Like all apparel categories, hosiery suffered from the impact of the COVID-19 pandemic with consumers restricted to their homes during lockdown and store closures limiting opportunities to make purchases. Nevertheless, hosiery suffered less than many other categories as it can be easily bought in supermarkets and hypermarkets which remained open during lockdown.
Calzedonia Portugal will continue to strongly lead hosiery in current value terms in Portugal in 2020, increasing its share while seeing only a single digit decrease in sales during a difficult year. This Italian player owns many Calzedonia specialist stores across the country, which benefit from strong consumer recognition and offer a wide range of attractive designs and coloured hosiery, therefore responding to the demand for well-designed products.
In a very fragmented market, private label will gain ground in 2020 as modern grocery retailers, such as Continente or Auchan, remained open during lockdown. The two retailers already offered a wide range of apparel products including hosiery for sport; thus, consumers knew they could continue purchasing these products in these channels.
Hosiery is expected to register good growth in 2021 and 2022 as consumers make the purchases that they put off in 2020. However, over the longer-term, growth is expected to slow down and over the next five years it is set to record slower growth than most of other apparel categories.
Given the relative maturity of the category, growth opportunities within hosiery are likely come from sport and function-specific hosiery as the number of Portuguese consumers practising a sport is expected to rise. This was already the case before the COVID-19 pandemic.
The competitive landscape of hosiery is expected to remain fragmented in the coming years, with Calzedonia Portugal set to continue its strong lead, whilst other brands struggle to compete for consumer attention. However, the category can expect a polarisation trend over the forecast period.
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Understand the latest market trends and future growth opportunities for the Hosiery 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 Hosiery research and analysis database.
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