Executive Summary

Mar 2019
PROSPECTS
Demography is expected to affect the performance of sanitary protection

In 2018, sanitary protection maintained the declining trend already registered the previous year. The ageing population, together with an increasing number of women choosing contraceptive methods that diminish or eliminate menstruation, continued to affect the development of the category.

Strong promotional activity negatively affects the value performance of pantyliners

Whilst tampons and towels continued to have difficulties achieving growth, pantyliners presented the best performance in volume terms, as it continues to be the category with the best opportunities, since a considerable number of women in Portugal do not yet use such products on a regular basis. For this reason, manufacturers are putting additional effort into this category, through price discounts and volume discounts, together with new launches.

A growing offer of reusable products

Despite increasing concern around environmental issues, the offer in terms of organic and reusable products is still limited, as the number of consumers that are looking for such products remains small. There is an organic offer available in health and beauty channels or in specific organic product stores, such as Celeiro.

COMPETITIVE LANDSCAPE
Small companies have difficulty competing

The competitive landscape in sanitary protection is highly concentrated, with only two relevant players, Johnson & Johnson and Procter & Gamble Portugal, competing with private label. Procter & Gamble continued to dominate in value terms in 2018, due to its strong presence in all sanitary protection categories with its popular brands Ausonia, Evax and Tampax.

Carefree relaunches its offer

With no outstanding innovations, and price pressure due to the strong presence of private label, manufacturers are investing in improving their existing offer, by making pantyliners and towels more flexible and absorbent and launching longer and larger options. Carefree and Evax are gaining share in pantyliners, a category which still has the opportunity for increased penetration, as both brands are well-known and recognised for their quality.

Private label stands out in pantyliners

Considering all sanitary protection categories, private label has its highest share in pantyliners. As the frequency of use is considerably higher, resulting in higher investment, consumers are more open to purchase less expensive options.

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Sanitary Protection in Portugal

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Overview

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

The Sanitary Protection in Portugal market research report includes:

  • Analysis of key supply-side and demand trends  
  • Historic volumes 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:

  • What is the market size of Sanitary Protection in Portugal?
  • What are the major brands in Portugal?
  • What are the key new product launches in the sanitary protection market?

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 Tissue and Hygiene market research database.

Sanitary Protection in Portugal - Category analysis

HEADLINES

PROSPECTS

Demography is expected to affect the performance of sanitary protection
Strong promotional activity negatively affects the value performance of pantyliners
A growing offer of reusable products

COMPETITIVE LANDSCAPE

Small companies have difficulty competing
Carefree relaunches its offer
Private label stands out in pantyliners

CATEGORY DATA

Table 1 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 2 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 3 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 4 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 5 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 6 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 7 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Tissue and Hygiene in Portugal - Industry Overview

EXECUTIVE SUMMARY

The better economic context supports growth
Consumers are more open to purchasing premium products
Tissue and hygiene is led by a national player and an international player
Retailers reinforce private label and online retailing
Positive outlook for tissue and hygiene

MARKET INDICATORS

Table 8 Birth Rates 2013-2018
Table 9 Infant Population 2013-2018
Table 10 Female Population by Age 2013-2018
Table 11 Total Population by Age 2013-2018
Table 12 Households 2013-2018
Table 13 Forecast Infant Population 2018-2023
Table 14 Forecast Female Population by Age 2018-2023
Table 15 Forecast Total Population by Age 2018-2023
Table 16 Forecast Households 2018-2023

MARKET DATA

Table 17 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 18 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 20 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 21 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 23 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 25 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources