Executive Summary

Mar 2019
PROSPECTS
Childrenswear suffers from the declining birth rate

Childrenswear registered a positive performance in retail current value terms in 2018 – although saw a much slower growth rate than womenswear and menswear. Growth in childrenswear was restrained by the declining birth rate and the declining number of children aged 0-14, which meant a reduced customer base.

The growth of the second-hand market hampers growth

Moreover, parents increasingly consider spending on new clothing for children as unnecessary, as they quickly outgrow their clothes. Parents frequently use the same clothes they have purchased for one child for their brothers or sisters.

Organic products are expected to attract more consumers

Some Portuguese consumers are increasingly concerned for the environment and about the impact of their consumption on nature. They are also increasingly aware of their children’s needs, and particularly of the sensitivity of their children’s skin.

COMPETITIVE LANDSCAPE
Fast fashion players lead

In retail value terms, Zara Kids, Zippy and Primark were the three leading brands in childrenswear in Portugal in 2018. They offer fashionable clothing at competitive prices.

An increasing number of independent brands

Although childrenswear is dominated by international brands, an increasing number of smaller players emerged in recent years, typically using social media and blogs to sell their products. They usually use quality and ethics as differentiation tools – exclusively offering organic ranges, for instance.

The “mini-me” trend

As in womenswear, styling is becoming increasingly important in childrenswear. The “mini-me” trend is evolving, resulting in growing demand for product quality and detail and boosting sales of independent brands.

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Childrenswear in Portugal

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Overview

Discover the latest market trends and uncover sources of future market growth for the Childrenswear industry in Portugal with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Childrenswear industry in Portugal, our research will save you time and money while empowering you to make informed, profitable decisions.

The Childrenswear in Portugal market research report includes:

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

Our market research reports answer questions such as:

  • What is the market size of Childrenswear in Portugal?
  • What are the major brands in Portugal?
  • How dynamic is the growth of clothing and footwear internet sales?
  • What is the performance of women’s clothing vs men’s clothing?
  • What % of clothing and footwear sales goes through grocery retailers?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Apparel and Footwear market research database.

Childrenswear in Portugal - Category analysis

HEADLINES

PROSPECTS

Childrenswear suffers from the declining birth rate
The growth of the second-hand market hampers growth
Organic products are expected to attract more consumers

COMPETITIVE LANDSCAPE

Fast fashion players lead
An increasing number of independent brands
The “mini-me” trend

CATEGORY DATA

Table 1 Sales of Childrenswear by Category: Volume 2013-2018
Table 2 Sales of Childrenswear by Category: Value 2013-2018
Table 3 Sales of Childrenswear by Category: % Volume Growth 2013-2018
Table 4 Sales of Childrenswear by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Childrenswear: % Value 2014-2018
Table 6 LBN Brand Shares of Childrenswear: % Value 2015-2018
Table 7 Forecast Sales of Childrenswear by Category: Volume 2018-2023
Table 8 Forecast Sales of Childrenswear by Category: Value 2018-2023
Table 9 Forecast Sales of Childrenswear by Category: % Volume Growth 2018-2023
Table 10 Forecast Sales of Childrenswear by Category: % Value Growth 2018-2023

Apparel and Footwear in Portugal - Industry Overview

EXECUTIVE SUMMARY

Apparel and footwear records growth in Portugal in 2018
Athleisure continues to drive sales of apparel and footwear
Fast fashion players dominate
Internet retailing is gaining ground
Apparel and footwear is set to continue to see growth over the forecast period

MARKET DATA

Table 11 Sales of Apparel and Footwear by Category: Volume 2013-2018
Table 12 Sales of Apparel and Footwear by Category: Value 2013-2018
Table 13 Sales of Apparel and Footwear by Category: % Volume Growth 2013-2018
Table 14 Sales of Apparel and Footwear by Category: % Value Growth 2013-2018
Table 15 NBO Company Shares of Apparel and Footwear: % Value 2014-2018
Table 16 LBN Brand Shares of Apparel and Footwear: % Value 2015-2018
Table 17 Distribution of Apparel and Footwear by Format: % Value 2013-2018
Table 18 Distribution of Apparel and Footwear by Format and Category: % Value 2018
Table 19 Forecast Sales of Apparel and Footwear by Category: Volume 2018-2023
Table 20 Forecast Sales of Apparel and Footwear by Category: Value 2018-2023
Table 21 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2018-2023
Table 22 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources