Executive Summary

Dec 2016

The positive performance of indicators such as GDP and the employment rate boosted domestic household disposable income, and this trend drove sales growth in department stores in particular in 2016. In addition, department stores also benefited from the positive performance of tourism in 2016. Meanwhile in variety stores demand remained relatively stable. Intense competition from other channels negatively impacted the growth potential of variety stores. On the other hand, mass merchandisers and warehouse clubs are non-existent in Portugal.


With a wide offer spread over two outlets and 89,000 sq m of selling space, El Corte Inglés - Grandes Armazéns led mixed retailers in 2016. With strong competition from other channels, the company attempts to differentiate itself through higher service levels and a wide offer ranging from lower-cost to luxury banners. In a strategy to expand the offer of Portuguese brands, El Corte Inglés added the Bonamôr and Portoluso brands to its homewares portfolio in 2016. In the same year and through the opening of selling spaces in El Corte Inglés, the American apparel and footwear giant, GAP, entered the domestic market.


Mixed retailers is set to record growth value growth at constant 2016 prices over the forecast period, given the expected improvement in domestic consumer purchasing power. Access to credit is likely to improve as unemployment rates decline and the economic instability drops. Price is likely to remain an important factor in purchasing decisions, although losing significance as the forecast period develops to factors such as design, convenience or quality. This trend is likely to fuel sales in both El Corte Inglés and variety stores over the forecast period. Focused on price, Chinese stores will probably lose share over the period, while new variety stores with elegant and clean décor offering products at affordable prices may emerge and attract consumers.

Want to find out more about this report?
Request more information
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.

Your Recently Viewed Reports

Mixed Retailers in Portugal

Samples: FAQs about samples

Delivery: Files are delivered directly into your account within a few minutes of purchase.


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

The Mixed Retailers in Portugal market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed market shares for international and locally-based retailers
  • Historic number of stores, selling space 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:

  • How big is the Mixed Retailers channel in Portugal?
  • Who are the leading retailers in Portugal?
  • How are mixed retailers competing against the growth of grocery retailers?
  • Are consumers switching towards value retailers or moving upmarket?

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 Retailing market research database.

Mixed Retailers in Portugal - Company Profiles