Portugal

With the opening of the economy in 2022 following the outbreak of COVID-19, there was a natural shift to out-of-home consumption. The lifting of restrictions saw many consumers return to face-to-face work, putting downward pressure on the sale of…

Direct selling experienced declining sales in 2020 following the emergence of the pandemic, particularly driven by the poor results recorded by the larger category of beauty and personal care. The restrictions introduced by the government as a result…

Toilet care is seeing negative volume growth in 2022, which is expected to remain flat, against stronger value growth which is stimulated by inflationary pressures and rising unit prices. As per some other home care categories, toilet care saw a…

Home care categories benefitted strongly from the era of COVID-19 when consumers were experiencing lockdowns and paid greater attention to the sanitation of their homes. Whilst higher hygiene trends remain, compared to pre-pandemic, the return to…

Volume sales in air care have been gradually improving over the review period, albeit still remaining in low negative-digit figures. Value, on the other hand, is more robust and supported by the wide distribution of air care through a range of…

Womenswear registered a significant drop in 2020, when Portugal was hit by the COVID-19 pandemic and there were many restrictions including the closure of apparel specialists. Since 2021, the category has shown signs of recovery with robust retail…

Jeans are considered a basic item of clothing by Portuguese consumers and therefore have a staple presence in consumers’ wardrobes and drawers in 2022. Retail volume sales remained positive in 2022 as this type of apparel continues to be valued for…

The impact of the war in Ukraine intensified inflationary pressures in Portugal. The difficult and uncertain situation led to rising costs for manufacturers and price hikes for consumers, who became increasing price sensitive. Despite these…

Wipes remained a dynamic product area in Portugal in both personal and home care wipes in 2022, with growth in the latter category remaining particularly strong. The need for strict hygiene and increased cleaning to help stop the spread of COVID-19…

In 2022, sports apparel and footwear witnessed dynamic growth in retail volume terms compared to other categories. Sportswear brands such as Nike and adidas, alongside private labels from sports goods stores such as Decathlon have been taking a…

Surface care is another home care category which is seeing stronger value than volume sales, due to inflationary pressures. Volume has fallen since the pandemic boost and is not likely to rise above one percentage point in a positive direction over…

Following the emergence of the pandemic in 2020, the Portuguese shopped less often and made purchases of groceries in greater quantities, which favoured hypermarkets and larger supermarkets, driving up value sales through both channels. This was…

After a decline in 2020, the return to normality and busy lifestyles with consumers going out more and returning to offices and outdoor activities, resulted in fuller category recovery in 2022. The more frequent replacement of both tampons and…

More out of the home activities in 2022, with the return to work, eating out and other activities, resulted in a less dynamic performance of retail tissue in 2022 and 2021 versus 2020. On the other hand, the continuous growth of more compact options…

Bleach returns to its typical volume declines after its unusual period of popularity during the height of the COVID-19 pandemic, when consumers were preoccupied with strongly disinfecting their homes and clothing. Ultimately, bleach faces ongoing…

Hosiery registered positive retail volume growth in 2022 for the second consecutive year. Hosiery products, like underwear, are considered an essential everyday product by Portuguese consumers, except during hot periods when the Portuguese wear…

Footwear posted robust retail volume growth in 2022 as part of an ongoing recovery from the decline caused by the COVID-19 pandemic in 2020. The slump in demand for footwear in 2020 was driven by lockdowns and home seclusion measures to stem the…

Childrenswear registered strong growth in retail volume sales in 2022 as children’s clothes need to be renewed frequently as they age. Young children are particularly active and less careful with their clothes than adults requiring new outerwear in…

The notable slowdown in at-home consumption witnessed in 2021 once restrictions relaxed, and the gradual return to foodservice due to pent-up demand in Portugal, resulted in a marginal decline in value sales for hypermarkets in 2021. The channel had…

After a strong downturn in 2020 and poor results in 2021, consumer foodservice recorded strong growth in value sales in 2022. This was driven by the transfer of in-home consumption to out-of-home, with pent-up demand benefiting visits to consumer…