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Task Simplification of Multifunctional Home Care Driven by Convenience Demand
Home care in Portugal experienced a slowdown in 2025, with a 3% value growth rate, driven by economic pressures and private label growth. Despite this, laundry care remained the largest category, driven by the high penetration of washing machines and premium offerings. The industry is expected to continue growing at a current value CAGR of 2% to reach EUR886 million by 2030. To succeed, brands should focus on sustainability, multifunctionality, and premiumisation, while adapting to changing consumer demands and shopping habits.
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Overview:
Understand the latest market trends and future growth opportunities for the Home 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Air Care
- Bleach
- Dishwashing
- Home Insecticides
- Laundry Care
- Polishes
- Surface Care
- Toilet Care
If you're in the Home 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.
The Home Care 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 Home Care in Portugal?
- Which are the leading brands in Home Care in Portugal?
- How are products distributed in Home Care in Portugal?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Home Care in Portugal
Task Simplification of Multifunctional Home Care Driven by Convenience Demand
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Task Simplification of Multifunctional Home Care Driven by Convenience Demand
Chart 2 Cif Infinite Clean Launches New Format and Formula
Mood-Boosting Ingredients Gain Momentum across Many Home Care Categories
Chart 3 Ajax Launches Mood-Boosting References in Standard Floor Cleaners
Sustainability Trend Drives Format Innovation
Chart 4 Harpic Hygienic & Fresh Stick Disk Without Cage or Applicator
Chart 5 Value Sales of Home Care 2020-2030
Chart 6 Volume Sales of Home Care 2020-2030
Chart 7 Value Sales of Home Care by Category 2025
Scent Sophistication and Value-Driven Innovation to Drive Future Home Care Sales
Sustainability and Regulatory Compliance to Shape Future Development
Chart 8 Analyst Insight for Home Care
Private Label to Gain Traction Amidst Industry Slowdown
Chart 9 Forecast Value Sales of Home Care 2020-2030
Chart 10 Forecast Value Sales of Home Care by Category 2025-2030
Unilever and Reckitt Benckiser Maintain Lead through Innovation
Chart 11 Company Shares of Home Care 2025
Chart 12 Brand Shares of Home Care 2025
Supermarkets Dominate Sales through Convenience and Promotions
Retail E-Commerce Grows Slowly as Consumers Prioritise In-Store Shopping
Chart 13 Retail Channels for Home Care 2020-2025
Chart 14 Economic Context for Home Care
Chart 15 Real Gdp Growth 2020-2030
Chart 16 Inflation 2020-2030
Chart 17 Consumer Context for Home Care
Chart 18 Population 2020-2030
Chart 19 Consumer Expenditure 2020-2030
Chart 20 Population by Generation 2025
Air Care in Portugal
Key Data Insights
Rising Demand for More Sophisticated Air Care with Mood-Boosting Ingredients
Chart 21 Key Industry Trends for Air Care
Rising Demand for More Sophisticated Air Care with Mood-Boosting Ingredients
Chart 22 New Air Wick Range Offers Three Different Scents
Sustainability Efforts Lead to Eco-Friendly Packaging and Formulations
Chart 23 Air wick Highlights 100% Natural Propellant Gas on Packaging
Private Label Gains Share with Improved Quality and Fragrance
Chart 24 Value Sales of Air Care 2020-2030
Chart 25 Volume Sales of Air Care 2020-2030
Chart 26 Value Sales of Air Care by Category 2025
Sustainability to Drive Further Innovation and Growth
Sophistication and Home Décor Trends to Support Various Formats
Chart 27 Analyst Insight for Air Care
Promotional Activity and the Drive for Premiumisation
Chart 28 Forecast Value Sales of Air Care 2020-2030
Chart 29 Forecast Value Sales of Air Care by Category 2025-2030
Leading Players Maintain Dominance through Innovation and Promotions
Chart 30 Company Shares of Air Care 2025
Chart 31 Brand Shares of Air Care 2025
Supermarkets Dominate Air Care Sales with Strong National Presence
Retail E-Commerce Offers Convenience and Variety to Consumers
Chart 32 Retail Channels for Air Care 2020-2025
Chart 33 Economic Context for Air Care
Chart 34 Real Gdp Growth 2020-2030
Chart 35 Inflation 2020-2030
Chart 36 Consumer Context for Air Care
Chart 37 Population 2020-2030
Chart 38 Consumer Expenditure 2020-2030
Chart 39 Population by Generation 2025
Bleach in Portugal
Key Data Insights
Loyal Consumers Drive Value Growth Despite Volume Decline
Chart 40 Key Industry Trends for Bleach
Loyal Consumers Drive Value Growth Despite Volume Decline
Chart 41 Neoblanc launched a improved formula for laundry and house cleaning with a new fragrance
Neoblanc Drives Innovation with Multifunctional Bleach Products
Chart 42 Value Sales of Bleach 2020-2030
Chart 43 Volume Sales of Bleach 2020-2030
Decline in Bleach Sales to Continue as Alternatives Gain Traction
Neoblanc to Maintain Lead with Innovation and Specialisation
Neoblanc Leads with Strong Distribution and Innovation
Chart 44 Company Shares of Bleach 2025
Chart 45 Brand Shares of Bleach 2025
Supermarkets Leads Bleach Sales with Continuous Growth
Chart 46 Retail Channels for Bleach 2020-2025
Chart 47 Economic Context for Bleach
Chart 48 Real Gdp Growth 2020-2030
Chart 49 Inflation 2020-2030
Chart 50 Consumer Context for Bleach
Chart 51 Population 2020-2030
Chart 52 Consumer Expenditure 2020-2030
Chart 53 Population by Generation 2025
Dishwashing in Portugal
Key Data Insights
Affordable Bulk and Home Dining Trends Drive Dishwashing Sales
Chart 54 Key Industry Trends for Dishwashing
Affordable Bulk and Home Dining Trends Drive Dishwashing Sales
Chart 55 New Larger Fairy Hand Dishwashing Format
A Focus on Short Cycle Innovation and Resource Efficiency
Chart 56 Fairy Platimum Plus Focuses on Efficient Short Cycles
Sustainability and Environmental Claims
Chart 57 Value Sales of Dishwashing 2020-2030
Chart 58 Volume Sales of Dishwashing 2020-2030
Chart 59 Value Sales of Dishwashing by Category 2025
Urbanisation and Convenience to Drive Future Growth
Greater Focus on Sustainable Dishwashing Options Amid Demand for More Efficient Processes
Chart 60 Analyst Insight for Dishwashing
Evolving Competitive Dynamics and Retail Shifts
Chart 61 Forecast Value Sales of Dishwashing 2020-2030
Chart 62 Forecast Value Sales of Dishwashing by Category 2025-2030
Procter & Gamble and Reckitt Benckiser Maintain Dominance
Chart 63 Company Shares of Dishwashing 2025
Chart 64 Brand Shares of Dishwashing 2025
Supermarkets Drive Dishwashing Sales with Wide Coverage
Retail E-Commerce Struggles to Gain Traction Despite Convenience
Chart 65 Retail Channels of Dishwashing 2020-2025
Chart 66 Economic Context for Dishwashing
Chart 67 Real Gdp Growth 2020-2030
Chart 68 Inflation 2020-2030
Chart 69 Consumer Context for Dishwashing
Chart 70 Population 2020-2030
Chart 71 Consumer Expenditure 2020-2030
Chart 72 Population by Generation 2025
Home Insecticides in Portugal
Key Data Insights
Stable Performance, with Consumers Favouring Both Convenience and More Sophisticated Solutions
Chart 73 Key Industry Trends of Home Insecticides
Stable Performance, with Consumers Favouring Both Convenience and More Sophisticated Solutions
Raid Drives Innovation within Electric Insecticides with Led Trap
Chart 74 Raid Essentials Launches LED Trap
Urbanisation and Climate Change Fuel Demand for Effective Solutions
Chart 75 Value Sales of Home Insecticides 2020-2030
Chart 76 Volume Sales of Home Insecticides 2020-2030
Chart 77 Value Sales of Home Insecticides by Category 2025
Consumers to Prioritise Natural and Sustainable Pest Control Solutions
Electric Insecticides Offers Further Growth Potential
Chart 78 Analyst Insight for Home Insecticides
Emerging Pest Risks Will Require Adaptation by Players
Chart 79 Forecast Value Sales of Home Insecticides 2020-2030
Chart 80 Forecast Value Sales of Home Insecticides by Category 2025-2030
Leading Players Maintain Dominance through Innovation
Chart 81 Company Shares of Home Insecticides 2025
Chart 82 Brand Shares of Home Insecticides 2025
Supermarkets Drives Distribution of Home Insecticides through Convenience and Variety
Chart 83 Retail Channels for Home Insecticides 2020-2025
Chart 84 Economic Context for Home Insecticides
Chart 85 Real Gdp Growth 2020-2030
Chart 86 Inflation 2020-2030
Chart 87 Consumer Context for Home Insecticides
Chart 88 Population 2020-2030
Chart 89 Consumer Expenditure 2020-2030
Chart 90 Population by Generation 2025
Laundry Care in Portugal
Key Data Insights
Promotional Intensity and Brand Loyalty Drives Laundry Care Growth
Chart 91 Key Industry Trends for Laundry Care
Promotional Intensity and Brand Loyalty Drives Laundry Care Growth
Chart 92 Unilever Continues Promotional Strategy of Bundle Packs
Mood-Boosting Ingredients Drive Premiumisation and Value Growth
Chart 93 Bluesun Launches A+ in Fabric Softeners and Scent Boosters
Short Cycle Innovation and Eco-Conscious Trends
Chart 94 Value Sales of Laundry Care 2020-2030
Chart 95 Volume Sales of Laundry Care 2020-2030
Chart 96 Value Sales of Laundry Care by Category 2025
Premiumisation and Scent Innovation to Remain Drivers of Value Growth
Sustainable Innovation and Regulatory Compliance to Reshape Future of Laundry Care
Chart 97 Analyst Insight for Laundry Care
Digital Strategies, Partnerships and Retail Consolidation
Chart 98 Forecast Value Sales of Laundry Care 2020-2030
Chart 99 Forecast Value Sales of Laundry Care by Category 2025-2030
Unilever and Reckitt Benckiser Maintain Dominance
Chart 100 Company Shares of Laundry Care 2025
Chart 101 Brand Shares of Laundry Care 2025
Supermarkets Drive Laundry Care Sales with Strong Presence
Self-Service Laundries Emerge as Fast-Growing Alternative Channel
Retail E-Commerce Growth Constrained by Practical Limitations
Chart 102 Retail Channels for Laundry Care 2020-2025
Chart 103 Economic Context for Laundry Care
Chart 104 Real Gdp Growth 2020-2030
Chart 105 Inflation 2020-2030
Chart 106 Consumer Context for Laundry Care
Chart 107 Population 2020-2030
Chart 108 Consumer Expenditure 2020-2030
Chart 109 Population by Generation 2025
Polishes in Portugal
Key Data Insights
Evolving Lifestyles and Material Shifts Influence Polish Demand
Chart 110 Key Indutry Trends for Polishes
Evolving Lifestyles and Material Shifts Influence Polish Demand
Chart 111 Pronto Multisurface Sunshine Day Aims to Compete with Surface Care
Main Brands Innovate with Multifunctionality and Sustainability
Chart 112 Value Sales of Polishes 2020-2030
Chart 113 Volume Sales of Polishes 2020-2030
Chart 114 Value Sales of Polishes by Category 2025
Main Brands Face Decline Due to Shifting Lifestyles
Shoe Polish to Demonstrate Resilience Amidst Decline
Chart 115 Forecast Value Sales of Polishes 2020-2030
Chart 116 Forecast Value Sales of Polishes by Category 2025-2030
F Lima Sa Maintains Lead as Polishes Remains Concentrated
Chart 117 Company Shares of Polishes 2025
Chart 118 Brand Shares of Polishes 2025
Supermarkets Dominates Distribution with Stable Share
Retail E-Commerce Gains Traction Slowly with Convenience
Chart 119 Retail Channels of Polishes 2020-2025
Chart 120 Economic Context for Polishes
Chart 121 Real Gdp Growth 2020-2030
Chart 122 Inflation 2020-2030
Chart 123 Consumer Context for Polishes
Chart 124 Population 2020-2030
Chart 125 Consumer Expenditure 2020-2030
Chart 126 Population by Generation 2025
Surface Care in Portugal
Key Data Insights
Format Innovation and Urban Convenience Influence Demand
Chart 127 Key Industry Trends for Surface Care
Format Innovation and Urban Convenience Influence Demand
Chart 128 Unilever Launches Cif Infinite Clean in New Format and Formula
Premium Differentiation and Fragrance Innovation
Chart 129 Ajax Adds Flowers Party to Premium Line of Standard Floor Cleaners
Unilever Drives Innovation with Sustainable Premium Products
Chart 130 Value Sales of Surface Care 2020-2030
Chart 131 Volume Sales of Surface Care 2020-2030
Chart 132 Value Sales of Surface Care by Category 2025
Regulatory Shifts and Multifunctional Convenience to Drive Future of Surface Care
Further Development in Sophisticated Scents and Mood-Boosting Innovation
Chart 133 Analyst Insight for Surface Care
Retailers Must Diversify to Differentiate and Compete
Chart 134 Forecast Value Sales of Surface Care 2020-2030
Chart 135 Forecast Value Sales of Surface Care by Category 2025-2030
Unilever and Colgate-Palmolive Drive Innovation and Sustainability
Chart 136 Company Shares of Surface Care 2025
Chart 137 Brand Shares of Surface Care 2025
Supermarkets Remain Dominant Channel for Surface Care Sales
Retail E-Commerce Grows Steadily in Surface Care Distribution
Chart 138 Retail Channels for Surface Care 2020-2025
Chart 139 Economic Context for Surface Care
Chart 140 Real Gdp Growth 2020-2030
Chart 141 Inflation 2020-2030
Chart 142 Consumer Context for Surface Care
Chart 143 Population 2020-2030
Chart 144 Consumer Expenditure 2020-2030
Chart 145 Population by Generation 2025
Toilet Care in Portugal
Key Data Insights
Promotional Intensity in Mature Category
Chart 146 Key Industry Trends for Toilet Care
Promotional Intensity in Mature Category
Sophisticated Scents and Premium Formats Reshaping Toilet Care
Chart 147 Reckitt Benckiser Invests in Premium Fragrances
Chart 148 Harpic Hygienic & Fresh Stick Disk Without Cage or Applicator
Sustainable Innovation and Product Efficiency
Chart 149 Value Sales of Toilet Care 2020-2030
Chart 150 Volume Sales of Toilet Care 2020-2030
Chart 151 Value Sales of Toilet Care by Category 2025
The Continued Influence of Promotional Activity on Future Toilet Care Sales
Scent Sophistication and Premium Value Trends to Remain Relevant
Chart 152 Analyst Insight for Toilet Care
Sustainability to Shape Industry Developments
Chart 153 Forecast Value Sales of Toilet Care 2020-2030
Chart 154 Forecast Value Sales of Toilet Care by Category 2025-2030
Henkel and Johnson's Wax De Portugal Lda Lead Concentrated Landscape
Chart 155 Company Shares of Toilet Care 2025
Chart 156 Brand Shares of Toilet Care 2025
Supermarkets Dominates Toilet Care Distribution with Strong Presence
Retail E-Commerce Grows Slowly Despite Convenience and Product Variety
Chart 157 Retail Channels for Toilet Care 2020-2025
Chart 158 Economic Context for Toilet Care
Chart 159 Real Gdp Growth 2020-2030
Chart 160 Inflation 2020-2030
Chart 161 Consumer Context for Toilet Care
Chart 162 Population 2020-2030
Chart 163 Consumer Expenditure 2020-2030
Chart 164 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Home Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
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- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
See all of our definitions
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This report originates from Passport, our Home Care research and analysis database.
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