After a very positive review period boosted by heightened demand during the pandemic years, surface care is expected to tend towards value stabilisation over the forecast period. Despite expected continuous premiumisation and manufacturers' investment in innovation to drive value, ongoing consumer rationalisation in the face of persistent economic challenges is set to continue to dampen sales in both volume and value terms in less differentiated categories in 2024.
Despite still being a niche segment in the country, surface care products with a more environmentally friendly image are set to grow in popularity, as concerns for sustainability become increasingly mainstream. An expansion in the green product offer, declining average prices (reducing the gap between eco-friendly and standard products) and the possible entry of new brands are set to boost growth.
The strength of the discounters channel in some categories of surface cleaners is set to continue to constrain value growth in the forecast period, with many consumers continuing to be drawn to the private label segment. The growth of Mercadona as it pursues its expansion plan is set to provide particularly notable support for the further development of the private label segment across surface care.
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Understand the latest market trends and future growth opportunities for the Surface 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 Surface 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.
Surface Care
This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and wipes.
See All of Our DefinitionsThis report originates from Passport, our Surface Care research and analysis database.
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