Othe hot drinks is seeing value sales rise, but this is largely a result of increasing prices due to the growing cost of ingredients. Volume sales are, in fact, in decline due to both the increase in prices in a context of heightened budget consciousness and a consumer shift towards other categories, including coffee, tea and ready-to-drink products, which is being partly driven by the search for products with a healthier positioning.

Bottled water is seeing volume sales rise as consumers increasingly look for products with a healthy and natural positioning. Indeed, consumers a switching from other soft drinks categories to bottled water, with the move from carbonates driving growing interest in sparkling flavoured bottled water.

Volume sales of soft drinks are rising in Portugal despite continued price increases in the context of already stretched consumer purchasing power. Key drivers of growth include a growing focus on health and wellness and demand for convenient hydration and energy boosts in the midst of hectic modern lifestyles. Innovation is also supporting growth, tapping into the growing demand for novel taste experiences, especially amongst younger consumers.

RTD coffee is seeing rising sales driven by a demand for convenience amongst local consumers who are already very familiar with the taste of coffee. The private label segment leads sales in the category, highlighting both the importance of pricing in purchasing decisions and the important role of supermarkets in distribution.

Carbonates is seeing sales dampened by rising consumer health concerns. Sugar has become a key focus for health-conscious consumers, leading to a shift towards reduced sugar carbonates, while many consumers are looking beyond the category for products with a healthier image. Moreover, carbonates is also generally out of synch with the trend towards more natural products amongst health-conscious consumers.

Hot drinks sales are rising in Portugal in both volume and value terns despite significant price increases due to geopolitical issues, trade tariffs and the effect of unfavourable weather conditions on harvests. There is a strong tradition of coffee consumption in the country, while increasing demand for both coffee and tea are being supported by the health and wellness trend. Coffee is receiving increasingly favourable press focused on its potential health benefits, while categories such as fru

Concentrates is suffering from being out of line with prevailing consumer trends. These products are seen as high in sugar and artificial, which goes against the consumer shift towards low-sugar, natural soft drinks. At the same time, they take time to prepare and are not well-suited to on-the-go consumption and, therefore, fall foul of the growing demand for convenience amongst busy modern consumers.

While RTD tea is seeing volumes stagnate, the category offers potential for alignment with evolving consumer demand trends. Carbonated RTD and kombucha, for example, is seeing growth driven by rising consumer interest in gut health. Generally, RTD tea also has the potential to build on the natural image of tea to develop products with a more targeted health positioning.

Coffee is seeing growth in both volume and value terms despite the challenge of rising prices due to geopolitical obstacles and poor harvests. Price increases mean that value is outperforming volumes, but coffee retains a key place in Portuguese culture and social habits. Concerns about affordability are lading to shifts in behaviour, however, and supporting the shift towards fresh coffee beans.

Juice is seeing a decline in volume sales due in part to significant increases in price amid already high levels of consumer budget consciousness. Volumes have also been hit by consumers opting for quality over quantity, as they look for products with a healthier positioning.

Tea is seeing strong growth supported by its alignment with the prominent health and wellness trend. With the rise in consumer health consciousness playing such a key role in the category’s expansion, fruit/herbal tea and medicinal products are seeing particularly notable increases in demand.

Energy drinks is seeing strong growth, driven largely by ongoing innovation on the part of manufacturers. The introduction of limited edition energy drinks appeals to the category’s target audience of younger consumers looking for novel experiences, with social media and influencers playing a key role in creating a buzz around such products.

Sports drinks is seeing volume sales grow in line with the increasing consumer participation in regular sporting activity and exercise, itself underpinned by the prominent health and wellness trend. The category provides opportunities for further growth through the development of distribution and product innovation, including the introduction of reduced sugar options.

Value sales of baked goods increased in 2025 despite a slight decline in volume sales. The category’s performance was primarily driven by rising cereal and production costs, including an increase in the national minimum wage, which pushed manufacturers to adjust prices. Consumers, facing higher food costs overall, have become more deliberate in managing household budgets and more selective in their purchases, prioritising essentials and higher-quality options over quantity.

In 2025, breakfast cereals in Portugal delivered moderate value growth, supported by both rising costs and the gradual premiumisation of part of the offer, even as volume sales softened. Higher prices for raw materials and packaging, alongside broader production and logistics cost inflation, continued to push up unit prices across the category, and this inflationary backdrop was amplified by the launch of new, higher value-added products. Nestlé’s introduction of more premium-positioned lines su

The processed fruit and vegetables category in Portugal recorded solid value growth in 2025, supported by inflationary pressures, moderate volume gains, and the enduring appeal of convenient and affordable food staples. Although production costs – especially for energy, packaging and raw materials – continued to rise, Portuguese consumers maintained regular purchasing of these products due to their practicality, long shelf life, and relatively low cost compared to fresh alternatives.

The rice, pasta and noodles category in Portugal achieved steady value and volume growth in 2025, reflecting its central role in the daily diet and its responsiveness to evolving consumer habits. Convenience, innovation and diversification across product types were the main factors driving this positive performance. Portuguese consumers, facing ongoing cost-of-living pressures, continue to rely on affordable staples such as rice and pasta, while also experimenting with products that deliver nove

Value sales of staple foods in Portugal rose in 2025, supported by price inflation and sustained demand for essential items across categories. However, volume growth was modest as Portuguese consumers continued to adjust to high living costs and sought ways to stretch their budgets. Price sensitivity remains high, with private label ranges gaining importance and cut-price promotions heavily influencing purchasing decisions. Supermarkets such as Continente and Pingo Doce capitalised on this behav

Value sales of processed meat, seafood, and alternatives to meat in Portugal increased in 2025, even as overall volumes continued to decline. The category’s value growth primarily reflects inflationary pressures stemming from higher production and logistics costs, as well as rising energy and raw material prices. Manufacturers were compelled to raise prices to maintain margins, while private label ranges remained highly competitive, attracting price-sensitive consumers through promotions and mul

Value sales of sauces, dips and condiments in Portugal increased in 2025, although at a slower pace than in the previous year. Portuguese consumers are gradually eating fewer meals at home and are increasingly opting for ready meals or dining out, which has slightly reduced the frequency of sauce purchases. Despite this, sauces and condiments continue to be widely used in everyday cooking, particularly traditional staples such as mayonnaise, ketchup and mustard. New product launches continue to

Retail value sales of edible oils in Portugal increased in 2025, though growth was slower than in previous years. After a period of sharp price hikes driven by drought, high production costs, and the shortage of sunflower and other cereal crops following the war in Ukraine, olive oil prices began to ease, supporting a gradual recovery in consumption. Olive oil remains an essential element of Portuguese cuisine, deeply rooted in everyday cooking habits. However, consumers remain price-sensitive,

Value sales of sweet spreads in Portugal increased in 2025, although growth was slightly slower than in the previous year. The category continues to benefit from consumers’ growing interest in natural and less processed products, with honey in particular enjoying strong demand thanks to its image as a wholesome and authentic ingredient. Consumption also increased slightly in volume terms, supported by the popularity of products perceived as healthier, such as jams with reduced sugar content and

Retail value sales of cooking ingredients and meals increased steadily in Portugal in 2025, although growth was slower than in 2024. The category that contributed most to this performance was meals and soups, particularly chilled ready meals, which continued to demonstrate strong dynamism. Retailers have been quick to respond to growing consumer demand by expanding their product ranges, launching new recipes, and reorganising store layouts to give this fast-growing segment more visibility. At th

Value sales of meals and soups in Portugal increased in 2025, reflecting continued consumer demand for convenient meal solutions. The category remains one of the most dynamic within cooking ingredients and meals overall, as modern lifestyles leave consumers with less time to cook. Retailers have been quick to respond to this shift, expanding and reorganising their store layouts to dedicate more space to ready meals and chilled soups. Product portfolios have broadened significantly, offering a gr