Home Care in Portugal

February 2023
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Overview:

Understand the latest market trends and future growth opportunities for the Home Care 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:

  • Air Care
  • Bleach
  • Dishwashing
  • Home Insecticides
  • Laundry Care
  • Polishes
  • Surface Care
  • Toilet Care

If you're in the Home Care 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 Home Care 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 Home Care in Portugal?
  • Which are the leading brands in Home Care in Portugal?
  • How are products distributed in Home Care in Portugal?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

Home Care in Portugal

Home care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for home care?
Table 1 Households 2017-2022
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
Table 7 Distribution of Home Care by Format: % Value 2017-2022
Table 8 Distribution of Home Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027

DISCLAIMER

Summary 1 Research Sources

Air Care in Portugal

KEY DATA FINDINGS

Air care benefits from wide distribution through a variety of channels
Strong innovation in both new scents and more sustainable offers, with aromatherapy a key trend
Car air fresheners bounces back as consumers return to vehicular mobility
Lower consumer spending power will likely lead to a wider range of lower-priced options, as manufacturers continue to innovate overall
Ultimate reduction in car usage will suppress sales of car air fresheners
Private label set to increase shares due to ongoing economic challenges
Table 11 Sales of Air Care by Category: Value 2017-2022
Table 12 Sales of Air Care by Category: % Value Growth 2017-2022
Table 13 NBO Company Shares of Air Care: % Value 2018-2022
Table 14 LBN Brand Shares of Air Care: % Value 2019-2022
Table 15 Forecast Sales of Air Care by Category: Value 2022-2027
Table 16 Forecast Sales of Air Care by Category: % Value Growth 2022-2027

Bleach in Portugal

KEY DATA FINDINGS

Bleach returns to volume slumps following the atypical sales spike seen during the height of the pandemic
P&G’s Neoblanc maintains its leading place thanks to multiple category strengths
Private label significant in bleach due to consumer demographics
Bleach will continue to face challenges – although rising prices in other categories could help to support sales
Likely reduction of shelf space and available products in bleach over the forecast period
The rise of sustainability trends will continue to place downwards pressure on bleach
Table 17 Sales of Bleach: Value 2017-2022
Table 18 Sales of Bleach: % Value Growth 2017-2022
Table 19 NBO Company Shares of Bleach: % Value 2018-2022
Table 20 LBN Brand Shares of Bleach: % Value 2019-2022
Table 21 Forecast Sales of Bleach: Value 2022-2027
Table 22 Forecast Sales of Bleach: % Value Growth 2022-2027

Dishwashing in Portugal

KEY DATA FINDINGS

Value driven by inflation, while volume is flat due as consumers’ normal lifestyles resume
Automatic dishwashing fares better, due to dishwasher trend inspired by the era of the pandemic
Fairy maintains top places overall and in hand dishwashing, thanks to ongoing innovations
Will high energy consumption costs bring about the return of hand dishwashing?
Ongoing home-cooking trends will maintain support of sales
Private label will remain relevant, with an example of innovation coming from Continente ECO
Table 23 Household Possession of Dishwashers 2017-2022
Table 24 Sales of Dishwashing by Category: Value 2017-2022
Table 25 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 26 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 27 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 28 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 29 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027

Home Insecticides in Portugal

KEY DATA FINDINGS

Climatic conditions somewhat dampen necessity for home insecticides in 2022
Electric insecticides remains the most dynamic subcategory, with Raid maintaining its top place
Manufacturers aim to innovate despite strong legal limitations
Sales expected to remain flat and consistent, being dependent on seasonal conditions
Polarised trends expected, from discounting and promotional activities to more eco-friendly and premium products
E-commerce set to support sales, while medium-sized local retailers will cannibalise sales from hypermarkets and traditional small stores
Table 30 Sales of Home Insecticides by Category: Value 2017-2022
Table 31 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 32 Sales of Spray/Aerosol Insecticides by Type: % Value 2017-2022
Table 33 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 34 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 35 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 36 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027

Laundry Care in Portugal

KEY DATA FINDINGS

Value growth supported by higher unit prices, while volume slumps due to lower promotional and discounting activity
Scent boosters continue to gain penetration, with Lenor and Comfort leading the charge – despite entry from private label
Four-in-one options and eco-trends drive developments
Consumers expected to trade down due to economic uncertainty, albeit volume will likely pick up slightly
Liquid tablet detergents and scent boosters will continue to attract attention
Polarised environment between mass best-sellers and premium innovations, as players compete for shelf space
Table 37 Household Possession of Washing Machines 2017-2022
Table 38 Sales of Laundry Care by Category: Value 2017-2022
Table 39 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 40 Sales of Laundry Aids by Category: Value 2017-2022
Table 41 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 42 Sales of Laundry Detergents by Category: Value 2017-2022
Table 43 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 44 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 45 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 46 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 47 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 48 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 49 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 50 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 51 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027

Polishes in Portugal

KEY DATA FINDINGS

Polishes is an ailing category, due to its old-fashioned image and niche appeal
Shoe polish fares better, due to consumers’ return to out-of-home lifestyles
Leading brand Splendor benefits from Búfalo’s changed distribution
Polishes will continue to lose appeal over the forecast period, with no player investments expected
Even popular private labels see slumping sales in polishes
Shelf space for polishes will become increasingly limited
Table 52 Sales of Polishes by Category: Value 2017-2022
Table 53 Sales of Polishes by Category: % Value Growth 2017-2022
Table 54 NBO Company Shares of Polishes: % Value 2018-2022
Table 55 LBN Brand Shares of Polishes: % Value 2019-2022
Table 56 Forecast Sales of Polishes by Category: Value 2022-2027
Table 57 Forecast Sales of Polishes by Category: % Value Growth 2022-2027

Surface Care in Portugal

KEY DATA FINDINGS

Surface care sales are influenced by consumers’ spending power, with strong private label noted
Home care disinfectants continue to maintain consumer interest, as brands reposition their messages to suit the moving times
Mistolin sees ongoing success, while some brands which were fast-tracked due to new licensing laws have disappeared
Popular disposable wipes will start to face competition from modern and reusable options
Innovations in home disinfectants expected, from fragrances to natural ingredients and eco-friendly packaging
Ongoing omnichannel strategies needed, with a balance between online options and physical shelf space
Table 58 Sales of Surface Care by Category: Value 2017-2022
Table 59 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 60 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
Table 62 NBO Company Shares of Surface Care: % Value 2018-2022
Table 63 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 64 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2022
Table 65 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2022
Table 66 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 67 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027

Toilet Care in Portugal

KEY DATA FINDINGS

Toilet care slumps in volume, with value supported by innovations and promotional activities
Sustainability trends reach toilet care, with numerous eco-friendly innovations
Rim liquids continue to lose popularity, although innovation in new formats is being seen
Toilet care sales will stabilise, with rim blocks remaining popular and being the area of strongest innovation
Private label anticipated to become more notable, in line with the growth of discounters
Old-fashioned variants such as toilet liquids/foam will continue to face challenges in light of competition from sophisticated products
Table 68 Sales of Toilet Care by Category: Value 2017-2022
Table 69 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 70 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 71 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 72 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 73 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
The following categories and subcategories are included:

Home Care

    • Candle Air Fresheners
    • Car Air Fresheners
    • Electric Air Fresheners
    • Gel Air Fresheners
    • Liquid Air Fresheners
    • Spray/Aerosol Air Fresheners
      • Carpet Fresheners
      • Odour Neutralisers
      • Refrigerator Fresheners
      • Waste Bin Fresheners
      • Other Other Air Care
  • Bleach
      • Automatic Dishwashing Liquids
      • Automatic Dishwashing Powders
      • Automatic Dishwashing Tablets
      • Dishwashing Additives
    • Hand Dishwashing
    • Electric Insecticides
    • Insecticide Baits
    • Insecticide Coils
    • Spray/Aerosol Insecticides
      • Foggers/Bombs
      • In-Home Insect Repellents
      • Moth Proofers
      • Other Other Home Insecticides
    • Carpet Cleaners
      • Dryer Sheets
      • Liquid Fabric Softeners
      • Colour Safe Laundry Bleach
      • Fabric Fresheners
        • In-Wash Spot and Stain Removers
        • Pre-Wash Spot and Stain Removers
      • Starch/Ironing Aids
      • Water Softeners
        • Blues/Bluing
        • Colour Catchers
        • Colour Enhancers
        • Laundry Sanitiser
        • Scent Booster
        • Whiteners
        • Other Other Laundry Aids
          • Standard Powder Detergents
          • Concentrated Powder Detergents
          • Compact Powder Tablet Detergents
          • Liquid Tablet Detergents
          • Standard Liquid Detergents
          • Concentrated Liquid Detergents
        • Standard Powder Detergents
        • Standard Liquid Detergents
        • Concentrated Powder Detergents
        • Concentrated Liquid Detergents
        • Compact Powder Tablet Detergents
        • Liquid Tablet Detergents
        • Bar Detergents
        • Hand Wash Detergents
        • Fine Fabric Detergents
    • Floor Polish
    • Furniture Polish
    • Metal Polish
    • Shoe Polish
        • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
        • Wipes and Refills (Dry Electro-Static)
          • Cleaning Solution
          • Refill Wipes/Pads
        • Starter Kits/Trigger Device
        • All Purpose Cleaning Wipes
        • Furniture Polish Wipes
        • Toilet Care Wipes
        • Window/Glass Wipes
        • Other Impregnated Wipes
      • Starter Kits/Sweepers/Sticks (Excluding Wipes)
      • Wipes (Excluding Starter Kits/Sweepers/Sticks)
    • Bathroom Cleaners
    • Descalers
    • Drain Openers
      • Standard Floor Cleaners
      • Wash and Wax Floor Cleaners
    • Home Care Disinfectants
    • Kitchen Cleaners
    • Multi-Purpose Cleaners
    • Oven Cleaners
    • Scouring Agents
    • Window/Glass Cleaners
    • In-Cistern Devices
      • Rim Blocks
      • Rim Liquids
    • Toilet Care Tablets/Powders
    • Toilet Cleaning Systems
    • Toilet Liquids/Foam

Home Care

This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.

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This report originates from Passport, our Home Care research and analysis database.

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