Sales of food preparation appliances in Portugal saw a small decline in retail volume terms in 2025, driven by the high maturity level of most categories. Nonetheless, this was offset by the rising number of consumers returning to eating at home due to the increasing cost of eating out. The median disposable income per household in Portugal also increased by 4%, supporting purchases of food preparation appliances. Despite a competitive environment that featured constant promotional activity and

The home laundry appliances market in Portugal was characterised by a decline in retail volume sales in 2025 but growth in value terms. Despite seeing a 2% decline in retail volume terms, the market grew in value terms due to consumers looking to purchase more energy efficient, smart, and convenient models. The median disposable income per household in Portugal increased to EUR35,526 in 2025, which also helped to support consumer spending on premium products. A similar pattern is expected to be

The vacuum cleaners market in Portugal saw a positive performance in 2025, with moderate volume growth. The category saw an even better performance in value terms, driven by consumer demand for advanced and multifunctional models. With a 4% increase in the median disposable income per household and a relatively stable economic environment consumers were more willing to invest in new vacuum cleaners. The growing demand for robotic vacuum cleaners also indicates a strong consumer interest in advan

Sales of large cooking appliances in Portugal experienced a decline in volume terms in 2025 but saw positive growth in value terms. Value growth was driven by the premiumisation trend and investments in advanced features such as energy efficiency, connectivity, and multifunctionality. With the market seeing an increase in the median disposable income, some consumers showed a greater willingness to spend on premium products. The employed female population also increased, supporting the demand for

The refrigeration appliances market in Portugal experienced a decline in volume sales in 2025, but value sales increased due to the premiumisation trend. Value growth was driven by the increasing consumer preference for convenience, customisation, and sustainability, with manufacturers responding by launching more efficient and feature-rich models. With a growing urban population and increasing median disposable income per household, the demand for premium refrigeration appliances is likely to r

The microwaves market in Portugal experienced a decline in retail volume sales in 2025, with 363,000 units sold, down 2% on the previous year. Nonetheless, the category did see growth in current value terms, with this being positively affected by the introduction of new models with advanced features. Despite the market's maturity, with 94% of households possessing microwaves, there is still potential for consumers to upgrade to newer, more feature-rich models. The market is expected to recover o

The small cooking appliances market in Portugal experienced a decline in volume sales in 2025, primarily due to the increasing maturity of certain categories like air fryers. Consumers also looked for value for money which supported the growth of lower price options. Nonetheless, the median disposable income per household in Portugal increase in 2025 while inflation stabilised, which supported demand for some products. Coffee machines continued to be the largest category, driven by consumer loya

Sales of personal care appliances in Portugal experienced growth in value and volume terms in 2025, driven by trends such as the search for convenience, customisation, and premiumisation. With a stable economic environment, with a 4% increase in median disposable income per household, consumers were willing to pay more for high-quality products with advanced features. The market is expected to continue growing over the forecast period, fuelled by a focus on sustainability and product durability.

The air conditioners market in Portugal experienced significant growth in 2025, driven by extreme climate conditions and a premiumisation trend. Volume sales rose by 9%, while value sales grew by 19%. This growth is expected to continue, driven by increasing demand for home comfort solutions and a stable economic environment, with median disposable income per household forecast to reach EUR42,216 by 2030. To succeed in this market, brands should focus on energy-efficient and sustainable products

The heat pumps market in Portugal experienced growth in 2025, driven by the trend towards sustainability and energy efficiency. The market is expected to continue expanding, driven by legislative support, increasing consumer awareness, and the introduction of innovative products. Sales of air to water heat pumps is expected to particularly benefit from this trend, with these products dominating the market due to their versatility and energy efficiency. The market's attractiveness is further enha

In 2025, the financial card payment landscape in Portugal is characterised by a high adoption of contactless technology, and the continued dominance of the local mobile payment service MB WAY. As such, the payment landscape is shifting from traditional physical cards to mobile wallets and instantaneous transactions.

Ongoing digitalisation, regulatory alignment with European standards, and a rapid rise in contactless and mobile-based payment solutions all contribute to growth in credit cards in Portugal in 2025. E-commerce also remains a key space for credit cards, due to enhanced purchase protection over debit cards.

Charge cards in Portugal continue to lose ground to credit cards in 2025, as credit cards are seen as offering similar benefits, but with more flexibility.

Debit cards continue to see growth in Portugal, with commercial debit cards in circulation increasing by almost a fifth in 2025. This was due to the extension of the mandate to small and medium-sized enterprises (SMEs) of the use of electronic invoicing for business-to-government (B2G) transactions, following the requirement for large businesses in 2021.

Pre-paid cards record a strong performance in Portugal in 2025, due to players such as Revolut making big gains. However, over the forecast period, overall transaction value is likely to fall, due to the growing integration of transportation services with payment cards.

Store cards continue to lose popularity in Portugal in 2025. Store cards have not kept up with technology innovations and this is leading to their decline.

After a difficult year in 2024, sales of womenswear in Portugal rebounded to growth in retail value terms in 2025, with a 2% increase in current terms to reach EUR2,483 million. This was driven by macroeconomic factors such as increasing household disposable incomes and rising expenditure from inbound tourism. Sales are expected to continue growing over the next five years, driven by a continued rise in disposable incomes and an increasing employed female population, with retail sales set to inc

Childrenswear in Portugal experienced modest growth of 2% in 2025, driven by stabilising inflation and a recovering economy. The category is characterised by polarisation, with premium and value-for-money segments outperforming the middle of the market. Baby and toddler wear saw the fastest growth, driven by the essential nature of clothing for such young children and their fast growth. Sustainability is increasingly influencing consumer behaviour and business strategies, with brands incorporati

Footwear in Portugal experienced low retail current value growth of 1% in 2025, reaching EUR1,310 million, despite economic uncertainty and shifting consumer priorities towards experiences and travel. The attractiveness of the category is challenged by polarisation, with many consumers favouring lower-cost products and private label, yet opportunities arise for brands that differentiate themselves through sustainability, innovation, and unique offerings. Inbound tourism continues to be a signifi

Hosiery in Portugal experienced a retail current value decline in 2025, driven by economic uncertainty. Despite this, certain trends continued to shape sales, including the growing importance of sustainability and comfort-driven innovation. Hosiery is expected to experience muted growth over the next five years, with a CAGR of 1% to reach EUR140 million in 2030. To succeed, brands should focus on affordability, innovation, and sustainable storytelling, while expanding their use of recycled and b

Menswear in Portugal experienced growth in 2025, driven by a stabilising economic environment, increased tourism, and the shifting consumer trend towards sustainability and inclusivity. In 2025, the category recorded value sales of EUR1,931 million, representing 2% growth. With a forecast CAGR of 3% to reach EUR2,202 million by 2030, menswear is likely to remain attractive due to its potential for continued expansion. Brands are expected to succeed by capitalising on trends such as sustainabilit

In 2025, apparel and footwear in Portugal saw retail value sales increase by 2% in current terms, to reach EUR6,526 million. The industry was characterised by a mix of challenges and opportunities, with technological advancements and sustainability initiatives becoming more evident. Low-cost retailers and private label products gained prominence, driven by consumer price sensitivity, although some local consumers and tourists remained willing to spend on premium products. Apparel and footwear is

Apparel accessories in Portugal experienced solid retail current value growth in 2025, driven by consumers' desire for personal expression and lifestyle-oriented styling. Disposable income in Portugal is increasing steadily, indicating a positive economic environment that supports consumer spending. Sustainability and personalisation are key trends shaping the category, with brands adopting eco-friendly materials and offering customisation options. The competitive environment remains fragmented,

Jeans in Portugal demonstrated resilience in 2025, with growth in both retail volume and value terms. Retail value sales increased by 1% in current terms to reach EUR439 million. Disposable income in Portugal increased, supporting consumer spending. Key players like Salsa Jeans are driving sustainability and innovation, with the launch of a fully biodegradable collection and the use of AI analytics to optimise sizes and reduce unsold items. Sales of jeans are expected to continue growing, driven