Executive Summary

Jul 2019
PROSPECTS
More limited volume growth expected in the future

Wine remains dynamic in the domestic market, sustained by two main factors: the large tourist demand and a rising interest in wine from Portugal. Strong investment in wine quality and wine certification, consumers’ increased knowledge and openness to pay more for better and differentiated wine have resulted in value growth exceeding volume growth.

Sparkling wine is gaining traction

Portugal has a low tradition of consuming sparkling wine as this drink is almost exclusively associated with celebratory moments. A different approach, with vineyards specifically allocated to produce sparkling wine and the investment that has been made by main producers in recent years, is resulting in a global increase in the quality of sparkling wine in Portugal.

Demographics challenge the category

Despite still high per capita consumption, which is considerably influenced by tourist demand, national consumers are drinking higher-quality wines than in the past, but less frequently, diminishing actual volume sales growth. Increased competition from alternative beverages, health concerns and an ageing population are likely to negatively impact the future evolution of wine volume sales.

COMPETITIVE LANDSCAPE
Increase in number of wine producers

In recent years, wine has gained a new and fashionable image, attracting several new small producers. This is putting additional pressure on prices, with the off-trade channel benefiting from the winegrower’s need to sell its produce, further encouraging the current intense promotional activity.

Still white wine and still rosé wine growth rates eclipse still red wine growth

Still red wine continues to represent most of still light grape wine sales. Nonetheless its share is declining as producers of still white wine and still rosé wine reinforce their offering in the market and increase the attractiveness of these drinks.

The on-trade boosts wine’s value sales performance

Intense promotional activity from leading off-trade retailers strongly diminishes producers’ margins. Therefore producers are focusing their sales efforts on searching for markets outside of Portugal and trying to develop their position in the on-trade.

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Wine in Portugal

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Overview

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

The Wine in Portugal market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market volume 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 Wine in Portugal?
  • What are the major brands in Portugal?
  • How do sales of new world wine perform in comparisons to old world wine?
  • Which countries are the main wine exporters and importers?
  • Is wine mainly consumed in on- or off-trade channels? 
  • Have other sparkling wines like cava and prosecco benefited during the recession at the cost of Champagne?

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 Alcoholic Drinks market research database.

Wine in Portugal - Category analysis

HEADLINES

PROSPECTS

More limited volume growth expected in the future
Sparkling wine is gaining traction
Demographics challenge the category

COMPETITIVE LANDSCAPE

Increase in number of wine producers
Still white wine and still rosé wine growth rates eclipse still red wine growth
The on-trade boosts wine’s value sales performance

CATEGORY DATA

Table 1 Sales of Wine by Category: Total Volume 2013-2018
Table 2 Sales of Wine by Category: Total Value 2013-2018
Table 3 Sales of Wine by Category: % Total Volume Growth 2013-2018
Table 4 Sales of Wine by Category: % Total Value Growth 2013-2018
Table 5 Sales of Wine by Off-trade vs On-trade: Volume 2013-2018
Table 6 Sales of Wine by Off-trade vs On-trade: Value 2013-2018
Table 7 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 8 Sales of Wine by Off-trade vs On-trade: % Value Growth 2013-2018
Table 9 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2013-2018
Table 10 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2013-2018
Table 11 Sales of Still White Wine by Price Segment: % Off-trade Volume 2013-2018
Table 12 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2013-2018
Table 13 GBO Company Shares of Still Light Grape Wine: % Total Volume 2014-2018
Table 14 NBO Company Shares of Still Light Grape Wine: % Total Volume 2014-2018
Table 15 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2015-2018
Table 16 GBO Company Shares of Champagne: % Total Volume 2014-2018
Table 17 NBO Company Shares of Champagne: % Total Volume 2014-2018
Table 18 LBN Brand Shares of Champagne: % Total Volume 2015-2018
Table 19 GBO Company Shares of Other Sparkling Wine: % Total Volume 2014-2018
Table 20 NBO Company Shares of Other Sparkling Wine: % Total Volume 2014-2018
Table 21 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2015-2018
Table 22 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2014-2018
Table 23 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2014-2018
Table 24 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2015-2018
Table 25 GBO Company Shares of Non-grape Wine: % Total Volume 2014-2018
Table 26 NBO Company Shares of Non-grape Wine: % Total Volume 2014-2018
Table 27 LBN Brand Shares of Non-grape Wine: % Total Volume 2015-2018
Table 28 Forecast Sales of Wine by Category: Total Volume 2018-2023
Table 29 Forecast Sales of Wine by Category: Total Value 2018-2023
Table 30 Forecast Sales of Wine by Category: % Total Volume Growth 2018-2023
Table 31 Forecast Sales of Wine by Category: % Total Value Growth 2018-2023

Alcoholic Drinks in Portugal - Industry Overview

EXECUTIVE SUMMARY

Alcoholic drinks volume consumption slows down
Touristic demand and premiumisation drive sales
Empor Spirits SA acquires Active Brands
On-trade growth exceeds off-trade growth
Current value sales growth is expected to surpass volume sales growth

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 32 Number of On-trade Establishments by Type 2013-2018

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2018

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty-free
Cross-border/private imports

MARKET INDICATORS

Table 33 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 34 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 35 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 36 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 37 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 38 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2018
Table 39 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2018
Table 40 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2018
Table 41 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2018
Table 42 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 43 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 44 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 45 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 46 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 47 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 48 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources