Competitive Landscape
Dodot Defends Lead with Bulk Packs as Rivals Gain Ground
Wipes in Portugal remains moderately concentrated, but has seen a gradual decline in concentration over the last five years. Procter & Gamble Portugal SA, led by the Dodot brand, continues to hold the largest share, accounting for 40% of retail value in 2025.
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Overview:
Understand the latest market trends and future growth opportunities for the Wipes industry in Portugal with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Wipes industry in Portugal, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Wipes in Portugal report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Wipes in Portugal?
- Which are the leading brands in Wipes in Portugal?
- How are products distributed in Wipes in Portugal?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Wipes products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Wipes in Portugal - Category analysis
Key Data Insights
Moist Toilet Wipes Drive Category Growth
Moist Toilet Wipes Drive Category Growth
Dodot Leverages Bulk Packaging to Defend Price Leadership
Sustainable and Wellness-Focused Wipes Attract Portuguese Consumers
Retailers Accelerate Sustainability as Demand for Eco-Friendly Wipes Set to Rise
Moist Toilet Wipes to Extend Reach as Penetration Accelerates
Private Label Expected to Expand Sustainable Options as Price Sensitivity Intensifies
Dodot Defends Lead with Bulk Packs as Rivals Gain Ground
Supermarkets Maintain Lead as Shoppers Prioritise Proximity and Range
Baby Wipes Drive Online Growth as E-Commerce Carves a Niche
Tissue and Hygiene in Portugal - Industry Overview
Renova Leverages Sustainability Investments to Expand across Borders
Key Data Insights
Renova Leverages Sustainability Investments to Expand across Borders
Procter & Gamble Drives Premiumisation with Online Discount Campaigns
Innovation and Premiumisation Set to Drive Growth in Sustainable Products
Legislative Shifts and Digital Adoption Expected to Shape Consumer Access and Preferences
Procter & Gamble Defends Lead as Private Label Growth Slows
Established Retailers Expand Reach with New Store Openings and Loyalty Programmes
Online Discounts and Convenience Drive Steady E-Commerce Gains in Baby and Hygiene Products
Country Reports Disclaimer
The following categories and subcategories are included:
Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
Wipes
This is the aggregation of personal wipes and household cleaning wipes
See all of our definitionsWhy 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
This report originates from Passport, our Wipes research and analysis database.
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