Beauty and personal care started to display signs of recovery in value terms in 2021 following the significant declines of 2020 driven by the pandemic and subsequent restrictions. Nevertheless, while retail volume sales remained stable, value sales remained below pre-pandemic levels.
This Beauty and Personal Care in Portugal report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2017-2021, allowing you to identify the sectors driving growth. Forecasts to 2026 illustrate how the market is set to change.
Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
This Beauty and Personal Care in Portugal report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2017-2021, allowing you to identify the sectors driving growth. Forecasts to 2026 illustrate how the market is set to change.
Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun 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 Beauty and Personal 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.
Table of Contents
EXECUTIVE SUMMARY- Beauty and personal care in 2021: The big picture
- 2021 key trends
- Competitive landscape
- Retailing developments
- What next for beauty and personal care?
- CHART 1 Beauty and Personal Care Value Sales Growth Scenarios: 2019-2026
- CHART 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2019-2026
- Table 1 Sales of Beauty and Personal Care by Category: Value 2016-2021
- Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2016-2021
- Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2017-2021
- Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2017-2021
- Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2018-2021
- Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2016-2021
- Table 7 Distribution of Beauty and Personal Care by Format: % Value 2016-2021
- Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2021
- Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2021-2026
- Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2021-2026
- Summary 1 Research Sources
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Mass beauty and personal care recovers in 2021
- Disparate performances across mass beauty and personal care
- Private label gains further share due to rising price sensitivity
- Stable growth predicted for mass beauty and personal care over forecast period
- Mass players expected to focus on innovation
- Changing distribution due to further development of e-commerce and new concept stores
- Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2016-2021
- Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2016-2021
- Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2017-2021
- Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2018-2021
- Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2021-2026
- Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Premium beauty and personal care struggles to recover
- Premium fragrances is strongest performer
- Premium adult sun care another stronger performer
- Premium beauty and personal care expected to recover in mid term
- Recovery of tourism to be strong sales driver
- Eco-friendly products can drive innovation
- Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2016-2021
- Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2016-2021
- Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2017-2021
- Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2018-2021
- Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2021-2026
- Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Baby and child-specific products continues to register positive growth
- Local parents pay greater attention to product composition
- Mass beauty and personal care brands strongly shift towards eco-friendly products
- Positive growth expected despite declining birth rate
- Fewer ingredients and more natural formulations
- Strong position of multinationals including dermocosmetics players
- Table 23 Sales of Baby and Child-specific Products by Category: Value 2016-2021
- Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2016-2021
- Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2016-2021
- Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2017-2021
- Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2018-2021
- Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2018-2021
- Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2018-2021
- Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2018-2021
- Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2021-2026
- Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2021-2026
- Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Declining category after the boom of 2020
- Steady demand for body wash/shower gel in 2021
- Eco-friendly trend visible in bath and shower
- Marginal declines but overall demand will remain above pre-pandemic levels over forecast period
- Intimate washes predicted to be most dynamic performer
- Innovation to retain consumers’ interest
- Table 34 Sales of Bath and Shower by Category: Value 2016-2021
- Table 35 Sales of Bath and Shower by Category: % Value Growth 2016-2021
- Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2016-2021
- Table 37 NBO Company Shares of Bath and Shower: % Value 2017-2021
- Table 38 LBN Brand Shares of Bath and Shower: % Value 2018-2021
- Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2018-2021
- Table 40 Forecast Sales of Bath and Shower by Category: Value 2021-2026
- Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2021-2026
- Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Eye make-up and nails products drive growth
- Rising importance of colour in consumers’ lives
- L’Oréal strengthens leadership in 2021
- Colour cosmetics presents significant growth potential in Portugal
- Younger generations of consumers more aware of environmental issues
- Wider range of digital solutions likely to be adopted
- Table 43 Sales of Colour Cosmetics by Category: Value 2016-2021
- Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2016-2021
- Table 45 NBO Company Shares of Colour Cosmetics: % Value 2017-2021
- Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2018-2021
- Table 47 LBN Brand Shares of Eye Make-up: % Value 2018-2021
- Table 48 LBN Brand Shares of Facial Make-up: % Value 2018-2021
- Table 49 LBN Brand Shares of Lip Products: % Value 2018-2021
- Table 50 LBN Brand Shares of Nail Products: % Value 2018-2021
- Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2018-2021
- Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2021-2026
- Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Deodorants registers upturn in demand in 2021 due to greater mobility
- Mass brands continue to dominate
- Low level of innovation
- Deodorants expected to register marginal volume growth over the forecast period
- Price sensitivity in the short to medium term
- More natural formulations and eco-friendly offer likely to gain ground
- Table 54 Sales of Deodorants by Category: Value 2016-2021
- Table 55 Sales of Deodorants by Category: % Value Growth 2016-2021
- Table 56 Sales of Deodorants by Premium vs Mass: % Value 2016-2021
- Table 57 NBO Company Shares of Deodorants: % Value 2017-2021
- Table 58 LBN Brand Shares of Deodorants: % Value 2018-2021
- Table 59 LBN Brand Shares of Premium Deodorants: % Value 2018-2021
- Table 60 Forecast Sales of Deodorants by Category: Value 2021-2026
- Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2021-2026
- Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Demand for depilatories continues to grow in 2021
- Women’s razors and blades is strongest performer
- Natural and eco-friendly formulations on the rise
- Growth predicted to slow over forecast period
- Hair removers/bleaches expected to decline
- Potential for more sustainable options
- Table 63 Sales of Depilatories by Category: Value 2016-2021
- Table 64 Sales of Depilatories by Category: % Value Growth 2016-2021
- Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2017-2021
- Table 66 NBO Company Shares of Depilatories: % Value 2017-2021
- Table 67 LBN Brand Shares of Depilatories: % Value 2018-2021
- Table 68 Forecast Sales of Depilatories by Category: Value 2021-2026
- Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Fragrances registers significant increase in 2021
- Mass fragrances recovering faster than premium options
- New distribution patterns emerge
- Gradual recovery over the forecast period
- Premium fragrance sets/kits set to be strongest performer
- Sustainability to drive innovation in fragrances
- Table 70 Sales of Fragrances by Category: Value 2016-2021
- Table 71 Sales of Fragrances by Category: % Value Growth 2016-2021
- Table 72 NBO Company Shares of Fragrances: % Value 2017-2021
- Table 73 LBN Brand Shares of Fragrances: % Value 2018-2021
- Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2018-2021
- Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2018-2021
- Table 76 Forecast Sales of Fragrances by Category: Value 2021-2026
- Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Marginal increase in 2021
- Innovation developing more complex hair care routines
- Eco-friendly features gaining ground
- Hair care is expected to register positive growth over the forecast period
- Professional hair care and conditioners and treatments to post best performances
- Demand for colourants likely to normalise
- Table 78 Sales of Hair Care by Category: Value 2016-2021
- Table 79 Sales of Hair Care by Category: % Value Growth 2016-2021
- Table 80 Sales of Hair Care by Premium vs Mass: % Value 2016-2021
- Table 81 NBO Company Shares of Hair Care: % Value 2017-2021
- Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2017-2021
- Table 83 LBN Brand Shares of Hair Care: % Value 2018-2021
- Table 84 LBN Brand Shares of Colourants: % Value 2018-2021
- Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2018-2021
- Table 86 LBN Brand Shares of Styling Agents: % Value 2018-2021
- Table 87 LBN Brand Shares of Premium Hair Care: % Value 2018-2021
- Table 88 Forecast Sales of Hair Care by Category: Value 2021-2026
- Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2021-2026
- Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Men’s grooming experiences improving demand in 2021
- Men’s fragrances registers highest growth
- Procter & Gamble Portugal SA retains leadership of men’s grooming
- Portuguese men pay increasing attention to their appearance
- Men’s shaving may struggle to recover in volume terms
- Men’s grooming mass brands expected to outperform premium segment
- Table 91 Sales of Men’s Grooming by Category: Value 2016-2021
- Table 92 Sales of Men’s Grooming by Category: % Value Growth 2016-2021
- Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2018-2021
- Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2018-2021
- Table 95 NBO Company Shares of Men’s Grooming: % Value 2017-2021
- Table 96 LBN Brand Shares of Men’s Grooming: % Value 2018-2021
- Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2018-2021
- Table 98 Forecast Sales of Men’s Grooming by Category: Value 2021-2026
- Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Oral care considered essential
- Players boost promotional efforts in toothpaste
- Colgate retains overall brand leadership in 2021
- Stable demand for oral care over forecast period, driven by ongoing interest in health and wellness
- Further technological innovation to attract increasingly connected consumers
- More natural and eco-friendly products expected to gain ground
- Table 100 Sales of Oral Care by Category: Value 2016-2021
- Table 101 Sales of Oral Care by Category: % Value Growth 2016-2021
- Table 102 Sales of Toothbrushes by Category: Value 2016-2021
- Table 103 Sales of Toothbrushes by Category: % Value Growth 2016-2021
- Table 104 Sales of Toothpaste by Type: % Value Breakdown 2017-2021
- Table 105 NBO Company Shares of Oral Care: % Value 2017-2021
- Table 106 LBN Brand Shares of Oral Care: % Value 2018-2021
- Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2018-2021
- Table 108 LBN Brand Shares of Toothpaste: % Value 2018-2021
- Table 109 Forecast Sales of Oral Care by Category: Value 2021-2026
- Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2021-2026
- Table 111 Forecast Sales of Toothbrushes by Category: Value 2021-2026
- Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Skin care registers positive growth after 2020’s decline
- Price sensitivity favours mass brands and private label
- Stronger presence of eco-friendly claims in facial care
- Stronger performance predicted for skin care over the forecast period
- Face masks expected to be strong performer
- Eco-friendly claims to extend across the category
- Table 113 Sales of Skin Care by Category: Value 2016-2021
- Table 114 Sales of Skin Care by Category: % Value Growth 2016-2021
- Table 115 NBO Company Shares of Skin Care: % Value 2017-2021
- Table 116 LBN Brand Shares of Skin Care: % Value 2018-2021
- Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2018-2021
- Table 118 LBN Brand Shares of Anti-agers: % Value 2018-2021
- Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2018-2021
- Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2018-2021
- Table 121 LBN Brand Shares of Premium Skin Care: % Value 2018-2021
- Table 122 Forecast Sales of Skin Care by Category: Value 2021-2026
- Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Sun care registers positive growth after 2020’s decline
- Mass sun care recovers faster than premium segment
- Sun care benefits from dynamic players
- Growing interest in skin health is likely to sustain growth
- Sun care expected to see further polarisation
- Eco-friendly products and more convenient formats to drive innovation
- Table 124 Sales of Sun Care by Category: Value 2016-2021
- Table 125 Sales of Sun Care by Category: % Value Growth 2016-2021
- Table 126 NBO Company Shares of Sun Care: % Value 2017-2021
- Table 127 LBN Brand Shares of Sun Care: % Value 2018-2021
- Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2018-2021
- Table 129 Forecast Sales of Sun Care by Category: Value 2021-2026
- Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2021-2026
