Home Care in Portugal
Home care in 2024: The big picture
Table 1 Households 2019-2024
Table 2 Sales of Home Care by Category: Value 2019-2024
Table 3 Sales of Home Care by Category: % Value Growth 2019-2024
Table 4 NBO Company Shares of Home Care: % Value 2020-2024
Table 5 LBN Brand Shares of Home Care: % Value 2021-2024
Table 6 Penetration of Private Label in Home Care by Category: % Value 2019-2024
Table 7 Distribution of Home Care by Format: % Value 2019-2024
Table 8 Distribution of Home Care by Format and Category: % Value 2024
Table 9 Forecast Sales of Home Care by Category: Value 2024-2029
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2024-2029
Summary 1 Research Sources
Air Care in Portugal
Fragrances trend positively impacts air care in Portugal in 2024
Manufacturers invest in volume discount to discourage downtrading
Sustainability concerns drive new product development in air care
Category maturity will be offset to some extent by fragrance innovation
Retail channels will continue to drive growth
Sustainability concerns will boost new product development in the years ahead
Table 11 Sales of Air Care by Category: Value 2019-2024
Table 12 Sales of Air Care by Category: % Value Growth 2019-2024
Table 13 Sales of Air Care by Fragrance: Value Ranking 2022-2024
Table 14 NBO Company Shares of Air Care: % Value 2020-2024
Table 15 LBN Brand Shares of Air Care: % Value 2021-2024
Table 16 Forecast Sales of Air Care by Category: Value 2024-2029
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2024-2029
Bleach in Portugal
Bleach sees decline in 2024 as appeal amongst upcoming generations dwindles
Neoblanc innovates with new formats to maintain its leading position
Private labels consolidate share in 2024 thugs to ongoing price sensitivity
Category decline is set to continue over the forecast period
Neoblanc will engage in new product development in order to differentiate
Brand presence is expected to decline as shelf space becomes more constrained
Table 18 Sales of Bleach: Value 2019-2024
Table 19 Sales of Bleach: % Value Growth 2019-2024
Table 20 NBO Company Shares of Bleach: % Value 2020-2024
Table 21 LBN Brand Shares of Bleach: % Value 2021-2024
Table 22 Forecast Sales of Bleach: Value 2024-2029
Table 23 Forecast Sales of Bleach: % Value Growth 2024-2029
Dishwashing in Portugal
Increased home cooking boosts sales of hand dishwashing in 2024
Tablets drive growth of automatic dishwashing
Fairy and Finish continue to invest and innovate
Increased disposable incomes and machine dishwasher penetration set to boost the fortunes of dishwashing tablets
Ongoing premiumisation and rising incomes may positively impact current value sales in hand dishwashing
Water and energy-saving strategies will remain key innovation drivers
Table 24 Household Possession of Dishwashers 2019-2024
Table 25 Sales of Dishwashing by Category: Value 2019-2024
Table 26 Sales of Dishwashing by Category: % Value Growth 2019-2024
Table 27 NBO Company Shares of Dishwashing: % Value 2020-2024
Table 28 LBN Brand Shares of Dishwashing: % Value 2021-2024
Table 29 Forecast Sales of Dishwashing by Category: Value 2024-2029
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2024-2029
Home Insecticides in Portugal
Rising temperatures favour category as consumers look to deter mosquitos
Raid maintains its solid lead ahead of all other players in 2024
Natural, eco-friendly options tap into generalised health and wellness trend
Climate change is expected to maintain category sales in the coming years
Innovation will require high levels of investment from players
Home insecticides is expected to develop towards a more natural approach
Table 31 Sales of Home Insecticides by Category: Value 2019-2024
Table 32 Sales of Home Insecticides by Category: % Value Growth 2019-2024
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2019-2024
Table 34 NBO Company Shares of Home Insecticides: % Value 2020-2024
Table 35 LBN Brand Shares of Home Insecticides: % Value 2021-2024
Table 36 Forecast Sales of Home Insecticides by Category: Value 2024-2029
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2024-2029
Laundry Care in Portugal
Laundry care is now a highly mature category in Portugal
New technological developments offer cost-effectiveness and address sustainability concerns
Scent boosters continues to enjoy robust current value growth
Mixed fortunes expected for subcategories in laundry care over the forecast period
Innovation will remain key to category growth in the coming years
Alliances between detergents and machine wash manufacturers offer scope for growth
Table 38 Household Possession of Washing Machines 2019-2024
Table 39 Sales of Laundry Care by Category: Value 2019-2024
Table 40 Sales of Laundry Care by Category: % Value Growth 2019-2024
Table 41 Sales of Laundry Aids by Category: Value 2019-2024
Table 42 Sales of Laundry Aids by Category: % Value Growth 2019-2024
Table 43 Sales of Laundry Detergents by Category: Value 2019-2024
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2019-2024
Table 45 Sales of In-Wash Spot and Stain Removers by Type: % Value Breakdown 2019-2024
Table 46 NBO Company Shares of Laundry Care: % Value 2020-2024
Table 47 LBN Brand Shares of Laundry Care: % Value 2021-2024
Table 48 NBO Company Shares of Laundry Aids: % Value 2020-2024
Table 49 LBN Brand Shares of Laundry Aids: % Value 2021-2024
Table 50 NBO Company Shares of Laundry Detergents: % Value 2020-2024
Table 51 LBN Brand Shares of Laundry Detergents: % Value 2021-2024
Table 52 Forecast Sales of Laundry Care by Category: Value 2024-2029
Table 53 Forecast Sales of Laundry Care by Category: % Value Growth 2024-2029
Polishes in Portugal
Polishes faces ongoing decline in Portugal in 2024
Shoe polish is the best performing category, with Búfalo in pole position
Review period has seen rapid change of fortunes for Splendor
Polishes set to face continuous decline in the years ahead
Splendor will likely maintain its overall category lead
Traditional retailers will become ever less relevant for sales of polishes
Table 54 Sales of Polishes by Category: Value 2019-2024
Table 55 Sales of Polishes by Category: % Value Growth 2019-2024
Table 56 NBO Company Shares of Polishes: % Value 2020-2024
Table 57 LBN Brand Shares of Polishes: % Value 2021-2024
Table 58 Forecast Sales of Polishes by Category: Value 2024-2029
Table 59 Forecast Sales of Polishes by Category: % Value Growth 2024-2029
Surface Care in Portugal
Private label and promotional activity affect current value sales of surface care in 2024
Innovation continues apace as leading brands seek to differentiate
Swiffer wipes the floor with the competition in home care wipes
Surface care faces stagnation in the years ahead
Retailers and manufacturers alike will need to diversify in order to differentiate
Sustainability concerns are here to stay, but price will remain a key factor in purchasing decisions
Table 60 Sales of Surface Care by Category: Value 2019-2024
Table 61 Sales of Surface Care by Category: % Value Growth 2019-2024
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2019-2024
Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2019-2024
Table 64 NBO Company Shares of Surface Care: % Value 2020-2024
Table 65 LBN Brand Shares of Surface Care: % Value 2021-2024
Table 66 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2024
Table 67 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2021-2024
Table 68 Forecast Sales of Surface Care by Category: Value 2024-2029
Table 69 Forecast Sales of Surface Care by Category: % Value Growth 2024-2029
Toilet Care in Portugal
Some volume decline in a mature category in 2024
Ambipur enters toilet care with innovative fragrances
Liquid bathroom cleaners remain affected by the popularity of rim blocks
Maturity will continue to affect growth potential in the years ahead
Promotional activity and innovation will be key for category growth
Increasing emphasis on sustainability expected
Table 70 Sales of Toilet Care by Category: Value 2019-2024
Table 71 Sales of Toilet Care by Category: % Value Growth 2019-2024
Table 72 NBO Company Shares of Toilet Care: % Value 2020-2024
Table 73 LBN Brand Shares of Toilet Care: % Value 2021-2024
Table 74 Forecast Sales of Toilet Care by Category: Value 2024-2029
Table 75 Forecast Sales of Toilet Care by Category: % Value Growth 2024-2029