Now Available: Processed Fruit and Vegetables in Portugal

Despite the country's economic recovery and rising consumer confidence, the trend towards fresh food continued to hamper the demand for processed fruit and vegetables during 2015. Television programmes, the press and social media have all contributed to the promotion of fresh ingredients and home cooking in Portugal. As such, fresh ingredients have become the ultimate convenience and health option for many Portuguese consumers and thus sales have fallen in numerous meal solutions categories, including processed fruit and vegetables.

Competitive Landscape

Sonae Modelo Continente Hipermercados SA retained the leading position in 2015 with a 26% current value share. It was followed by Jerónimo Martins - Distribuição de Produtos de Consumo Lda and Lidl & Cia, which posted value shares of 17% and 13%, respectively. Both Sonae Modelo Continente Hipermercados and Jerónimo Martins have been investing in locally produced high-quality products, raising the profile of private label in Portugal. However, the three largest retailers in the country saw a decrease in their actual sales in 2015 – to €50 million, €33 million and €24 million respectively – following strong growth over the previous few years. Since 2014, private label has started to lose ground to manufacturer brands in Portugal, mostly due to increased promotional activities and adjustments in terms of the offer, as well as due to the negative effects of deflation.

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Industry Prospects

While the Portuguese economy is expected to continue improving over the forecast period, the result of the general election held on October 4th 2015 may reduce stability within the country and thus contribute to a decrease in overall consumer confidence. As a result, many consumers are expected to remain cautious, particularly in the first half of the forecast period. Also, as they have become used to benefiting from heavy promotions over the review period, they could be put off buying non-essential products if suddenly there was no discount offered on processed fruit and vegetables, which would have a negative effect on both manufacturers and retailers. Finally, the trend towards consuming more fresh fruit and vegetables, which began when larger retailers started to invest in expanding the areas in hypermarkets/supermarkets devoted to such products, is expected to continue constraining the performance of the category.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Processed Fruit and Vegetables industry in Portugal with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

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