Retail in Portugal

July 2026
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Overview:

Understand the latest market trends and future growth opportunities for the Retail industry in Portugal with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Convenience Stores
  • Discounters
  • Hypermarkets
  • Supermarkets
  • Traditional Grocery Retailers
  • Apparel and Footwear Specialist Retailers
  • Electronics and Appliance Specialist Retailers
  • Health and Beauty Specialist Retailers
  • Home and Garden Specialist Retailers
  • Department Stores
  • Variety Stores
  • Warehouse Clubs
  • Direct Selling
  • Homeshopping
  • Vending

If you're in the Retail industry in Portugal, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Retail in Portugal report includes:

  • Analysis of key retail trends
  • Detailed segmentation of offline and online retail sales
  • Historic channel sizes (retail value sales, outlet counts, and selling space)
  • Company and brand market shares (retail value sales and outlet counts)
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Retail in Portugal?
  • Which are the leading retailers in Retail in Portugal?
  • How are products distributed in Retail in Portugal?
  • How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
  • How significant are discounters and private label in Portugal?
  • To what extent are sales shifting towards digital channels?​
  • What is the long-term outlook for bricks-and-mortar? 
  • How is macroeconomic and political uncertainty affecting the retail industry?​
  • What types of retailers are seeing the fastest growth in digital sales?​
  • What is the future of retail?

Retail in Portugal

Online Marketplace Platforms Reshape Value Dynamics While Convenience Retailers Enjoy Burgeoning Appeal

Key Data Insights

Chart 1 Key Industry Trends for Retail
Online Marketplace Platforms Reshape Value Dynamics While Convenience Retailers Enjoy Burgeoning Appeal
Uber Direct and Leroy Merlin Drive Convenience as a Loyalty Benchmark
Chart 2 Uber Direct and Leroy Merlin's Delivery Partnership
Chart 3 Value Sales 2020-2030
Chart 4 Value Sales by Category 2025
Rise of E-Commerce and Circularity to Redefine Shopping Experiences
Chart 5 Analyst Insight for Retail
Grocery Retailers to Leverage Competitive Pricing and Convenience to Drive Strong Growth
Chart 6 Forecast Value Sales 2020-2030
Chart 7 Forecast Value Sales by Category 2025-2030
Modelo Continente Hipermercados Strengthens Position through Omnichannel Integration and Customer Engagement
Chart 8 Continente Modelo Opens World's Largest Smart Store
Retail Innovation Is a Key Competitive Tool
Chart 9 Mango Releases Mango Stylist
Chart 10 Company Shares 2025
Chart 11 Brand Shares 2025
Informal Retail
Opening Hours for Physical Retail
Chart 12 Standard Opening Hours by Channel Type 2025
Seasonality
Black Friday
Christmas
Back to School
Easter
Chart 13 Economic Context for Retail
Chart 14 Real Gdp Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Retail
Chart 17 Population 2020-2030
Chart 18 Population by Generation 2025

Convenience Retailers in Portugal

Key Data Insights

Convenience Retailers Summary
Chart 19 Key Industry Trends for Convenience Retailers
Auchan Accelerates Convenience Stores' Ascent through Minipreço Integration
Chart 20 Auchan Integrates Minipreço into the My Auchan Network
Proximity and Digital Trends Reshape Consumers' Expectations
Chart 21 Q-commerce Expands Convenience Retail Reach
Chart 22 Value Sales 2020-2030
Chart 23 Value Sales by Category 2025
Neighbourhood Store Consolidation Drives Proximity Gains
Chart 24 Analyst Insight for Convenience Retailers
Digital Engagement and Efficiency Models Reshape Profitability for Small Formats
Chart 25 Forecast Value Sales 2020-2030
Chart 26 Forecast Value Sales by Category 2025-2030
Auchan Leaps into the Lead with a Major Acquisition
Chart 27 Company Shares 2025
Chart 28 Brand Shares 2025
Chart 29 Economic Context for Convenience Retailers
Chart 30 Real Gdp Growth 2020-2030
Chart 31 Inflation 2020-2030
Chart 32 Consumer Context for Convenience Retailers
Chart 33 Population 2020-2030
Chart 34 Population by Generation 2025

Supermarkets in Portugal

Key Data Insights

Supermarkets Summary
Chart 35 Key Industry Trends for Supermarkets
Economic and Demographic Trends Impact Channel Development
Strategic Expansion and Ai-Powered Operational Innovation Add Dynamism to Supermarkets
Chart 36 Continente Modelo Sets the Pace for AI Adoption in Grocery Retail
Chart 37 Value Sales 2020-2030
Smaller Formats to Drive Growth Opportunities as Price Focus Intensifies
Chart 38 Analyst Insight for Supermarkets
Retailers to Accelerate Automation and Personalisation to Sustain Margins
Chart 39 Forecast Value Sales 2020-2030
Mercadona Emerges as a Strong Challenger as Pingo Doce Defends Its Leadership
Chart 40 Mercadona’s Expansion in 2025
Chart 41 Company Shares 2025
Chart 42 Brand Shares 2025
Chart 43 Economic Context for Supermarkets
Chart 44 Real Gdp Growth 2020-2030
Chart 45 Inflation 2020-2030
Chart 46 Consumer Context for Supermarkets
Chart 47 Population 2020-2030
Chart 48 Population by Generation 2025

Hypermarkets in Portugal

Key Data Insights

Hypermarkets Summary
Chart 49 Key Industry Trends for Hypermarkets
Slow Growth Amidst Strong Competition
Auchan Accelerates Sustainability and Community Innovation to Drive Loyalty
Chart 50 Auchan Seeks Social Impact and Community Engagement
Chart 51 Value Sales 2020-2030
Maturity to Continue to Constrain Growth
Chart 52 Analyst Insight for Hypermarkets
Operators Accelerate Automation and Digital Upgrades to Boost Efficiency
Chart 53 Forecast Value Sales 2020-2030
Modelo Continente Hipermercados Strengthens Leadership through Digital and Sustainability Initiatives
Chart 54 Company Shares 2025
Chart 55 Brand Shares 2025
Chart 56 Economic Context for Hypermarkets
Chart 57 Real Gdp Growth 2020-2030
Chart 58 Inflation 2020-2030
Chart 59 Consumer Context for Hypermarkets
Chart 60 Population 2020-2030
Chart 61 Population by Generation 2025

Discounters in Portugal

Key Data Insights

Discounters Summary
Chart 62 Key Industry Trends for Discounters
Retail Consolidation Impacts the Overall Performance of Discounters
Private Label Evolution at the Heart of Lidl's Strategy
Chart 63 Lidl Expands Private Label Portfolio
Chart 64 Value Sales 2020-2030
Lidl and Aldi to Modernise Stores and Product Offers to Capture Value-Driven, yet Discerning Shoppers
Chart 65 Forecast Value Sales 2020-2030
Lidl Expands Digital Convenience and Store Network to Secure Dominance
Chart 66 Analyst Insight for Discounters
Chart 67 Company Shares 2025
Chart 68 Brand Shares 2025
Chart 69 Economic Context for Discounters
Chart 70 Real Gdp Growth 2020-2030
Chart 71 Inflation 2020-2030
Chart 72 Consumer Context for Discounters
Chart 73 Population 2020-2030
Chart 74 Population by Generation 2025

Small Local Grocers in Portugal

Key Data Insights

Small Local Grocers Summary
Larger Retail Groups Leverage Technology to Capture Value-Driven Shoppers
Chart 75 Value Sales 2020-2030
Independent Small Local Grocers May Join Franchise Networks to Counter Modern Retail Expansion
Chart 76 Analyst Insight for Small Local Grocers
Fresh Produce and Digital Delivery Partnerships Drive Differentiation for Survival
Chart 77 Forecast Value Sales 2020-2030
Supermercados Rocha Maintains Significance in a Declining Channel
Chart 78 Company Shares 2025
Chart 79 Brand Shares 2025
Chart 80 Economic Context for Small Local Grocers
Chart 81 Real Gdp Growth 2020-2030
Chart 82 Inflation 2020-2030
Chart 83 Consumer Context for Small Local Grocers
Chart 84 Population 2020-2030
Chart 85 Population by Generation 2025

General Merchandise Stores in Portugal

Key Data Insights

General Merchandise Stores Summary
Chart 86 Key Industry Trends for General Merchandise Stores
Primaprix Enters the Fray and Intensifies the Competition
Chart 87 Primaprix Opens First Outlet in Portugal
El Corte Inglés Reimagines the In-Store Experience for Premium Shoppers
Chart 88 Value Sales 2020-2030
Chart 89 Value Sales by Category 2025
Clear Bifurcation between Variety Stores and Department Stores
Chart 90 Analyst Insight for General Merchandise Stores
Chart 91 Forecast Value Sales 2020-2030
Chart 92 Forecast Value Sales by Category 2025-2030
Flying Tiger Copenhagen Accelerates Store Expansion While El Corte Inglés Retains the Lead
Chart 93 Company Shares 2025
Chart 94 Brand Shares 2025
Chart 95 Economic Context for General Merchandise Stores
Chart 96 Real Gdp Growth 2020-2030
Chart 97 Inflation 2020-2030
Chart 98 Consumer Context for General Merchandise Stores
Chart 99 Population 2020-2030
Chart 100 Population by Generation 2025

Apparel and Footwear Specialists in Portugal

Key Data Insights

Apparel and Footwear Specialists Summary
Chart 101 Key Industry Trends for Apparel and Footwear Specialists
Strong Transformation of Physical Retail Spaces
Chart 102 Bershka Unveils Modular Store Concept
Low-Cost and Digital Retailing to the Fore
Chart 103 Value Sales 2020-2030
Consolidation Is Anticipated in a Dynamically Evolving Landscape
Chart 104 Analyst Insight for Apparel and Footwear Specialists
New Eu Directive to Accelerate Sustainability Push
Chart 105 Forecast Value Sales 2020-2030
The Top Players Invest in the Channel
Chart 106 Lefties Opens New Flagship at UBBO
Chart 107 Company Shares 2025
Chart 108 Brand Shares 2025
Chart 109 Economic Context for Apparel and Footwear Specialists
Chart 110 Real Gdp Growth 2020-2030
Chart 111 Inflation 2020-2030
Chart 112 Consumer Context for Apparel and Footwear Specialists
Chart 113 Population 2020-2030
Chart 114 Population by Generation 2025

Appliances and Electronics Specialists in Portugal

Key Data Insights

Appliances and Electronics Specialists Summary
Chart 115 Key Industry Trends for Appliances and Electronics Specialists
Omnichannel and Loyalty Integration Amid a Polarised Demand
Sustainability Plays a Key Role in the Reconceptualisation of Physical Space
Chart 116 Greenvolt and Rádio Popular Expand Access to Shared Solar Energy
Chart 117 Value Sales 2020-2030
Chart 118 Greenvolt and Rádio Popular Expand Access to Shared Solar Energy
Worten Centralises Logistics to Accelerate Circular Supply Chains
Chart 119 Analyst Insight for Appliances and Electronics Specialists
Ai-Powered Personalisation and M-Commerce to Redefine Customer Journeys
Chart 120 Forecast Value Sales 2020-2030
Worten and Rádio Popular Consolidate Their Leading Positions as the Competitive Landscape Fragments
Chart 121 Worten Launches New Omnichannel Loyalty Programme
Chart 122 Company Shares 2025
Chart 123 Brand Shares 2025
Chart 124 Economic Context for Appliances and Electronics Specialists
Chart 125 Real Gdp Growth 2020-2030
Chart 126 Inflation 2020-2030
Chart 127 Consumer Context for Appliances and Electronics Specialists
Chart 128 Population 2020-2030
Chart 129 Population by Generation 2025

Home Products Specialists in Portugal

Key Data Insights

Home Products Specialists Summary
Chart 130 Key Industry Trends for Home Products Specialists
Retail Consolidation as Overall Retail Value Growth Slows
Chart 131 Gato Preto Initiates Plan Amid Financial Losses
Ikea Integrates Circular Solutions as Sustainability Becomes a Key Differentiator
Chart 132 Value Sales 2020-2030
Chart 133 Value Sales by Category 2025
Category Retailers Are Required to Deal with Polarising Demand Trends
Chart 134 Analyst Insight for Home Products Specialists
Circular, Technology and Store Expansion Initiatives to Gain Momentum
Chart 135 Ikea Lauches Preowned Marketplace
Chart 136 Forecast Value Sales 2020-2030
Chart 137 Forecast Value Sales by Category 2025-2030
Bcm - Bricolage Extends Lead as Casa Piocheur Portugal Exits
Chart 138 Company Shares 2025
Chart 139 Brand Shares 2025
Chart 140 Economic Context for Home Products Specialists
Chart 141 Real Gdp Growth 2020-2030
Chart 142 Inflation 2020-2030
Chart 143 Consumer Context for Home Products Specialists
Chart 144 Population 2020-2030
Chart 145 Population by Generation 2025

Health and Beauty Specialists in Portugal

Key Data Insights

Health and Beauty Specialists Summary
Chart 146 Key Industry Trends for Health and Beauty Specialists
Well's Launches New Premium, Sustainable Beauty Range in a Resilient Channel
Chart 147 Well's Launches Exclusive NEUR|AÉ Line
Players Look to Experiential Locations as Benchmarks for Customer Engagement
Chart 148 Value Sales 2020-2030
Chart 149 Value Sales by Category 2025
Health and Beauty Specialists to Meet the Needs and Preferences of Consumers
Chart 150 Analyst Insight for Health and Beauty Specialists
Specialist Retailers to Invest in Omnichannel Integration and Sustainability to Remain Competitive
Chart 151 Forecast Value Sales 2020-2030
Chart 152 Forecast Value Sales by Category 2025-2030
Well's Boosts Share with Digital Innovation and Partnerships
Chart 153 Well's Opens Largest Beauty and Wellness Flagship in Chiado, Lisbon
Chart 154 Company Shares 2025
Chart 155 Brand Shares 2025
Chart 156 Economic Context for Health and Beauty Specialists
Chart 157 Real Gdp Growth 2020-2030
Chart 158 Inflation 2020-2030
Chart 159 Consumer Context for Health and Beauty Specialists
Chart 160 Population 2020-2030
Chart 161 Population by Generation 2025

Vending in Portugal

Key Data Insights

Vending Summary
Tobacco Vending Retains Dominance as Foods Vending Accelerates
Chart 162 Value Sales 2020-2030
Chart 163 Value Sales by Category 2025
Operators Leverage Iot and Diversify Their Offer to Boost Growth Potential
Chart 164 Forecast Value Sales 2020-2030
Chart 165 Forecast Value Sales by Category 2025-2030
Midsid Secures Leadership as Medium-Sized Operators Restructure
Chart 166 Company Shares 2025
Chart 167 Brand Shares 2025
Chart 168 Economic Context for Vending
Chart 169 Real Gdp Growth 2020-2030
Chart 170 Inflation 2020-2030
Chart 171 Consumer Context for Vending
Chart 172 Population 2020-2030
Chart 173 Population by Generation 2025

Direct Selling in Portugal

Key Data Insights

Direct Selling Summary
Chart 174 Key Industry Trends for Direct Selling
Direct Selling Continues to Struggle as the Competition Intensifies From E-Commerce and Specialist Retailers
An Omnichannel Approach Is Increasingly Essential for Consumer Reach and Retention
Chart 175 Oriflame Installs Pop-Up at UBBO
Chart 176 Value Sales 2020-2030
Chart 177 Value Sales by Category 2025
Operators Pivot to Digital Platforms as Consumer Habits Evolve
Chart 178 Analyst Insight for Direct Selling
Health and Beauty and Appliances and Electronics Players to Show Resilience through Hybrid Direct Selling Models
Chart 179 Forecast Value Sales 2020-2030
Chart 180 Forecast Value Sales by Category 2025-2030
Vorwerk Capitalises on Innovation to Strengthen Its Leadership
Chart 181 Company Shares 2025
Chart 182 Brand Shares 2025
Chart 183 Economic Context for Direct Selling
Chart 184 Real Gdp Growth 2020-2030
Chart 185 Inflation 2020-2030
Chart 186 Consumer Context for Direct Selling
Chart 187 Population 2020-2030
Chart 188 Population by Generation 2025

Retail E-Commerce in Portugal

Key Data Insights

Retail E-Commerce Summary
Chart 189 Key Industry Trends for Retail E-Commerce
Temu and Shein Reshape Price Expectations as Omnichannel Leaders Invest in Experiential Shopping
Mango Introduces Ai-Powered Stylist to Elevate Personalisation and Conversion
Chart 190 AI-powered Mango Stylist Launches in Portugal
Pingo Doce Launches Direct E-Commerce Platform to Strengthen Fulfilment and Data Ownership
Chart 191 Pingo Doce Releases Direct Online Platform
Chart 192 Value Sales 2020-2030
Chart 193 Value Sales by Category 2025
Worten, Fnac and El Corte Inglés Raise the Bar on Fulfilment to Win Digital-First Shoppers
Ultra-Low-Cost Platforms Face Higher Costs as Regulation Levels the Playing Field for Domestic Rivals
Chart 194 Analyst Insight for Retail E-Commerce
Mobile-First Innovation and Social Shopping Drive Personalisation and Engagement
Chart 195 Forecast Value Sales 2020-2030
Chart 196 Forecast Value Sales by Category 2025-2030
The Competitive Landscape Is Highly Fragmented and Dynamic
Chart 197 Company Shares 2025
Chart 198 Brand Shares 2025
Chart 199 Economic Context for Retail E-Commerce
Chart 200 Real Gdp Growth 2020-2030
Chart 201 Inflation 2020-2030
Chart 202 Consumer Context for Retail E-Commerce
Chart 203 Population 2020-2030
Chart 204 Population by Generation 2025

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Download table of contents
The following categories and subcategories are included:

Retail

      • Fashion Vending
      • Health and Beauty Vending
      • Appliances and Electronics Vending
        • Alcoholic Drinks Vending
        • Hot Drinks Vending
        • Soft Drinks Vending
        • Tobacco Products Vending
      • Foods Vending
      • Home Products Vending
      • Other Products Vending
        • Apparel and Footwear Direct Selling
        • Personal Accessories Direct Selling
        • Eyewear Direct Selling
        • Beauty and Personal Care Direct Selling
        • Consumer Health Direct Selling
        • Tissue and Hygiene Direct Selling
      • Appliances and Electronics Direct Selling
      • Drinks and Tobacco Direct Selling
      • Foods Direct Selling
      • Home Products Direct Selling
      • Other Products Direct Selling
        • Apparel and Footwear E-Commerce
        • Personal Accessories E-Commerce
        • Eyewear E-Commerce
        • Beauty and Personal Care E-Commerce
        • Consumer Health E-Commerce
        • Tissue and Hygiene E-Commerce
        • Consumer Appliances E-Commerce
        • Consumer Electronics E-Commerce
        • Toys and Games E-Commerce
      • Drinks and Tobacco E-Commerce
      • Foods E-Commerce
        • Home Care E-Commerce
        • Home and Garden E-Commerce
        • Pet Care E-Commerce
      • Other Products E-Commerce
        • First-Party (1P) Marketplace E-Commerce
        • Third-Party (3P) Marketplace E-Commerce
      • Grocery E-Commerce
      • General Merchandiser E-Commerce
      • Apparel and Footwear Specialist E-Commerce
      • Appliances and Electronics Specialist E-Commerce
      • Home Products Specialist E-Commerce
      • Health and Beauty Specialist E-Commerce
      • Leisure and Personal Goods Specialist E-Commerce
      • Other E-Commerce Retailers

Retail

Retail is the sale of new and used goods to consumers from a business for personal or household consumption from retail outlets, kiosks, market stalls, vending, direct selling and e-commerce. Retail is the aggregation of Retail Offline and Retail E-Commerce. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts. Also excludes fuel sales, foodservice sales, rental transactions, wholesale sales (e.g. Cash and Carry), and sales through cannabis dispensaries in markets where cannabis is sold legally. Sales value excluding or including VAT/Sales Tax. Retail also excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, i.e. retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer that is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retail.

See all of our definitions
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