When the pandemic emerged in Portugal in 2020, leading to restrictions including lockdowns, demand for baby and child-specific products remained quite steady but with disparate performances across the category. Products deemed to be less essential such as toiletries, covering products for babies and older children, witnessed declines in 2020.
Portuguese parents are increasingly informed about the sensitivity of babies’ skin and the potential harmfulness of some ingredients present in personal care products. Therefore, they are keen to provide the best for their young children and are increasingly willing to spend their budget on products that they feel they can trust.
In addition to creating formations that consider the skin sensitivity of babies and younger children, manufacturers are also developing eco-friendly offers. These tend to be perceived as more adapted to babies’ and children’s skin, as they are more natural and contain fewer additives and chemicals.
As noted in many developed countries, the birth rate in Portugal is set to decline over the forecast period, potentially limiting the further development of baby and child-specific products. Nevertheless, the category is still expected to register positive growth rates over the forecast period, driven by some specific product categories increasingly perceived as essential by new parents.
Portuguese consumers are increasingly informed and aware of the dangers of some ingredients, in particular chemicals contained in beauty and personal care products. They are therefore, increasingly switching to products with fewer ingredients and more natural formulations.
Multinationals led baby and child-specific products in 2021, and this is set to continue over the forecast period. Procter & Gamble Portugal SA retained its convincing leadership overall with its Dodot brand, followed by Johnson & Johnson with its wide and well-accepted Johnson’s Baby range.
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Understand the latest market trends and future growth opportunities for the Baby Care 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.
If you're in the Baby Care 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.
Includes products for babies and toddlers aged 0-3 years and products for children under 11 years of age. Adult products with a secondary claim such as ‘suitable for children and sensitive skins’, are not included.See All of Our Definitions
This report originates from Passport, our Baby Care research and analysis database.
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