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Health and Wellness in Portugal

February 2021
USD 2,100
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Overview:

Understand the latest market trends and future growth opportunities for the Health and Wellness 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.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Better For You Beverages
  • Better For You Packaged Food
  • Fortified/Functional Beverages
  • Fortified/Functional Packaged Food
  • Free From
  • Naturally Healthy Beverages
  • Naturally Healthy Packaged Food
  • Organic Beverages
  • Organic Packaged Food

If you're in the Health and Wellness 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.

The Health and Wellness in Portugal report includes:

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

This report answers:

  • What is the market size of Health and Wellness in Portugal?
  • What are the key health and wellness concerns driving sales in Health and Wellness?
  • Is Health and Wellness a dynamic niche or mainstream concern in Portugal?
  • Which are the leading brands in Health and Wellness in Portugal?
  • How are products distributed in Health and Wellness in Portugal?
  • How has COVID-19 and accordant recession impacted sales? Which categories have seen rising demand? Which are most vulnerable to economic disruption and diminished consumer confidence?
  • Where is future growth expected to be most dynamic?

Health and Wellness in Portugal

EXECUTIVE SUMMARY

COVID-19 impact on health and wellness
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for health and wellness?

MARKET DATA

Table 1 Sales of Health and Wellness by Type: Value 2015-2020 Table 2 Sales of Health and Wellness by Type: % Value Growth 2015-2020 Table 3 Sales of Health and Wellness by Category: Value 2015-2020 Table 4 Sales of Health and Wellness by Category: % Value Growth 2015-2020 Table 5 Sales of Health and Wellness by Prime Positioning: Value 2015-2020 Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2015-2020 Table 7 NBO Company Shares of Health and Wellness: % Value 2016-2020 Table 8 LBN Brand Shares of Health and Wellness: % Value 2017-2020 Table 9 Distribution of Health and Wellness by Format: % Value 2015-2020 Table 10 Distribution of Health and Wellness by Format and Category: % Value 2020 Table 11 Forecast Sales of Health and Wellness by Type: Value 2020-2025 Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2020-2025 Table 13 Forecast Sales of Health and Wellness by Category: Value 2020-2025 Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2020-2025 Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2020-2025 Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Better For You Beverages in Portugal

KEY DATA FINDINGS

2020 IMPACT

Products that support and help maintain good health become paramount during the pandemic further promoting previous trends stimulated by the sugar tax
Reduced caffeine achieves strong growth in 2020, though reduced sugar remains the largest category
Massive decline in FF chocolate-based flavoured powder drinks in 2020 though all natural and reduced sugar variants provide a lifeline

RECOVERY AND OPPORTUNITIES

Stronger focus on reduced sugar and reduced caffeine categories among manufacturers in response to consumer demand
Strong competition from competing HW categories likely while category sales also strengthened by reopening of tourism
Growth in e-commerce offers opportunities for industry players in BFY beverages

CATEGORY DATA

Table 17 Sales of BFY Beverages by Category: Value 2015-2020 Table 18 Sales of BFY Beverages by Category: % Value Growth 2015-2020 Table 19 NBO Company Shares of BFY Beverages: % Value 2016-2020 Table 20 LBN Brand Shares of BFY Beverages: % Value 2017-2020 Table 21 Distribution of BFY Beverages by Format: % Value 2015-2020 Table 22 Forecast Sales of BFY Beverages by Category: Value 2020-2025 Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2020-2025

Fortified/Functional Beverages in Portugal

KEY DATA FINDINGS

2020 IMPACT

Mild uplift from the pandemic in 2020, though future sales benefit from changing consumer habits stimulated by COVID-19
Functionality an important driver of FF beverages in 2020 as consumers buy products to protect their health
Strong demand for FF tea as consumers seek to boost their immunity

RECOVERY AND OPPORTUNITIES

Steady growth for FF beverages as consumer awareness of this category and ingredients used rise in the wake of the pandemic
Lack of options provide potential for industry players
Scope for local players especially in FF bottled water

CATEGORY DATA

Table 24 Sales of Fortified/Functional Beverages by Category: Value 2015-2020 Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2015-2020 Table 26 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2015-2020 Table 27 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2015-2020 Table 28 NBO Company Shares of Fortified/Functional Beverages: % Value 2016-2020 Table 29 LBN Brand Shares of Fortified/Functional Beverages: % Value 2017-2020 Table 30 Distribution of Fortified/Functional Beverages by Format: % Value 2015-2020 Table 31 Forecast Sales of Fortified/Functional Beverages by Category: Value 2020-2025 Table 32 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2020-2025

Naturally Healthy Beverages in Portugal

KEY DATA FINDINGS

2020 IMPACT

Growing awareness of product ingredients and the onset of COVID-19 boost sales of NH bottled water
Pandemic stimulates sales of NH fruit/vegetable juice and NH superfruit nectars
Lockdown stimulates strong turnaround for NH green tea

RECOVERY AND OPPORTUNITIES

Mixed performances across the category over the forecast period with NH soft drinks performing particularly well
NH bottled water remains the largest category
Strong growth spurt for e-commerce continues over the forecast period

CATEGORY DATA

Table 33 Sales of NH Beverages by Category: Value 2015-2020 Table 34 Sales of NH Beverages by Category: % Value Growth 2015-2020 Table 35 NBO Company Shares of NH Beverages: % Value 2016-2020 Table 36 LBN Brand Shares of NH Beverages: % Value 2017-2020 Table 37 Distribution of NH Beverages by Format: % Value 2015-2020 Table 38 Forecast Sales of NH Beverages by Category: Value 2020-2025 Table 39 Forecast Sales of NH Beverages by Category: % Value Growth 2020-2025

Organic Beverages in Portugal

KEY DATA FINDINGS

2020 IMPACT

Pandemic and lower disposable incomes stimulate a change in consumer priorities
Pandemic boosts sales of organic fruit/vegetable juice and organic nectars (25-99%)
Steady growth for organic coffee grinds to a halt as consumers rein in their spending due to the pandemic

RECOVERY AND OPPORTUNITIES

Growth for both hot drinks and soft drinks with the latter experiencing the stronger performance
New opportunities for organic non-cola carbonates appeal to consumers of carbonates
As the uncertainty created by COVID-19 diminishes consumers once again start to experiment

CATEGORY DATA

Table 40 Sales of Organic Beverages by Category: Value 2015-2020 Table 41 Sales of Organic Beverages by Category: % Value Growth 2015-2020 Table 42 NBO Company Shares of Organic Beverages: % Value 2016-2020 Table 43 LBN Brand Shares of Organic Beverages: % Value 2017-2020 Table 44 Distribution of Organic Beverages by Format: % Value 2015-2020 Table 45 Forecast Sales of Organic Beverages by Category: Value 2020-2025 Table 46 Forecast Sales of Organic Beverages by Category: % Value Growth 2020-2025

Better For You Packaged Food in Portugal

KEY DATA FINDINGS

2020 IMPACT

Industry players maintain their investment in new product development as COVID-19 further stimulates demand for healthy products
New BFY product launches in snacks
Expansion of better for you in private label

RECOVERY AND OPPORTUNITIES

Ongoing trend towards new product development and niche trends
Industry players and the Ministry of Health commit to reducing sugar, salt and fatty acids in food by 2022
Continente reduces salt, sugar and fat in its private label products

CATEGORY DATA

Table 47 Sales of BFY Packaged Food by Category: Value 2015-2020 Table 48 Sales of BFY Packaged Food by Category: % Value Growth 2015-2020 Table 49 NBO Company Shares of BFY Packaged Food: % Value 2016-2020 Table 50 LBN Brand Shares of BFY Packaged Food: % Value 2017-2020 Table 51 Distribution of BFY Packaged Food by Format: % Value 2015-2020 Table 52 Forecast Sales of BFY Packaged Food by Category: Value 2020-2025 Table 53 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2020-2025

Free From in Portugal

KEY DATA FINDINGS

2020 IMPACT

Strong growth for free from packaged food stimulated by health concerns and sustainability
Growing attraction of free from gluten packaged food among those who are not intolerant
Growing demand for free from lactose

RECOVERY AND OPPORTUNITIES

Meat substitutes remains niche while higher prices dampen sales in the aftermath of the pandemic
Economic concerns stimulated by the pandemic reduces consumer spending power
Worries around the pandemic further boost demand for digestive health

CATEGORY DATA

Table 54 Sales of Free From by Category: Value 2015-2020 Table 55 Sales of Free From by Category: % Value Growth 2015-2020 Table 56 NBO Company Shares of Free From: % Value 2016-2020 Table 57 LBN Brand Shares of Free From: % Value 2017-2020 Table 58 Distribution of Free From by Format: % Value 2015-2020 Table 59 Forecast Sales of Free From by Category: Value 2020-2025 Table 60 Forecast Sales of Free From by Category: % Value Growth 2020-2025

Fortified/Functional Packaged Food in Portugal

KEY DATA FINDINGS

2020 IMPACT

COVID-19 stimulates demand for fortified/functional products that boost immunity
Lockdown boosts demand for healthy snacks
Growing demand for fortified/functional products enriched with protein

RECOVERY AND OPPORTUNITIES

Megatrend towards naturally functional increasingly embraced by consumers and industry players
Increasing category fragmentation to cater to individual consumer needs
Growth in exercise stimulates protein-rich foods and drive for convenience in the aftermath of the pandemic

CATEGORY DATA

Table 61 Sales of Fortified/Functional Packaged Food by Category: Value 2015-2020 Table 62 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2015-2020 Table 63 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2015-2020 Table 64 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2015-2020 Table 65 Key Functional Ingredients in Fortified/Functional Milk: % Value 2015-2020 Table 66 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2015-2020 Table 67 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2016-2020 Table 68 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2017-2020 Table 69 Distribution of Fortified/Functional Packaged Food by Format: % Value 2015-2020 Table 70 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2020-2025 Table 71 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2020-2025

Naturally Healthy Packaged Food in Portugal

KEY DATA FINDINGS

2020 IMPACT

New launches focus on naturally healthy
Honey makes strong progress during the pandemic due to growth in home cooking and among those seeking to boost their immunity to the virus
Better quality products offering added value set to offset price and promotion-led consumption

RECOVERY AND OPPORTUNITIES

Positive outlook for NH packaged food
New development promotes kefir
NH packaged food benefits from growth in e-commerce

CATEGORY DATA

Table 72 Sales of NH Packaged Food by Category: Value 2015-2020 Table 73 Sales of NH Packaged Food by Category: % Value Growth 2015-2020 Table 74 NBO Company Shares of NH Packaged Food: % Value 2016-2020 Table 75 LBN Brand Shares of NH Packaged Food: % Value 2017-2020 Table 76 Distribution of NH Packaged Food by Format: % Value 2015-2020 Table 77 Forecast Sales of NH Packaged Food by Category: Value 2020-2025 Table 78 Forecast Sales of NH Packaged Food by Category: % Value Growth 2020-2025

Organic Packaged Food in Portugal

KEY DATA FINDINGS

2020 IMPACT

Growing consumer concern over food traceability stimulated by fears over virus transmission
Retailer Continente extends its range of organic products
Origens Bio brand extended to include healthy snacks

RECOVERY AND OPPORTUNITIES

Limited local supply cannot meet low but rising demand
Growth in e-commerce benefits organic products
Sonae’s LIFE Food Cycle project sets trend for others to follow and broadens the platform for organic food

CATEGORY DATA

Table 79 Sales of Organic Packaged Food by Category: Value 2015-2020 Table 80 Sales of Organic Packaged Food by Category: % Value Growth 2016-2020 Table 81 NBO Company Shares of Organic Packaged Food: % Value 2016-2020 Table 82 LBN Brand Shares of Organic Packaged Food: % Value 2017-2020 Table 83 Distribution of Organic Packaged Food by Format: % Value 2015-2020 Table 84 Forecast Sales of Organic Packaged Food by Category: Value 2020-2025 Table 85 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2020-2025
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This report originates from Passport, our Health and Wellness research and analysis database.

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