lives. And it is precisely this emotional and practical relationship with the home that IKEA has been closely studying in its annual “Life at Home Report”.

Ruben Frank, the brand’s spokesperson in Portugal, explains to idealista/news that the concept of the “ideal home” goes far beyond aesthetics or size. It involves safety, functionality, and authenticity — a space where each person truly feels at home. At a time when economic concerns and sustainability dominate the agenda, Ruben Frank, Country Home Furnishing & Retail Design Manager at IKEA Portugal, outlines the current portrait of the Portuguese home.

IKEA
IKEA
When we talk about the “ideal home” for the Portuguese, what kind of space are we really referring to?

Talking about an “ideal home”, for IKEA, does not mean talking about dimensions or square meters. An ideal home is a space where we feel safe, comfortable being who we want to be, and that responds to our needs, aspirations and motivations.

For people in Portugal, as for most people, the home should be a place that offers comfort, safety and that allows moments of sharing — family meals, gatherings with friends, relaxation. It is a fluid space, where the kitchen is becoming increasingly important as the center of everyday life. It is where we cook, eat, socialize, study, work — in short, the “ideal home” is one that adapts to the life of those who live in it: practical, functional, cozy, and personalized. And in this context, it is essential to recognize the role that a company like IKEA has played, and continues to play, in enabling more and more people to have access, in a simple and affordable way, to products and services that transform their house into the home they genuinely want and need.

What distinguishes the preferences of the Portuguese from those of other European markets?

Every year, IKEA publishes its global Life at Home Report, a study that analyzes and compares trends and specificities from dozens of countries around the world (including Portugal) regarding life at home.

In the most recent edition, it became especially clear that, in the Portuguese case, emotional attachment to the home is particularly strong: a high number of people see their home as a refuge, their favorite place to be.

According to this same study, another determining element that affects life at home in Portugal — from sleep quality to interpersonal relationships — is economic concerns. They are a central factor. The rising cost of living, national economic instability, and personal financial situations shape the way people live, both inside and outside the home.

In Portugal, there is also a very strong appreciation for moments of togetherness, interpersonal relationships, and “eating together” as an essential part of a better daily life at home, perhaps more than in countries where the fast-paced, individualistic urban lifestyle requires a different structure.

Once again, and this explains our strong focus this year on everything related to cooking and eating, the value attributed to the kitchen — its comfort, functionality, emotional connection, and the fact that it is the heart of the home — is something the Portuguese deeply appreciate.

IKEA
IKEA
What significant changes has IKEA observed in recent years regarding the concept of “home” for Portuguese consumers?

The home has ceased to be just a place to sleep or rest and has become an improvised office, a classroom, an active kitchen, a leisure area, among other roles. Multifunctionality has become essential, not only in Portugal but all over the world.

Portugal is a country with lower purchasing power, and people place great value on controlling household expenses through more conscious choices — durable, versatile products that do not force them to give up comfort or style. For this reason, in recent years we have made a great effort to reduce prices across an increasingly wide range of products, showing — at this particularly sensitive time for people and families — that we are by their side and ready to help.

There is also a growing concern for sustainability, the environment, and the circular economy; the Portuguese increasingly want their homes to be environmentally responsible spaces.

Is there a layout that best represents the current Portuguese home?

Many Portuguese people live in limited spaces or in traditional layouts that were not designed for remote work or large kitchens.

Compact environments that require optimization: small but well-organized kitchens, smart storage, multifunctional furniture.

Greater appreciation for social areas (kitchen and living room connected or visually connected), even if physically separate.

bed
Freepik
What are the main challenges the Portuguese face today in turning the ideal home into a possible home?

The budget: inflation, cost of living, and energy pressure make it difficult to invest in furniture, appliances, or major renovations.

Space: many older or rented apartments do not allow major interventions or have limited space.

Time: fast-paced lives mean less time or motivation for major home projects.

And finally, access to sustainable or quality solutions at good prices: there is demand, but availability or sufficient information to make informed choices is not always there.

When comparing Portugal to countries like Sweden, Spain or Italy, what are the biggest differences in the way people use the spaces in their homes?

In countries like Sweden, there is a stronger tradition of large central kitchens or open spaces connecting the kitchen and living areas. In Portugal, kitchens tend to be compact and designed for functionality. The use of outdoor spaces also differs: in Spain or Italy, terraces and balconies are more integrated into daily life and socializing, whereas in Portugal, especially in urban areas, this is less common.

Regarding eating habits: in Portugal, eating at home (family or social meals) continues to be predominant; in other markets, dining out or ordering takeaways is more frequent, influencing the type of kitchen products people look for.

IKEA
IKEA
Do the Portuguese value design, functionality or price more? And how does this compare with other countries?

Price remains very important — “value for money” is one of the main priorities. IKEA continues to reinforce this positioning, and our success over more than 20 years in Portugal demonstrates that we are on the right path. However, it is not just about price: there is demand for modern design, aesthetic appeal and style variety — people want their homes to reflect who they are. Functionality often becomes the deciding factor: storage, versatility, durability, and solutions that optimize space.

In other markets, the prestige of design or brand image may carry more weight, and consumers may be willing to pay more for aesthetics or innovation. In Portugal, there is a clear balance: price + functionality + aesthetics (as long as the price allows it).

Are there products or ranges that perform very differently in Portugal compared to other markets?

Kitchen solutions and storage systems perform very well. Lines that maximize compact storage or modularity tend to be very successful. Home well-being items — lighting, textiles, small accessories — also perform strongly when they combine design, usefulness, and affordability. Sustainable or “circular” products are gaining traction in Portugal. Although the market is still maturing, there is strong engagement with second-life and reuse initiatives, such as the huge success of IKEA preowned.

IKEA
IKEA
Is the concept of a “multifunctional home” more relevant in Portugal than in other countries?
Yes, increasingly so. People’s homes now serve multiple needs: hybrid work, study, socializing, leisure, meals and rest. Spaces that once had a single purpose must now be versatile. Portugal, with its many small homes, experiences this very directly.

How is IKEA adapting its offering to the Portuguese housing reality, marked by smaller spaces and limited budgets?

Through intelligent and affordable furniture solutions, modular and adaptable, maximizing storage solutions, focusing on real needs, and lowering prices on key products to make good solutions accessible.

Also by offering inspiration for compact kitchens, with accessories, furniture and utensils adapted to smaller dimensions, and by continuing to improve our omnichannel services (more pick-up points, delivery options and digital platforms), providing flexibility to customers.

We are also investing in sustainability and circularity, offering options that benefit both people and the planet.

IKEA
IKEA
Have digitalization and online shopping changed the way the Portuguese decorate and equip their homes?
Yes. There is more online research before buying, comparing prices, viewing images and seeking inspiration (Pinterest, social media, TikTok) — all have a significant influence. E-commerce and “click & collect” have grown. IKEA has significantly increased its pick-up points. Digital experiences also help people plan better (apps, simulators, catalogs), which is essential for decorating small spaces efficiently.

What global trends does IKEA foresee arriving in Portugal in the coming years that may redefine the concept of home?
I would highlight:

More kitchens and dining areas as the heart of the home — spaces for cooking and socializing, aligned with the global “Cooking & Eating at Home” campaign for Fiscal Year 2026.
Growth of the circular economy, second-life products, reuse, and modular and recyclable design.
Smart home technology, automation for convenience and energy efficiency.
Modular and adaptable furniture that evolves with life stages: family, work, single life, etc.
Integrated sustainability — not just eco-friendly products, but living with less waste, less energy, and healthier choices.

IKEA
IKEA
Does IKEA believe that the “ideal home” for the Portuguese will become increasingly minimalist, technological or sustainable?

It will be a combination of all three, with a strong emphasis on sustainability and functionality. It is not a “cold minimalism”, but rather “functional minimalism” — cleaner spaces, less excess, but with meaningful and cozy elements. Technological in ways that make life easier — efficient appliances, smart lighting, useful gadgets. And sustainable, because Portuguese consumers care deeply about conscious choices, cost, the environment, durability, reuse and recyclability.