COMPETITIVE LANDSCAPE
Beko remains the overall leader but competition grows
The home laundry appliances market in Portugal is relatively concentrated, with the top three companies dominating. In 2025, Beko Corp remained the leading player with a 25% retail volume share, followed by Candy Hoover Portugal LDA and BSHP Electrodomésticos Lda with shares of 13% and 12%, respectively.
Innovative launches and sustainability drive competition
Significant product launches in 2025, such as Hisense's S7 line and LG's Washtower, helped drive competition in the market. Hisense's S7 line, with its advanced energy-saving features and smart functionalities, positively impacted the brand’s performance.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Laundry Appliances 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 Home Laundry Appliances 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 Laundry Appliances 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 Laundry Appliances in Portugal?
- Which are the leading brands in Portugal?
- How are products distributed in Portugal?
- To what extent has COVID-19 and accordant macroeconomic and retail disruption impacted demand?
- How are considerations such as urban development and the rise in single-person households determining sales growth?
- Where is future growth expected to be most dynamic?
Home Laundry Appliances in Portugal - Category analysis
KEY DATA FINDINGS
Home laundry appliances benefits from premiumisation and innovation
Samsung drives growth with premium AI laundry combo
Automatic washing machines dominate sales
Automatic washer dryers shows resilience in a declining volume market
Consumers set to prioritise premium features and sustainability as volume sales fall
Automatic washing machines will remain dominant despite projected sales decline
Energy efficiency and AI set to drive future growth and innovation
Beko remains the overall leader but competition grows
Innovative launches and sustainability drive competition
Offline retailers dominate sales of home laundry appliances
Builder merchants and construction gain share
Retail e-commerce remains popular as consumers look for convenience and value for money
Samsung launches AI-powered Laundry Combo range
Hisense and LG launch innovative and energy efficient products
Consumer Appliances in Portugal - Industry Overview
Premiumisation fuels value growth in the market despite lingering economic pressures
Sales of consumer appliances decline in 2025 due to economic pressures
Refrigeration appliances dominate market share with steady demand
Market focusing on new technology and sustainability
Slowing demand and technological advancements shape future sales
Refrigeration appliances remain largest subcategory with decline expected
Home HVAC set to be the most dynamic category driven by affordability and innovation
Midea and Dyson drive growth amidst market shifts
Strategic acquisitions and innovations reshape market
Appliances and electronics specialists lead offline sales
Construction and builder merchants drive growth
Retail e-commerce playing an increasingly significant role
Multi-functionality and compact design drive innovation
Sustainability and energy efficiency boosts sales
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Home Laundry Appliances
- Built-in Home Laundry Appliances
- Freestanding Home Laundry Appliances
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- Built-in Automatic Dryers
- Freestanding Automatic Dryers
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- Built-in Automatic Washer Dryers
- Freestanding Automatic Washer Dryers
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- Built-in Automatic Washing Machines
- Freestanding Automatic Washing Machines
- Semi-Automatic Washing Machines
Home Laundry Appliances
Home laundry appliances includes the following categories: automatic dryers, automatic washing machines, automatic washer dryers and semi-automatic washing machines.
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 Home Laundry Appliances research and analysis database.
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