Beauty and Personal Care in Portugal

Beauty and Personal Care in Portugal

EXECUTIVE SUMMARY

Beauty and personal care sees positive growth overall

Beauty and personal care products see further polarisation

L’Oréal Portugal Unipessoal strengthens its leadership

Innovation responds to more sophisticated demand

Beauty and personal care is set to record positive growth over the forecast period

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Baby and Child-Specific Products in Portugal

HEADLINES

PROSPECTS

Lower birth rates affect sales in most categories

Parents expected to prefer pharma products for their babies

COMPETITIVE LANDSCAPE

Trusted multinationals led the category

Limited new product developments

CATEGORY DATA

Table 11 Sales of Baby and Child-specific Products by Category: Value 2013-2018
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2013-2018
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2013-2018
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2014-2018
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2015-2018
Table 16 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2015-2018
Table 17 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2015-2018
Table 18 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2015-2018
Table 19 Forecast Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 20 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 21 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023

Bath and Shower in Portugal

HEADLINES

PROSPECTS

Bath and shower set to become more sophisticated

The natural and organic trend expected to strengthen

Intimate washes set to register the strongest retail value growth

COMPETITIVE LANDSCAPE

Unilever Fima leads bath and shower

Innovations are focused on new product scents, textures and specific value

CATEGORY DATA

Table 22 Sales of Bath and Shower by Category: Value 2013-2018
Table 23 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 24 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 25 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 26 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 27 LBN Brand Shares of Premium Bath and Shower: % Value 2015-2018
Table 28 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 29 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 30 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

Colour Cosmetics in Portugal

HEADLINES

PROSPECTS

Influenced by social media, consumers are looking for a “total look”

Bright future for colour cosmetics thanks to millennials and Generation Z

Demand greatly shaped by social media

COMPETITIVE LANDSCAPE

L’Oréal leads colour cosmetics

Kikocos is losing ground after years of strong growth

Intense competition leads to changing distribution patterns

CATEGORY DATA

Table 31 Sales of Colour Cosmetics by Category: Value 2013-2018
Table 32 Sales of Colour Cosmetics by Category: % Value Growth 2013-2018
Table 33 NBO Company Shares of Colour Cosmetics: % Value 2014-2018
Table 34 LBN Brand Shares of Colour Cosmetics: % Value 2015-2018
Table 35 LBN Brand Shares of Eye Make-up: % Value 2015-2018
Table 36 LBN Brand Shares of Facial Make-up: % Value 2015-2018
Table 37 LBN Brand Shares of Lip Products: % Value 2015-2018
Table 38 LBN Brand Shares of Nail Products: % Value 2015-2018
Table 39 LBN Brand Shares of Premium Colour Cosmetics: % Value 2015-2018
Table 40 Forecast Sales of Colour Cosmetics by Category: Value 2018-2023
Table 41 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2018-2023

Deodorants in Portugal

HEADLINES

PROSPECTS

Consumers look for efficiency, especially during warm summers

Sprays and roll-ons set to remain the most popular formats

Formulation is expected to gain importance

COMPETITIVE LANDSCAPE

Unilever Fima leads the category whilst Beiersdorf’s Nivea remains the leading brand

Innovation remains a key driver

CATEGORY DATA

Table 42 Sales of Deodorants by Category: Value 2013-2018
Table 43 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 44 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 45 NBO Company Shares of Deodorants: % Value 2014-2018
Table 46 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 47 LBN Brand Shares of Premium Deodorants: % Value 2015-2018
Table 48 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 49 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 50 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2018-2023

Depilatories in Portugal

HEADLINES

PROSPECTS

Women’s razors and blades is expected to see the fastest growth

Innovation set to be a strong lever to attract consumers

COMPETITIVE LANDSCAPE

Reckitt Benckiser leads the category

Procter & Gamble set to gain ground thanks to Venus brand

CATEGORY DATA

Table 51 Sales of Depilatories by Category: Value 2013-2018
Table 52 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 53 Sales of Women's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 54 NBO Company Shares of Depilatories: % Value 2014-2018
Table 55 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 56 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 57 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

Fragrances in Portugal

HEADLINES

PROSPECTS

Demand is expecting to grow after years of slow growth

Non-beauty specialists likely to adapt their strategies

COMPETITIVE LANDSCAPE

Puig Portugal and L’Oréal Portugal compete for the leading position

New products catch consumers’ attention

CATEGORY DATA

Table 58 Sales of Fragrances by Category: Value 2013-2018
Table 59 Sales of Fragrances by Category: % Value Growth 2013-2018
Table 60 NBO Company Shares of Fragrances: % Value 2014-2018
Table 61 LBN Brand Shares of Fragrances: % Value 2015-2018
Table 62 LBN Brand Shares of Premium Men's Fragrances: % Value 2015-2018
Table 63 LBN Brand Shares of Premium Women's Fragrances: % Value 2015-2018
Table 64 Forecast Sales of Fragrances by Category: Value 2018-2023
Table 65 Forecast Sales of Fragrances by Category: % Value Growth 2018-2023

Hair Care in Portugal

HEADLINES

PROSPECTS

Growth is expected to be driven by treatments, conditioners and colourants

Eco-conscious and natural ingredients are expected to gain importance

COMPETITIVE LANDSCAPE

L’Oréal maintains its leading position

Innovation remains a competitive advantage

CATEGORY DATA

Table 66 Sales of Hair Care by Category: Value 2013-2018
Table 67 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 68 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 69 NBO Company Shares of Hair Care: % Value 2014-2018
Table 70 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
Table 71 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 72 LBN Brand Shares of Colourants: % Value 2015-2018
Table 73 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
Table 74 LBN Brand Shares of Styling Agents: % Value 2015-2018
Table 75 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 76 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 77 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 78 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023

Men's Grooming in Portugal

HEADLINES

PROSPECTS

Growing attention to appearance will boost most of the categories

Men’s shaving is expected to decline

COMPETITIVE LANDSCAPE

Procter & Gamble maintains its leading position

Men’s grooming is a very fragmented category

Mass products continue to outsell premium counterparts

CATEGORY DATA

Table 79 Sales of Men’s Grooming by Category: Value 2013-2018
Table 80 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 81 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 82 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 83 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 84 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 85 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 86 Forecast Sales of Men’s Grooming by Category: Value 2018-2023
Table 87 Forecast Sales of Men’s Grooming by Category: % Value Growth 2018-2023

Oral Care in Portugal

HEADLINES

PROSPECTS

Oral care sales set to record positive growth over the forecast period

Power toothbrushes expected to see the best performance

Electric toothbrushes to gain even more traction as they become more affordable

COMPETITIVE LANDSCAPE

Multinational GlaxoSmithKline leads the Portuguese oral care landscape

Colgate, Procter & Gamble flourish with wide product ranges

Private label loses ground within oral care

CATEGORY DATA

Table 88 Sales of Oral Care by Category: Value 2013-2018
Table 89 Sales of Oral Care by Category: % Value Growth 2013-2018
Table 90 Sales of Toothbrushes by Category: Value 2013-2018
Table 91 Sales of Toothbrushes by Category: % Value Growth 2013-2018
Table 92 Sales of Toothpaste by Type: % Value Breakdown 2014-2018
Table 93 NBO Company Shares of Oral Care: % Value 2014-2018
Table 94 LBN Brand Shares of Oral Care: % Value 2015-2018
Table 95 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2015-2018
Table 96 LBN Brand Shares of Toothpaste: % Value 2015-2018
Table 97 Forecast Sales of Oral Care by Category: Value 2018-2023
Table 98 Forecast Sales of Oral Care by Category: % Value Growth 2018-2023
Table 99 Forecast Sales of Toothbrushes by Category: Value 2018-2023
Table 100 Forecast Sales of Toothbrushes by Category: % Value Growth 2018-2023

Premium Beauty and Personal Care in Portugal

HEADLINES

PROSPECTS

Premium beauty and personal care benefits from polarisation of demand

Beauty and personal care health and beauty specialist retailers expected to grow

COMPETITIVE LANDSCAPE

L’Oréal maintains its leading position

Domestic niche brands are emerging

CATEGORY DATA

Table 101 Sales of Premium Beauty and Personal Care by Category: Value 2013-2018
Table 102 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 103 NBO Company Shares of Premium Beauty and Personal Care: % Value 2014-2018
Table 104 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2015-2018
Table 105 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 106 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023

Skin Care in Portugal

HEADLINES

PROSPECTS

Skin care set to know further democratisation

New routines set to boost sales of facial skin care

Demand for more natural products is set to increase

COMPETITIVE LANDSCAPE

L’Oréal Portugal continues to lead skin care with multibrand strategy

Private label players improve their image

Unusual focus on natural formulations boosts image of private label

CATEGORY DATA

Table 107 Sales of Skin Care by Category: Value 2013-2018
Table 108 Sales of Skin Care by Category: % Value Growth 2013-2018
Table 109 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 110 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 111 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 112 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 113 NBO Company Shares of Skin Care: % Value 2014-2018
Table 114 LBN Brand Shares of Skin Care: % Value 2015-2018
Table 115 LBN Brand Shares of Facial Moisturisers: % Value 2015-2018
Table 116 LBN Brand Shares of Anti-agers: % Value 2015-2018
Table 117 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2015-2018
Table 118 LBN Brand Shares of General Purpose Body Care: % Value 2015-2018
Table 119 LBN Brand Shares of Premium Skin Care: % Value 2015-2018
Table 120 Forecast Sales of Skin Care by Category: Value 2018-2023
Table 121 Forecast Sales of Skin Care by Category: % Value Growth 2018-2023

Sun Care in Portugal

HEADLINES

PROSPECTS

Late arrival of summer results in significant decline in sun care sales

Awareness of the importance of sun care Is set to drive growth over the forecast period

Sun care is set to know further premiumisation

COMPETITIVE LANDSCAPE

L’Oréal remains the clear leader

Brand Avène gains ground

CATEGORY DATA

Table 122 Sales of Sun Care by Category: Value 2013-2018
Table 123 Sales of Sun Care by Category: % Value Growth 2013-2018
Table 124 NBO Company Shares of Sun Care: % Value 2014-2018
Table 125 LBN Brand Shares of Sun Care: % Value 2015-2018
Table 126 LBN Brand Shares of Premium Adult Sun Care: % Value 2015-2018
Table 127 Forecast Sales of Sun Care by Category: Value 2018-2023
Table 128 Forecast Sales of Sun Care by Category: % Value Growth 2018-2023

Mass Beauty and Personal Care in Portugal

HEADLINES

PROSPECTS

Private label expected to grow

Formulation is expected to be more and more important

COMPETITIVE LANDSCAPE

L’Oréal continues to lead in mass-market sales

Innovation remains important to maintain consumer interest

CATEGORY DATA

Table 129 Sales of Mass Beauty and Personal Care by Category: Value 2013-2018
Table 130 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 131 NBO Company Shares of Mass Beauty and Personal Care: % Value 2014-2018
Table 132 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2015-2018
Table 133 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 134 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023

---