Executive Summary

Apr 2019
PROSPECTS
The category remains niche despite growing global buzz around organic products

Despite an international buzz around organic products, organic beverages in Portugal remains a niche category. However, demand has grown significantly from a low base due to increasing efforts from companies to differentiate their offer from those of their competitors, while also meeting increasing concern among consumers for sustainable and ethical consumption.

Organic coffee leads category growth

Organic coffee has been responsible for pushing the overall growth of organic beverages, driven by competitive contagion. The organic coffee category is maturing, due to the presence of global players with certified organic products at competitive prices, which are attractive to consumers, happy to meet their ethical framework with affordability.

Consumers remain sceptical about organic products

High levels of cynicism and scepticism with which organic beverages are regarded in the country mean that the majority of consumers remain more attracted to NH beverages as an important part of a healthier diet, not least because these products also tend to be more widely available at lower prices. These perceptions are set to continue over the forecast period, despite ongoing innovation by leading players, which continue to develop their product ranges and widen their distribution networks.

COMPETITIVE LANDSCAPE
Dietimport maintains category lead despite declining share

As the category grows, Dietimport has witnessed a decline in its category share. Despite recent growth of brands such as Yogi Tea, the company lacks a larger distribution network, meaning it fails to reach consumers in their neighbourhoods.

Novadelta sees an increase in its organic sales

Novadelta – Comércio e Indústria de Cafés, the leading domestic coffee company, achieved the strongest growth in organic beverages in 2018. In autumn 2017, the company launched new products in its leading coffee brands Delta and pods brand Delta Q.

Numerous small players with regional scope generate a high proportion of sales

Due to the low sales of organic beverages and the category’s niche status, many of the companies present in the category do not have national reach while there is a lack of national advertising and promotional campaigns for these products. Numerous small companies operating in the category have only local or regional scope and generally lack the financial capacity to invest in mass media advertising campaigns.

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Organic Beverages in Portugal

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Overview: Discover the latest market trends and uncover sources of future market growth for the Organic Beverages 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.

The Organic Beverages in Portugal market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

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 Passport market research database.

Organic Beverages in Portugal - Category analysis

HEADLINES

PROSPECTS

The category remains niche despite growing global buzz around organic products
Organic coffee leads category growth
Consumers remain sceptical about organic products

COMPETITIVE LANDSCAPE

Dietimport maintains category lead despite declining share
Novadelta sees an increase in its organic sales
Numerous small players with regional scope generate a high proportion of sales

CATEGORY DATA

Table 1 Sales of Organic Beverages by Category: Value 2013-2018
Table 2 Sales of Organic Beverages by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Organic Beverages: % Value 2014-2018
Table 4 LBN Brand Shares of Organic Beverages: % Value 2015-2018
Table 5 Distribution of Organic Beverages by Format: % Value 2013-2018
Table 6 Forecast Sales of Organic Beverages by Category: Value 2018-2023
Table 7 Forecast Sales of Organic Beverages by Category: % Value Growth 2018-2023

Health and Wellness in Portugal - Industry Overview

EXECUTIVE SUMMARY

Positive macroeconomic indicators support sales growth of HW products
Sugar tax impacts HW beverages
Growth in private consumption includes stronger demand for indulgent products
Modern grocery retailers continue to characterise distribution
Positive prospects for HW products over the forecast period

MARKET DATA

Table 8 Sales of Health and Wellness by Type: Value 2013-2018
Table 9 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 10 Sales of Health and Wellness by Category: Value 2013-2018
Table 11 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 12 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 13 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 14 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 15 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 16 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 17 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 18 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 19 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 20 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 21 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 22 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 23 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources