Top Growth opportunities: Meat in Portugal

  • ID: 4267721
  • Report
  • Region: Portugal
  • 93 pages
  • GlobalData
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  • ALDI
  • Broceliande
  • Continente Bom Dia
  • Intermarche Super
  • Linnamae
  • Nobre
  • MORE
Top Growth opportunities: Meat in Portugal


Portugal is a mid-sized European meat market worth US$6.3 Billion. With a CAGR of 5.2% forecast in the five years to 2021, Portugal’s meat market is recovering steadily from the European sovereign debt crisis following strong export performance and a recovery in domestic demand. High unemployment and mass emigration threaten to restrict this recovery, along with high levels of corporate and household debt. The current low interest environment is also impeding the ability of Portuguese banks to increase liquidity and lend to viable businesses, limiting domestic NPD opportunities in the meat market.

The meat market in Portugal suffered heavily between 2011 and 2016, as the European sovereign debt crisis and corresponding EU-IMF bailout forced the government to implement spending cuts and tax increases. This resulted in a decline in meat market value during the same period. Despite this, a recovery is underway, and the meat market is forecast to experience strong growth in the five years to 2021.

In Portugal, all meat categories experienced contractions in value terms between 2011 and 2016, except the Ambient Meat category which registered sluggish growth at a CAGR of 0.05% during the same period. However, value growth is projected to rise rapidly in the next five years and all Meat categories are expected to register strong growth during 2016-2021. Chilled Raw Packaged Meat (Whole Cuts) and Fresh Meat (Counter), the two largest categories in value terms in 2016, are forecast to register strong growth during the same period, with CAGRs of 5.3% and 5.1%, respectively. This is a reversal of the negative growth experienced during 2011-2016.

In Portugal in 2016, Hypermarkets and Supermarkets accounted for almost 51% of meat consumption value, expanding their share of overall value by 2.4pp. This shows the prominence of the channel in the Portuguese market, and underlines its success in continuing to attract consumers in a difficult business environment. Food & Drink Specialists in meat often sell high-priced items such as gourmet and premium meat products, which help it to account for more than 32% of the money spent on meat in the country. A difficult business climate has restricted overall value growth - the lowest of all channels - and value share development.

Convenience Stores attract 13.7% of consumer spending on meat, despite having a higher price tag. This is because consumers are increasingly willing to pay more for convenience. Cash & Carries allow consumers to buy in bulk and save money on everyday food products such as meat and frozen goods.

The report "Top Growth opportunities: Meat in Portugal", provides recommended actions and detailed analysis of how to target the best growth opportunities for meat producers and retailers. Readers can understand what categories, channels, companies, and consumers will drive the success of Meat markets in Portugal.

In particular, this report insight into:
- Key consumer demographic groups driving consumption within the Portugese market. Improve your consumer targeting by understand who’s driving the market, what they want, and why.
- A study of market value and volumes over 2011-2016 for Portugal, supplemented with category, brand and packaging analysis that shows the current state of the market, and how it will evolve over the 2016-2021 period.
- White space analysis, to pinpoint attractive spaces in the market and the key actions to take
- Insight into the implications behind the data, and analysis of how the consumer needs will evolve in the short-to-medium term future.
- Examples of international and Portugal-specific product innovation targeting key consumer needs.

Companies mentioned in this report: Iglo, Capitao Iglo, Roler, Nobre, Nomad Foods, Campicarn, Nutriaves, Avibom, Carne Alentejana, Lusiaves, Principe, Aoste Stickado, Asda, Taste Inc., Le Gaulois, Broceliande, Outlanddish, Kubdu Gourmet, Bigard,Goldhill Organics, Linnamae, Can Cook, Meat District Jerky Co., Pingo Doce, Recheio, Intermarche Super, SPAR, Continente Modelo, Continente Hipermercados, Jumbo (Auchan), Minipreco, Lidl, ALDI, Makro, Continente Bom Dia.


- Portugal will recover from decline to see strong growth, fueled by a recovering economy, and will present a strong opportunity as consumers have increased spending power
- Portugal's Meat market contracted in value terms in the five years to 2016, but is forecast to demonstrate strong growth in the five years to 2021.
- Ambient Meat, Chilled Raw Packaged Meat (Whole Cuts) and Cooked Meats (Counter) will see the fastest US$ value growth between 2016 and 2021.
- Food & Drinks Specialists and Convenience Stores together account for almost the same retail landscape value share as Hypermarkets and Supermarkets. Portuguese consumers seek not only value and choice, but convenience also.
- The top 10 meat brands in Portugal control over a fifth of market value. Private label brands are growing well in the Portuguese meat sector, although the dominance of the top brands in value terms means they are still somewhat marginal.

Reasons to buy

- This report brings together consumer analysis and market data to provide actionable insight into the behavior of Portugal's Meat consumers.
- This is based on the author's unique consumer data, developed from extensive consumption surveys and consumer group tracking, which quantifies the influence of 20 consumption motivations in the Meat sector.
- Category, brand, and packaging dynamics are also examined.
- This allows product and marketing strategies to be better aligned with the leading trends in the market.
Note: Product cover images may vary from those shown
2 of 4


  • ALDI
  • Broceliande
  • Continente Bom Dia
  • Intermarche Super
  • Linnamae
  • Nobre
  • MORE
1. Introducing a top growth market for meat
Top 10 global growth opportunities scores
Top global issues
Assessment against global strategic issues
Strategic issues map
Predicted future issues for the global meat sector
Portugal reward and risk assessment
Opportunity score - Portugal overview
Consumer meat spending trends - peer group comparisons
Political, Economic, Social, and Technological: Analysis
Enablers and inhibitors of growth
Portugal - rewards and opportunities for growth
Summary of the meat market in Portugal

2. Market insight - identifying the opportunities to move into
Market growth by category
Value growth of Portugal’s meat market
Volume growth of Portugal’s meat market
Level of premiumization by category
Category analysis - key drivers of change in meat

3. Retail and distribution insight - key channels and retailers driving growth
Meat retail channel share - Portugal
Key Retail Channel trends
Routes to market
Drivers of change in the Meat sector

4. Company and brand insight - the competitive landscape defined
Meat category fragmentation
Company and brand strength
Private label penetration
Brand share by leading supplier for total meat
International and domestic brand analysis
Company and brand strength summary

5. Consumer insight - who, what, when, where and why
Strategic issues map
Key consumer drivers implications for meat
Key consumers trends in Portugese meat
Consumer groups
Key Health & Wellness trends
Consumer trends summary

6. Product and packaging insights
Key Product Insights in meat
Trends and strategic issues - other notable product trends
Product & Packaging Insights - key product innovation case studies
Key product innovation case study: Taste Inc. - Ready to Eat Chargrilled Chicken Fillet
Key Packaging Insights
Trends and strategic issues - packaging material trends
Trends and strategic issues - packaging closure
Product launch key takeouts

7. White spaces and innovation opportunities - space to move into
Growth segments to target
Consumer spaces to target
Segment opportunities
Product launch key takeouts
Recommendations for new ways to enter the meat market in Portugal

8. Appendix and Definitions

List of Tables
Visualization of 10 countries growth opportunities
Visualization of 10 countries growth opportunities (continued)
Reward and risk assessment
Market value and split, 2011-2021
Winners and losers by category, value, 2016-2021
Volume growth by category, 2011-2021
Winners and losers by category, volume, 2016-2021
Key consumption volume shares by consumer group, 2016
Top value CAGR categories, 2011 - 2016

List of Figures
Map of top opportunity markets
Map of top global issues
Global issue web
Strategic issues map
Average consumer spend, peer group comparisons, 2011-2021
Market value and split, 2011-2021
Value growth by category, 2011-2016 and 2016-2021
Value market growth by category, 2011-2021
Volume market growth by category, 2011-2021
Value and volume growth by category, 2011-2021
Fragmentation by category, 2011-2016
Private label penetration and CAGR, 2011-2016
Cumulative value share by brand, 2016
Packaging materials volume share, 2016 & 2021
Packaging closure materials volume share, 2016 & 2021
Projected CAGR for top five categories by value, 2016-
Note: Product cover images may vary from those shown
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  • Iglo
  • Capitao Iglo
  • Roler
  • Nobre
  • Nomad Foods
  • Campicarn
  • Nutriaves
  • Avibom
  • Carne Alentejana
  • Lusiaves
  • Principe
  • Aoste Stickado
  • Asda
  • Taste Inc.
  • Le Gaulois
  • Broceliande
  • Outlanddish
  • Kubdu Gourmet
  • Bigard
  • Goldhill Organics
  • Linnamae
  • Can Cook
  • Meat District Jerky Co.
  • Pingo Doce
  • Recheio
  • Intermarche Super
  • SPAR
  • Continente Modelo
  • Continente Hipermercados
  • Jumbo (Auchan)
  • Minipreco
  • Lidl
  • ALDI
  • Makro
  • Continente Bom Dia
Note: Product cover images may vary from those shown
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Note: Product cover images may vary from those shown