Care Products market in Portugal

The Portuguese Care Products eCommerce market is predicted to reach US$608.0 million by 2024 and accounts for 8.9% of the total eCommerce market in Portugal. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 9.2%, resulting in a projected market volume of US$863.5 million by 2028. Within the Care Products market ECDB considers the following three sub-markets: Personal Care, Health Care, and Household Care.

Market development

eCommerce revenue development in the Hygiene market in Portugal

The Portuguese Hygiene eCommerce market is predicted to reach US$39.0 million by 2024 and accounts for 12.7% of the Personal Care eCommerce market in Portugal. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 14.2%, resulting in a projected market volume of US$66.4 million by 2028. The Hygiene eCommerce market is a sub-market of the Personal Care market. Further categories within the Personal Care market are: Decorative Cosmetics, Fragrances, Other Personal Care, and Shower & Bath.

eCommerce revenue development in the Hygiene market in Portugal

in million US$

eCommerce revenue growth in the Hygiene market in Portugal

in %

Net eCommerce revenue split by sub-category

in %
20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)98.043.877.386.423.445.986.432.7

Online share

eCommerce online share of the total Hygiene market in Portugal

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Portuguese Hygiene retail market, the online share is 37.4% and will increase by an average of 14.4% to 64.1% by 2028.

eCommerce online share of the total Hygiene market in Portugal

in %
20202021202220232024202520262027
Online share (in %)83.0%24.1%46.8%76.9%90.3%54.0%38.9%15.4%

Market definition

Definition of the Hygiene market within the Care Products market

Market definition: Care Products > Personal Care > Hygiene The category Hygiene includes the online trade of feminine hygiene, toilet paper and handkerchiefs. This category does not cover bath and shower products. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Feminine hygiene
  • Toilet paper
  • Handkerchiefs

Out-of-scope

  • Bath and shower products