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Consumer Health in Portugal

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    Report

  • 96 Pages
  • October 2025
  • Region: Portugal
  • Euromonitor International
  • ID: 2639103
Consumer health in Portugal is expected to register healthy current value growth in 2025. An ageing population supports value sales, as many health issues affect older people more seriously. In addition, with the public health system under increasing pressure, it is becoming more difficult to access medical services, and this is pushing consumers to self-medicate or consult with a pharmacist instead.

The Consumer Health 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 2020-2024, allowing you to identify the sectors driving growth. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Allergy Care, Herbal/Traditional Products, OTC, Paediatric Consumer Health, Sports Nutrition, Vitamins and Dietary Supplements, Weight Management and Wellbeing.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Consumer Health 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
  • Consumer Health in 2025: The big picture
  • Key trends in 2025
  • Competitive landscape
  • Channel developments
  • What next for Consumer Health?
MARKET INDICATORS
  • Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2020-2025
  • Table 2 Life Expectancy at Birth 2020-2025
MARKET DATA
  • Table 3 Sales of Consumer Health by Category: Value 2020-2025
  • Table 4 Sales of Consumer Health by Category: % Value Growth 2020-2025
  • Table 5 NBO Company Shares of Consumer Health: % Value 2021-2025
  • Table 6 LBN Brand Shares of Consumer Health: % Value 2022-2025
  • Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2020-2025
  • Table 8 Distribution of Consumer Health by Format: % Value 2020-2025
  • Table 9 Distribution of Consumer Health by Format and Category: % Value 2025
  • Table 10 Forecast Sales of Consumer Health by Category: Value 2025-2030
  • Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2025-2030
APPENDIX
  • OTC registration and classification
  • Vitamins and dietary supplements registration and classification
  • Self-medication/self-care and preventive medicine
  • Switches
  • Summary 1 OTC: Switches 2024-2025
DISCLAIMERDEFINITIONS
SOURCES
  • Summary 2 Research Sources
ANALGESICS IN PORTUGALKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Adult ibuprofen top performer in 2025
  • Haleon holds on to commanding lead
  • Pharmacies continue to dominate
PROSPECTS AND OPPORTUNITIES
  • Muted performance over forecast period
  • Opportunities for added-value
  • Increasing demand for more natural offerings
CATEGORY DATA
  • Table 12 Sales of Analgesics by Category: Value 2020-2025
  • Table 13 Sales of Analgesics by Category: % Value Growth 2020-2025
  • Table 14 NBO Company Shares of Analgesics: % Value 2021-2025
  • Table 15 LBN Brand Shares of Analgesics: % Value 2022-2025
  • Table 16 Forecast Sales of Analgesics by Category: Value 2025-2030
  • Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2025-2030
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN PORTUGALKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Self-medication trend supports growth
  • Ilvico benefits from growing popularity of combination products
  • Pharmacies dominate
PROSPECTS AND OPPORTUNITIES
  • Muted performance over forecast period
  • Shift toward more natural alternatives
  • Focus on new formats, with also increasing number of switches
CATEGORY DATA
  • Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025
  • Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025
  • Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2021-2025
  • Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2022-2025
  • Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2025-2030
  • Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2025-2030
DIGESTIVE REMEDIES IN PORTUGALKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Increasing understanding of importance of digestion to overall health supports value sales
  • Johnson & Johnson (Kenvue) holds on to tight lead
  • Pharmacies dominate sales
PROSPECTS AND OPPORTUNITIES
  • Positive outlook over forecast period
  • AI set to accelerate innovation
  • Increasing switches will boost value sales, but mean higher costs for consumers
CATEGORY DATA
  • Table 24 Sales of Digestive Remedies by Category: Value 2020-2025
  • Table 25 Sales of Digestive Remedies by Category: % Value Growth 2020-2025
  • Table 26 NBO Company Shares of Digestive Remedies: % Value 2021-2025
  • Table 27 LBN Brand Shares of Digestive Remedies: % Value 2022-2025
  • Table 28 Forecast Sales of Digestive Remedies by Category: Value 2025-2030
  • Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2025-2030
DERMATOLOGICALS IN PORTUGALKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Muted, but positive value growth
  • Bayer leads supported by clear messaging
  • Parapharmacies make gains
PROSPECTS AND OPPORTUNITIES
  • Further innovation keeps consumers engaged
  • AI sppeds up innovation
  • Health and wellness trends influence innovation in dermatologicals
CATEGORY DATA
  • Table 30 Sales of Dermatologicals by Category: Value 2020-2025
  • Table 31 Sales of Dermatologicals by Category: % Value Growth 2020-2025
  • Table 32 NBO Company Shares of Dermatologicals: % Value 2021-2025
  • Table 33 LBN Brand Shares of Dermatologicals: % Value 2022-2025
  • Table 34 LBN Brand Shares of Hair Loss Treatments: % Value 2022-2025
  • Table 35 Forecast Sales of Dermatologicals by Category: Value 2025-2030
  • Table 36 Forecast Sales of Dermatologicals by Category: % Value Growth 2025-2030
NRT SMOKING CESSATION AIDS IN PORTUGALKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Minimal current value and volume growth in 2025
  • Perrigo continues to lead, but Haleon narrows gap
  • Pharmacies dominating, but parapharmacies gaining
PROSPECTS AND OPPORTUNITIES
  • Healthier lifestyles support demand for smoking cessation aids
  • Public health continues to support smokers to stop
  • Further restrictions in tobacco use
CATEGORY INDICATORS
  • Table 37 Number of Smokers by Gender 2020-2025
CATEGORY DATA
  • Table 38 Sales of NRT Smoking Cessation Aids by Category: Value 2020-2025
  • Table 39 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2020-2025
  • Table 40 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2021-2025
  • Table 41 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2022-2025
  • Table 42 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2025-2030
  • Table 43 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2025-2030
SLEEP AIDS IN PORTUGALKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Healthy performance in 2025
  • Coopers Consumer Health holds on to strong lead
  • Parapharmacies steal value share from pharmacies
PROSPECTS AND OPPORTUNITIES
  • Rosy outlook over forecast period
  • Focus on more natural positioning, as well as personalisation
  • Possible stricter legislation
CATEGORY DATA
  • Table 44 Sales of Sleep Aids: Value 2020-2025
  • Table 45 Sales of Sleep Aids: % Value Growth 2020-2025
  • Table 46 NBO Company Shares of Sleep Aids: % Value 2021-2025
  • Table 47 LBN Brand Shares of Sleep Aids: % Value 2022-2025
  • Table 48 Forecast Sales of Sleep Aids: Value 2025-2030
  • Table 49 Forecast Sales of Sleep Aids: % Value Growth 2025-2030
EYE CARE IN PORTUGALKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Slower value and volume growth in 2025
  • Faes Pharma purchases Portuguese company Laboratórios Edol
  • Siignificant growth in e-commerce
PROSPECTS AND OPPORTUNITIES
  • Allergies and intense use of screens drive sales
  • Optical good stores gain value share over forecast period
  • Preservative-free and long expiration in demand
CATEGORY DATA
  • Table 50 Sales of Eye Care by Category: Value 2020-2025
  • Table 51 Sales of Eye Care by Category: % Value Growth 2020-2025
  • Table 52 NBO Company Shares of Eye Care: % Value 2021-2025
  • Table 53 LBN Brand Shares of Eye Care: % Value 2022-2025
  • Table 54 Forecast Sales of Eye Care by Category: Value 2025-2030
  • Table 55 Forecast Sales of Eye Care by Category: % Value Growth 2025-2030
WOUND CARE IN PORTUGALKEY DATA FINDINGS
2025 DEVELOPMENTS
  • First aid kits register highest value growth, as consumers look to be prepared for emergencies
  • Private label continues to gain
  • Modern grcoery retailers dominate distribution
PROSPECTS AND OPPORTUNITIES
  • Modest growth over forecast period
  • Continuing innovation over forecast period
  • Increasing offerings targeted at children
CATEGORY DATA
  • Table 56 Sales of Wound Care by Category: Value 2020-2025
  • Table 57 Sales of Wound Care by Category: % Value Growth 2020-2025
  • Table 58 NBO Company Shares of Wound Care: % Value 2021-2025
  • Table 59 LBN Brand Shares of Wound Care: % Value 2022-2025
  • Table 60 Forecast Sales of Wound Care by Category: Value 2025-2030
  • Table 61 Forecast Sales of Wound Care by Category: % Value Growth 2025-2030
VITAMINS IN PORTUGALKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Fall in volume sales in 2025
  • Centrum brand continues to lead
  • Fragmented distribution, with e-commerce also a significant channel
PROSPECTS AND OPPORTUNITIES
  • Fall in constant value sales over forecast period
  • Compliance, cleaner formualtion and greener positioning key priorities
  • Continuing innovation and diversification
CATEGORY DATA
  • Table 62 Sales of Vitamins by Category: Value 2020-2025
  • Table 63 Sales of Vitamins by Category: % Value Growth 2020-2025
  • Table 64 Sales of Multivitamins by Positioning: % Value 2020-2025
  • Table 65 NBO Company Shares of Vitamins: % Value 2021-2025
  • Table 66 LBN Brand Shares of Vitamins: % Value 2022-2025
  • Table 67 Forecast Sales of Vitamins by Category: Value 2025-2030
  • Table 68 Forecast Sales of Vitamins by Category: % Value Growth 2025-2030
DIETARY SUPPLEMENTS IN PORTUGALKEY DATA FINDINGS
2025 DEVELOPMENTS
  • A more informed consumer supports increasing value sales
  • Landscape quite fragmented
  • Fragmented distribution, with e-commerce also a significant channel
PROSPECTS AND OPPORTUNITIES
  • Steady growth over forecast period
  • Value growth for modern grocery retailers.
  • Increasing focus on dietary supplements targeted at women
CATEGORY DATA
  • Table 69 Sales of Dietary Supplements by Category: Value 2020-2025
  • Table 70 Sales of Dietary Supplements by Category: % Value Growth 2020-2025
  • Table 71 Sales of Dietary Supplements by Positioning: % Value 2020-2025
  • Table 72 NBO Company Shares of Dietary Supplements: % Value 2021-2025
  • Table 73 LBN Brand Shares of Dietary Supplements: % Value 2022-2025
  • Table 74 Forecast Sales of Dietary Supplements by Category: Value 2025-2030
  • Table 75 Forecast Sales of Dietary Supplements by Category: % Value Growth 2025-2030
WEIGHT MANAGEMENT AND WELLBEING IN PORTUGALKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Muted value growth in 2025
  • Prozis narrowing the gap with Herbalife
  • Direct selling losing value share, as alternative channels extend their offerings
PROSPECTS AND OPPORTUNITIES
  • Marginal fall in constant value sales
  • Consumers adopt longer-term approach to weight loss
  • Compliance, clearer labelling and greener positioning key priorities
CATEGORY DATA
  • Table 76 Sales of Weight Management and Wellbeing by Category: Value 2020-2025
  • Table 77 Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025
  • Table 78 NBO Company Shares of Weight Management and Wellbeing: % Value 2021-2025
  • Table 79 LBN Brand Shares of Weight Management and Wellbeing: % Value 2022-2025
  • Table 80 Forecast Sales of Weight Management and Wellbeing by Category: Value 2025-2030
  • Table 81 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2025-2030
SPORTS NUTRITION IN PORTUGALKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Healthy value growth in 2025
  • Prozis continues to gain, supported by an effective online startegy
  • E-commerce leads distribution
PROSPECTS AND OPPORTUNITIES
  • Continuing healthy constant value growth over forecast period
  • Use of wearables set to make sports nutrition more personalised
  • Focus on a more natural positioning
CATEGORY DATA
  • Table 82 Sales of Sports Nutrition by Category: Value 2020-2025
  • Table 83 Sales of Sports Nutrition by Category: % Value Growth 2020-2025
  • Table 84 NBO Company Shares of Sports Nutrition: % Value 2021-2025
  • Table 85 LBN Brand Shares of Sports Nutrition: % Value 2022-2025
  • Table 86 Forecast Sales of Sports Nutrition by Category: Value 2025-2030
  • Table 87 Forecast Sales of Sports Nutrition by Category: % Value Growth 2025-2030
HERBAL/TRADITIONAL PRODUCTS IN PORTUGALKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Positive current value growth in 2025
  • Aboca holds on to lead
  • Natural health stores gaining ground
PROSPECTS AND OPPORTUNITIES
  • Steady growth over forecast period
  • Stricter oversight builds consumer trust
  • Increasing segmentation way of standing out from the crowd
CATEGORY DATA
  • Table 88 Sales of Herbal/Traditional Products by Category: Value 2020-2025
  • Table 89 Sales of Herbal/Traditional Products by Category: % Value Growth 2020-2025
  • Table 90 NBO Company Shares of Herbal/Traditional Products: % Value 2021-2025
  • Table 91 LBN Brand Shares of Herbal/Traditional Products: % Value 2022-2025
  • Table 92 Forecast Sales of Herbal/Traditional Products by Category: Value 2025-2030
  • Table 93 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2025-2030
PAEDIATRIC CONSUMER HEALTH IN PORTUGALKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Muted value growth in 2025
  • Medinfar holds on to tight lead
  • Pharmacist continues to be key in driving sales in paediatric consumer health
PROSPECTS AND OPPORTUNITIES
  • Low birth rate continues to dampen value sales
  • Growing focus on wellness
  • Continuing innovation over the forecast period
CATEGORY DATA
  • Table 94 Sales of Paediatric Consumer Health by Category: Value 2020-2025
  • Table 95 Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025
  • Table 96 NBO Company Shares of Paediatric Consumer Health: % Value 2021-2025
  • Table 97 LBN Brand Shares of Paediatric Consumer Health: % Value 2022-2025
  • Table 98 Forecast Sales of Paediatric Consumer Health by Category: Value 2025-2030
  • Table 99 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2025-2030