Portuguese consumers were already seeking healthier habits, including those regarding their diet, prior to the emergence of the pandemic. In 2021, this trend has intensified. COVID-19 has led to heightened awareness amongst Portuguese consumers about the importance of a balanced diet for general good health and as a preventive way to support the immune system.
The Health and Wellness in Portugal report tracks the developments of health-associated product types and the healthy-option positioning of competing brands across different food sectors. It provides the latest retail sales data 2017-2021, allowing you to compare health and wellness categories with each other or in the context of the total market for a sector. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, legislative context or lifestyle influences. Forecasts to 2026 illustrate how the market is set to change.
Product coverage: Focus Categories by Key Functional Ingredients, Health and Wellness by Category, Health and Wellness by Type, Health Wellness by Prime Positioning.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
The Health and Wellness in Portugal report tracks the developments of health-associated product types and the healthy-option positioning of competing brands across different food sectors. It provides the latest retail sales data 2017-2021, allowing you to compare health and wellness categories with each other or in the context of the total market for a sector. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, legislative context or lifestyle influences. Forecasts to 2026 illustrate how the market is set to change.
Product coverage: Focus Categories by Key Functional Ingredients, Health and Wellness by Category, Health and Wellness by Type, Health Wellness by Prime Positioning.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
- Get a detailed picture of the Health and Wellness 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.
Table of Contents
EXECUTIVE SUMMARY- Health and wellness in 2021: The big picture
- 2021 key trends
- Competitive landscape
- Retailing developments
- What next for health and wellness?
- Table 1 Sales of Health and Wellness by Type: Value 2016-2021
- Table 2 Sales of Health and Wellness by Type: % Value Growth 2016-2021
- Table 3 Sales of Health and Wellness by Category: Value 2016-2021
- Table 4 Sales of Health and Wellness by Category: % Value Growth 2016-2021
- Table 5 Sales of Health and Wellness by Prime Positioning: Value 2016-2021
- Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2016-2021
- Table 7 NBO Company Shares of Health and Wellness: % Value 2017-2021
- Table 8 LBN Brand Shares of Health and Wellness: % Value 2018-2021
- Table 9 Distribution of Health and Wellness by Format: % Value 2016-2021
- Table 10 Distribution of Health and Wellness by Format and Category: % Value 2021
- Table 11 Forecast Sales of Health and Wellness by Type: Value 2021-2026
- Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2021-2026
- Table 13 Forecast Sales of Health and Wellness by Category: Value 2021-2026
- Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2021-2026
- Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2021-2026
- Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2021-2026
- Summary 1 Research Sources
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Portuguese consumers strengthen adoption of healthier diets due to pandemic
- Most new product development focuses on reduced sugar claims
- BFY reduced caffeine hot drinks retains considerable share overall
- Rising tax pressures on sugar-laden products
- Low presence of zero sugar and low calorie variants in sport drinks and energy drinks might represent growth opportunity
- Reduced caffeine hot drinks unlikely to see strong innovation efforts
- Table 17 Sales of BFY Beverages by Category: Value 2016-2021
- Table 18 Sales of BFY Beverages by Category: % Value Growth 2016-2021
- Table 19 NBO Company Shares of BFY Beverages: % Value 2017-2021
- Table 20 LBN Brand Shares of BFY Beverages: % Value 2018-2021
- Table 21 Distribution of BFY Beverages by Format: % Value 2016-2021
- Table 22 Forecast Sales of BFY Beverages by Category: Value 2021-2026
- Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- COVID-19 drives interest in fortified/functional with immunity support claims
- FF soft drinks remains small area of the market
- Tea dominates FF hot drinks
- Further interest in immunity support set to drive demand for fortified/functional beverages
- Small area of the market with growth prospects
- FF beverages to continue to represent weak presence in hot drinks
- Table 24 Sales of Fortified/Functional Beverages by Category: Value 2016-2021
- Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2016-2021
- Table 26 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2016-2021
- Table 27 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2016-2021
- Table 28 Key Functional Ingredients in Fortified/Functional RTD Tea: % Value 2016-2021
- Table 29 NBO Company Shares of Fortified/Functional Beverages: % Value 2017-2021
- Table 30 LBN Brand Shares of Fortified/Functional Beverages: % Value 2018-2021
- Table 31 Distribution of Fortified/Functional Beverages by Format: % Value 2016-2021
- Table 32 Forecast Sales of Fortified/Functional Beverages by Category: Value 2021-2026
- Table 33 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- NH bottled water retains its dominance
- Rising interest in health prevention drives growth of NH fruit/vegetable juice
- NH tea variants continue to expand penetration
- Bottled water still perceived as essential
- Further interest in immunity-boosting products set to drive demand for NH juice
- Emergence of new local players is expected
- Table 34 Sales of NH Beverages by Category: Value 2016-2021
- Table 35 Sales of NH Beverages by Category: % Value Growth 2016-2021
- Table 36 NBO Company Shares of NH Beverages: % Value 2017-2021
- Table 37 LBN Brand Shares of NH Beverages: % Value 2018-2021
- Table 38 Distribution of NH Beverages by Format: % Value 2016-2021
- Table 39 Forecast Sales of NH Beverages by Category: Value 2021-2026
- Table 40 Forecast Sales of NH Beverages by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Portuguese consumers becoming increasingly interested in sustainability
- Organic beverages becoming increasingly visible niche
- Kombucha drives growth of organic RTD tea
- Expanding consumer base
- Organic non-cola carbonates could take advantage of foodservice recovery
- Organic hot drinks likely to expand
- Table 41 Sales of Organic Beverages by Category: Value 2016-2021
- Table 42 Sales of Organic Beverages by Category: % Value Growth 2016-2021
- Table 43 NBO Company Shares of Organic Beverages: % Value 2017-2021
- Table 44 LBN Brand Shares of Organic Beverages: % Value 2018-2021
- Table 45 Distribution of Organic Beverages by Format: % Value 2016-2021
- Table 46 Forecast Sales of Organic Beverages by Category: Value 2021-2026
- Table 47 Forecast Sales of Organic Beverages by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Demand for healthy food increases further in wake of COVID-19 pandemic
- Consumers demand convenience and indulgence alongside health benefits, fuelling innovation
- Private label proving adept at surfing the better for you wave
- Growth slows as reduced fat dairy shows signs of maturity
- Naturally healthy packaged food could pose challenge if offering convenience
- BFY savoury snacks proving more appealing than many sweeter options
- Table 48 Sales of BFY Packaged Food by Category: Value 2016-2021
- Table 49 Sales of BFY Packaged Food by Category: % Value Growth 2016-2021
- Table 50 NBO Company Shares of BFY Packaged Food: % Value 2017-2021
- Table 51 LBN Brand Shares of BFY Packaged Food: % Value 2018-2021
- Table 52 Distribution of BFY Packaged Food by Format: % Value 2016-2021
- Table 53 Forecast Sales of BFY Packaged Food by Category: Value 2021-2026
- Table 54 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Strong ongoing growth thanks to health and sustainability concerns
- Free from dairy seeing strong plant-based and lactose-free innovation
- Private label remains innovative in free from meat
- Price competition likely to intensify in response to high price sensitivity
- Free from meat will move further into mainstream thanks to strong investment
- Innovation in free from gluten likely to focus on everyday staples with healthy ingredients
- Table 55 Sales of Free From by Category: Value 2016-2021
- Table 56 Sales of Free From by Category: % Value Growth 2016-2021
- Table 57 NBO Company Shares of Free From: % Value 2017-2021
- Table 58 LBN Brand Shares of Free From: % Value 2018-2021
- Table 59 Distribution of Free From by Format: % Value 2016-2021
- Table 60 Forecast Sales of Free From by Category: Value 2021-2026
- Table 61 Forecast Sales of Free From by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- FF yoghurt appeals thanks to being seen as boosting immune health
- Demand for protein-rich packaged food continues to drive innovation
- Nestum Zero Rice offers a host of appealing attributes in FF hot cereals
- Continente Food Lab innovates with insects
- Nestum Super range offers carefully tailored benefits
- Naturally functional ingredients such as chickpeas could feature more in forecast period
- Table 62 Sales of Fortified/Functional Packaged Food by Category: Value 2016-2021
- Table 63 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2016-2021
- Table 64 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2016-2021
- Table 65 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2016-2021
- Table 66 Key Functional Ingredients in Fortified/Functional Milk: % Value 2016-2021
- Table 67 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2016-2021
- Table 68 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2017-2021
- Table 69 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2018-2021
- Table 70 Distribution of Fortified/Functional Packaged Food by Format: % Value 2016-2021
- Table 71 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2021-2026
- Table 72 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Honey benefits from immune-boosting reputation and premiumisation
- NH olive oil sees stabilise in 2021 but benefits from ongoing premium innovation
- BelVita strives to offer balanced nutrition in convenient NH cereal bars
- NH nut and seed based spreads benefiting from growing awareness and nutritionists’ recommendations
- NH sour milk will see ongoing innovation as players explore new areas of kefir and fermented milk
- Nutri-Score likely to increasingly shape consumer purchasing decisions in private label
- Table 73 Sales of NH Packaged Food by Category: Value 2016-2021
- Table 74 Sales of NH Packaged Food by Category: % Value Growth 2016-2021
- Table 75 NBO Company Shares of NH Packaged Food: % Value 2017-2021
- Table 76 LBN Brand Shares of NH Packaged Food: % Value 2018-2021
- Table 77 Distribution of NH Packaged Food by Format: % Value 2016-2021
- Table 78 Forecast Sales of NH Packaged Food by Category: Value 2021-2026
- Table 79 Forecast Sales of NH Packaged Food by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- With organic production low in Portugal, major launches often come from multinationals
- While local organic farming grows, most domestic launches have a premium positioning and price
- Private label players proving adept at organic expansion
- Organic production and range set to broaden in forecast period
- Unpackaged organic food may pose stronger competition
- Sustainability likely to become more important for organic packaged food in forecast period
- Table 80 Sales of Organic Packaged Food by Category: Value 2016-2021
- Table 81 Sales of Organic Packaged Food by Category: % Value Growth 2016-2021
- Table 82 NBO Company Shares of Organic Packaged Food: % Value 2017-2021
- Table 83 LBN Brand Shares of Organic Packaged Food: % Value 2018-2021
- Table 84 Distribution of Organic Packaged Food by Format: % Value 2016-2021
- Table 85 Forecast Sales of Organic Packaged Food by Category: Value 2021-2026
- Table 86 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2021-2026
