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Alcoholic Drinks in Portugal

May 2021
USD 2,100
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Overview:

Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Portugal with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Beer
  • Wine
  • Spirits
  • Cider and Perry
  • RTDs

If you're in the Alcoholic Drinks industry in Portugal, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty

The Alcoholic Drinks in Portugal report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Alcoholic Drinks in Portugal?
  • Where is consumer demand for Alcoholic Drinks focussed?
  • Which is being consumed more; beer, wine or spirits?
  • Where is demand growing? Stagnating?
  • How is the operating environment for alcoholic drinks changing?
  • Which are the leading brands in Portugal?
  • How are products distributed in Portugal?
  • What are the key trends in new product development?
  • Do consumers want value for money or added value?
  • How will macroeconomic context and shifting cultural values shape future growth?
  • How will COVID-19 and recession impact the alcoholic drinks industry?
  • Where is future growth expected to be most dynamic?

Alcoholic Drinks in Portugal

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks
COVID-19 country impact
Company response
Retailing shift
On-trade vs off-trade split
What next for alcoholic drinks?
Chart 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2018-2025 Chart 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2018-2025 Chart 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2018-2025 Chart 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2018-2025

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age Drink driving Advertising Smoking ban Opening hours On-trade establishments Table 1 Number of On-trade Establishments by Type 2015-2020

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2020

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2015-2020

MARKET DATA

Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2015-2020 Table 4 Sales of Alcoholic Drinks by Category: Total Value 2015-2020 Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2015-2020 Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2015-2020 Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2020 Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2020 Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2020 Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2020 Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2016-2020 Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2015-2020 Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2020 Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2020-2025 Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2020-2025 Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2020-2025 Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2020-2025

DISCLAIMER

SOURCES

Summary 2 Research Sources

Wine in Portugal

KEY DATA FINDINGS

2020 IMPACT

Unprecedented conditions since the pandemic lead to demand for larger pack sizes and economy products
Need for creativity among national micro-enterprises help them survive
Industry players invest in campaigns to bolster port wine and sparkling wine

RECOVERY AND OPPORTUNITIES

Uncertainty for wine sales as recovery dependent on the ongoing presence of the virus and the recovery of tourism
Ongoing fragmentation and segmentation between economy and premium brands
Consumer demand becomes more eclectic extending to organic, vegan and low/non-alcoholic wine

CATEGORY DATA

Table 18 Sales of Wine by Category: Total Volume 2015-2020 Table 19 Sales of Wine by Category: Total Value 2015-2020 Table 20 Sales of Wine by Category: % Total Volume Growth 2015-2020 Table 21 Sales of Wine by Category: % Total Value Growth 2015-2020 Table 22 Sales of Wine by Off-trade vs On-trade: Volume 2015-2020 Table 23 Sales of Wine by Off-trade vs On-trade: Value 2015-2020 Table 24 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 25 Sales of Wine by Off-trade vs On-trade: % Value Growth 2015-2020 Table 26 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2015-2020 Table 27 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2015-2020 Table 28 Sales of Still White Wine by Price Segment: % Off-trade Volume 2015-2020 Table 29 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2015-2020 Table 30 GBO Company Shares of Still Light Grape Wine: % Total Volume 2016-2020 Table 31 NBO Company Shares of Still Light Grape Wine: % Total Volume 2016-2020 Table 32 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2017-2020 Table 33 GBO Company Shares of Champagne: % Total Volume 2016-2020 Table 34 NBO Company Shares of Champagne: % Total Volume 2016-2020 Table 35 LBN Brand Shares of Champagne: % Total Volume 2017-2020 Table 36 GBO Company Shares of Other Sparkling Wine: % Total Volume 2016-2020 Table 37 NBO Company Shares of Other Sparkling Wine: % Total Volume 2016-2020 Table 38 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2017-2020 Table 39 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2016-2020 Table 40 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2016-2020 Table 41 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2017-2020 Table 42 GBO Company Shares of Non-grape Wine: % Total Volume 2016-2020 Table 43 NBO Company Shares of Non-grape Wine: % Total Volume 2016-2020 Table 44 LBN Brand Shares of Non-grape Wine: % Total Volume 2017-2020 Table 45 Forecast Sales of Wine by Category: Total Volume 2020-2025 Table 46 Forecast Sales of Wine by Category: Total Value 2020-2025 Table 47 Forecast Sales of Wine by Category: % Total Volume Growth 2020-2025 Table 48 Forecast Sales of Wine by Category: % Total Value Growth 2020-2025

Spirits in Portugal

KEY DATA FINDINGS

2020 IMPACT

Significant sales contractions brought about by the pandemic force industry players to adapt and switch channels
Better performance for spirits categories habitually consumed at home prior to the pandemic with consumers also treating themselves to premium products for at-home consumption
Despite the unprecedented conditions, new products are launched, mergers agreed and innovative campaigns introduced

RECOVERY AND OPPORTUNITIES

Slow recovery for spirits sales in tandem with alleviation of the virus and the return of tourism, while some at-home consumption moments remain in vogue
Strong potential for national brands on the international stage
New products gain traction while the economic fallout from the pandemic boost attractiveness of private label and e-commerce

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 3 Benchmark Brands 2020

CATEGORY DATA

Table 49 Sales of Spirits by Category: Total Volume 2015-2020 Table 50 Sales of Spirits by Category: Total Value 2015-2020 Table 51 Sales of Spirits by Category: % Total Volume Growth 2015-2020 Table 52 Sales of Spirits by Category: % Total Value Growth 2015-2020 Table 53 Sales of Spirits by Off-trade vs On-trade: Volume 2015-2020 Table 54 Sales of Spirits by Off-trade vs On-trade: Value 2015-2020 Table 55 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 56 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2015-2020 Table 57 Sales of Dark Rum by Price Platform: % Total Volume 2015-2020 Table 58 Sales of White Rum by Price Platform: % Total Volume 2015-2020 Table 59 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2015-2020 Table 60 Sales of English Gin by Price Platform: % Total Volume 2015-2020 Table 61 Sales of Vodka by Price Platform: % Total Volume 2015-2020 Table 62 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2015-2020 Table 63 GBO Company Shares of Spirits: % Total Volume 2016-2020 Table 64 NBO Company Shares of Spirits: % Total Volume 2016-2020 Table 65 LBN Brand Shares of Spirits: % Total Volume 2017-2020 Table 66 Forecast Sales of Spirits by Category: Total Volume 2020-2025 Table 67 Forecast Sales of Spirits by Category: Total Value 2020-2025 Table 68 Forecast Sales of Spirits by Category: % Total Volume Growth 2020-2025 Table 69 Forecast Sales of Spirits by Category: % Total Value Growth 2020-2025

Cider/Perry in Portugal

KEY DATA FINDINGS

2020 IMPACT

Category benefits from growing appeal, growth in the off-trade and new references, including private label
Empor loses ground due to its heavy focus on the on-trade
Growing health and wellness trend leads to launch of first free from gluten cider

RECOVERY AND OPPORTUNITIES

Further growth of cider/perry despite difficult economic context since the pandemic
Young consumers of legal drinking age boost category sales as will recovery of inbound tourism, while competition rises from non/low alcohol beer
New innovative variants including hop cider and red fruit cider stimulate forecast period performance

CATEGORY DATA

Table 70 Sales of Cider/Perry: Total Volume 2015-2020 Table 71 Sales of Cider/Perry: Total Value 2015-2020 Table 72 Sales of Cider/Perry: % Total Volume Growth 2015-2020 Table 73 Sales of Cider/Perry: % Total Value Growth 2015-2020 Table 74 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2015-2020 Table 75 Sales of Cider/Perry by Off-trade vs On-trade: Value 2015-2020 Table 76 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 77 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2015-2020 Table 78 GBO Company Shares of Cider/Perry: % Total Volume 2016-2020 Table 79 NBO Company Shares of Cider/Perry: % Total Volume 2016-2020 Table 80 LBN Brand Shares of Cider/Perry: % Total Volume 2017-2020 Table 81 Forecast Sales of Cider/Perry: Total Volume 2020-2025 Table 82 Forecast Sales of Cider/Perry: Total Value 2020-2025 Table 83 Forecast Sales of Cider/Perry: % Total Volume Growth 2020-2025 Table 84 Forecast Sales of Cider/Perry: % Total Value Growth 2020-2025

Rtds in Portugal

KEY DATA FINDINGS

2020 IMPACT

Strong decline for RTDs due to COVID-19 restrictions including the closure of the on-trade, lockdown and home seclusion
Wine-based RTDs safeguarded by ongoing focus on the off-trade though sales decline via the on-trade in the summer months leading to overall category decline
Brands with a strong off-trade focus perform well in 2020 while those solely available via the on-trade suffer dramatic losses

RECOVERY AND OPPORTUNITIES

Recovery in line with the overall market performance though spirit-based RTDs faces competition from other categories as well as own mixes and the cocktail trend
Uninspiring developments for RTDs in Portugal, though Vini Sangria’s fortunes improve when the on-trade returns to normal operations
Competition from hard seltzers dampens potential for RTDs especially as the category is developing through new launches

CATEGORY DATA

Table 85 Sales of RTDs by Category: Total Volume 2015-2020 Table 86 Sales of RTDs by Category: Total Value 2015-2020 Table 87 Sales of RTDs by Category: % Total Volume Growth 2015-2020 Table 88 Sales of RTDs by Category: % Total Value Growth 2015-2020 Table 89 Sales of RTDs by Off-trade vs On-trade: Volume 2015-2020 Table 90 Sales of RTDs by Off-trade vs On-trade: Value 2015-2020 Table 91 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 92 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2015-2020 Table 93 GBO Company Shares of RTDs: % Total Volume 2016-2020 Table 94 NBO Company Shares of RTDs: % Total Volume 2016-2020 Table 95 LBN Brand Shares of RTDs: % Total Volume 2017-2020 Table 96 Forecast Sales of RTDs by Category: Total Volume 2020-2025 Table 97 Forecast Sales of RTDs by Category: Total Value 2020-2025 Table 98 Forecast Sales of RTDs by Category: % Total Volume Growth 2020-2025 Table 99 Forecast Sales of RTDs by Category: % Total Value Growth 2020-2025

Beer in Portugal

KEY DATA FINDINGS

2020 IMPACT

Steep slowdown for beer due to the closure of the off-trade during the height of the pandemic
Uplift for private label due to growth in grocery retailing and as consumers tighten their belts
Super Bock Group and SCC - Sociedade Central de Cervejas e Bebidas SA retain their duopoly while craft beer boosts penetration via the off-trade and new products are launched

RECOVERY AND OPPORTUNITIES

Steady growth for beer after rebound in 2021 providing the virus comes under control and restrictions ease
The reopening of society boosts innovation leading to greater diversity in beer
Growth in non/low alcohol beer in line with global trends

CATEGORY BACKGROUND

Lager price band methodology
Summary 4 Lager by Price Band 2020 Table 100 Number of Breweries 2015-2020

CATEGORY DATA

Table 101 Sales of Beer by Category: Total Volume 2015-2020 Table 102 Sales of Beer by Category: Total Value 2015-2020 Table 103 Sales of Beer by Category: % Total Volume Growth 2015-2020 Table 104 Sales of Beer by Category: % Total Value Growth 2015-2020 Table 105 Sales of Beer by Off-trade vs On-trade: Volume 2015-2020 Table 106 Sales of Beer by Off-trade vs On-trade: Value 2015-2020 Table 107 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 108 Sales of Beer by Off-trade vs On-trade: % Value Growth 2015-2020 Table 109 Sales of Beer by Craft vs Standard 2015-2020 Table 110 GBO Company Shares of Beer: % Total Volume 2016-2020 Table 111 NBO Company Shares of Beer: % Total Volume 2016-2020 Table 112 LBN Brand Shares of Beer: % Total Volume 2017-2020 Table 113 Forecast Sales of Beer by Category: Total Volume 2020-2025 Table 114 Forecast Sales of Beer by Category: Total Value 2020-2025 Table 115 Forecast Sales of Beer by Category: % Total Volume Growth 2020-2025 Table 116 Forecast Sales of Beer by Category: % Total Value Growth 2020-2025
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This report originates from Passport, our Alcoholic Drinks research and analysis database.

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