COVID-19 forced Portugal into a national lockdown in March 2020, which led to a sharp increase in sales of shelf stable due to stockpiling. Shelf stable milk posted a negative growth rate during the review period, which reversed course with compulsory confinement that contributed to an increase in retail volume sales.
Lactogal - Produtos Alimentares is expected to retain its leadership of drinking milk products in 2020 due to its strong presence in the largest category of cow’s milk, with leading brands such as Mimosa, Gresso, Matinal and Agros. A varied price positioning, innovation and communication continued to support the company’s leadership with ongoing investment in offering specific value, such as cholesterol lowering, added fibre, added calcium and lactose-free products.
Cow’s milk sourced from ethical pastures is proving to be quite successful as witnessed by the launch of numerous new products highlighting grazing practices towards the end of the review period. At the end of 2019, Milhafre launched the first organic pasture milk from the Azores region, where cows feed on pastures in an organic way.
Drinking milk products experienced a tentative recovery in 2019 after years of declining demand with retail volume sales stabilising from 2017 to post modest growth. Drinking milk products are expected to increase growth in current value terms in 2020, with growth over the forecast period anticipated to be stronger than the review period.
Over the forecast period, animal welfare and environmental care are likely to become growing concerns for consumers, who are increasingly opting for organic and sustainable products within milk. Some companies have already developed strategies to respond to these concerns, as it the case with Fromageries Bel Portugal SA’s Terra Nostra brand that launched the first pasture milk in Portugal in the beginning of the review period.
Other milk alternatives will likely continue to provide the strongest opportunities for players over the forecast period, as all companies present in this category recorded double-digit current value growth in 2019 and are expected to post the most dynamic growth in current value terms in 2020. The leading players including Ecotrading SA, Leche Pascual España SA and Nutre Indústrias Alimentares SA are starting to consolidate their positions within other milk alternatives, squeezing out smaller players.
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Understand the latest market trends and future growth opportunities for the Drinking Milk Products industry in Portugal with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Drinking Milk Products research and analysis database.
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