Table of Content

Home Care in Portugal
Euromonitor International
March 2022

List Of Contents And Tables

HOME CARE IN PORTUGAL
EXECUTIVE SUMMARY
Home care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for home care?
CHART 1 Home Care Value Sales Growth Scenarios: 2019-2026
CHART 2 Home Care Impact of Drivers on Value Sales: 2019-2026
MARKET INDICATORS
Table 1 Households 2016-2021
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2016-2021
Table 3 Sales of Home Care by Category: % Value Growth 2016-2021
Table 4 NBO Company Shares of Home Care: % Value 2017-2021
Table 5 LBN Brand Shares of Home Care: % Value 2018-2021
Table 6 Penetration of Private Label in Home Care by Category: % Value 2016-2021
Table 7 Distribution of Home Care by Format: % Value 2016-2021
Table 8 Distribution of Home Care by Format and Category: % Value 2021
Table 9 Forecast Sales of Home Care by Category: Value 2021-2026
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN PORTUGAL
KEY DATA FINDINGS
2021 DEVELOPMENTS
Liquid tablet detergents remain dependent on promotional activity due to high prices in 2021
Scent boosters gain popularity, while innovation remains important in 2021
More eco-friendly brands enter the competitive fray in 2021
PROSPECTS AND OPPORTUNITIES
Top players likely to remain constant, while investing in innovation during the forecast period
Rise in prices expected during the forecast period as input costs increase
Price sensitivity set to boost private label during the forecast period
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2016-2021
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2016-2021
Table 13 Sales of Laundry Care by Category: % Value Growth 2016-2021
Table 14 Sales of Laundry Aids by Category: Value 2016-2021
Table 15 Sales of Laundry Aids by Category: % Value Growth 2016-2021
Table 16 Sales of Laundry Detergents by Category: Value 2016-2021
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2016-2021
Table 18 NBO Company Shares of Laundry Care: % Value 2017-2021
Table 19 LBN Brand Shares of Laundry Care: % Value 2018-2021
Table 20 NBO Company Shares of Laundry Aids: % Value 2017-2021
Table 21 LBN Brand Shares of Laundry Aids: % Value 2018-2021
Table 22 NBO Company Shares of Laundry Detergents: % Value 2017-2021
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2018-2021
Table 24 Forecast Sales of Laundry Care by Category: Value 2021-2026
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2021-2026
DISHWASHING IN PORTUGAL
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sales slow as consumers are home less often during 2021
Automatic dishwashing benefits from rising penetration of dishwashers in 2021
More environmentally friendly products launch in 2021, due to rise in consumer interest
PROSPECTS AND OPPORTUNITIES
Lifestyle changes likely to lead to rise in sales growth during the forecast period
Rise in dishwasher penetration and use set to benefit sales during the forecast period
Promotional activity expected to continue over the forecast period
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2015-2020
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2016-2021
Table 28 Sales of Dishwashing by Category: % Value Growth 2016-2021
Table 29 NBO Company Shares of Dishwashing: % Value 2017-2021
Table 30 LBN Brand Shares of Dishwashing: % Value 2018-2021
Table 31 Forecast Sales of Dishwashing by Category: Value 2021-2026
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2021-2026
SURFACE CARE IN PORTUGAL
KEY DATA FINDINGS
2021 DEVELOPMENTS
Lower but positive sales growth in 2021, due to consumption patterns normalising
Restructuring and new product development attempt to create stronger brand awareness in 2021
Competitors negatively impacted in 2021 due to the waiving of disinfectant licenses
PROSPECTS AND OPPORTUNITIES
Sustainable surface care development set to accelerate during the forecast period
Demand for wipes likely to increase during the forecast period due to its convenience
Promotional activity and private label lines set to increase over the forecast period
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2016-2021
Table 34 Sales of Surface Care by Category: % Value Growth 2016-2021
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2016-2021
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2016-2021
Table 37 NBO Company Shares of Surface Care: % Value 2017-2021
Table 38 LBN Brand Shares of Surface Care: % Value 2018-2021
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2021
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2021
Table 41 Forecast Sales of Surface Care by Category: Value 2021-2026
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2021-2026
BLEACH IN PORTUGAL
KEY DATA FINDINGS
2021 DEVELOPMENTS
Demand for bleach declines as consumers purchasing habits normalise in 2021
Waiving of licences dilutes sales of leading brands during 2021
Neoblanc continues to lead in 2021 thanks to high consumer awareness
PROSPECTS AND OPPORTUNITIES
Consumers’ shift to more innovative products likely to lead to a decline in demand during the forecast period
Old fashioned perception of bleach set to reduce sales of bleach during the forecast period
Private label likely to benefit from rise in prices as it remains a basic product
CATEGORY DATA
Table 43 Sales of Bleach: Value 2016-2021
Table 44 Sales of Bleach: % Value Growth 2016-2021
Table 45 NBO Company Shares of Bleach: % Value 2017-2021
Table 46 LBN Brand Shares of Bleach: % Value 2018-2021
Table 47 Forecast Sales of Bleach: Value 2021-2026
Table 48 Forecast Sales of Bleach: % Value Growth 2021-2026
TOILET CARE IN PORTUGAL
KEY DATA FINDINGS
2021 DEVELOPMENTS
Despite restrictions, toilet care sales decline in 2021
Innovation in toilet care focus on sustainability during 2021
Promotional activity supports rim blocks’ popularity in 2021
PROSPECTS AND OPPORTUNITIES
Sales set to normalise during the forecast period as consumers return to pre-pandemic habits
Price increases expected to boost promotional activity during the forecast period
Brands set to remain more relevant than private label during the forecast period
CATEGORY DATA
Table 49 Sales of Toilet Care by Category: Value 2016-2021
Table 50 Sales of Toilet Care by Category: % Value Growth 2016-2021
Table 51 NBO Company Shares of Toilet Care: % Value 2017-2021
Table 52 LBN Brand Shares of Toilet Care: % Value 2018-2021
Table 53 Forecast Sales of Toilet Care by Category: Value 2021-2026
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2021-2026
POLISHES IN PORTUGAL
KEY DATA FINDINGS
2021 DEVELOPMENTS
Growing trend for modern flooring leads to decline in demand and sales in 2021
Consumers’ lifestyles are normalising, boosting demand for shoe polish in 2021
Distributor of B?falo changes and Splendor’s image is modernised during 2021
PROSPECTS AND OPPORTUNITIES
Demand for polishes likely to remain negative during the forecast period as consumers are more interested in convenience
Marou?o set to register higher sales growth in the forecast period, thanks to consolidation of its portfolio
Low penetration and sales unlikely to stimulate new brands competing during the forecast period
CATEGORY DATA
Table 55 Sales of Polishes by Category: Value 2016-2021
Table 56 Sales of Polishes by Category: % Value Growth 2016-2021
Table 57 NBO Company Shares of Polishes: % Value 2017-2021
Table 58 LBN Brand Shares of Polishes: % Value 2018-2021
Table 59 Forecast Sales of Polishes by Category: Value 2021-2026
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2021-2026
AIR CARE IN PORTUGAL
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sales recover in 2021 thanks to consumers returning to grocery retailers
More natural air care products registers dynamic sales, while electric air fresheners remain popular
Main brands launch new products during 2021
PROSPECTS AND OPPORTUNITIES
Air care to remain premium and prices set to rise during the forecast period
Liquid and candle air fresheners present growth opportunities during the forecast period
Wider availability of air care likely to boost sales during the forecast period
CATEGORY DATA
Table 61 Sales of Air Care by Category: Value 2016-2021
Table 62 Sales of Air Care by Category: % Value Growth 2016-2021
Table 63 NBO Company Shares of Air Care: % Value 2017-2021
Table 64 LBN Brand Shares of Air Care: % Value 2018-2021
Table 65 Forecast Sales of Air Care by Category: Value 2021-2026
Table 66 Forecast Sales of Air Care by Category: % Value Growth 2021-2026
HOME INSECTICIDES IN PORTUGAL
KEY DATA FINDINGS
2021 DEVELOPMENTS
Cold and dry summer leads to slower demand in 2021
Urbanisation benefits sales of home insecticides for crawling insects
Green brands perceived as ineffective, preventing uptake in 2021
PROSPECTS AND OPPORTUNITIES
Sluggish sales expected but electric insecticides likely to be more dynamic during the forecast period
Brands likely to withdraw during the forecast period, due to input price increases
Environmental agenda set to remain top of mind during the forecast period
CATEGORY DATA
Table 67 Sales of Home Insecticides by Category: Value 2016-2021
Table 68 Sales of Home Insecticides by Category: % Value Growth 2016-2021
Table 69 Sales of Spray/Aerosol Insecticides by Type: % Value 2016-2021
Table 70 NBO Company Shares of Home Insecticides: % Value 2017-2021
Table 71 LBN Brand Shares of Home Insecticides: % Value 2018-2021
Table 72 Forecast Sales of Home Insecticides by Category: Value 2021-2026
Table 73 Forecast Sales of Home Insecticides by Category: % Value Growth 2021-2026