Jeans will record strongly decreased demand in 2020 as COVID-19 and its subsequent lockdowns reduced the opportunities to buy and made other products the priority. The category experienced a large boost in sales via e-commerce during the lockdown, as some consumers turned to shopping online, however this was not enough to recover the lost sales from in-store retailing.
Jeans was one of the most affected categories during the COVID-19 pandemic in 2020. During the review period, the category was increasingly benefitting from the shift towards a more casual dress codes at work with many consumers thus opting to wear more comfortable clothing to work.
Similar to other apparel categories, as apparel and footwear specialists closed in lockdown, sales through modern grocery retailers increased. This led to a slower decrease of sales in standard jeans and women’s women jeans; economy jeans are traditionally more popular amongst women than men in Portugal as Portuguese women often mix high-priced items with lower-priced items to diversify cuts, colours, and styles.
Economy jeans is expected to see the fastest growth in 2021 as the economic crisis is expected to linger leading consumers to choose cheaper jeans over more expensive brands. Economy brands are traditionally less popular with men in Portugal as they are more inclined to buy fewer, better-quality jeans.
Whilst in the short-term, economy jeans are expected to perform better, premium and super premium jeans are expected to register improving performance over the long-term. These categories were more negatively impacted during 2020 and therefore have more room for growth over the forecast period, provided the economic conditions start to improve.
Over the forecast period the denim industry will have to deal with criticism regarding its heavy use of resources as the manufacture of jeans requires hundreds of litres of water, pesticides, dyes, powerful detergents, and polluting logistics. Whilst the COVID-19 crisis may have put sustainability issues on the backburner in 2020, as consumers return to their normal lives, the rising concerns about the environment are likely to become more widespread and continue gaining traction.
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Understand the latest market trends and future growth opportunities for the Jeans 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 Jeans research and analysis database.
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