Euromonitor International
- Item successfully added to cart!
  
  Your cart is empty
  
  View Cart Check Out

Country Report

Tissue and Hygiene in

Tissue and Hygiene in Portugal

Mar 2021

US$2,650

Add to cart Pay by invoice

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

COVID-19 impact on tissue and hygiene

2019 and the beginning of 2020 were highlighted by a stabilising of the economy, with strong touristic demand and exports strongly contributing to positive sentiment in the country. However, the emergence of the pandemic and subsequent announcement of a lockdown by the government in mid-March 2020 resulted in restriction of movement, the closure of horeca outlets and limited international tourism, the latter of which Portugal is highly reliant upon.

COVID-19 country impact

Portugal went into lockdown and travel was restricted from 13 March 2020, with non-essential services stopped and schools closed from 18 March. Flights from outside the EU have been suspended, with exemptions for the US, Canada, Venezuela, South Africa and Portuguese-speaking countries.

Company response

The competitive landscape within tissue and hygiene is largely dictated by multinational Procter & Gamble, Portuguese company Renova - Fábrica de Papel do Almonda SA, and private label offered by the likes of Sonae Modelo Continente Hipermercados SA, Jerónimo Martins SGPS SA and Lidl & Cia. The combined value share of private label remained impressive overall in 2020, gaining further ground due to increasing price sensitivity amongst local consumers searching for greater affordability due to decreasing disposable incomes.

Retailing shift

One of the main impacts of the pandemic in Portugal has been the stronger acceleration of e-commerce as a distribution channel for tissue and hygiene, resulting in a greater shift by players towards online marketing strategies and investment from retailers. Confined to their homes and concerned about the risk of exposure to the virus in larger supermarket and hypermarkets, consumers headed online for their essential needs, with e-commerce not only offering the convenience and relative safety of home delivery but also more competitive prices.

What next for tissue and hygiene?

With a strong economic recession in 2020, Portugal is likely to take some time to recover in terms of spending, and uncertainty over the employment rate heading into the forecast period, which is expected to remain below pre-pandemic levels. This is likely to translate into greater time spent at home, with consumers continuing to cook for themselves in addition to limiting outdoor activities, including visiting horeca outlets, even as restrictions are gradually relaxed, which will result in ongoing declines for away-from-home tissue in 2021.

Files are delivered directly into your account within a few minutes of purchase.

Samples

Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

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.

Samples: FAQs about samples

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

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

When you purchase this report, you also get the data and the content from these category reports in Portugal for free:

The Tissue and Hygiene 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 Tissue and Hygiene in Portugal?
What are the major brands in Portugal?
What are the most dynamic tissue and hygiene categories?
What are the major markets for tissue products sales?
What are the major markets for hygiene products sales?

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.

Want to find out more about this report?

Request more information

Tissue and Hygiene in Portugal

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

Chart 1 Retail Tissue and Hygiene Value Sales Growth Scenarios: 2018-2025
Chart 2 Retail Tissue and Hygiene Impact of Drivers on Value Sales: 2018-2025

MARKET INDICATORS

Table 1 Birth Rates 2015-2020
Table 2 Infant Population 2015-2020
Table 3 Female Population by Age 2015-2020
Table 4 Total Population by Age 2015-2020
Table 5 Households 2015-2020
Table 6 Forecast Infant Population 2020-2025
Table 7 Forecast Female Population by Age 2020-2025
Table 8 Forecast Total Population by Age 2020-2025
Table 9 Forecast Households 2020-2025

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2015-2020
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2016-2020
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2017-2020
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2015-2020
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2015-2020
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2020
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2020-2025
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Portugal

KEY DATA FINDINGS

2020 IMPACT

Overall little change for sanitary protection in 2020 despite some initial stockpiling during lockdown

Number of factors limiting sanitary protection’s stronger potential

Procter & Gamble and private label have strongest representation

RECOVERY AND OPPORTUNITIES

Low but undynamic growth predicted for sanitary protection as category continues to be influenced by demographic changes

Environmental concerns offer potential for players to further innovate

Pantyliners set to be strongest performer with potential to expand consumer base

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2015-2020
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2015-2020
Table 21 Retail Sales of Tampons by Application Format: % Value 2015-2020
Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2016-2020
Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2017-2020
Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2020-2025
Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2020-2025

Nappies/Diapers/Pants in Portugal

KEY DATA FINDINGS

2020 IMPACT

Despite some initial stockpiling, overall demand for nappies/diapers continues to decline due to falling birth rate and opportunity to toilet train children during lockdown

Disposable pants continues to record strongest growth rates, albeit from lower base

Procter & Gamble retains dominance with well-established brand in Dodot but private label continues to appeal to price-sensitive consumers

RECOVERY AND OPPORTUNITIES

Undynamic growth rates predicted for nappies/diapers due to shrinking consumer base

Disposable pants offers further potential for expansion

E-commerce likely to gain further penetration of category due to convenience of home delivery and competitive prices

CATEGORY DATA

Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2015-2020
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2015-2020
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2016-2020
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2017-2020
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2020-2025
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2020-2025

Retail Adult Incontinence in Portugal

KEY DATA FINDINGS

2020 IMPACT

Further demand for retail adult incontinence supported by ageing population and shielding during pandemic

Slowdown in growth rate as isolating consumers have greater access to toilet facilities in the home

Sonae Modelo Continente Hipermercados regains leadership from Essity in value terms during 2020

RECOVERY AND OPPORTUNITIES

2022 set to see return to stronger volume growth rates supported by ageing population and expansion of category

Players seek to further remove stigma of adult incontinence to support stronger demand

Greater levels of premiumisation likely as players look to differentiate from private label

CATEGORY DATA

Table 32 Sales of Retail Adult Incontinence by Category: Value 2015-2020
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2015-2020
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2016-2020
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2017-2020
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2020-2025
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2020-2025

Wipes in Portugal

KEY DATA FINDINGS

2020 IMPACT

Upturn in demand for home care wipes and cleaning systems as consumers focus on more stringent cleaning routines in the home during pandemic

Mixed performances within personal wipes

Procter & Gamble retains convincing lead of wipes in 2020 offering wide range of products

RECOVERY AND OPPORTUNITIES

Slight dip in 2021 before convenience trend as a result of return to busier lifestyles drives up demand for home care wipes in 2022

Environmental concerns could counter demand for convenience

Number of factors for players to consider in further development of wipes

CATEGORY DATA

Table 38 Retail Sales of Wipes by Category: Value 2015-2020
Table 39 Retail Sales of Wipes by Category: % Value Growth 2015-2020
Table 40 NBO Company Shares of Retail Wipes: % Value 2016-2020
Table 41 LBN Brand Shares of Retail Wipes: % Value 2017-2020
Table 42 Forecast Retail Sales of Wipes by Category: Value 2020-2025
Table 43 Forecast Retail Sales of Wipes by Category: % Value Growth 2020-2025

Retail Tissue in Portugal

KEY DATA FINDINGS

2020 IMPACT

Home seclusion trend as a result of lockdown results in panic buying for essential retail tissue products in 2020

Higher value growth evident of some upgrading due to product shortages in 2020

Renova retains overall leadership in 2020 but private label remains dominant

RECOVERY AND OPPORTUNITIES

Greater return to normalisation in terms of purchasing behaviour for maturing category

Sustainability likely to feature in players’ further product development

E-commerce likely to retain new consumers to the channel

CATEGORY DATA

Table 44 Retail Sales of Tissue by Category: Value 2015-2020
Table 45 Retail Sales of Tissue by Category: % Value Growth 2015-2020
Table 46 NBO Company Shares of Retail Tissue: % Value 2016-2020
Table 47 LBN Brand Shares of Retail Tissue: % Value 2017-2020
Table 48 Forecast Retail Sales of Tissue by Category: Value 2020-2025
Table 49 Forecast Retail Sales of Tissue by Category: % Value Growth 2020-2025

Away-From-Home Tissue and Hygiene in Portugal

KEY DATA FINDINGS

2020 IMPACT

Home seclusion trend, closure of horeca and limited tourism result in significant declines for away-from-home tissue in 2020

Upturn in demand for AFH adult incontinence through hospitals/healthcare in 2020

Several well-known names amongst private label offers

RECOVERY AND OPPORTUNITIES

Beginning of recovery for away-from-home tissue not expected until 2022

2022 set to be more positive for AFH tissue but volume sales will struggle to return to pre-pandemic levels by 2025

Stable demand for AFH adult incontinence due to ageing population

CATEGORY DATA

Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2015-2020
Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 52 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2020
Table 53 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2015-2020
Table 54 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2015-2020
Table 55 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2015-2020
Table 56 Sales of Away-From-Home Wipers by Format through Public: % Value 2015-2020
Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2015-2020
Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2019
Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2020-2025
Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2020-2025

Why buy this report?

Want to find out more about this report?

Request more information

Megatrends

Country Report

Tissue and Hygiene in Portugal

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Tissue and Hygiene in Portugal

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in Portugal

KEY DATA FINDINGS

2020 IMPACT

Overall little change for sanitary protection in 2020 despite some initial stockpiling during lockdown

Number of factors limiting sanitary protection’s stronger potential

Procter & Gamble and private label have strongest representation

RECOVERY AND OPPORTUNITIES

Low but undynamic growth predicted for sanitary protection as category continues to be influenced by demographic changes

Environmental concerns offer potential for players to further innovate

Pantyliners set to be strongest performer with potential to expand consumer base

CATEGORY DATA

Nappies/Diapers/Pants in Portugal

KEY DATA FINDINGS

2020 IMPACT

Despite some initial stockpiling, overall demand for nappies/diapers continues to decline due to falling birth rate and opportunity to toilet train children during lockdown

Disposable pants continues to record strongest growth rates, albeit from lower base

Procter & Gamble retains dominance with well-established brand in Dodot but private label continues to appeal to price-sensitive consumers

RECOVERY AND OPPORTUNITIES

Undynamic growth rates predicted for nappies/diapers due to shrinking consumer base

Disposable pants offers further potential for expansion

E-commerce likely to gain further penetration of category due to convenience of home delivery and competitive prices

CATEGORY DATA

Retail Adult Incontinence in Portugal

KEY DATA FINDINGS

2020 IMPACT

Further demand for retail adult incontinence supported by ageing population and shielding during pandemic

Slowdown in growth rate as isolating consumers have greater access to toilet facilities in the home

Sonae Modelo Continente Hipermercados regains leadership from Essity in value terms during 2020

RECOVERY AND OPPORTUNITIES

2022 set to see return to stronger volume growth rates supported by ageing population and expansion of category

Players seek to further remove stigma of adult incontinence to support stronger demand

Greater levels of premiumisation likely as players look to differentiate from private label

CATEGORY DATA

Wipes in Portugal

KEY DATA FINDINGS

2020 IMPACT

Upturn in demand for home care wipes and cleaning systems as consumers focus on more stringent cleaning routines in the home during pandemic

Mixed performances within personal wipes

Procter & Gamble retains convincing lead of wipes in 2020 offering wide range of products

RECOVERY AND OPPORTUNITIES

Slight dip in 2021 before convenience trend as a result of return to busier lifestyles drives up demand for home care wipes in 2022

Environmental concerns could counter demand for convenience

Number of factors for players to consider in further development of wipes

CATEGORY DATA

Retail Tissue in Portugal

KEY DATA FINDINGS

2020 IMPACT

Home seclusion trend as a result of lockdown results in panic buying for essential retail tissue products in 2020

Higher value growth evident of some upgrading due to product shortages in 2020

Renova retains overall leadership in 2020 but private label remains dominant