Portugal

In 2023, surface care saw value growth dampened by the consumer switch to less expensive product options in the midst of a marked rise in the cost of living and an uncertain economic environment. The private label segment was a notable beneficiary of…

Snacks in Portugal is maintaining steady volume sales in 2024, in both on-trade and off-trade channels, despite consumers’ suppressed purchasing power due to the inflationary economic environment. That said, we continue to see an overall positive…

Gum just about manages to achieve marginally positive volume sales in 2024, while value is better supported by price hikes caused by inflationary pressures. However, we should also note that prices increases have been relatively mild in gum – unlike…

Cider/perry remains among the most dynamic categories in Portugal, as it successfully combines flavour, freshness, lower ABV perception and a healthier image. The growing popularity of cider/perry is extending to a wider range of age segments.…

In 2023, retail tissue in Portugal recorded positive retail value growth, driven by heightened price points. As such, while value sales grew, retail volume growth was challenged, with consumers reducing purchases of items they deemed unessential.…

In 2023, menstrual care in Portugal recorded positive retail value sales, aided by rising prices, while retail volume remained positive. The return to work and outdoor activities following COVID-19 benefited demand, with consumers needing to replace…

In 2023, retail value growth was double-digit for supermarkets in Portugal. During the outbreak of COVID-19, supermarkets experienced a temporary increase in sales as consumers stockpiled goods – however, this placed pressure on retailers to ensure…

Bleach saw continued volume decline in 2023, though an older, generally lower-income, consumer group remained loyal to the category, preventing a stronger decline. Bleach is increasingly seen as old-fashioned and potentially harmful to human health…

Household penetration of dishwashers continues to rise in Portugal, driven by the more intensive use of dishwashing appliances in the post pandemic era. The trend towards remote working has been a key catalyst in recent years as has the rising cost…

In 2023, tissue and hygiene in Portugal recorded positive retail value growth, boosted by increased price points. However, the prevalence of low wages, global price increases, and rising interest rates strongly impacted consumer purchasing behaviour,…

Following strong retail value growth in 2022, home products specialists in Portugal continued to grow in 2023. The Portuguese continued to look for solutions to improve their homes, looking at DIY and decoration options, while pet shops, superstores,…

The economic landscape characterised by a high inflation rate and growing housing costs led to the decline in the disposable incomes of households in Portugal. Reduced purchasing power fuelled a downtrading trend in several industries. For the…

Personal care appliances witnessed declining volume sales in 2023, following a boom period during the pandemic, when products such as beard and hair trimmers and feminine depilation gained popularity. Consumers remain under financial strain in 2023,…

The in-car electronics category in Portugal continuously declined in 2024 across all areas, including in-car navigation, in-car speakers and in-dash media players. This decline was mainly due to the increasing prevalence of well-equipped cars and the…

Self-services cafeterias is growing, pushed by high inflation rates, increasing highway traffic, and positive growth of tourism. The category continues to be characterised by a dichotomy. For instance, on one hand, it features brands such as Ikea…

After the strong growth registered during the pandemic period, food preparation appliances are seeing volume decline in 2023 for the second consecutive year. Demand has been hampered by rising prices and the high cost of living of Portugal,…

In 2023, men’s grooming in Portugal recorded positive retail value growth, perceived for several years by manufacturers to present a strong opportunity. Nevertheless, and despite some growth, the landscape has been struggling to really take off. For…

In 2023, nappies/diapers/pants saw positive retail value and volume growth, having recovered from a decline across the review period. While the birth rate dipped in 2021, the number of newborns was positive throughout 2022 and 2023, driving sales in…

Small local grocers in Portugal continued to lose competitiveness in 2023; the consequence of strong inflation rates, increasing costs and the growing competition from larger players. For example, it is easier for supermarkets to implement deals,…

Category volume sales declined for the second consecutive year in 2023, following the strong sales experienced during the pandemic. Consumers made cutbacks on small cooking appliances as interest rates rises and inflation pushed up the cost of…

In 2023, retail adult incontinence in Portugal recorded positive retail value and volume growth, benefiting from the return of out-of-home activities post-COVID-19. This encouraged further use of products, more frequent replacements and an investment…

After a strong period of growth, home laundry appliances are registering decline in volume terms, largely due to maturity and the high level of household penetration of automatic washing machines. The high levels of investments made in home laundry…

Computers and peripherals in Portugal recorded only a modest increase in volume sales in 2024 due to the exponential growth during the COVID-19 pandemic and squeezed budgets in both business and retail segments caused by high interest rates and price…

Strongly affected by the pandemic, cafés/bars recorded double-digit growth in 2023, surpassing pre-pandemic values. Inflation and the rising costs of coffee among producers, led to an increase in sales, not reflected in profitability. In fact, the…

In 2023, bath and shower in Portugal registered positive retail volume growth, with a solid performance from body wash/shower gel, considered a basic staple by many Portuguese consumers. However, retail volume growth was encouraged by consumers…

In 2023, general merchandise stores in Portugal consist of department and variety stores, both of which continued on a strong growth path, recording double-digit retail value growth. In an economic adverse period, selling low-priced products…

Positioned in high consumer traffic locations, street stalls/ kiosks performed the worst during the COVID-19 pandemic. In a highly fragmented channel, mainly represented by individual entrepreneurs, adaptation to COVID-19 restrictions was difficult,…

Several hot waves and intense periods of rain in the winter months benefited category growth in 2023, with air conditioner and cooling fans seeing a positive performance. By contrast, air purifiers have maintained a negative performance in volume…

Other pet food saw a retail volume decline and current value growth in 2023, and this trend is expected to be maintained in Portugal in 2024. This is mainly because the population of other pets saw a slight decline in 2023, and this is set to…

In 2023, retail e-commerce in Portugal recorded single-digit retail value growth. After a substantial uplift in sales during COVID-19, the landscape recorded a slowdown during 2022. This continued into 2023, with the channel losing share to offline…

Inflation has had a strong impact on boosting sales of full-service restaurants in the country in 2023, while volume transactions are growing, but at a slower pace. Tourism is fuelling demand, with special emphasis on lodging located outlets. At the…

Large cooking appliances registered a second consecutive year of volume decline in 2023, following a period of consistent growth stimulated by home construction and kitchen refurbishments. Families are facing tougher economic constraints due to…

Despite the prices of cigarillos increasing these products still benefited from a more favourable taxation during 2023, and lower average prices compared to cigarettes. Due to a more significant increase in the prices of cigarettes some consumers…

The impact of COVID-19, followed by the war in Ukraine, has led to high inflation rates in Portugal. While apparel and footwear did not experience a major increase in average unit prices, inflation rates have impacted overall purchasing power,…

Jeans is set to register positive retail volume growth in 2023, with sales encouraged by consumers viewing jeans as a staple item. Jeans are also appreciated for versatility and suitability to wear with various garments and footwear, in both formal…

Debit cards is on the rise in 2023, boosted by growing expenditure levels. Despite downward pressure on consumer purchasing power, Portuguese people have continued to increase their expenditure levels in 2023 as a result of rising inflation rates and…

Consumer lending in Portugal maintains its positive growth trend in 2023. Demand for loans both for last-minute expenses and for current expenses is rising as consumers lose purchasing power and as savings stashed during the pandemic diminish. In…

Overall, consumer health in Portugal is set to record strong growth in retail volume and current value terms in 2023. Demand has remained robust, as local consumers remain health-conscious and are becoming increasingly knowledgeable about the…

Inbound tourism is set to surpass 2019 values during 2023, decelerating afterwards, in a context of dissipation of the effects of delayed demand during the pandemic. Cultural activities, visits to monuments and museums and overall experiences are…

Mass beauty and personal care products in Portugal registered positive retail volume growth, with consumers trading down during a time of high inflation levels. Retail volume sales of basic categories, with already high penetration levels, such as…

Appliances and electronic specialists in Portugal saw positive retail value growth in 2023, reaching the highest value results since the beginning of the historic period. However, much of this was driven by rising price points due to ongoing…

After experiencing high increases due to the pandemic, standalone lost share in 2023, although it accounted for almost three quarters of total consumer foodservice sales in the country. Highly impacted by confinement measures at the height of the…

Energy drinks will continue to grow both in the off-trade and on-trade markets in 2023, posting one of the best performances in the soft drinks market. The low level of penetration of energy drinks is improving in line with marketing actions seen by…

Although inflationary pressures drove retail value sales in 2023, growth has also benefited from the recovery in out-of-home consumption and increased tourism. Additionally, growing consumer concerns surrounding health and wellness are leading many…

Companies are increasingly incorporating sustainability and food waste reduction into their strategies. In the jams and preserves category, a common practice is using misshapen fruit to minimise fruit waste. The utilisation of fruit peel, considered…

With the economy reopened post pandemic and consumers returning to store-based outlets, store cards is again enjoying positive growth. In 2023, the category’s growth is boosted by rising consumers’ expenditure levels and high inflation rates.…

Boosted by inflation, inbound tourism recovery, a strong domestic market and the rise of average daily rates, lodging saw value sales surpass pre-pandemic levels in 2022, with the positive trend maintained in 2023 with both value sales and bed nights…

Although the cost of living is on an upward trend, with high levels of inflation and rising interest rates, local people continue to favour travel in 2023, taking advantage of savings amassed during the pandemic making travel affordable. While some…

Being viewed as non-essential products, apparel accessories was challenged due to inflation rates in 2023. Portuguese consumers suffered from declining purchasing power, adapting their purchasing choices to focus on essential items. The recovery from…

After a robust rise in 2022, credit cards continues to enjoy positive growth in 2023, boosted by local consumers’ increasing expenditure and higher levels of penetration. However, and in contrast to 2022, in 2023 credit cards is seeing slower growth…