Categories in laundry care such as automatic detergents and liquid fabric softeners have already reached maturity, and this will affect their volume growth over the forecast period. This will be compounded by stricter immigration rules that were imposed by the Portuguese Government in 2024.
Following a period of significant promotional activity aimed at mitigating high prices and competing with private labels, a deceleration is anticipated in the coming years. This trend is already evident in both the frequency and intensity of discounts.
Given the salience of energy efficiency and water conservation—driven by economic factors and sustainability concerns—manufacturers will continue investing in solutions to address these needs. Washing machines are anticipated to evolve in alignment with these objectives, and potential partnerships between detergent and washing machine manufacturers may emerge.
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Understand the latest market trends and future growth opportunities for the Laundry Care industry in Portugal with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Laundry Care industry in Portugal, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Laundry Care
This is the aggregation of laundry detergents, fabric softeners, carpet cleaners and laundry aids.
See all of our definitionsThis report originates from Passport, our Laundry Care research and analysis database.
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