Nappies/diapers/pants in Portugal showed signs of stabilisation in 2025, with retail volume reaching 411 million units, up 0.7% from the previous year following a period of stagnation and slight decline in 2024. This recovery is closely linked to a modest increase in the birth rate, with the population aged 0-4 only slightly down, suggesting that the category's volume performance is directly tied to demographic shifts. Despite a challenging environment marked by a low birth rate, brands managed

In 2025, tissue and hygiene in Portugal demonstrated continued value expansion due to resilient retail hygiene and robust demand in adult incontinence, with retail sales underpinned by a total population of 11 million. The environment remains highly attractive for investment, as manufacturers successfully stabilise private label share and drive premiumisation through targeted discounts, while innovative launches—such as products made with recycled textile fibres—signal a shift towards sustainabi

Away-from-home tissue and hygiene in 2025 delivered moderate value growth, increasing by 5% to EUR198 million, following a sustained period of expansion in Portugal. This performance is underpinned by strong economic momentum, with real GDP growth at 2%, supporting continued demand from offices, hotels, and shopping centres. Tourism stands out as a particularly influential driver, not only increasing in terms of visits and nights spent but, crucially, also average spend, resulting in a higher in

Menstrual care in 2025 saw stabilisation in volume, with the overall volume at 615 million units, reflecting marginal growth of 0.1% over the previous year. This outcome was shaped primarily by the implementation of the government's menstrual dignity programme, which began distributing free menstrual products, including menstrual cups, to low-income students through schools and public health centres starting in April 2025. The phased rollout of this initiative marked a significant policy shift a

In 2025, retail tissue in Portugal continued to demonstrate resilience and adaptability, registering retail volume growth of 2% to reach 76,102 tonnes and retail value growth of 3% to EUR329 million. This performance stands out in a context where many Western European countries are experiencing market maturity and limited volume growth, yet Portugal's population rose to 11 million, supporting incremental volume gains. The key dynamic shaping the year was a strategic focus on premiumisation, supp

Wipes in Portugal achieved positive value growth in 2025, with total retail sales reaching EUR95 million, an increase of 3% compared to the previous year. This growth was largely driven by personal wipes, especially moist toilet wipes, which continued to record significant increases in both penetration and purchase frequency. Unlike other regions where wipes experience stagnation or price-driven competition, Portugal's performance in 2025 was marked by robust demand for innovation, sustainabilit

Retail adult incontinence in 2025 maintained steady growth, with annual retail volume reaching 231 million units. This expansion was supported primarily by the acceleration of Portugal’s ageing population—totalling 11 million in 2025, with 3 million aged 65 and over—alongside a noticeable reduction in the stigma associated with incontinence. As awareness grows and taboos diminish, more consumers are proactively seeking out tailored incontinence products, reflected in a stabilisation of prices an

In 2025, bath and shower in Portugal demonstrated steady value growth, with a retail sales value reaching EUR246 million, reflecting 4% growth on the previous year. This growth outpaces the modest real GDP growth for Portugal in 2025, demonstrating robust category performance despite broader economic conditions. Furthermore, the median disposable income per household in Portugal increased from EUR34,102 in 2024 to EUR35,975 in 2025, indicating an increase in consumer spending power.

The fragrances category in Portugal demonstrates growth in 2025, with retail value sales reaching EUR398 million, reflecting 6% increase on the previous year. This growth outpaces the inflation rate and aligns with a positive economic environment marked by real GDP growth. The expanding consumer expenditure supports this upward trajectory, with the median disposable income per household increasing from EUR34,102 in 2024 to EUR35,975 in 2025, highlighting an increasingly affluent population. Th

In 2025, the hair care category in Portugal maintains a positive growth trajectory, with retail sales value reaching EUR299 million, representing 4% increase on the previous year. This growth reflects an ongoing consumer shift from basic cleansing towards sophisticated, treatment-focused routines. Consumers are increasingly incorporating specialised products such as serums, scalp treatments, and intensive masks into their hair care regimen, indicating heightened awareness of hair health and a pr

Men's grooming in Portugal shows steady growth in retail value sales, increasing by 3% on the previous year to reach EUR314 million in 2025. The category's expansion aligns with broader economic conditions in Portugal, where consumer expenditure is forecast to rise consistently as the median disposable income per household increases (reaching EUR35,975 in 2025 from EUR34,102 in 2024). The population of Portugal stands at approximately 10.7 million, offering a stable consumer base, while real GDP

The skin care category in Portugal continued its expansion in 2025, growing by 2% to reach a retail sales value of EUR701 million. This marks a slowdown compared to the double-digit growth seen in earlier years, indicating an increasingly mature and stable market environment. Despite the deceleration, the category remains resilient, driven by growing consumer awareness around skin health, barrier protection, and preventive care strategies that foster long-term skin wellness.

Sun care in Portugal is experiencing continued demand, with retail value sales reaching EUR99 million in 2025, growing by 3% on the previous year. This indicates a strengthening of value through premiumisation and added functionalities despite the category’s inherent seasonality and promotional intensity. The category balances pressures of volume expansion with value creation, supported by private label competition and innovation in multifunctional and convenient formats. This performance reflec

The deodorants category in Portugal is experiencing continued expansion, with retail value sales reaching EUR112 million in 2025, reflecting 5% growth on the previous year. This performance is underpinned by Portugal's broader economic context, where consumer expenditure is increasing as the median disposable income per household increases (from EUR34,102 in 2024 to EUR35,975 in 2025). The positive real GDP growth, moderate inflation, and stable population further reinforce consumer purchasing p

The depilatories category in Portugal exhibited marginal growth in 2025, reflecting a mature and structurally seasonal market environment. Retail value sales of depilatories reached EUR28 million, representing 1% growth on 2024, which is an indication of plateauing demand amid constrained expansion opportunities.

In 2025, the oral care category in Portugal continues its growth trajectory, with retail sales value reaching EUR251 million at current exchange rates. This reflects a growth rate of 2% on the previous year, underpinned by an ongoing shift towards added-value and premium propositions. Despite cautious consumer spending behaviour, demand remains robust, supported by a preventative health mindset and the increasing needs of an ageing population. This is evident in the strong performance of segment

Beauty and personal care in Portugal demonstrated growth in 2025, reflecting a healthy and stable environment supported by a stable population and increasing consumer expenditure. This performance is underpinned by an evolving consumer base exhibiting heightened sophistication, driving demand for specialised, science-backed formulations and premium products, while simultaneously sustaining a strong value-driven segment through competitive private label offerings. Market polarisation is evident,

In 2025, baby and child-specific products in Portugal grew by 2% on the previous year to achieve a retail sales value of EUR113 million, reflecting continued value-led growth despite structural volume constraints from persistently low birth rates. The total population of Portugal was approximately 10.7 million in 2025, indicating a modest demographic base limiting category expansion. Consumer expenditure in Portugal is growing along with the median disposable income per household, which increa

In 2025, colour cosmetics in Portugal demonstrated sustained growth, with retail sales reaching a value of EUR183 million, reflecting 7% growth on the previous year. This growth is underpinned by a heightened consumer focus on personal appearance and lifestyle expression, as well as an expanding presence of health and beauty specialists that bolster the performance of premium brands, which outpace the mass segment. Consumer engagement with multi-step make-up routines fuels sales across diverse

In 2025, the mass beauty and personal care category in Portugal demonstrated continued value growth, increasing by 3% on the previous year to reach EUR1.4 billion. This expansion outpaces Portugal's real GDP growth and inflation, suggesting resilient consumer demand within a cautiously optimistic economic context. Portuguese consumers exhibit a dual dynamic of strong price sensitivity coupled with an increasing demand for product sophistication, exhibiting caution with discretionary spending. Ho

In 2025, the premium beauty and personal care segment in Portugal reached a retail sales value of EUR700 million, growing by 5% on the previous year. The market benefits from a well-informed consumer base increasingly focused on added value and efficacy, consistent with the global trend towards science-backed and longevity-focused products. Technological advancements and digital innovations further bolster consumer confidence and product appeal, positioning Portugal favourably in the premium bea

In 2025, toilet care in Portugal demonstrated characteristics of a mature category, achieving a 2% value increase to reach EUR39.8 million. This expansion was underpinned by strategic investments from major players in fragrance sophistication and packaging convenience, as well as the transition towards more sustainable delivery systems such as recycled plastic bottles. Despite these advancements, the category was influenced by broader retail shifts, with supermarkets increasingly allocating shel

In 2025, dishwashing in Portugal demonstrated a positive performance, achieving a 3% value growth to reach a total of EUR125 million. This expansion was primarily driven by a broader consumer shift towards dining and preparing meals at home, a trend triggered by rising restaurant prices, tourism pressure, and the impact of inflation on food products. This increased domestic activity particularly benefited hand dishwashing, which emerged as the most dynamic performer with a 5% value increase. Mea

In 2025, polishes in Portugal continued to decline in volume sales, although value sales, sitting at EUR18.4 million, remained relatively stable due to the strong presence of private label, which gained considerable relevance as consumers sought lower average prices. The modernisation of floors and furniture has reduced the demand for specific polish products, and the increasing competition from surface cleaners suitable for various surfaces has further pressured the category.