1. Tissue and Hygiene in Portugal
Report Details:
Published:September 2012
No. of Pages:
Price: Single User License – US$2400
Discover the latest market trends and uncover sources of future market growth for the Tissue and
Hygiene industry in Portugal with research from Euromonitor's team of in-country analysts.
The Tissue and Hygiene in Portugal market research report includes:
•Analysis of key supply-side and demand trends
•Historic volumes and values, company and brand market shares
•Five year forecasts of market trends and market growth
•Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
•What is the market size of Tissue and Hygiene in Portugal?
•What are the major brands in Portugal?
•What are the most dynamic tissue and hygiene categories?
•What are the major markets for tissue products sales?
•What are the major markets for hygiene products sales?
Why 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
EXECUTIVE SUMMARY
Consumer behaviour affected by economic crises
Retail tissue and hygiene experienced moderate value growth in 2011, which is partly explained
by the growth of private label brands as well as the increase in prices of raw materials. Despite the
positive performance of a few categories, most notably incontinence and intimate wipes, value
sales of retail hygiene were unable to grow significantly in 2011 as the Portuguese economy has
not been able to recover from the economic crisis in 2011. Limited consumer power is doubtless
one the most important factors that influenced the poor performance of most categories in tissue
and hygiene in 2011.
Incontinence, most dynamic in 2011
Incontinence recorded the strongest performance in tissue and hygiene in 2011, and is expected
to perform well in the forecast period. Incontinence will continue to be one of the most dynamic
categories largely due to the fact that it is not as mature as other categories and therefore will
have plenty of space in which to grow. Portuguese demographics is another crucial factor for the

2. good performance of incontinence, as the significant ageing of the Portuguese population means
that more people will suffer from incontinence problems, thus increasing the demand for
incontinence products.
Private label grows faster than competitors
Procter & Gamble brands distributed by Arbora & Ausonia and Renova – Fábrica de Papel de
Almonda, respectively led tissue and hygiene in branded products in Portugal in 2011. Arbora &
Ausonia accounted for 28% of value shares in 2011 due to the Procter & Gamble brands’
dominance in almost every category. However, private label recorded the best growth
performance over the entire review period. Private label is also strengthening its presence in each
category by offering more premium products; this, coupled with low price points, remains a very
attractive offer for consumers.
Grocery retailers still best option for consumers
With regard to tissue and hygiene products, consumers have continued to prefer grocery retailers,
especially supermarkets and hypermarkets. This is due to the large variation of products and
prices that they normally offer. Health and beauty specialists, especially chemists/pharmacies,
continued to be an important distribution channel for disposable hygiene products, whilst the
internet, despite growing fast in volume and popularity, still had inferior weight in retail value share
in tissue and hygiene in 2011.
A growing number of consumers are turning to online shopping as besides offering the larger
variety of products, at often lower prices, online shopping also offers the convenience of
purchasing without leaving home.
Private label rises whilst most categories underperform
Most categories in tissue and hygiene are already saturated and have low potential for further
volume growth; incontinence is expected to see the best performance over the forecast period due
to the increasingly aging Portuguese population. Portuguese consumer purchasing power is
expected to be lower over the forecast period than during the review period, and as purchasing
power has declined, many consumers are more price sensitive and opting for less expensive
alternatives, such as economy incontinence products as well as private label, in an attempt to
save money.
Get your copy of this report @
http://www.reportsnreports.com/reports/194455-tissue-and-hygiene-in-portugal.html
Major points covered in Table of Contents of this report include
Table of Contents
Tissue and Hygiene in Portugal - Industry Overview
EXECUTIVE SUMMARY
Consumer behaviour affected by economic crises
Incontinence, most dynamic in 2011
Private label grows faster than competitors
Grocery retailers still best option for consumers
Private label rises whilst most categories underperform

3. KEY TRENDS AND DEVELOPMENTS
Consumer purchasing power further restrained by ongoing economic crisis
Best performances driven by demographics
Battle between private label and premium brands
Environmentally friendly products frustrated by poor economic reality
Incontinence comes out of the closet
MARKET INDICATORS
Table 1 Birth Rates 2006-2011
Table 2 Infant Population 2006-2011
Table 3 Female Population by Age 2006-2011
Table 4 Total Population by Age 2006-2011
Table 5 Households 2006-2011
Table 6 Forecast Infant Population 2011-2016
Table 7 Forecast Female Population by Age 2011-2016
Table 8 Forecast Total Population by Age 2011-2016
Table 9 Forecast Households 2011-2016
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2006-2011
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2006-2011
Table 12 Tissue and Hygiene Retail Company Shares 2007-2011
Table 13 Tissue and Hygiene Retail Brand Shares 2008-2011
Table 14 Penetration of Private Label by Category 2006-2011
Table 15 Retail Sales of Tissue and Hygiene by Distribution Format: % Analysis 2006-2011
Table 16 Retail Sales of Tissue and Hygiene by Category and Distribution Format: % Analysis
2011
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2011-2016
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2011-2016
DEFINITIONS
SOURCES
Summary 1 Research Sources
Tissue and Hygiene in Portugal - Company Profiles
3M Portugal Lda in Tissue and Hygiene (Portugal)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 3M Portugal Lda: Competitive Position 2011
Arbora & Ausonia SL in Tissue and Hygiene (Portugal)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND

4. PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Arbora & Ausonia SL: Competitive Position 2011
Di Prolar Lda in Tissue and Hygiene (Portugal)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Di Prolar Lda: Competitive Position 2011
Suavacel - Indústria Transformadora de Papel, SA in Tissue and Hygiene (Portugal)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
PRIVATE LABEL
Summary 9 Suavecel – Indústria Transformadora de Papel, SA: Private Label Portfolio
Away-From-Home Tissue and Hygiene in Portugal - Category Analysis
HEADLINES
TRENDS
Away-from-home tissue and hygiene recorded 3% value growth in 2011. Volume growth varied
across away-from-home tissue and hygiene categories, with the highest growth registered in AFH
incontinence products, AFH tablecloths and AFH paper towels. In general, away-from-home tissue
and hygiene continued to suffer amidst the unfavourable ongoing economic conditions in Portugal.
Consumer spending away from home declined in Portugal in 2011, especially in bars and
restaurants, thus hampering value growth in away-from-home tissue and hygiene products. Other
sectors such as business/industry and healthcare/hospitals kept their expenditure on away-from-
home tissues to a minimum. Nevertheless, the hotel industry in Portugal continued to bring some
dynamism and balanced out the negative effects of the adverse economic conditions.
COMPETITIVE LANDSCAPE
Within tissue and hygiene in 2011, the major manufacturers in retail tissue and hygiene were also
the leading players in away-from-home tissue and hygiene. These companies include Renova -
Fábrica de Papel de Almonda, Kimberly-Clark, SCA Mölnlycke and Arbora & Ausonia.
PROSPECTS
Away-from-home tissue and hygiene is expected to post positive volume and value over the
forecast period in spite of poor economic situation ongoing in the country. Most categories in
away-from-home tissue and hygiene will take advantage of the high demand from the horeca
industry in 2011. The ageing Portuguese population will also continue to stimulate AFH
incontinence growth. In addition, the eco-friendly trend should continue to negatively impact sales
of AFH products until 2016, in particular those of wipers. As a result, manufacturers should be
inclined to develop more eco-friendly products in order to counter eco-friendly concerns of away-
from-home customers.

5. CATEGORY DATA
Table 19 Away-From-Home Sales of Tissue and Hygiene by Category: Value 2006-2011
Table 20 Away-From-Home Sales of Tissue and Hygiene by Category: % Value Growth 2006-
2011
Table 21 Away-From-Home Sales of Tissue and Hygiene by Distribution Format: % Analysis
2006-2011
Table 22 Away-From-Home Sales of Tissue and Hygiene by Category and Distribution Format: %
Analysis 2011
Table 23 Forecast Away-From-Home Sales of Tissue and Hygiene by Category: Value 2011-2016
Table 24 Forecast Away-From-Home Sales of Tissue and Hygiene by Category: % Value Growth
2011-2016
Cotton Wool/Buds/Pads in Portugal - Category Analysis
HEADLINES
TRENDS
Subject to a high level of household penetration, cotton wool/buds/pads in Portugal is a mature
category with volume sales tending to follow the growth patterns of the population. Due to slow
population growth in recent years in Portugal, only 1% volume growth was registered in cotton
wool/buds/pads during 2011. The lack of manufacturers’ investments in product innovation and
advertising, as well as rising competition from personal wipes, has contributed to inhibit stronger
sales in the category.
COMPETITIVE LANDSCAPE
Private label led cotton wool/buds/pads, accounting for 70% of total value sales in 2011. Di Prolar
was the leading branded manufacturer in 2011, occupying second position overall with a 12%
value share. Di Prolar owns various brands such as Pinoca and Hidro, available at very
competitive prices.
PROSPECTS
The Portuguese population is expected to increase by 1% over the forecast period. No major
variation in terms of demand for cotton wool/buds/pads is expected as penetration per household
is already high. Growing competition from personal wipes will limit growth potential for cotton pads
and wool. No significant developments should be expected in terms of manufacturer investment
due to the low overall value sales in cotton wool/buds/pads, which is another factor inhibiting
higher growth in this category over the forecast period.
CATEGORY DATA
Table 25 Retail Sales of Cotton Wool/Buds/Pads: Value 2006-2011
Table 26 Retail Sales of Cotton Wool/Buds/Pads: % Value Growth 2006-2011
Table 27 Retail Sales of Cotton Wool/Buds/Pads by Type: % Value Breakdown 2006-2011
Table 28 Cotton Wool/Buds/Pads Retail Company Shares 2007-2011
Table 29 Cotton Wool/Buds/Pads Retail Brand Shares 2008-2011
Table 30 Forecast Retail Sales of Cotton Wool/Buds/Pads: Value 2011-2016
Table 31 Forecast Retail Sales of Cotton Wool/Buds/Pads: % Value Growth 2011-2016
Incontinence in Portugal - Category Analysis

6. HEADLINES
TRENDS
The number of Portuguese citizens aged 65 years and over continued to increase in 2011 as the
total number of senior citizens in Portugal continues to expand at a fast rate. As the Portuguese
are living longer and with ageing individuals more susceptible to suffering from incontinence, the
number of potential buyers of incontinence products continued to increase in the country.
Moreover, the taboo surrounding incontinence in Portugal continued to diminish, and helped
incontinence products to perform well in 2011.
COMPETITIVE LANDSCAPE
Amongst branded manufacturers, SCA Mölnlycke, owner of the Tena brand, led incontinence
products in Portugal in 2011 with a value share of 29%. Tena has been present for a long time in
Portugal and is the most recognisable specialist incontinence products brand available in Portugal.
Arbora & Ausonia, owner of the Lindor brand, followed SCA Mölnlycke with a 26% value share.
Private label products represented a 41% value in 2011. These products offer similar quality to
branded products at much lower prices.
PROSPECTS
The evolution of the incontinence category will be determined by the ageing of the population. As
the Portuguese population ages further over the forecast period, more people will certainly suffer
from incontinence problems. The growing demand from those potential consumers will continue to
drive sales of incontinence products between 2011 and 2016. In addition, due to the high potential
for positive growth in incontinence products, manufacturers of branded products are expected to
invest in promotion and product innovation, consequently inciting dynamism in the category and
sales over the forecast period.
CATEGORY DATA
Table 32 Retail Sales of Incontinence by Category: Value 2006-2011
Table 33 Retail Sales of Incontinence by Category: % Value Growth 2006-2011
Table 34 Incontinence Retail Company Shares 2007-2011
Table 35 Incontinence Retail Brand Shares 2008-2011
Table 36 Forecast Retail Sales of Incontinence by Category: Value 2011-2016
Table 37 Forecast Retail Sales of Incontinence by Category: % Value Growth 2011-2016
Nappies/Diapers/Pants in Portugal - Category Analysis
HEADLINES
TRENDS
The Portuguese population aged less than two years old continued to decrease in 2011, further
affecting the demand for nappies/diapers/pants. A prolonged slowdown in demand for
nappies/diapers/pants is highly attributed to the effects of the ongoing economic downturn, due to
which families are opting for cutting costs with children nappies/diapers/pants. Furthermore the
category has seen the increasing popularity of cloth nappies/diapers, due to their more
environmentally friendly characteristics since they can be washed and reused.
COMPETITIVE LANDSCAPE
Arbora & Ausonia led nappies/diapers/pants in Portugal in 2011 with a value share of 67%. Arbora
& Ausonia owns the Dodot brand, which offers a wide variety of products that cater to the needs of

7. a significant number of Portuguese consumers. Arbora & Ausonia regularly invests in publicity and
product innovation in order to maintain its good reputation and leadership in Portugal. Kimberly-
Clark, owner of the popular Huggies brand, ranked second amongst the independent players with
a 10% share. Private label accounted for 22% of the market.
PROSPECTS
In 2011, market leader Procter & Gamble released in Portugal its Pampers Active Fit Dry Max, a
range of more eco-friendly nappies/diapers/pants. Furthermore, the growing global concern
regarding environmental issues should drive other manufacturers of leading brands of
nappies/diapers/pants in Portugal to launch other “green” products over the forecast period.
CATEGORY DATA
Table 38 Retail Sales of Nappies/Diapers/Pants by Category: Value 2006-2011
Table 39 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2006-2011
Table 40 Nappies/Diapers/Pants Retail Company Shares 2007-2011
Table 41 Nappies/Diapers/Pants Retail Brand Shares 2008-2011
Table 42 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2011-2016
Table 43 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2011-
2016
Retail Tissue in Portugal - Category Analysis
HEADLINES
TRENDS
Despite rising production costs due to increases in raw material prices such as for pulp and plastic
used in packaging, as well as rising transportation costs, the average unit price of retail tissue in
Portugal remained stable in 2011. The increases were insufficient to have any noticeable effect on
the average unit price in practice, which held steady on €3.30/kg in 2011. Portuguese consumers
paid more attention to the retail prices of the basic necessity products that mainly constitute retail
tissue, toilet paper in particular, as disposable income levels in Portugal continued to diminish
during 2011.
COMPETITIVE LANDSCAPE
As retail tissue products are considered to be basic products, consumers are increasingly more
price sensitive, thus opting for less expensive branded retail tissue. Moreover, private label
products are now able to offer similar quality to that of branded tissue, attending to the needs of
the most demanding customers, and at a considerably lower price. Private label Sonae GPS
ranked first in retail tissue with a 25% value share in 2011. Well-established Sonae is present in all
retail tissue categories and enjoys high popularity due to offering quality products at easily
affordable prices. Renova - Fábrica de Papel de Almonda ranked second in retail tissue during
2011 with a 20% value share. Renova is present in all retail tissue categories in Portugal and
continued to be very dynamic in terms of product innovation and publicity over the review period.
Following in the third and fourth positions were Jerónimo Martins SGPS and Lidi & Cia, accounting
for 15% and 13% value shares, respectively.
PROSPECTS
The negative impact of the ongoing economic situation in Portugal on consumer purchasing power
will surely continue to limit growth in retail issue over the forecast period. As disposable income

8. decreases, consumers will remain price conscious and opt for more economical brands and
cheaper product alternatives such as private label. In addition, the total population of Portugal is
expected to increase by less than 1% over the forecast period. This slow population growth will
also limit the potential for retail tissue to record a stronger performance as the majority of retail
tissue categories already have extremely high penetration.
CATEGORY DATA
Table 44 Retail Tissue Sales by Category: Value 2006-2011
Table 45 Retail Tissue Sales by Category: % Value Growth 2006-2011
Table 46 Retail Tissue Company Shares 2007-2011
Table 47 Retail Tissue Brand Shares 2008-2011
Table 48 Forecast Retail Tissue Sales by Category: Value 2011-2016
Table 49 Forecast Retail Tissue Sales by Category: % Value Growth 2011-2016
Sanitary Protection in Portugal - Category Analysis
HEADLINES
TRENDS
Very mature categories characterize sanitary protection products in Portugal. As the Portuguese
population continues to age the number of potential customers for sanitary protection keeps
declining. The reality of this compact consumer base explains the slow volume sales performance
registered in sanitary protection in 2011. Furthermore, Portuguese women continued to opt for
cheaper sanitary protection brands as a result of low purchasing power, what also affected value
sales growth.
COMPETITIVE LANDSCAPE
Arbora & Ausonia remained the leading player in sanitary protection in Portugal during 2011 with a
value share of 56%. Arbora & Ausonia is present in towels, where it ranked first in towels and
second in both tampons and pantyliners. It is the national brand owners (NBO) for The Procter &
Gamble Co brands Tampax in tampons and Evax and Ausonia brands in towels and pantyliners.
Johnson & Johnson ranked second in sanitary protection in 2011 with a value share of 17%.
Johnson & Johnson led in tampons and pantyliners through its o b and Carefree brands. Private
label represented 21% of the total value share of sanitary protection in Portugal during 2011.
PROSPECTS
Convenience, discretion and mainly retail price will continue to be crucial demand factors driving
sales of sanitary protection in Portugal over the forecast period. Due to low purchasing power,
many Portuguese women are expected to choose less expensive sanitary protection products and
brands, which will contribute to the increasing penetration of private label sanitary protection. As a
result, manufacturers of branded sanitary protection products should engage further in price
promotion in order to boost sales. With the exception of intimate wipes and tampons, products
within the category are expected to perform poorly in volume terms over the forecast period, and
only intimate wipes will see positive constant value growth over that period.
CATEGORY DATA
Table 50 Retail Sales of Sanitary Protection by Category: Value 2006-2011
Table 51 Retail Sales of Sanitary Protection by Category: % Value Growth 2006-2011
Table 52 Retail Sales of Tampons by Application Format: % Value Analysis 2006-2011

9. Table 53 Sanitary Protection Retail Company Shares 2007-2011
Table 54 Sanitary Protection Retail Brand Shares 2008-2011
Table 55 Forecast Retail Sales of Sanitary Protection by Category: Value 2011-2016
Table 56 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2011-2016
Wipes in Portugal - Category Analysis
HEADLINES
TRENDS
Perceived as very convenient products amongst Portuguese consumers, wipes recorded positive
growth in 2011, with personal wipes continuing to attract an elevated number of new consumers.
Nevertheless, due to the current poor economic situation and its negative effect on consumers’
power to consume, Portuguese consumers became increasingly price conscious in 2011, often
opting for less expensive wipes, such as private label wipes.
COMPETITIVE LANDSCAPE
Arbora & Ausonia led wipes in 2011 with a 44% value share. The company owns the Dodot brand
and had a dominant position in baby wipes – again, one of the highest value categories in wipes in
Portugal. Dodot enjoys strong brand loyalty due to the high quality of its products. Private label
ranked second in wipes overall baby wipes with a 27% value share. Present in several wipes
categories, private label holds a strong position in categories such as all-purpose cleaning wipes
and furniture polish wipes. Besides the two main leading players, wipes remained fragmented with
about 20 other minor players. The leading companies in the chasing pack are multinationals such
as Johnson & Johnson, Procter & Gamble and Reckitt Benckiser.
PROSPECTS
Due to low disposable income, Portuguese consumers will continue to use traditional products to
clean their houses rather than home care wipes and floor cleaning systems, which are
substantially more expensive. Nevertheless, due to the convenience of wipes, some wipes
categories will continue to perform well despite the adverse economic situation, in particular
personal wipes, which are mainly used for personal hygiene purposes.
CATEGORY DATA
Table 57 Retail Sales of Wipes by Category: Value 2006-2011
Table 58 Retail Sales of Wipes by Category: % Value Growth 2006-2011
Table 59 Wipes Retail Company Shares 2007-2011
Table 60 Wipes Retail Brand Shares 2008-2011
Table 61 Forecast Retail Sales of Wipes by Category: Value 2011-2016
Table 62 Forecast Retail Sales of Wipes by Category: % Value Growth 2011-2016
Contact: sales@reportsandreports.com for more information.