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

Analgesics is expected to register moderate current value growth in Portugal in 2025. An ageing population, which is leading to a higher prevalence of chronic pain conditions, as well as increasing difficulties in assessing medical care, support value sales. Systemic analgesics is expected to register the highest current value growth, with adult ibuprofen in particular perfuming strongly. There is also a high level of product extensions, such as products with taglines such as rapid and express.

Cough, cold and allergy (hay fever) remedies is expected to register moderate current value growth in Portugal in 2025. New viruses that are resistant to antibiotics support value sales. In addition, an ageing population which takes longer to recover from colds and coughs, also supports value sales. Also, as the public health system is under increasing pressure, with services more difficult to access, consumers increasingly self-medicate. In 2025, combination products are expected to register

Eye care is expected to register positive current value and volume growth in Portugal in 2025, though growth is slowing. That being said, factors such as screen use, wearing of contact lenses, an ageing population that sees more prevalence of dry eyes, as well as pollution and allergies, continue to support eye care. Allergy eye care is expected to register higher value growth than standard eye care, and also account for most value sales, as allergy prevalence continues to increases, driven by

NRT smoking cessation aids is expected to register minimal current value and volume growth in Portugal in 2025. In October 2024, two new brands, Cuitvar and Xistab from Champamix, with both containing the active ingredient varenicline and containing no nicotine were approved for 37% reimbursement from public health, leaving the cost to consumers at about €26 per month. This represents significant value comparted to NRT offerings and as a result is expected to have a dampening effect on value sal

Consumer health in Portugal is expected to register healthy current value growth in 2025. An ageing population supports value sales, as many health issues affect older people more seriously. In addition, with the public health system under increasing pressure, it is becoming more difficult to access medical services, and this is pushing consumers to self-medicate or consult with a pharmacist instead. There also continues be regular new product launches, with a focus on more advanced formulations

Digestive remedies is expected to register moderate current value growth in Portugal in 2025. An ageing population, as well as other factors such as increasing stress levels and obesity, continue to support value sales. Consumers are also more aware of the importance of digestion, stemming from a greater understanding of the how the gut microbiome affects overall health. Diarrhoeal remedies are expected to register the highest value growth, with factors such as an ageing population driving growt

Wound care is expected to register muted current value and volume growth in Portugal in 2025. All the same, wound care received a boost from the electricity blackout that affected Portugal and Spain in April 2025, as the emergency highlighted the importance of having first aid supplies always at hand. In addition, in March 2025, the EU Commission released a statement recommending that citizens in member states assemble a 72-hour survival kit containing essentials like food, water, medicine, plas

Sports nutrition is expected to continue to register healthy current value growth in 2025. That being said, value growth is lower than previous years, as increasing competition lowers prices. In particular, supermarkets retailers such as Continente and Pingo Doce are developing sports nutrition lines. For instance, in 2024, Pingo Doce launched a range of protein cookies under its Go Active private label. Go Active Proteína Whey Cookies & Cream Go Active are offered in 1kg packs, with Portuguese

Herbal/traditional product is expected to register healthy current value growth in 2025. A growing consumer preference for natural therapies, concern in terms of side effects from chemical components and a desire for self-care and preventative health measures, support value sales. In 2025, herbal/traditional sleep aids are expected to register the highest current value growth. Faster lifestyles and higher stress are leading to more sleep issues and at the same time, consumers are concerned about

Dermatologicals is expected to register muted current value growth in Portugal in 2025, but it is still expected to be positive value growth. Development of increasingly specific and advanced products sustain value sales. Social media also increasingly plays a role in terms of messaging and in particular in relation to dermatologicals that blur the lines with beauty care. Vaginal antifungals are expected to register the highest value growth, though from a low base. There is more awareness among

Weight management and wellbeing is expected to register muted current value growth in Portugal in 2025. That being said, value vales are supported by a growing obese population and a realisation of the health implications of being overweight. However, one factors that is having a negative impact is the growing popularity of prescription GLP-1 weight loss injections, that help manage weight by reducing appetite and slowing digestion, leading to increased feelings of fullness and reduced food inta

Dietary supplements is expected to register positive current value and volume growth in Portugal in 2025. Dietary supplements are seen as a means of preventative care and have evolved significantly over the review period to include more effective and improved offerings and consumers also understand more the benefits of particular dietary supplements. Social media has also played a role in garnering demand for dietary supplements. Non-herbal/traditional dietary supplements are expected to regist

There is expected to be muted current value growth in paediatric consumer health in Portugal in 2025. That being said, there continues to be product innovation, with a focus on formats, with more prevalence of chewable tablets and gummies. Paediatric cough, cold and allergy remedies are expected to register the highest value growth. Widespread cough and cold in the winter months support cough and cold remedies, while increasing pollution and longer pollen seasons, due to climate change, supports