Portugal

In 2023, Portugal’s economy grew by 2.2%, outperforming Western Europe’s average, supported by increases in private spending, public consumption, and a thriving tourism industry. However, a slowdown is expected in 2024, due to a challenging external…

Pet products is expected to maintain current value growth in Portugal in 2024, with sales set to rise across all categories – cat litter, pet healthcare, and other pet products, However, the rate of increase is expected to slow compared with the…

In 2024, pet care in Portugal is set to see current value growth, although this is projected to be lower than that seen in the previous couple of years. After an increasing number of pet adoptions during the pandemic, the pet population is expected…

Other pet food saw a retail volume decline and current value growth in 2023, and this trend is expected to be maintained in Portugal in 2024. This is mainly because the population of other pets saw a slight decline in 2023, and this is set to…

In 2023, dog food in Portugal registered little movement in retail volume terms, along with dynamic current value growth due to price rises. Economy dog food performed slightly better than mid-priced, with private label and the premium segment also…

Cat food maintained retail volume and current value growth in Portugal in 2023, and this trend is expected to continue in 2024, with growth across both wet and dry cat food, and across all price segments. The cat population rose throughout the review…

In 2023, sun care in Portugal saw a strong retail value and volume performance, continuing the trends noted during the review period. Products benefited from ongoing awareness of the necessity to protect the skin from negative effects of the sun.…

In 2023, skin care in Portugal recorded positive retail volume growth, despite high inflation pressure on purchasing power. Portuguese consumers are increasingly concerned about their self-image and facial skin appearance, which is driving growth in…

The polarisation trends seen over the review period continued to be seen on Portugal's premium beauty and personal care landscape in 2023. Despite inflationary pressures from the ongoing conflict in Ukraine and eroded disposable incomes, premium…

In Portugal, oral care continued to be considered an essential category in 2023, with brushing teeth being part of the daily basic hygiene routine. Toothpaste and manual toothbrushes, in particular, are very mature categories with very high…

In 2023, men’s grooming in Portugal recorded positive retail value growth, perceived for several years by manufacturers to present a strong opportunity. Nevertheless, and despite some growth, the landscape has been struggling to really take off. For…

Mass beauty and personal care products in Portugal registered positive retail volume growth, with consumers trading down during a time of high inflation levels. Retail volume sales of basic categories, with already high penetration levels, such as…

In 2023, retail volume sales of hair care in Portugal registered weak growth, with the performance of standard shampoo, a category with a high rate of penetration in Portuguese households, impacting the overall performance. In addition, mounting…

Premium fragrances in Portugal registered positive retail volume growth in 2022, while mass fragrances recorded a decline. Despite Portuguese consumers being more price-sensitive during high levels of inflation, this did not lead to trading down. On…

Demand for depilatories in Portugal registered visible retail volume growth in 2023. Hot summer led many Portuguese women to wear outfits that exposed skin, leading to more frequent purchases of depilatories. In addition, high inflation rates in 2022…

In 2023, deodorants in Portugal registered positive retail value and volume growth, with high penetration levels nationwide. However, with consumers already using deodorants as part of their everyday hygiene routine, this limited growth opportunities…

In 2023, colour cosmetics in Portugal witnessed dynamic growth in terms of both retail value and volume. The category is far from maturity, attracting a rising number of consumers. Millennials and generation Z are among the biggest consumers of…

In 2023, beauty and personal care in Portugal recorded positive volume growth despite inflationary pressures challenging consumers' purchasing power. Retail volume sales were encouraged by the rising penetration levels of less mature categories,…

In 2023, bath and shower in Portugal registered positive retail volume growth, with a solid performance from body wash/shower gel, considered a basic staple by many Portuguese consumers. However, retail volume growth was encouraged by consumers…

In 2023, baby and child-specific products registered growth in both volume and value terms in, with rising inflation driving the positive value performance. Baby-specific products drove the performance of the landscape, while items designed for older…

In 2023, wipes in Portugal recorded positive retail value growth, driven by rising price points. Personal wipes continued to record a solid volume performance, with baby wipes and moist toilet wipes performing well. The economic constraints and…

In 2023, tissue and hygiene in Portugal recorded positive retail value growth, boosted by increased price points. However, the prevalence of low wages, global price increases, and rising interest rates strongly impacted consumer purchasing behaviour,…

In 2023, retail tissue in Portugal recorded positive retail value growth, driven by heightened price points. As such, while value sales grew, retail volume growth was challenged, with consumers reducing purchases of items they deemed unessential.…

In 2023, retail adult incontinence in Portugal recorded positive retail value and volume growth, benefiting from the return of out-of-home activities post-COVID-19. This encouraged further use of products, more frequent replacements and an investment…

In 2023, nappies/diapers/pants saw positive retail value and volume growth, having recovered from a decline across the review period. While the birth rate dipped in 2021, the number of newborns was positive throughout 2022 and 2023, driving sales in…

In 2023, menstrual care in Portugal recorded positive retail value sales, aided by rising prices, while retail volume remained positive. The return to work and outdoor activities following COVID-19 benefited demand, with consumers needing to replace…

In 2023, the away-from-home (AFH) tissue and hygiene landscape showcased a strong performance, with positive retail value growth. After facing a significant decline due to COVID-19 travel restrictions, away-from-home (AFH) tissue sales rose in 2023,…

Vending in Portugal in 2023 saw strong retail value growth, fuelled by the positive performance of the tobacco industry. Vending is the most important channel for the tobacco industry and represented 35% of the total volume of cigarette sales in the…

In 2023, retail value growth was double-digit for supermarkets in Portugal. During the outbreak of COVID-19, supermarkets experienced a temporary increase in sales as consumers stockpiled goods – however, this placed pressure on retailers to ensure…

Small local grocers in Portugal continued to lose competitiveness in 2023; the consequence of strong inflation rates, increasing costs and the growing competition from larger players. For example, it is easier for supermarkets to implement deals,…

Retail in Portugal in 2023 continued to record positive retail value growth despite consumers' loss of purchasing power. High inflation rates, combined with the return of tourism, bolstered retail value growth, which was particularly high for…

In 2023, retail e-commerce in Portugal recorded single-digit retail value growth. After a substantial uplift in sales during COVID-19, the landscape recorded a slowdown during 2022. This continued into 2023, with the channel losing share to offline…

Inflation rates drove retail value sales of grocery retailers in Portugal in 2023, with hypermarkets showing positive value growth despite losing competitiveness to smaller concepts such as supermarkets and discounters. Although hypermarkets offer a…

Following strong retail value growth in 2022, home products specialists in Portugal continued to grow in 2023. The Portuguese continued to look for solutions to improve their homes, looking at DIY and decoration options, while pet shops, superstores,…

All health and beauty specialist retailers grew in Portugal in 2023, with beauty specialists reaching the highest growth – having seen the most significant negative impact during COVID-19. Following a decline in outlets in 2022, store numbers…

In 2023, general merchandise stores in Portugal consist of department and variety stores, both of which continued on a strong growth path, recording double-digit retail value growth. In an economic adverse period, selling low-priced products…

In 2023, discounters in Portugal recorded double-digit retail value growth. The outbreak of COVID-19 changed consumer habits within discounters in Portugal, as more consumers looked to bulk buy goods. Moving into 2023, some consumers have continued…

In 2023, direct selling sales declined in Portugal for the fourth year in a row. The high competition from other channels, the increasing penetration of e-commerce and changing consumer habits are challenging the channel, and consequently, it…

Following a strong performance during COVID-19, in 2023, sales for convenience retailers in Portugal continued to rise, driven by high inflation levels and nationwide outlet expansion. Sales and outlet growth in convenience stores has been at the…

Appliances and electronic specialists in Portugal saw positive retail value growth in 2023, reaching the highest value results since the beginning of the historic period. However, much of this was driven by rising price points due to ongoing…

Sales of apparel and footwear specialists in Portugal continued to grow in 2023, although at a slower pace when compared to 2022. 2022 was a year of strong recovery following the outbreak of COVID-19, when the channel recorded double-digit growth.…

Toilet care saw current value growth driven by rising average unit prices as a result of persistent inflation in 2023. Constant promotional activity avoided a stronger consumer switch to private label during the year. On the other hand, consumers…

In 2023, surface care saw value growth dampened by the consumer switch to less expensive product options in the midst of a marked rise in the cost of living and an uncertain economic environment. The private label segment was a notable beneficiary of…

Polishes saw a continued fall in volume sales in 2023, following an established trend of decline, though the category saw value growth driven by global inflation leading to rising unit prices. The main challenge facing polishes is its niche status,…

In 2023, laundry care current value growth was driven largely by price increases. Laundry detergents saw above average price rises, not only due to upward price movements, but also to a decline in visible promotional activity, which was less frequent…

Home insecticides saw a slight fall in volume sales in 2023, with value growth mainly due to increasing prices and the fact that the electric segment put in a relatively strong performance. Despite the long and hot summer seen in the country in 2023,…

With home care volume sales declining slightly during the year, 2023 saw current value growth driven largely by inflation and the main players' price increases, on top of price rises that were already imposed by major players in the second half of…

The dishwashing category has benefited from consumers returning to home cooking or choosing food delivery/takeaways instead of going to restaurants. This has been visible with the continued trend towards consumers taking meals from home to eat in the…

Bleach saw continued volume decline in 2023, though an older, generally lower-income, consumer group remained loyal to the category, preventing a stronger decline. Bleach is increasingly seen as old-fashioned and potentially harmful to human health…

The air care category performed well in both value and volume terms in 2023. The increased relevance that the home environment gained during the COVID-19 crisis continued at the end of the review period, favouring the development of the air care…