PROSPECTS AND OPPORTUNITIES
Baby food expected to grow at a slower pace amid demographic and economic headwinds
Sales of baby food are expected to rise over the forecast period, although growth is projected to be slower than during the historical review period. The declining birth rate in Portugal is one of the main structural challenges limiting volume growth, with fewer new consumers entering the category each year.
Health and naturalness will remain key purchase drivers
Consumer focus on health and balanced nutrition is expected to continue shaping baby food demand in the coming years. Parents are increasingly attentive to ingredient quality and digestive health, seeking products perceived as natural, organic, and minimally processed.
Government support measures to encourage healthier consumption
Policy initiatives implemented from 2025 are expected to create a more favourable environment for families purchasing baby food. Chief among these is the reduction of VAT on baby food and porridge to 6%, a measure aimed at improving affordability and access to essential nutrition.
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Overview:
Understand the latest market trends and future growth opportunities for the Baby Food 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.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Baby Food 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.
The Baby Food in Portugal report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Baby Food in Portugal?
- Which are the leading brands in Baby Food in Portugal?
- How are products distributed in Baby Food in Portugal?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Baby Food?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Portugal?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Baby Food in Portugal - Category analysis
KEY DATA FINDINGS
Innovation and VAT reduction support steady growth in baby food
Nestlé retains leadership as private label and niche players gain ground
Supermarkets remain dominant as e-commerce gains traction
Baby food expected to grow at a slower pace amid demographic and economic headwinds
Health and naturalness will remain key purchase drivers
Government support measures to encourage healthier consumption
Dairy Products and Alternatives in Portugal - Industry Overview
Dairy products and alternatives in 2025: The big picture
Key trends in 2025
Competitive Landscape
Channel developments
What next for dairy products and alternatives?
DISCLAIMER
The following categories and subcategories are included:
Baby Food
- Dried Baby Food
- Prepared Baby Food
- Other Baby Food
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- Liquid Standard Milk Formula
- Powder Standard Milk Formula
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- Liquid Follow-on Milk Formula
- Powder Follow-on Milk Formula
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- Liquid Growing-Up Milk Formula
- Powder Growing-Up Milk Formula
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- Liquid Special Baby Milk Formula
- Powder Special Baby Milk Formula
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Baby Food
This is the aggregation of milk formula, prepared, dried and other baby food.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Baby Food research and analysis database.
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