Competitive Landscape
Procter & Gamble Maintains Dominance as Promotional Innovation Drives Uptrading
Nappies/diapers/pants in Portugal remains highly concentrated, with Procter & Gamble Portugal SA commanding a dominant 60% retail value share in 2025, a figure that has slightly decreased slightly since 2020 but still represents a clear leadership position. Over the period from 2020 to 2025, the level of concentration has lessened somewhat, as the combined share of the top three companies—Procter & Gamble Portugal SA, Jerónimo Martins SGPS SA, and Sonae Modelo Continente Hipermercados SA—declined from 85% in 2020 to 80% in 2025.
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Overview:
Understand the latest market trends and future growth opportunities for the Nappies/Diapers/Pants 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 Nappies/Diapers/Pants 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 Nappies/Diapers/Pants 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 Nappies/Diapers/Pants in Portugal?
- Which are the leading brands in Nappies/Diapers/Pants in Portugal?
- How are products distributed in Nappies/Diapers/Pants 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 Nappies/Diapers/Pants products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Nappies/Diapers/Pants in Portugal - Category analysis
Key Data Insights
Brands Drive Uptrading to Capture Value Growth
Brands Drive Uptrading to Capture Value Growth
Disposable Pants Gain Momentum as Dodot Leads Promotional Uptrading
Technology and Wellness Positioning Play Key Role in Purchasing Decisions
E-Commerce Retailers Set to Leverage Online Discounts to Engage Digital-Native Parents
Private Label Expected to Narrow Price Gap as Disposable Pants Outpaces Decline
Eco-Friendly Innovation and Stricter Immigration Set to Shift Value Dynamics
Procter & Gamble Maintains Dominance as Promotional Innovation Drives Uptrading
Supermarkets Reinforce Leadership as E-Commerce Accelerates Growth
Tissue and Hygiene in Portugal - Industry Overview
Renova Leverages Sustainability Investments to Expand across Borders
Key Data Insights
Renova Leverages Sustainability Investments to Expand across Borders
Procter & Gamble Drives Premiumisation with Online Discount Campaigns
Innovation and Premiumisation Set to Drive Growth in Sustainable Products
Legislative Shifts and Digital Adoption Expected to Shape Consumer Access and Preferences
Procter & Gamble Defends Lead as Private Label Growth Slows
Established Retailers Expand Reach with New Store Openings and Loyalty Programmes
Online Discounts and Convenience Drive Steady E-Commerce Gains in Baby and Hygiene Products
Country Reports Disclaimer
The following categories and subcategories are included:
Nappies/Diapers/Pants
- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
Nappies/Diapers/Pants
This is the aggregation of nappies, diapers and pants
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 Nappies/Diapers/Pants research and analysis database.
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