Home Care in Portugal

Abstract
Home care categories benefitted strongly from the era of COVID-19 when consumers were experiencing lockdowns and paid greater attention to the sanitation of their homes. Whilst higher hygiene trends remain, compared to pre-pandemic, the return to out-of-home lifestyles, starting in 2021 and more strongly in 2022, has placed downwards pressure on sales. That said, small business owners (e.g., owners of small local shops, cafés and restaurants) tend to purchase cleaning products via retail channel...

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 2027 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.

Content
Home Care in Portugal
February 2023

List Of Contents And Tables

HOME CARE IN PORTUGAL
EXECUTIVE SUMMARY
Home care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2017-2022
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
Table 7 Distribution of Home Care by Format: % Value 2017-2022
Table 8 Distribution of Home Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN PORTUGAL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Value growth supported by higher unit prices, while volume slumps due to lower promotional and discounting activity
Scent boosters continue to gain penetration, with Lenor and Comfort leading the charge – despite entry from private label
Four-in-one options and eco-trends drive developments
PROSPECTS AND OPPORTUNITIES
Consumers expected to trade down due to economic uncertainty, albeit volume will likely pick up slightly
Liquid tablet detergents and scent boosters will continue to attract attention
Polarised environment between mass best-sellers and premium innovations, as players compete for shelf space
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2017-2022
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2017-2022
Table 13 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 14 Sales of Laundry Aids by Category: Value 2017-2022
Table 15 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 16 Sales of Laundry Detergents by Category: Value 2017-2022
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 18 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 19 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 20 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 21 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 22 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 24 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
DISHWASHING IN PORTUGAL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Value driven by inflation, while volume is flat due as consumers’ normal lifestyles resume
Automatic dishwashing fares better, due to dishwasher trend inspired by the era of the pandemic
Fairy maintains top places overall and in hand dishwashing, thanks to ongoing innovations
PROSPECTS AND OPPORTUNITIES
Will high energy consumption costs bring about the return of hand dishwashing?
Ongoing home-cooking trends will maintain support of sales
Private label will remain relevant, with an example of innovation coming from Continente ECO
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2017-2022
Table 28 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 29 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 30 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 31 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
SURFACE CARE IN PORTUGAL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Surface care sales are influenced by consumers’ spending power, with strong private label noted
Home care disinfectants continue to maintain consumer interest, as brands reposition their messages to suit the moving times
Mistolin sees ongoing success, while some brands which were fast-tracked due to new licensing laws have disappeared
PROSPECTS AND OPPORTUNITIES
Popular disposable wipes will start to face competition from modern and reusable options
Innovations in home disinfectants expected, from fragrances to natural ingredients and eco-friendly packaging
Ongoing omnichannel strategies needed, with a balance between online options and physical shelf space
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2017-2022
Table 34 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
Table 37 NBO Company Shares of Surface Care: % Value 2018-2022
Table 38 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2022
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2022
Table 41 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
BLEACH IN PORTUGAL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Bleach returns to volume slumps following the atypical sales spike seen during the height of the pandemic
P&G’s Neoblanc maintains its leading place thanks to multiple category strengths
Private label significant in bleach due to consumer demographics
PROSPECTS AND OPPORTUNITIES
Bleach will continue to face challenges – although rising prices in other categories could help to support sales
Likely reduction of shelf space and available products in bleach over the forecast period
The rise of sustainability trends will continue to place downwards pressure on bleach
CATEGORY DATA
Table 43 Sales of Bleach: Value 2017-2022
Table 44 Sales of Bleach: % Value Growth 2017-2022
Table 45 NBO Company Shares of Bleach: % Value 2018-2022
Table 46 LBN Brand Shares of Bleach: % Value 2019-2022
Table 47 Forecast Sales of Bleach: Value 2022-2027
Table 48 Forecast Sales of Bleach: % Value Growth 2022-2027
TOILET CARE IN PORTUGAL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Toilet care slumps in volume, with value supported by innovations and promotional activities
Sustainability trends reach toilet care, with numerous eco-friendly innovations
Rim liquids continue to lose popularity, although innovation in new formats is being seen
PROSPECTS AND OPPORTUNITIES
Toilet care sales will stabilise, with rim blocks remaining popular and being the area of strongest innovation
Private label anticipated to become more notable, in line with the growth of discounters
Old-fashioned variants such as toilet liquids/foam will continue to face challenges in light of competition from sophisticated products
CATEGORY DATA
Table 49 Sales of Toilet Care by Category: Value 2017-2022
Table 50 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 51 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 52 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 53 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
POLISHES IN PORTUGAL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Polishes is an ailing category, due to its old-fashioned image and niche appeal
Shoe polish fares better, due to consumers’ return to out-of-home lifestyles
Leading brand Splendor benefits from Búfalo’s changed distribution
PROSPECTS AND OPPORTUNITIES
Polishes will continue to lose appeal over the forecast period, with no player investments expected
Even popular private labels see slumping sales in polishes
Shelf space for polishes will become increasingly limited
CATEGORY DATA
Table 55 Sales of Polishes by Category: Value 2017-2022
Table 56 Sales of Polishes by Category: % Value Growth 2017-2022
Table 57 NBO Company Shares of Polishes: % Value 2018-2022
Table 58 LBN Brand Shares of Polishes: % Value 2019-2022
Table 59 Forecast Sales of Polishes by Category: Value 2022-2027
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
AIR CARE IN PORTUGAL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Air care benefits from wide distribution through a variety of channels
Strong innovation in both new scents and more sustainable offers, with aromatherapy a key trend
Car air fresheners bounces back as consumers return to vehicular mobility
PROSPECTS AND OPPORTUNITIES
Lower consumer spending power will likely lead to a wider range of lower-priced options, as manufacturers continue to innovate overall
Ultimate reduction in car usage will suppress sales of car air fresheners
Private label set to increase shares due to ongoing economic challenges
CATEGORY DATA
Table 61 Sales of Air Care by Category: Value 2017-2022
Table 62 Sales of Air Care by Category: % Value Growth 2017-2022
Table 63 NBO Company Shares of Air Care: % Value 2018-2022
Table 64 LBN Brand Shares of Air Care: % Value 2019-2022
Table 65 Forecast Sales of Air Care by Category: Value 2022-2027
Table 66 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
HOME INSECTICIDES IN PORTUGAL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Climatic conditions somewhat dampen necessity for home insecticides in 2022
Electric insecticides remains the most dynamic subcategory, with Raid maintaining its top place
Manufacturers aim to innovate despite strong legal limitations
PROSPECTS AND OPPORTUNITIES
Sales expected to remain flat and consistent, being dependent on seasonal conditions
Polarised trends expected, from discounting and promotional activities to more eco-friendly and premium products
E-commerce set to support sales, while medium-sized local retailers will cannibalise sales from hypermarkets and traditional small stores
CATEGORY DATA
Table 67 Sales of Home Insecticides by Category: Value 2017-2022
Table 68 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 69 Sales of Spray/Aerosol Insecticides by Type: % Value 2017-2022
Table 70 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 71 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 72 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 73 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027