Home Care in Portugal
With home care volume sales declining slightly during the year, 2023 saw current value growth driven largely by inflation and the main players' price increases, on top of price rises that were already imposed by major players in the second half of 2022. The private label segment reinforced its position in 2023, following an already strong performance in the previous year. Private label continued to benefit from budget conscious consumers looking for less expensive options in the midst of challen...
Euromonitor International's Home Care in Portugal market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2028 illustrate how the market is set to change.
Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Euromonitor International's Home Care in Portugal market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2028 illustrate how the market is set to change.
Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
- Get a detailed picture of the Home Care market;
- Pinpoint growth sectors and identify factors driving change;
- Understand the competitive environment, the market’s major players and leading brands;
- Use five-year forecasts to assess how the market is predicted to develop.
Home Care in Portugal
Euromonitor International
February 2024
LIST OF CONTENTS AND TABLES
HOME CARE IN PORTUGAL
EXECUTIVE SUMMARY
Home care in 2023: The big picture
2023 KEY TRENDS
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2018-2023
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2018-2023
Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
Table 4 NBO Company Shares of Home Care: % Value 2019-2023
Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023
Table 7 Distribution of Home Care by Format: % Value 2018-2023
Table 8 Distribution of Home Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Home Care by Category: Value 2023-2028
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN PORTUGAL
KEY DATA FINDINGS
2023 DEVELOPMENTS
Laundry care value growth driven by price rises
Fragrances still driving growth
Market increasingly fragmented
PROSPECTS AND OPPORTUNITIES
Manufacturers' brands need to focus on innovation
Fragmentation and private label present major challenges to brands
Sustainability remains a key driver of growth
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2018-2023
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2018-2023
Table 13 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 14 Sales of Laundry Aids by Category: Value 2018-2023
Table 15 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 16 Sales of Laundry Detergents by Category: Value 2018-2023
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 18 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 19 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 20 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 21 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 22 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 24 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028
DISHWASHING IN PORTUGAL
KEY DATA FINDINGS
2023 DEVELOPMENTS
Dishwashing benefits from more home cooking and food delivery
Hand dishwashing outperforms automatic dishwashing
Tablets stand out in automatic dishwashing
PROSPECTS AND OPPORTUNITIES
Consumers' move to at-home consumption to have positive impact
Automatic dishwashing stabilisation
Private label with space to grow
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2018-2023
Table 28 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 29 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 30 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 31 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028
SURFACE CARE IN PORTUGAL
KEY DATA FINDINGS
2023 DEVELOPMENTS
Switch to private label hampers value growth
Home care disinfectants sees strong decline
Growing focus on sustainability
PROSPECTS AND OPPORTUNITIES
Category set for value stabilisation over the forecast period
Growing opportunities for environmental options
Manufacturers need to address price gap with private label
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2018-2023
Table 34 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
Table 37 NBO Company Shares of Surface Care: % Value 2019-2023
Table 38 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2023
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2023
Table 41 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028
BLEACH IN PORTUGAL
KEY DATA FINDINGS
2023 DEVELOPMENTS
Loyal consumer group ensures bleach sales
Private label benefits from expansion of discounters channel
Market simplification
PROSPECTS AND OPPORTUNITIES
Category increasingly replaced by more sophisticated products
Expected decline in shelf space
Small retailers and independent stores to remain relatively strong in bleach
CATEGORY DATA
Table 43 Sales of Bleach: Value 2018-2023
Table 44 Sales of Bleach: % Value Growth 2018-2023
Table 45 NBO Company Shares of Bleach: % Value 2019-2023
Table 46 LBN Brand Shares of Bleach: % Value 2020-2023
Table 47 Forecast Sales of Bleach: Value 2023-2028
Table 48 Forecast Sales of Bleach: % Value Growth 2023-2028
TOILET CARE IN PORTUGAL
KEY DATA FINDINGS
2023 DEVELOPMENTS
Rim blocks provides isolated bright spot
Increasing emphasis on sustainability
Bref remains the leading brand
PROSPECTS AND OPPORTUNITIES
Consumers to move towards more modern options
Rim blocks set to remain the only positive performer
Private label set to provide increasing competition for brands
CATEGORY DATA
Table 49 Sales of Toilet Care by Category: Value 2018-2023
Table 50 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 51 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 52 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 53 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
POLISHES IN PORTUGAL
KEY DATA FINDINGS
2023 DEVELOPMENTS
Polishes sees decline
Shoe polish puts in outstanding performance
Private label sees share growth
PROSPECTS AND OPPORTUNITIES
Polishes will see continued decline across the forecast period
Shoe polish provides strongest hope for growth
Shelf space amongst top issues for polishes
CATEGORY DATA
Table 55 Sales of Polishes by Category: Value 2018-2023
Table 56 Sales of Polishes by Category: % Value Growth 2018-2023
Table 57 NBO Company Shares of Polishes: % Value 2019-2023
Table 58 LBN Brand Shares of Polishes: % Value 2020-2023
Table 59 Forecast Sales of Polishes by Category: Value 2023-2028
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2023-2028
AIR CARE IN PORTUGAL
KEY DATA FINDINGS
2023 DEVELOPMENTS
Home as sanctuary trend boosts air care
Leading player Air Wick sees continuous innovation
Private label presence more minor than in other home care categories
PROSPECTS AND OPPORTUNITIES
Growth to slow and stabilise across the forecast period
Innovation is key for future development.
Supermarkets and hypermarkets to remain key channels across forecast period
CATEGORY DATA
Table 61 Sales of Air Care by Category: Value 2018-2023
Table 62 Sales of Air Care by Category: % Value Growth 2018-2023
Table 63 NBO Company Shares of Air Care: % Value 2019-2023
Table 64 LBN Brand Shares of Air Care: % Value 2020-2023
Table 65 Forecast Sales of Air Care by Category: Value 2023-2028
Table 66 Forecast Sales of Air Care by Category: % Value Growth 2023-2028
HOME INSECTICIDES IN PORTUGAL
KEY DATA FINDINGS
2023 DEVELOPMENTS
Long, hot summer fails to drive volume growth
Private label investment in the category is paying off
Electric options gain in popularity
PROSPECTS AND OPPORTUNITIES
Climate change and travelling will support the need for insecticides
Innovation requires high costs
Small brands have limited growth opportunities
CATEGORY DATA
Table 67 Sales of Home Insecticides by Category: Value 2018-2023
Table 68 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 69 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023
Table 70 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 71 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 72 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 73 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028
Euromonitor International
February 2024
LIST OF CONTENTS AND TABLES
HOME CARE IN PORTUGAL
EXECUTIVE SUMMARY
Home care in 2023: The big picture
2023 KEY TRENDS
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2018-2023
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2018-2023
Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
Table 4 NBO Company Shares of Home Care: % Value 2019-2023
Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023
Table 7 Distribution of Home Care by Format: % Value 2018-2023
Table 8 Distribution of Home Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Home Care by Category: Value 2023-2028
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN PORTUGAL
KEY DATA FINDINGS
2023 DEVELOPMENTS
Laundry care value growth driven by price rises
Fragrances still driving growth
Market increasingly fragmented
PROSPECTS AND OPPORTUNITIES
Manufacturers' brands need to focus on innovation
Fragmentation and private label present major challenges to brands
Sustainability remains a key driver of growth
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2018-2023
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2018-2023
Table 13 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 14 Sales of Laundry Aids by Category: Value 2018-2023
Table 15 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 16 Sales of Laundry Detergents by Category: Value 2018-2023
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 18 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 19 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 20 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 21 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 22 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 24 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028
DISHWASHING IN PORTUGAL
KEY DATA FINDINGS
2023 DEVELOPMENTS
Dishwashing benefits from more home cooking and food delivery
Hand dishwashing outperforms automatic dishwashing
Tablets stand out in automatic dishwashing
PROSPECTS AND OPPORTUNITIES
Consumers' move to at-home consumption to have positive impact
Automatic dishwashing stabilisation
Private label with space to grow
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2018-2023
Table 28 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 29 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 30 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 31 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028
SURFACE CARE IN PORTUGAL
KEY DATA FINDINGS
2023 DEVELOPMENTS
Switch to private label hampers value growth
Home care disinfectants sees strong decline
Growing focus on sustainability
PROSPECTS AND OPPORTUNITIES
Category set for value stabilisation over the forecast period
Growing opportunities for environmental options
Manufacturers need to address price gap with private label
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2018-2023
Table 34 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
Table 37 NBO Company Shares of Surface Care: % Value 2019-2023
Table 38 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2023
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2023
Table 41 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028
BLEACH IN PORTUGAL
KEY DATA FINDINGS
2023 DEVELOPMENTS
Loyal consumer group ensures bleach sales
Private label benefits from expansion of discounters channel
Market simplification
PROSPECTS AND OPPORTUNITIES
Category increasingly replaced by more sophisticated products
Expected decline in shelf space
Small retailers and independent stores to remain relatively strong in bleach
CATEGORY DATA
Table 43 Sales of Bleach: Value 2018-2023
Table 44 Sales of Bleach: % Value Growth 2018-2023
Table 45 NBO Company Shares of Bleach: % Value 2019-2023
Table 46 LBN Brand Shares of Bleach: % Value 2020-2023
Table 47 Forecast Sales of Bleach: Value 2023-2028
Table 48 Forecast Sales of Bleach: % Value Growth 2023-2028
TOILET CARE IN PORTUGAL
KEY DATA FINDINGS
2023 DEVELOPMENTS
Rim blocks provides isolated bright spot
Increasing emphasis on sustainability
Bref remains the leading brand
PROSPECTS AND OPPORTUNITIES
Consumers to move towards more modern options
Rim blocks set to remain the only positive performer
Private label set to provide increasing competition for brands
CATEGORY DATA
Table 49 Sales of Toilet Care by Category: Value 2018-2023
Table 50 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 51 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 52 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 53 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
POLISHES IN PORTUGAL
KEY DATA FINDINGS
2023 DEVELOPMENTS
Polishes sees decline
Shoe polish puts in outstanding performance
Private label sees share growth
PROSPECTS AND OPPORTUNITIES
Polishes will see continued decline across the forecast period
Shoe polish provides strongest hope for growth
Shelf space amongst top issues for polishes
CATEGORY DATA
Table 55 Sales of Polishes by Category: Value 2018-2023
Table 56 Sales of Polishes by Category: % Value Growth 2018-2023
Table 57 NBO Company Shares of Polishes: % Value 2019-2023
Table 58 LBN Brand Shares of Polishes: % Value 2020-2023
Table 59 Forecast Sales of Polishes by Category: Value 2023-2028
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2023-2028
AIR CARE IN PORTUGAL
KEY DATA FINDINGS
2023 DEVELOPMENTS
Home as sanctuary trend boosts air care
Leading player Air Wick sees continuous innovation
Private label presence more minor than in other home care categories
PROSPECTS AND OPPORTUNITIES
Growth to slow and stabilise across the forecast period
Innovation is key for future development.
Supermarkets and hypermarkets to remain key channels across forecast period
CATEGORY DATA
Table 61 Sales of Air Care by Category: Value 2018-2023
Table 62 Sales of Air Care by Category: % Value Growth 2018-2023
Table 63 NBO Company Shares of Air Care: % Value 2019-2023
Table 64 LBN Brand Shares of Air Care: % Value 2020-2023
Table 65 Forecast Sales of Air Care by Category: Value 2023-2028
Table 66 Forecast Sales of Air Care by Category: % Value Growth 2023-2028
HOME INSECTICIDES IN PORTUGAL
KEY DATA FINDINGS
2023 DEVELOPMENTS
Long, hot summer fails to drive volume growth
Private label investment in the category is paying off
Electric options gain in popularity
PROSPECTS AND OPPORTUNITIES
Climate change and travelling will support the need for insecticides
Innovation requires high costs
Small brands have limited growth opportunities
CATEGORY DATA
Table 67 Sales of Home Insecticides by Category: Value 2018-2023
Table 68 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 69 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023
Table 70 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 71 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 72 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 73 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028
