Executive Summary

Aug 2018
PROSPECTS
Indulgence, value and health and wellness set to be key factors for higher sales

2018 saw further sales growth in chocolate confectionery and this was triggered by several factors such as indulgence, value and premiumisation. The undeniable association between chocolate confectionery and indulgence remains strong, although value is an increasingly important factor and consumers become keener to strike a balance between indulgence and value.

Demand shifting towards handmade products and premium brands

Premiumisation continued to develop in chocolate confectionery during 2018. Indeed, premiumisation and health and wellness appear to be developing hand-in-hand as higher levels of cocoa are now being seen in various categories of chocolate confectionery, the response of manufacturers to the widening consumer knowledge of cocoa’s antioxidant properties.

Companies seek to mitigate seasonality through packaging innovation

2017 and 2018 saw sustained growth in the consumption of chocolate confectionery in Portugal. Nevertheless, value and volume growth rates remained below what was seen in other European countries and Portugal is considered to have one of the lowest rates of per capita chocolate confectionery consumption in Europe.

COMPETITIVE LANDSCAPE
Product differentiation the key to Ferrero’s leadership

Ferrero Ibérica remains the leading player in chocolate confectionery and the key to the company’s success has been consistent investment in marketing. Strong advertising campaigns encompassing TV, radio and social media have enabled the company to position its brands such as Ferrero Rocher as the perfect choice for seasonal purchases.

Nostalgia and national pride supporting demand for local products

Chocolate confectionery is an extremely segmented and competitive category dominated by multinational companies with highly developed marketing departments. Nevertheless, there are still Portuguese companies capable of holding their own, and reinventing themselves has been one successful strategy for them in recent years.

Private label continues to perform well

Although underlying demand trends such as premiumisation and innovation became increasingly important in chocolate confectionery towards the end of the review period, private label continued to perform well in the category in 2018. This is mainly because private label products are invariably cheaper than branded equivalents and are able to attract consumers for whom value for money is the main purchase factor.

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Chocolate Confectionery in Portugal

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Overview

Discover the latest market trends and uncover sources of future market growth for the Chocolate confectionery 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 Chocolate confectionery industry in Portugal, our research will save you time and money while empowering you to make informed, profitable decisions.

The Chocolate confectionery 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 Chocolate confectionery in Portugal?
  • What are the major brands in Portugal?
  • What are market opportunities for health and wellness minded dark chocolate?
  • What are market opportunities for ethically sourced chocolate?
  • How might increasingly volatile cocoa bean commodity prices impact retail prices and sales performance?

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 Packaged Food market research database.

Packaged Food in Portugal - Industry Overview

EXECUTIVE SUMMARY

Upmarket shift in demand
Health and convenience drive growth
Private label remains strong but loses share
Modern grocery retailing sees share eroded
Positive outlook

FOODSERVICE

Sales to Foodservice
Ongoing volume growth expected
Blurring the boundries between retail and foodservice
Health a key influence on sales
Consumer Foodservice
Positive consumer foodservice environment
Health and convenience shaping demand
Diversification and premiumisation
Category Data
Table 1 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 5 Sales of Packaged Food by Category: Volume 2013-2018
Table 6 Sales of Packaged Food by Category: Value 2013-2018
Table 7 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 8 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 9 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 10 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 11 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 12 Penetration of Private Label by Category: % Value 2013-2018
Table 13 Distribution of Packaged Food by Format: % Value 2013-2018
Table 14 Distribution of Packaged Food by Format and Category: % Value 2018
Table 15 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 16 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 17 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 18 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources