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Renova Leverages Sustainability Investments to Expand across Borders
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 sustainability despite price sensitivity. Success in this space requires brands to focus on affordability, innovation in sustainable and premium products, and strong omnichannel strategies, as demographic realities such as an ageing population and evolving legislative support for low-income consumers are set to reshape purchasing patterns and channel dynamics in the years ahead.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene 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:
- Away-From-Home Tissue and Hygiene
- Retail Adult Incontinence
- Nappies/Diapers/Pants
- Sanitary Protection
- Wipes
- Retail Tissue
- RX/Reimbursement Adult Incontinence
If you're in the Tissue and Hygiene 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 Tissue and Hygiene in Portugal report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- 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 Tissue and Hygiene in Portugal?
- Which are the leading brands in Tissue and Hygiene in Portugal?
- How are products distributed in Tissue and Hygiene in Portugal?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Tissue and Hygiene in Portugal
Renova Leverages Sustainability Investments to Expand across Borders
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Renova Leverages Sustainability Investments to Expand across Borders
Chart 2 Renova Uses Recycled Textile Fibres
Procter & Gamble Drives Premiumisation with Online Discount Campaigns
Chart 3 Value Sales 2020-2030
Chart 4 Value Sales by Category 2025
Innovation and Premiumisation Set to Drive Growth in Sustainable Products
Chart 5 Analyst Insight for Tissue and Hygiene
Legislative Shifts and Digital Adoption Expected to Shape Consumer Access and Preferences
Chart 6 Forecast Value Sales 2020-2030
Chart 7 Forecast Value Sales by Category 2025-2030
Procter & Gamble Defends Lead as Private Label Growth Slows
Chart 8 Company Shares 2025
Chart 9 Brand Shares 2025
Established Retailers Expand Reach with New Store Openings and Loyalty Programmes
Online Discounts and Convenience Drive Steady E-Commerce Gains in Baby and Hygiene Products
Chart 10 Retail Channels 2020-2025
Chart 11 Economic Context for Tissue and Hygiene
Chart 12 Real Gdp Growth 2020-2030
Chart 13 Inflation 2020-2030
Chart 14 Consumer Context for Tissue and Hygiene
Chart 15 Population 2020-2030
Chart 16 Consumer Expenditure 2020-2030
Chart 17 Population by Generation 2025
Away-From-Home Tissue and Hygiene in Portugal
Key Data Insights
Tork Introduces Paper Towel Recycling to Meet Demand for Circular Solutions
Chart 18 Key Industry Trends for Away-From-Home Tissue and Hygiene
Tork Introduces Paper Towel Recycling to Meet Demand for Circular Solutions
Private Nursing Homes Invest in Premium Products
Chart 19 TENA ProSkin Pants Offer Improved Absorption
Chart 20 Value Sales 2020-2030
Chart 21 Value Sales by Category 2025
Premium Solutions and Investor Interest Set to Accelerate Institutional Hygiene Growth
Sustainability Legislation and Cost Pressures Predicted to Drive Product Innovation
Chart 22 Forecast Value Sales 2020-2030
Chart 23 Forecast Value Sales by Category 2025-2030
Top Brands Strengthen Leadership with Circularity and Premium Innovation
Horeca Performs Well as Tourism Boosts Demand and Consumer Habits Shift
Chart 24 Retail Channels 2020-2025
Chart 25 Economic Context for Away-From-Home Tissue and Hygiene
Chart 26 Real Gdp Growth 2020-2030
Chart 27 Inflation 2020-2030
Chart 28 Consumer Context for Away-From-Home Tissue and Hygiene
Chart 29 Population 2020-2030
Chart 30 Consumer Expenditure 2020-2030
Chart 31 Population by Generation 2025
Retail Adult Incontinence in Portugal
Key Data Insights
Major Brands Drive Uptrading as Consumers Seek Premium Solutions
Chart 32 Key Industry Trends for Retail Adult Incontinence
Major Brands Drive Uptrading as Consumers Seek Premium Solutions
Chart 33 Ausonia Discreet Leverages Promotions
Consumers Seek Out Gender-Specific Pants
Chart 34 Light Incontinence For Men Sees Growth
Chart 35 Value Sales 2020-2030
Chart 36 Volume Sales 2020-2030
Chart 37 Value Sales by Category 2025
Discounters Set to Continue Expanding Branded Offers, Boosting Convenience and Reach
Light Solutions Expected to Gain Traction as Stigma Fades and Needs Diversify
Chart 38 Forecast Value Sales 2020-2030
Chart 39 Forecast Value Sales by Category 2025-2030
Brands under Pressure as Private Label Makes Gain in Diapers
Chart 40 Company Shares 2025
Chart 41 Brand Shares 2025
Supermarkets Reinforce Dominance as Discounters Invest in Branded Lines
Online Remains Niche as Offline Channels Retain Shopper Loyalty
Chart 42 Retail Channels 2020-2025
Chart 43 Economic Context for Retail Adult Incontinence
Chart 44 Real Gdp Growth 2020-2030
Chart 45 Inflation 2020-2030
Chart 46 Consumer Context for Retail Adult Incontinence
Chart 47 Population 2020-2030
Chart 48 Consumer Expenditure 2020-2030
Chart 49 Population by Generation 2025
Nappies/Diapers/Pants in Portugal
Key Data Insights
Brands Drive Uptrading to Capture Value Growth
Chart 50 Key Industry Trends for Nappies/Diapers/Pants
Brands Drive Uptrading to Capture Value Growth
Disposable Pants Gain Momentum as Dodot Leads Promotional Uptrading
Technology and Wellness Positioning Play Key Role in Purchasing Decisions
Chart 51 Brands Invest in Clean Wellness
Chart 52 Value Sales 2020-2030
Chart 53 Volume Sales 2020-2030
Chart 54 Value Sales by Category 2025
E-Commerce Retailers Set to Leverage Online Discounts to Engage Digital-Native Parents
Private Label Expected to Narrow Price Gap as Disposable Pants Outpaces Decline
Eco-Friendly Innovation and Stricter Immigration Set to Shift Value Dynamics
Chart 55 Forecast Value Sales 2020-2030
Chart 56 Forecast Value Sales by Category 2025-2030
Procter & Gamble Maintains Dominance as Promotional Innovation Drives Uptrading
Chart 57 Company Shares 2025
Chart 58 Brand Shares 2025
Supermarkets Reinforce Leadership as E-Commerce Accelerates Growth
Chart 59 Retail Channels 2020-2025
Chart 60 Economic Context for Nappies/Diapers/Pants
Chart 61 Real Gdp Growth 2020-2030
Chart 62 Inflation 2020-2030
Chart 63 Consumer Context for Nappies/Diapers/Pants
Chart 64 Population 2020-2030
Chart 65 Consumer Expenditure 2020-2030
Chart 66 Population by Generation 2025
Menstrual Care in Portugal
Key Data Insights
Government Expands Access with Free Product Distribution in Schools and Health Centres
Chart 67 Key Industry Trends for Menstrual Care
Government Expands Access with Free Product Distribution in Schools and Health Centres
Chart 68 Free Menstrual Products for Low- Income Families
Pantyliners Volume Rises as Manufacturers Drive Affordability with Large Packs and Discounts
Chart 69 Evax Warpped Pantyliners Foreground Convenience
Chart 70 Value Sales 2020-2030
Chart 71 Volume Sales 2020-2030
Chart 72 Value Sales by Category 2025
Pantyliners to Gain Ground as Affordability and Convenience Drive Purchase Decisions
Primor and Supermarkets Expected to Increase Pressure with Competitive Pricing and Expanded Access
Chart 73 Forecast Value Sales 2020-2030
Chart 74 Forecast Value Sales by Category 2025-2030
Procter & Gamble Sustains Dominance as Communication and Discounts Drive Loyalty
Chart 75 Company Shares 2025
Chart 76 Brand Shares 2025
Supermarkets Consolidate Gains as Proximity and Affordability Shape Channel Choices
Chart 77 Retail Channels 2020-2025
Chart 78 Economic Context for Menstrual Care
Chart 79 Real Gdp Growth 2020-2030
Chart 80 Inflation 2020-2030
Chart 81 Consumer Context for Menstrual Care
Chart 82 Population 2020-2030
Chart 83 Consumer Expenditure 2020-2030
Chart 84 Population by Generation 2025
Wipes in Portugal
Key Data Insights
Moist Toilet Wipes Drive Category Growth
Chart 85 Key Industry Trends for Wipes
Moist Toilet Wipes Drive Category Growth
Chart 86 Colhogar Launches Moist Toilet Wipes with Linen Fibres
Dodot Leverages Bulk Packaging to Defend Price Leadership
Chart 87 Dodot Invests in Bulk Bundles
Sustainable and Wellness-Focused Wipes Attract Portuguese Consumers
Chart 88 Value Sales 2020-2030
Chart 89 Value Sales by Category 2025
Retailers Accelerate Sustainability as Demand for Eco-Friendly Wipes Set to Rise
Moist Toilet Wipes to Extend Reach as Penetration Accelerates
Private Label Expected to Expand Sustainable Options as Price Sensitivity Intensifies
Chart 90 Forecast Value Sales 2020-2030
Chart 91 Forecast Value Sales by Category 2025-2030
Dodot Defends Lead with Bulk Packs as Rivals Gain Ground
Chart 92 Company Shares 2025
Chart 93 Brand Shares 2025
Supermarkets Maintain Lead as Shoppers Prioritise Proximity and Range
Baby Wipes Drive Online Growth as E-Commerce Carves a Niche
Chart 94 Retail Channels 2020-2025
Chart 95 Economic Context for Wipes
Chart 96 Real Gdp Growth 2020-2030
Chart 97 Inflation 2020-2030
Chart 98 Consumer Context for Wipes
Chart 99 Population 2020-2030
Chart 100 Consumer Expenditure 2020-2030
Chart 101 Population by Generation 2025
Retail Tissue in Portugal
Key Data Insights
Renova Leverages Premiumisation and Sustainability Trends to Drive Growth
Chart 102 Key Industry Trends for Retail Tissue
Renova Leverages Premiumisation and Sustainability Trends to Drive Growth
Chart 103 Renova Launches Toilet Paper Made With Recycled Textile Fibres
Premium Toilet Paper Outpaces Paper Tableware Amid Value-Focused Promotions
Chart 104 Promotional Activity Focuses on Premium Brands
Chart 105 Value Sales 2020-2030
Chart 106 Volume Sales 2020-2030
Chart 107 Value Sales by Category 2025
Consumers Expected to Trade up for Premium Features
Private Label and Supermarkets Expected to Adapt to Changing Consumer Priorities
Sustainability-Led Innovation Set to Shape Product Development and Consumer Choice
Chart 108 Forecast Value Sales 2020-2030
Chart 109 Forecast Value Sales by Category 2025-2030
Local Manufacturing and Innovation Sustain Leading Brands
Chart 110 Company Shares 2025
Chart 111 Brand Shares 2025
Supermarkets Consolidate Their Lead as Discounters and Hypermarkets Challenge Small Grocers
Digital Consumers Drive Gradual Online Growth as Delivery Hurdles Persist
Chart 112 Retail Channels 2020-2025
Renova and Price Promotions Shape Consumer Upgrading Choices
Renova Expands Recycled Textile Fibre Innovation to New Lines
Promotional Discounting Drives Premium Sales and Value Uplift
Chart 113 Economic Context for Retail Tissue
Chart 114 Real Gdp Growth 2020-2030
Chart 115 Inflation 2020-2030
Chart 116 Consumer Context for Retail Tissue
Chart 117 Population 2020-2030
Chart 118 Consumer Expenditure 2020-2030
Chart 119 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Disposable Period Pants
- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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- AFH Adult Incontinence
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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- Rx/Reimbursement adult incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Disposable Period Pants
- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
See all of our definitions
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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