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In general, the onset of the global pandemic strengthened consumer demand for natural and healthier products. Fears around COVID-19 made consumers more concerned about their health and prioritised products that will enhance their wellbeing. Moreover, stronger awareness of ingredients proved advantageous to products with fewer artificial ingredients. This benefited some categories in natural, organic, reduced sugar and fortified/functional packaged food and beverages. COVID-19 also stimulated a c...
Euromonitor International's Health and Wellness in Portugal report tracks the developments of health-associated product types and the healthy-option positioning of competing brands across different food sectors. It provides the latest retail sales data 2016-2020, allowing you to compare health and wellness categories with each other or in the context of the total market for a sector. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, legislative context or lifestyle influences. Forecasts to 2025 illustrate how the market is set to change.
Product coverage: Focus Categories by Key Functional Ingredients, Health and Wellness by Category, Health and Wellness by Prime Positioning, Health and Wellness by Type.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Get a detailed picture of the Health and Wellness market; Pinpoint growth sectors and identify factors driving change; Understand the competitive environment, the market's major players and leading brands; Use five-year forecasts to assess how the market is predicted to develop.TABLE OF CONTENTS
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on health and wellness
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for health and wellness?
MARKET DATA
Table 1 Sales of Health and Wellness by Type: Value 2015-2020 Table 2 Sales of Health and Wellness by Type: % Value Growth 2015-2020 Table 3 Sales of Health and Wellness by Category: Value 2015-2020 Table 4 Sales of Health and Wellness by Category: % Value Growth 2015-2020 Table 5 Sales of Health and Wellness by Prime Positioning: Value 2015-2020 Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2015-2020 Table 7 NBO Company Shares of Health and Wellness: % Value 2016-2020 Table 8 LBN Brand Shares of Health and Wellness: % Value 2017-2020 Table 9 Distribution of Health and Wellness by Format: % Value 2015-2020 Table 10 Distribution of Health and Wellness by Format and Category: % Value 2020 Table 11 Forecast Sales of Health and Wellness by Type: Value 2020-2025 Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2020-2025 Table 13 Forecast Sales of Health and Wellness by Category: Value 2020-2025 Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2020-2025 Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2020-2025 Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesKEY DATA FINDINGS
2020 IMPACT
Products that support and help maintain good health become paramount during the pandemic further promoting previous trends stimulated by the sugar tax
Reduced caffeine achieves strong growth in 2020, though reduced sugar remains the largest category
Massive decline in FF chocolate-based flavoured powder drinks in 2020 though all natural and reduced sugar variants provide a lifeline
RECOVERY AND OPPORTUNITIES
Stronger focus on reduced sugar and reduced caffeine categories among manufacturers in response to consumer demand
Strong competition from competing HW categories likely while category sales also strengthened by reopening of tourism
Growth in e-commerce offers opportunities for industry players in BFY beverages
CATEGORY DATA
Table 17 Sales of BFY Beverages by Category: Value 2015-2020 Table 18 Sales of BFY Beverages by Category: % Value Growth 2015-2020 Table 19 NBO Company Shares of BFY Beverages: % Value 2016-2020 Table 20 LBN Brand Shares of BFY Beverages: % Value 2017-2020 Table 21 Distribution of BFY Beverages by Format: % Value 2015-2020 Table 22 Forecast Sales of BFY Beverages by Category: Value 2020-2025 Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Mild uplift from the pandemic in 2020, though future sales benefit from changing consumer habits stimulated by COVID-19
Functionality an important driver of FF beverages in 2020 as consumers buy products to protect their health
Strong demand for FF tea as consumers seek to boost their immunity
RECOVERY AND OPPORTUNITIES
Steady growth for FF beverages as consumer awareness of this category and ingredients used rise in the wake of the pandemic
Lack of options provide potential for industry players
Scope for local players especially in FF bottled water
CATEGORY DATA
Table 24 Sales of Fortified/Functional Beverages by Category: Value 2015-2020 Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2015-2020 Table 26 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2015-2020 Table 27 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2015-2020 Table 28 NBO Company Shares of Fortified/Functional Beverages: % Value 2016-2020 Table 29 LBN Brand Shares of Fortified/Functional Beverages: % Value 2017-2020 Table 30 Distribution of Fortified/Functional Beverages by Format: % Value 2015-2020 Table 31 Forecast Sales of Fortified/Functional Beverages by Category: Value 2020-2025 Table 32 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Growing awareness of product ingredients and the onset of COVID-19 boost sales of NH bottled water
Pandemic stimulates sales of NH fruit/vegetable juice and NH superfruit nectars
Lockdown stimulates strong turnaround for NH green tea
RECOVERY AND OPPORTUNITIES
Mixed performances across the category over the forecast period with NH soft drinks performing particularly well
NH bottled water remains the largest category
Strong growth spurt for e-commerce continues over the forecast period
CATEGORY DATA
Table 33 Sales of NH Beverages by Category: Value 2015-2020 Table 34 Sales of NH Beverages by Category: % Value Growth 2015-2020 Table 35 NBO Company Shares of NH Beverages: % Value 2016-2020 Table 36 LBN Brand Shares of NH Beverages: % Value 2017-2020 Table 37 Distribution of NH Beverages by Format: % Value 2015-2020 Table 38 Forecast Sales of NH Beverages by Category: Value 2020-2025 Table 39 Forecast Sales of NH Beverages by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Pandemic and lower disposable incomes stimulate a change in consumer priorities
Pandemic boosts sales of organic fruit/vegetable juice and organic nectars (25-99%)
Steady growth for organic coffee grinds to a halt as consumers rein in their spending due to the pandemic
RECOVERY AND OPPORTUNITIES
Growth for both hot drinks and soft drinks with the latter experiencing the stronger performance
New opportunities for organic non-cola carbonates appeal to consumers of carbonates
As the uncertainty created by COVID-19 diminishes consumers once again start to experiment
CATEGORY DATA
Table 40 Sales of Organic Beverages by Category: Value 2015-2020 Table 41 Sales of Organic Beverages by Category: % Value Growth 2015-2020 Table 42 NBO Company Shares of Organic Beverages: % Value 2016-2020 Table 43 LBN Brand Shares of Organic Beverages: % Value 2017-2020 Table 44 Distribution of Organic Beverages by Format: % Value 2015-2020 Table 45 Forecast Sales of Organic Beverages by Category: Value 2020-2025 Table 46 Forecast Sales of Organic Beverages by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Industry players maintain their investment in new product development as COVID-19 further stimulates demand for healthy products
New BFY product launches in snacks
Expansion of better for you in private label
RECOVERY AND OPPORTUNITIES
Ongoing trend towards new product development and niche trends
Industry players and the Ministry of Health commit to reducing sugar, salt and fatty acids in food by 2022
Continente reduces salt, sugar and fat in its private label products
CATEGORY DATA
Table 47 Sales of BFY Packaged Food by Category: Value 2015-2020 Table 48 Sales of BFY Packaged Food by Category: % Value Growth 2015-2020 Table 49 NBO Company Shares of BFY Packaged Food: % Value 2016-2020 Table 50 LBN Brand Shares of BFY Packaged Food: % Value 2017-2020 Table 51 Distribution of BFY Packaged Food by Format: % Value 2015-2020 Table 52 Forecast Sales of BFY Packaged Food by Category: Value 2020-2025 Table 53 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Strong growth for free from packaged food stimulated by health concerns and sustainability
Growing attraction of free from gluten packaged food among those who are not intolerant
Growing demand for free from lactose
RECOVERY AND OPPORTUNITIES
Meat substitutes remains niche while higher prices dampen sales in the aftermath of the pandemic
Economic concerns stimulated by the pandemic reduces consumer spending power
Worries around the pandemic further boost demand for digestive health
CATEGORY DATA
Table 54 Sales of Free From by Category: Value 2015-2020 Table 55 Sales of Free From by Category: % Value Growth 2015-2020 Table 56 NBO Company Shares of Free From: % Value 2016-2020 Table 57 LBN Brand Shares of Free From: % Value 2017-2020 Table 58 Distribution of Free From by Format: % Value 2015-2020 Table 59 Forecast Sales of Free From by Category: Value 2020-2025 Table 60 Forecast Sales of Free From by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
COVID-19 stimulates demand for fortified/functional products that boost immunity
Lockdown boosts demand for healthy snacks
Growing demand for fortified/functional products enriched with protein
RECOVERY AND OPPORTUNITIES
Megatrend towards naturally functional increasingly embraced by consumers and industry players
Increasing category fragmentation to cater to individual consumer needs
Growth in exercise stimulates protein-rich foods and drive for convenience in the aftermath of the pandemic
CATEGORY DATA
Table 61 Sales of Fortified/Functional Packaged Food by Category: Value 2015-2020 Table 62 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2015-2020 Table 63 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2015-2020 Table 64 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2015-2020 Table 65 Key Functional Ingredients in Fortified/Functional Milk: % Value 2015-2020 Table 66 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2015-2020 Table 67 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2016-2020 Table 68 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2017-2020 Table 69 Distribution of Fortified/Functional Packaged Food by Format: % Value 2015-2020 Table 70 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2020-2025 Table 71 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
New launches focus on naturally healthy
Honey makes strong progress during the pandemic due to growth in home cooking and among those seeking to boost their immunity to the virus
Better quality products offering added value set to offset price and promotion-led consumption
RECOVERY AND OPPORTUNITIES
Positive outlook for NH packaged food
New development promotes kefir
NH packaged food benefits from growth in e-commerce
CATEGORY DATA
Table 72 Sales of NH Packaged Food by Category: Value 2015-2020 Table 73 Sales of NH Packaged Food by Category: % Value Growth 2015-2020 Table 74 NBO Company Shares of NH Packaged Food: % Value 2016-2020 Table 75 LBN Brand Shares of NH Packaged Food: % Value 2017-2020 Table 76 Distribution of NH Packaged Food by Format: % Value 2015-2020 Table 77 Forecast Sales of NH Packaged Food by Category: Value 2020-2025 Table 78 Forecast Sales of NH Packaged Food by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Growing consumer concern over food traceability stimulated by fears over virus transmission
Retailer Continente extends its range of organic products
Origens Bio brand extended to include healthy snacks
RECOVERY AND OPPORTUNITIES
Limited local supply cannot meet low but rising demand
Growth in e-commerce benefits organic products
Sonae's LIFE Food Cycle project sets trend for others to follow and broadens the platform for organic food
CATEGORY DATA
Table 79 Sales of Organic Packaged Food by Category: Value 2015-2020 Table 80 Sales of Organic Packaged Food by Category: % Value Growth 2016-2020 Table 81 NBO Company Shares of Organic Packaged Food: % Value 2016-2020 Table 82 LBN Brand Shares of Organic Packaged Food: % Value 2017-2020 Table 83 Distribution of Organic Packaged Food by Format: % Value 2015-2020 Table 84 Forecast Sales of Organic Packaged Food by Category: Value 2020-2025 Table 85 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2020-2025