COMPETITIVE LANDSCAPE
Braun and Philips maintain their lead in personal care appliances
The personal care appliances market in Portugal is concentrated, with the top four brands – Braun Philips, Rowenta, Oral-B – holding a combined volume share of 49% share in 2025. Philips led with a 15% volume share, while Braun held a 13% share.
No significant mergers or acquisitions or new launches
There were no notable mergers or acquisitions in the personal care appliances market in Portugal in 2025 or anticipated in 2026. Similarly, there were no significant innovative product launches from late 2025 or planned for 2026.
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Overview:
Understand the latest market trends and future growth opportunities for the Personal Care 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 Personal Care 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 Personal Care 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 Personal Care 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?
Personal Care Appliances in Portugal - Category analysis
KEY DATA FINDINGS
Stable economy boosts demand for personal care appliances
Market growth fuelled by innovative premium products
Hair care appliances dominate sales
Oral care appliances deliver dynamic growth
Premiumisation set to remain a focus of innovation within personal care appliances
Hair care appliances set to maintain dominance with premium offerings
Key trends shaping the future of personal care appliances
Braun and Philips maintain their lead in personal care appliances
No significant mergers or acquisitions or new launches
Appliances and electronics specialists drive sales through offering expert advice
No new retail concepts on the horizon
Dyson drives growth with multifunctional and compact designs
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:
Personal Care Appliances
- Body Shavers
- Electric Facial Cleansers
- Hair Care Appliances
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- Battery Toothbrush Units
- Electric Toothbrush Units
- Other Oral Care Appliances
- Other Personal Care Appliances
Personal Care Appliances
Personal care includes hair care appliances, body shavers, electric facial cleansers, oral care appliances and other personal care appliances.
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 Personal Care Appliances research and analysis database.
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