Executive Summary

Feb 2019
Positive economic context supports home care performance

Home care saw a positive performance in 2018, recording a slight increase in sales when compared with 2017. This performance is explained by a better economic context, but above all retailers’ and international manufacturers’ dynamism.

Average price rises, despite frequent promotional activity

Promotional activity remains an important part of manufacturers’ and retailers’ sales strategies. Nonetheless, in 2018, changes were apparent, with a decline in the number of campaigns offering substantial discounts of 50-60%.

Mercadona announced entry in Portugal is accelerating retailers strategies

Spanish retailer Mercadona announced its internationalisation strategy in 2016, opening stores in Portugal. From the initial number of four stores, it is now confirmed that the retailer will open between nine and 10 stores in the North of Portugal in 2019.

Industry search for additional sources of revenue brings dynamism to the market

Manufacturers continue to encounter difficulties in reducing promotional activity levels without affecting their shares. In 2018, the market saw a high degree of dynamism, owing to manufacturers’ investment in innovation across different product lines, as they searched for additional sources of revenue.

Good prospects for home care growth

With expected rises in household incomes rise, and international players increasing presence in the market, home care is set to record growth over the forecast period. The opportunities to reach new consumers in several categories of home care is likely to support manufacturers’ new launches, as they search for additional business.

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Home Care in Portugal

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Portugal for free:

The Home Care in Portugal market research report includes:

  • Analysis of key supply-side and demand trends
  • 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 Home Care in Portugal?
  • What are the major brands in Portugal?
  • What is the importance of the trend towards environmentally friendly products in home care?
  • What are the main growth drivers of the home care market in Portugal?

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 Home Care market research database.

Home Care in Portugal

EXECUTIVE SUMMARY

Positive economic context supports home care performance
Average price rises, despite frequent promotional activity
Mercadona announced entry in Portugal is accelerating retailers strategies
Industry search for additional sources of revenue brings dynamism to the market
Good prospects for home care growth

MARKET INDICATORS

Table 1 Households 2013-2018

MARKET DATA

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

SOURCES

Summary 1 Research Sources

Air Care in Portugal

HEADLINES

PROSPECTS

Solving category loyalty issue is the main challenge
Car air fresheners perform well
Spray format continue to decline

COMPETITIVE LANDSCAPE

Multinational companies dominate competitive landscape
Local players hold a niche presence in air care
New lifestyle trends bring new challenges and opportunities

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2013-2018
Table 12 Sales of Air Care by Category: % Value Growth 2013-2018
Table 13 Sales of Air Care by Fragrance: Value Ranking 2013-2018
Table 14 NBO Company Shares of Air Care: % Value 2014-2018
Table 15 LBN Brand Shares of Air Care: % Value 2015-2018
Table 16 Forecast Sales of Air Care by Category: Value 2018-2023
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Bleach in Portugal

HEADLINES

PROSPECTS

Bleach continues to lose consumers and sees declining frequency of use
Consumer sophistication affects bleach performance

COMPETITIVE LANDSCAPE

Neo Blanc reinforces leadership
Private label loses share
Manufacturers investing in higher opportunity categories

CATEGORY DATA

Table 18 Sales of Bleach: Value 2013-2018
Table 19 Sales of Bleach: % Value Growth 2013-2018
Table 20 NBO Company Shares of Bleach: % Value 2014-2018
Table 21 LBN Brand Shares of Bleach: % Value 2015-2018
Table 22 Forecast Sales of Bleach: Value 2018-2023
Table 23 Forecast Sales of Bleach: % Value Growth 2018-2023

Dishwashing in Portugal

HEADLINES

PROSPECTS

Automatic dishwashing supports positive category performance
Hand dishwashing remains stable in value
Dishwashing additives benefit from presence of older dishwashers

COMPETITIVE LANDSCAPE

Fairy has high brand loyalty in hand dishwashing
Finish reinforces its leadership in automatic dishwashing
Dishwashing sales concentrated among two retailers

CATEGORY DATA

CATEGORY INDICATORS

Table 24 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 25 Sales of Dishwashing by Category: Value 2013-2018
Table 26 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 27 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 28 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 29 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Home Insecticides in Portugal

HEADLINES

PROSPECTS

Wet spring and long hot summer sustain home insecticides’ performance
Aerosols perform well, but electric is the most dynamic category
Electric insecticides grow, with a positive impact on the average price

COMPETITIVE LANDSCAPE

Johnson Wax leads the category
Dum Dum sees the largest share increase in 2018
Sales concentrated among a small number of international players

CATEGORY DATA

Table 31 Sales of Home Insecticides by Category: Value 2013-2018
Table 32 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018
Table 34 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 35 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 36 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Laundry Care in Portugal

HEADLINES

PROSPECTS

Manufacturers dynamism and purchase sophistication drove category sales
Liquid fabric softeners see increased premiumisation
Innovation and new launches fuel laundry aids

COMPETITIVE LANDSCAPE

Established players enter new categories
Henkel is challenging the leading players
Private label remains stable

CATEGORY INDICATORS

Table 38 Household Possession of Washing Machines 2013-2018

CATEGORY DATA

Table 39 Sales of Laundry Care by Category: Value 2013-2018
Table 40 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 41 Sales of Laundry Aids by Category: Value 2013-2018
Table 42 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 43 Sales of Laundry Detergents by Category: Value 2013-2018
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 45 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 46 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 47 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 48 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 49 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 50 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 51 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 52 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Polishes in Portugal

HEADLINES

PROSPECTS

Consumer lifestyles are not favouring polishes sales
Furniture polish sees the smallest decline
Floor polish affected by new flooring types

COMPETITIVE LANDSCAPE

F Lima leads sales of polishes
Floor polishes suffers competition from wash and wax

CATEGORY DATA

Table 53 Sales of Polishes by Category: Value 2013-2018
Table 54 Sales of Polishes by Category: % Value Growth 2013-2018
Table 55 NBO Company Shares of Polishes: % Value 2014-2018
Table 56 LBN Brand Shares of Polishes: % Value 2015-2018
Table 57 Forecast Sales of Polishes by Category: Value 2018-2023
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Surface Care in Portugal

HEADLINES

PROSPECTS

Convenience and greater sophistication drive surface care sales
Home care wipes and floor cleaning systems offer the best growth opportunities
Disinfectant claims appeal to consumers

COMPETITIVE LANDSCAPE

Innovation and promotional activity supports Unilever Fima Lda’s leadership
Swiffer reinforced its already strong position
Formats are receiving attention

CATEGORY DATA

Table 59 Sales of Surface Care by Category: Value 2013-2018
Table 60 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 63 NBO Company Shares of Surface Care: % Value 2014-2018
Table 64 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 65 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018
Table 66 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018
Table 67 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 68 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Toilet Care in Portugal

HEADLINES

PROSPECTS

Toilet care remains a highly dynamic category
Rim blocks and toilet liquids/foam contribute to toilet care growth
Rim liquid sales continue to be very small

COMPETITIVE LANDSCAPE

Henkel Ibérica Portugal leads toilet care category
Pato is the second largest brand
Harpic and Pato fight for the lead in toilet liquid/foam

CATEGORY DATA

Table 69 Sales of Toilet Care by Category: Value 2013-2018
Table 70 Sales of Toilet Care by Category: % Value Growth 2013-2018
Table 71 NBO Company Shares of Toilet Care: % Value 2014-2018
Table 72 LBN Brand Shares of Toilet Care: % Value 2015-2018
Table 73 Forecast Sales of Toilet Care by Category: Value 2018-2023
Table 74 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023

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