Executive Summary

Mar 2019
The better economic context supports growth

Tissue and hygiene benefited from a positive economic environment in both the retail and away-from-home channels in 2018. Rising domestic and tourist demand raised of out of home consumption, favoured by a long and hot summer, together with consumers’ rising confidence.

Consumers are more open to purchasing premium products

Being a highly promoted market with a relevant weight of private label, raising value sales is challenging for tissue and hygiene manufacturers. Nevertheless, the positive economic context and increased tourist demand had a positive impact on overall demand in tissue and hygiene in 2018, and also its value performance.

Tissue and hygiene is led by a national player and an international player

Two players stand out in tissue and hygiene, due to their relevant innovation and high awareness amongst consumers. National manufacturer Renova - Fábrica de Papel do Almonda continued to hold the strongest position in retail tissue in Portugal in 2018, and managed to increase its value share.

Retailers reinforce private label and online retailing

Spanish retailer Mercadona announced its internationalisation strategy in 2016, by investing in Portugal. With a very successful model of “everyday low prices” and a well-recognised and differentiated private label line, there is a lot of expectation from the current players in the Portuguese market about its future strategy.

Positive outlook for tissue and hygiene

Tissue and hygiene is a challenging market in Portugal, due to the projected demographic evolution in the country. The low birth rate and the ageing population results in a forecast overall population decline.

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Tissue and Hygiene in Portugal

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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.

Tissue and Hygiene in Portugal

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 1 Birth Rates 2013-2018
Table 2 Infant Population 2013-2018
Table 3 Female Population by Age 2013-2018
Table 4 Total Population by Age 2013-2018
Table 5 Households 2013-2018
Table 6 Forecast Infant Population 2018-2023
Table 7 Forecast Female Population by Age 2018-2023
Table 8 Forecast Total Population by Age 2018-2023
Table 9 Forecast Households 2018-2023

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Portugal

HEADLINES

PROSPECTS

Stronger growth in 2018
Toilet paper, napkins and tablecloths experience the best performances
Demographics continue to support growth in AFH adult incontinence

COMPETITIVE LANDSCAPE

The leading players reinforce their positions in AFH tissue and hygiene
Dispensers are key in AFH differentiation
Private investment in nursing homes could change the landscape

CATEGORY DATA

Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2013-2018
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2014-2018
Table 22 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2013-2018
Table 23 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2013-2018
Table 24 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2013-2018
Table 25 Sales of Away-From-Home Wipers by Format through Public: % Value 2013-2018
Table 26 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 27 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 28 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 29 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023

Nappies/Diapers/Pants in Portugal

HEADLINES

PROSPECTS

Demography hampers the performance of the category
Disposable pants continues to push value growth
Nappies/diapers/pants sees strong growth in online sales

COMPETITIVE LANDSCAPE

Procter & Gamble Portugal focuses on innovation and added-value
National player Nunex enters leading retailer Continente
The Chicco brand is consistently investing in the category

CATEGORY DATA

Table 30 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 31 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 32 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 33 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 34 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 35 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Retail Adult Incontinence in Portugal

HEADLINES

PROSPECTS

Obesity and the ageing population drive growth
Light incontinence continues to gain traction
Incontinence underwear is gaining ground

COMPETITIVE LANDSCAPE

Essity Portugal is the leading brand manufacturer in retail adult incontinence
Ausonia Discreet benefits from a strong communication campaign
Private label remains very important

CATEGORY DATA

Table 36 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 37 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 38 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 39 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 40 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 41 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Retail Tissue in Portugal

HEADLINES

PROSPECTS

Premiumisation drives sales
Boxed facial tissues is small but growing strongly
Compact products and bigger sizes continue to gain traction

COMPETITIVE LANDSCAPE

Renova reinforces its leadership
The rising price of raw materials is already affecting retail tissue
Colhogar launches a premium line

CATEGORY DATA

Table 42 Retail Sales of Tissue by Category: Value 2013-2018
Table 43 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 44 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 45 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 46 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 47 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

Sanitary Protection in Portugal

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 48 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 49 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 50 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 51 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 52 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 53 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 54 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Wipes in Portugal

HEADLINES

PROSPECTS

The opportunity in wipes is being successfully converted into growth
Home care wipes presents the best growth opportunity
Baby wipes is the most relevant category

COMPETITIVE LANDSCAPE

Dodot faces increased competition
Corine de Farme launches a new line in adult incontinence
Swiffer reinforces its already strong position

CATEGORY DATA

Table 55 Retail Sales of Wipes by Category: Value 2013-2018
Table 56 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 57 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 58 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 59 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 60 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023