Portugal

The air care category performed well in both value and volume terms in 2023. The increased relevance that the home environment gained during the COVID-19 crisis continued at the end of the review period, favouring the development of the air care…

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…

Airlines were severely impacted by the pandemic as it forced companies to adapt their offer, restructure their costs and redefine routes. With the gradual reopening of economies and air corridors, airlines are growing although the number of…

Alcoholic drinks in Portugal witnessed positive growth in 2023, albeit at a much slower pace than the dynamic growth seen in the year prior. The positive performance came mainly from the on trade, supported by another record year of tourism for the…

Analgesics recorded a significant increase in retail volume terms in 2021 and this was followed by even more dynamic growth in 2022. The COVID-19 pandemic and the tough restrictions introduced in 2020 and the beginning of 2021 in order to prevent it…

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…

The outbreak of COVID-19, followed by the war in Ukraine, has led to high inflation rates in Portugal throughout 2023. Despite apparel and footwear products only witnessing moderate price increases, energy and packaged food saw high rises, impacting…

Sales of apparel and footwear specialists in Portugal continued to grow in 2023, although at a slower pace when compared to 2022. 2022 was a year of strong recovery following the outbreak of COVID-19, when the channel recorded double-digit growth.…

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…

In 2023, the away-from-home (AFH) tissue and hygiene landscape showcased a strong performance, with positive retail value growth. After facing a significant decline due to COVID-19 travel restrictions, away-from-home (AFH) tissue sales rose in 2023,…

In 2023, baby and child-specific products registered growth in both volume and value terms in, with rising inflation driving the positive value performance. Baby-specific products drove the performance of the landscape, while items designed for older…

Retail volume sales of baby food saw modest growth in 2023, continuing the trend of the previous year. Demand for milk formula in Portugal is strongly dependant on professional guidance. Consumers first make contact with medical professionals at the…

Baked goods in Portugal in 2023 is seeing a shift in consumer purchasing patterns, predominantly influenced by the persisting impact of inflation. Despite a decrease in inflation rates, the purchasing power of consumers remains constrained. Bread, a…

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, beauty and personal care in Portugal recorded positive volume growth despite inflationary pressures challenging consumers' purchasing power. Retail volume sales were encouraged by the rising penetration levels of less mature categories,…

In 2023, beer witnessed a slowdown in volume sales following the very strong year in 2022. Current value growth continued to outperform volumes due to high inflation and the expansion of international beers, both in the on trade and off trade. Higher…

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…

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…

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…

Breakfast cereals in Portugal has been significantly impacted by rising costs and cereal shortages, leading to a notable increase in consumer demand for private label lines. These private label products, known for their affordability and diverse…

Retail volume sales of butter and spreads remained static in 2023. Demand for such products experienced an upturn during the pandemic, when people spent more time cooking and baking at home. Butter and spreads are particularly likely to be used at…

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…

Medical cannabis remains stagnant in Portugal. New medications have not been introduced in the market in the last couple of years, the prices of those available continue to be high by Portuguese standards, cannabis producers’ focus continues to be on…

Carbonates recorded a positive performance in both on-trade and off-trade volume and value sales in 2023. Boosted by the tourism industry, on-trade showed the best performance, while off-trade grew despite the declining purchasing power in the…

Cat food maintained retail volume and current value growth in Portugal in 2023, and this trend is expected to continue in 2024, with growth across both wet and dry cat food, and across all price segments. The cat population rose throughout the review…

With low levels of penetration in the country, charge cards continues to grow in 2023 as it recovers from its sharp drop in 2020 during the COVID-19 pandemic. In 2023, boosted by inflation and by the recovery of business, transaction value is…

Cheese saw modest growth in retail volume terms in 2023, in contrast to the flat performance of the previous year. While inflationary pressures, driven by surging energy and food prices, receded slightly, demand was constrained by a loss of…

After the decline registered in 2020 due to COVID-19 and successive lockdowns, childrenswear registered noticeable growth in 2021. Nevertheless, in 2022 and 2023, retail volume slowed down, lower than levels seen in men and womenswear, as parents…

Chocolate confectionery is managing to achieve positive volume growth in 2024, despite unit price hikes suppressing stronger sales. Indeed, chocolate confectionery has been strongly affected by considerable increases in the costs of raw ingredients,…

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.…

Despite the positive impact from sales to tourists, this was not enough to prevent cigarettes from declining in in retail volume terms in 2023. The difficult economic context, high inflation and relevant price increases on cigarettes due to tax…

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…

After a strong downturn during the outbreak of COVID-19 and subsequent lockdowns, on-trade recorded double-digit growth in 2023. This was fuelled by a shift from at home consumption and the recovery of the tourism industry post-COVID-19, which…

In 2023, colour cosmetics in Portugal witnessed dynamic growth in terms of both retail value and volume. The category is far from maturity, attracting a rising number of consumers. Millennials and generation Z are among the biggest consumers of…

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…

The out-of-home recovery, following a strong downturn in sales during COVID-19 confinement periods, led to a decline in off-trade sales in 2023. With consumers returning to workspaces and working less from the household, this led to a decline in…

Inflation continued to push up retail prices in 2023, with households facing another year of tight budgets and purchasing power remaining compromised. Housing prices continued to rise, not only due to additional demand, but because of the steady…

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…

Portable consumer electronics, including smartphones, wearables, and headphones, performed well in 2024. This growth was driven by the premiumisation trend, which sees local consumers opt for higher-end models with advanced features.

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…

The foodservice industry in Portugal underwent a year of recovery in 2023, despite the challenges brought by high levels of inflation and the consequent loss of consumer purchasing power. In terms of supply, increases in raw material prices and…

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…

Consumer lending in Portugal is expanding in 2023 amid rising interest rates and decline in households’ disposable incomes. Demand for mortgages is slowing down with card lending posting the most dynamic growth. BNPL, although representing a small…

Following a strong performance during COVID-19, in 2023, sales for convenience retailers in Portugal continued to rise, driven by high inflation levels and nationwide outlet expansion. Sales and outlet growth in convenience stores has been at the…

The cost-of-living crisis is significantly impacting the lives of the Portuguese. Despite some positive economic indicators, such as economic growth and a slowing down of inflation, people do not perceive any improvement in their daily lives.…

During the winters 2020/2021 and 2021/2022, the circulation of cough, cold and flu viruses was limited by the restrictions implemented to contain the COVID-19 pandemic. Winter 2022/2023 was the first one with no restrictions in place at all and this…

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…

Retail sales of dairy products and alternatives in Portugal saw modest growth in volume terms in 2023, a slight improvement over the previous year. While inflationary pressures, driven by surging energy and food prices, receded slightly, demand was…

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…

In 2023, deodorants in Portugal registered positive retail value and volume growth, with high penetration levels nationwide. However, with consumers already using deodorants as part of their everyday hygiene routine, this limited growth opportunities…