Summary

With the opening of the economy in 2022 following the outbreak of COVID-19, there was a natural shift to out-of-home consumption. The lifting of restrictions saw many consumers return to face-to-face work, putting downward pressure on the sale of products in grocery retailers, with less food consumed in the household. The war in Ukraine, the ensuing problems of grain supply and the energy crisis drove price rises in 2022, boosting retail value sales. Consequently, consumers reduced consumption,...

Euromonitor International's Retail in Portugal report offers insight into key trends and developments driving the industry. The report examines all retail channels to provide sector insight. Channels include hypermarkets, supermarkets, discounters, convenience stores, mixed retailers, health and beauty retailers, clothing and footwear retailers, furniture and furnishing stores, DIY and hardware stores, durable goods retailers, leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of non-store retailing: vending; homeshopping; internet retailing; direct selling, as available.

Product coverage: Retail E-Commerce, Retail Offline.

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

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* Get a detailed picture of the Retail market;
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* Use five-year forecasts to assess how the market is predicted to develop.

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Table of Contents

Retail in Portugal
Euromonitor International
April 2023

List Of Contents And Tables

RETAIL IN PORTUGAL
EXECUTIVE SUMMARY
Retail in 2022: The big picture
How inflation is impacting the market
Omnichannel, Q-commerce and innovation strategies
What next for retail?
OPERATING ENVIRONMENT
Informal retail
Opening hours for physical retail
Summary 1 Standard Opening Hours by Channel Type 2022
Seasonality
Christmas
Back to School
Easter
MARKET DATA
Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2017-2022
Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2017-2022
Table 3 Sales in Retail Offline by Channel: Value 2017-2022
Table 4 Sales in Retail Offline by Channel: % Value Growth 2017-2022
Table 5 Retail Offline Outlets by Channel: Units 2017-2022
Table 6 Retail Offline Outlets by Channel: % Unit Growth 2017-2022
Table 7 Sales in Retail E-Commerce by Product: Value 2017-2022
Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2017-2022
Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 11 Sales in Grocery Retailers by Channel: Value 2017-2022
Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2017-2022
Table 13 Grocery Retailers Outlets by Channel: Units 2017-2022
Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 17 Sales in Non-Grocery Retailers by Channel: Value 2017-2022
Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2017-2022
Table 19 Non-Grocery Retailers Outlets by Channel: Units 2017-2022
Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
Table 21 Retail GBO Company Shares: % Value 2018-2022
Table 22 Retail GBN Brand Shares: % Value 2019-2022
Table 23 Retail Offline GBO Company Shares: % Value 2018-2022
Table 24 Retail Offline GBN Brand Shares: % Value 2019-2022
Table 25 Retail Offline LBN Brand Shares: Outlets 2019-2022
Table 26 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 27 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 28 Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 29 Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 30 Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2022-2027
Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2022-2027
Table 36 Forecast Sales in Retail Offline by Channel: Value 2022-2027
Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2022-2027
Table 38 Forecast Retail Offline Outlets by Channel: Units 2022-2027
Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2022-2027
Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2022-2027
Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2022-2027
Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2022-2027
Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2022-2027
Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2022-2027
Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027
Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2022-2027
Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2022-2027
Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2022-2027
Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027
DISCLAIMER
SOURCES
Summary 2 Research Sources
CONVENIENCE RETAILERS IN PORTUGAL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Convenience retailers continue to expand, despite challenges
Forecourt retailers upgrade stores to enhance the consumer experience
Retailers focus on the consumer experience with added-value 
PROSPECTS AND OPPORTUNITIES
Convenience retailers benefit from close proximity to consumers
Economic instability impacts convenience retailers over the forecast period
Mobility is a growing challenge for forecourt retailers
CHANNEL DATA
Table 54 Convenience Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 55 Convenience Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 56 Sales in Convenience Retailers by Channel: Value 2017-2022
Table 57 Sales in Convenience Retailers by Channel: % Value Growth 2017-2022
Table 58 Convenience Retailers GBO Company Shares: % Value 2018-2022
Table 59 Convenience Retailers GBN Brand Shares: % Value 2019-2022
Table 60 Convenience Retailers LBN Brand Shares: Outlets 2019-2022
Table 61 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 62 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 63 Forecast Sales in Convenience Retailers by Channel: Value 2022-2027
Table 64 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2022-2027
DISCOUNTERS IN PORTUGAL
KEY DATA FINDINGS
2022 DEVELOPMENTS
The economic landscape favours discounters, as consumers become price-sensitive 
Stores modernisation and expansion boost the growth of Lidl and Aldi in 2022
Dia Group reduces the number of its stores in the country
PROSPECTS AND OPPORTUNITIES
Discounters benefit from a positive perception in the country 
Lidl and Aldi focus on their expansion strategies over the coming years
Dia continues to change and adapt its business strategy to meet consumer trends
CHANNEL DATA
Table 96 Discounters: Value Sales, Outlets and Selling Space 2017-2022
Table 97 Discounters: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 98 Discounters GBO Company Shares: % Value 2018-2022
Table 99 Discounters GBN Brand Shares: % Value 2019-2022
Table 100 Discounters LBN Brand Shares: Outlets 2019-2022
Table 101 Discounters Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 102 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
HYPERMARKETS IN PORTUGAL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Positive results for hypermarkets despite a growing preference for smaller stores
Circular economy rises as retailers launch eco-friendly initiatives
Modelo Continente Hipermercados SA conquers share
PROSPECTS AND OPPORTUNITIES
Hypermarkets lose share as consumers return to pre-pandemic purchasing habits
Hypermarkets focus on innovation to enhance the consumer experience
Low space for hypermarkets to focus on outlets expansion
CHANNEL DATA
Table 65 Hypermarkets: Value Sales, Outlets and Selling Space 2017-2022
Table 66 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 67 Hypermarkets GBO Company Shares: % Value 2018-2022
Table 68 Hypermarkets GBN Brand Shares: % Value 2019-2022
Table 69 Hypermarkets LBN Brand Shares: Outlets 2019-2022
Table 70 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 71 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
SUPERMARKETS IN PORTUGAL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Supermarkets win share in 2022, benefiting from national coverage
Intermarché launches a price comparison advertising campaign
Mercadona enhances its position with strong expansion in the country
PROSPECTS AND OPPORTUNITIES
Fierce competitive landscape anticipated over the coming years
New government tax on larger profits
Mercadona is set to expand its share across the coming years
CHANNEL DATA
Table 72 Supermarkets: Value Sales, Outlets and Selling Space 2017-2022
Table 73 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 74 Supermarkets GBO Company Shares: % Value 2018-2022
Table 75 Supermarkets GBN Brand Shares: % Value 2019-2022
Table 76 Supermarkets LBN Brand Shares: Outlets 2019-2022
Table 77 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 78 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
SMALL LOCAL GROCERS IN PORTUGAL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Small local grocers continue to lose sales following a boost during COVID-19
Rising performance of health food stores as the interest in wellness continues
Go Natural implements changes to expand its healthy offerings
PROSPECTS AND OPPORTUNITIES
Price point acts as an ongoing challenge for small local grocers
Health food stores drive sales, and consumers search for international offerings
Number of outlets is set to fall as players join larger distribution chains
CHANNEL DATA
Table 103 Small Local Grocers: Value Sales, Outlets and Selling Space 2017-2022
Table 104 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 105 Small Local Grocers GBO Company Shares: % Value 2018-2022
Table 106 Small Local Grocers GBN Brand Shares: % Value 2019-2022
Table 107 Small Local Grocers LBN Brand Shares: Outlets 2019-2022
Table 108 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 109 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
APPAREL AND FOOTWEAR SPECIALISTS IN PORTUGAL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Returning tourists boost growth for apparel and footwear specialists
Inflation impacts consumers choices, boosting demand for basic collections
Itx Portugal - Confecções SA retains its lead in the highly competitive landscape
PROSPECTS AND OPPORTUNITIES
Apparel and footwear set to rise, but the pace will remain slow
Economic instability favours low-cost labels as discounting increases
The omnichannel approach will drive business strategies forward
CHANNEL DATA
Table 110 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 111 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 112 Apparel and Footwear Specialists GBO Company Shares: % Value 2018-2022
Table 113 Apparel and Footwear Specialists GBN Brand Shares: % Value 2019-2022
Table 114 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2019-2022
Table 115 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 116 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
APPLIANCES AND ELECTRONICS SPECIALISTS IN PORTUGAL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Appliances and electronics specialists record low level growth in 2022
The war in Ukraine impacts appliances and electronic specialists
Worten continues leading the landscape, launching engaging consumer campaigns
PROSPECTS AND OPPORTUNITIES
Flat rate growth set for the forecast period as e-commerce rises
Engaging in-store experiences and sustainability are growing trends
Omnichannel at the centre of companies’ business strategies
CHANNEL DATA
Table 117 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 118 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 119 Appliances and Electronics Specialists GBO Company Shares: % Value 2018-2022
Table 120 Appliances and Electronics Specialists GBN Brand Shares: % Value 2019-2022
Table 121 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2019-2022
Table 122 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 123 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
HEALTH AND BEAUTY SPECIALISTS IN PORTUGAL
KEY DATA FINDINGS
2022 DEVELOPMENTS
As restrictions are lifted, health and beauty records a double-digit increase
Store concepts evolve, focusing on engaging and interactive elements
Danish player Normal opens its first store in Portugal
PROSPECTS AND OPPORTUNITIES
Health and beauty specialists to see positive results over the forecast period
Despite the rising competition from e-commerce, outlet numbers rise
In-store technology and innovations set to increase over the forecast period
CHANNEL DATA
Table 79 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 80 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 81 Sales in Health and Beauty Specialists by Channel: Value 2017-2022
Table 82 Sales in Health and Beauty Specialists by Channel: % Value Growth 2017-2022
Table 83 Health and Beauty Specialists GBO Company Shares: % Value 2018-2022
Table 84 Health and Beauty Specialists GBN Brand Shares: % Value 2019-2022
Table 85 Health and Beauty Specialists LBN Brand Shares: Outlets 2019-2022
Table 86 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 87 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 88 Forecast Sales in Health and Beauty Specialists by Channel: Value 2022-2027
Table 89 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2022-2027
HOME PRODUCTS SPECIALISTS IN PORTUGAL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Double-digit sales increase as consumers focus on home improvements
Rising costs challenge retailers, as Ikea turns out the lights
Competition is on the rise as players focus on omnichannel strategies 
PROSPECTS AND OPPORTUNITIES
Low-paced growth as home product specialists are challenged by price-sensitivity
Challenging competitive environment as players invest in store modernisations
Rising interest in sustainability, shapes product launches and concepts
CHANNEL DATA
Table 124 Home Products Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 125 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 126 Sales in Home Products Specialists by Channel: Value 2017-2022
Table 127 Sales in Home Products Specialists by Channel: % Value Growth 2017-2022
Table 128 Home Products Specialists GBO Company Shares: % Value 2018-2022
Table 129 Home Products Specialists GBN Brand Shares: % Value 2019-2022
Table 130 Home Products Specialists LBN Brand Shares: Outlets 2019-2022
Table 131 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 132 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 133 Forecast Sales in Home Products Specialists by Channel: Value 2022-2027
Table 134 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2022-2027
GENERAL MERCHANDISE STORES IN PORTUGAL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Sales rise in 2022, with variety stores benefiting from lower prices
Rising costs for variety stores as raw materials and shipping costs increase
Flying Tiger continues to expand, with a positive reputation aiding growth
PROSPECTS AND OPPORTUNITIES
Low-cost Chinese stores will continue to dominate the variety channel
El Corte Inglés expands to Boavista, set to grow over the forecast period
Luxury offerings as a way to differentiate from competitors
CHANNEL DATA
Table 161 General Merchandise Stores: Value Sales, Outlets and Selling Space 2017-2022
Table 162 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 163 Sales in General Merchandise Stores by Channel: Value 2017-2022
Table 164 Sales in General Merchandise Stores by Channel: % Value Growth 2017-2022
Table 165 General Merchandise Stores GBO Company Shares: % Value 2018-2022
Table 166 General Merchandise Stores GBN Brand Shares: % Value 2019-2022
Table 167 General Merchandise Stores LBN Brand Shares: Outlets 2019-2022
Table 168 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 169 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 170 Forecast Sales in General Merchandise Stores by Channel: Value 2022-2027
Table 171 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2022-2027
DIRECT SELLING IN PORTUGAL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Direct selling records a flat performance, challenged by rising prices
Beauty and personal care drive the bulk of sales on the landscape
Vorwerk maintains its lead; however, the player loses steam 
PROSPECTS AND OPPORTUNITIES
A small increase in sellers is anticipated over the early forecast period
Hybrid business platforms are on the rise, increasing reach to a wider audience
Innovations in the beauty and personal care landscape see it perform well
CHANNEL DATA
Table 90 Direct Selling by Product: Value 2017-2022
Table 91 Direct Selling by Product: % Value Growth 2017-2022
Table 92 Direct Selling GBO Company Shares: % Value 2018-2022
Table 93 Direct Selling GBN Brand Shares: % Value 2019-2022
Table 94 Direct Selling Forecasts by Product: Value 2022-2027
Table 95 Direct Selling Forecasts by Product: % Value Growth 2022-2027
VENDING IN PORTUGAL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Tobacco remains the top performer, benefiting from the opening of the on-trade
Cotton candy vending machines are launched onto the landscape
Delta expands “My Break by Delta Cafés”, offering various goods to consumers
PROSPECTS AND OPPORTUNITIES
Vending set to record a flat performance as smoking prevalence declines
Micro-store and corner stores set to make an impact
Innovation in payment formats across the forecast period
CHANNEL DATA
Table 135 Vending by Product: Value 2017-2022
Table 136 Vending by Product: % Value Growth 2017-2022
Table 137 Vending GBO Company Shares: % Value 2018-2022
Table 138 Vending GBN Brand Shares: % Value 2019-2022
Table 139 Vending Forecasts by Product: Value 2022-2027
Table 140 Vending Forecasts by Product: % Value Growth 2022-2027
RETAIL E-COMMERCE IN PORTUGAL
KEY DATA FINDINGS
2022 DEVELOPMENTS
Retail e-commerce growth rate slows in 2022
Food and drinks e-commerce rises, as new players emerge
The fierce competitive environment leads Q-commerce players to gain ground
PROSPECTS AND OPPORTUNITIES
Retail e-commerce is set to grow over the coming years
Q-commerce, sustainability and social commerce are on the rise
Marketplaces are set to boost growth over the forecast period
CHANNEL DATA
Table 141 Retail E-Commerce by Channel: Value 2017-2022
Table 142 Retail E-Commerce by Channel: % Value Growth 2017-2022
Table 143 Retail E-Commerce by Product: Value 2017-2022
Table 144 Retail E-Commerce by Product: % Value Growth 2017-2022
Table 145 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 146 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 147 Forecast Retail E-Commerce by Channel: Value 2022-2027
Table 148 Forecast Retail E-Commerce by Channel: % Value Growth 2022-2027
Table 149 Forecast Retail E-Commerce by Product: Value 2022-2027
Table 150 Forecast Retail E-Commerce by Product: % Value Growth 2022-2027
Table 151 Retail E-Commerce by Channel: Value 2017-2022
Table 152 Retail E-Commerce by Channel: % Value Growth 2017-2022
Table 153 Retail E-Commerce by Product: Value 2017-2022
Table 154 Retail E-Commerce by Product: % Value Growth 2017-2022
Table 155 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 156 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 157 Forecast Retail E-Commerce by Channel: Value 2022-2027
Table 158 Forecast Retail E-Commerce by Channel: % Value Growth 2022-2027
Table 159 Forecast Retail E-Commerce by Product: Value 2022-2027
Table 160 Forecast Retail E-Commerce by Product: % Value Growth 2022-2027