Competitive Landscape
Leading Companies Adapt to Shifting Product Demand Reducing Concentration
The men's grooming landscape in Portugal in 2025 is moderately concentrated, with a clear top tier of manufacturers holding significant shares but also a broad base of smaller players contributing to fragmentation. Procter & Gamble maintains the largest share at 19%, showing a steady decline from 24% in 2020, reflecting a gradual decrease in concentration.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Men's Grooming 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 Men's Grooming 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 Men's Grooming 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 Men's Grooming in Portugal?
- Which are the leading brands in Portugal?
- How are products distributed in Portugal?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Men's Grooming in Portugal - Category analysis
Key Data Insights
Selective Consumers Drive Growth Amid Evolving Routines
Selective Consumers Drive Growth Amid Evolving Routines
Demand for Multifunctional Products Drives Innovation
Brands Leverage Social Media to Engage Younger Consumers
Selective Consumers to Drive Growth with Multifunctional Product Demand
Digital Influence and Transparency to Fuel Future Growth
Innovation in Multifunctionality and Wellness Reshapes Brand Strategies
Leading Companies Adapt to Shifting Product Demand Reducing Concentration
Health and Beauty Specialists Gain Share Amid Grocery Decline
E-Commerce Expands Driven by Convenience and Wider Assortment
Beauty and Personal Care in Portugal - Industry Overview
Portuguese Consumer Sophistication and Market Polarisation Shape Growth Dynamics
Key Data Insights
Portuguese Consumer Sophistication and Market Polarisation Shape Growth Dynamics
Skin Care Leads Value with Colour Cosmetics Accelerating Innovation and Demand
O Boticário’S Circular Economy Initiative Boosts Sustainability Engagement
Scientific Innovation and Consumer Sophistication to Fuel Sustained Growth
Digital Personalisation and Trust-Based Claims to Reshape Consumer Engagement
Sustainability and Science-Led Innovation to Drive Premiumisation and Market Differentiation
Top Manufacturers Leverage Portfolio Diversity and Innovation to Sustain Lead
Specialised Health and Beauty Stores Gain Ground as Grocery Retailers Lose Share
E-Commerce Growth Reshapes Product Access and Consumer Convenience
Country Reports Disclaimer
The following categories and subcategories are included:
Men's Grooming
-
- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
-
-
- Premium Men's Bath and Shower
- Mass Men's Bath and Shower
-
- Premium Men's Deodorants
- Mass Men's Deodorants
-
- Premium Men's Hair Care
- Mass Men's Hair Care
-
- Premium Men's Skin Care
- Mass Men's Skin Care
-
-
- Premium Men's Fragrances
- Mass Men's Fragrances
Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
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 Men's Grooming research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!