PROSPECTS AND OPPORTUNITIES
Steady value growth expected despite shifting consumption habits
Sales of drinking milk products are expected to rise over the forecast period, supported by a modest increase in value terms. Fresh milk is projected to remain the main contributor to this growth, even as overall consumption patterns continue to evolve.
Health-oriented innovation presents strong growth opportunities
The rising demand for functional and health-focused dairy products continues to present opportunities for innovation and portfolio expansion. Products enriched with protein are increasingly popular among health-conscious consumers, and this segment is expected to expand further in the coming years.
Sustainability efforts and certifications support brand differentiation
Sustainability is becoming an increasingly important area of focus for Portuguese dairy producers, with companies investing in environmentally responsible practices across the value chain. Lactogal, for instance, has launched several initiatives aimed at reducing its environmental footprint, including transitioning its sales fleet to fully electric vehicles by the end of 2025, reducing plastic use in packaging, and lowering water consumption per litre of milk produced.
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Overview:
Understand the latest market trends and future growth opportunities for the Drinking Milk Products 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 Drinking Milk Products 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 Drinking Milk Products 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 Drinking Milk Products in Portugal?
- Which are the leading brands in Drinking Milk Products in Portugal?
- How are products distributed in Drinking Milk Products 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 Drinking Milk Products?
- 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?
Drinking Milk Products in Portugal - Category analysis
KEY DATA FINDINGS
Slower value growth as consumers shift away from cow’s milk
Lactogal leads the market while Lidl and regional producers show dynamism
Supermarkets dominate, while discounters gain traction through pricing
Steady value growth expected despite shifting consumption habits
Health-oriented innovation presents strong growth opportunities
Sustainability efforts and certifications support brand differentiation
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:
Drinking Milk Products
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- Dairy Only Flavoured Milk Drinks
- Flavoured Milk Drinks with Fruit Juice
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- Fat-free Fresh Milk
- Semi Skimmed Fresh Milk
- Full Fat Fresh Milk
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- Fat-free Shelf Stable Milk
- Semi Skimmed Shelf Stable Milk
- Full Fat Shelf Stable Milk
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- Goat Milk
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- Powder Milk
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- Soy Drinks
- Other Milk Alternatives
Drinking Milk Products
This is the aggregation of flavoured milk drinks, milk and powder milk. Note: Plant-based drinking milk products should be excluded from this category and tracked under plant-based milk. Except for plant-based powder milk that should be tracked within the core dairy category of powder milk.
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 Drinking Milk Products research and analysis database.
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