Market research

Shampoos market in Portugal

Release date: Mar 29, 2026

Submission: 15 minutes after payment

Research period: 2017-2025

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File format: docx, xlsx

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Earlier Report Observations

The shampoo market in Portugal contracted to $36.6 million in 2019 from $40.9 million the previous year. However, it rebounded strongly from 2020 onward, reaching $47.4 million by 2023.

Growth resumed in 2020 as consumer demand remained stable during the COVID-19 pandemic, with increased interest in multifunctional shampoos addressing hair concerns like dandruff and oiliness. The following year, the launch of new products featuring natural ingredients and vitamin infusions, such as Medimix Total Care, alongside the expansion of online sales channels, further stimulated market expansion.

The upward trend continued into 2023, supported by lasting shifts toward natural, sulfate-free, and vegan formulations, as well as the rising popularity of solid shampoos as an eco-friendly alternative. The market also benefited from the strengthened presence of professional brands like L’Oréal Professionnel and the ongoing dominance of local player Loja do Shampoo in online retail. By 2024, the market stabilized at approximately $47.2 million.

Table of content

1. Disclaimer
2. Terms of use of the report
3. Product codes in the statistical classifications used in the report
4. Key Market Indicators and Trends
1. 4.1. Key Market Indicators
  1. 4.1.1. In value
    1. 4.1.1.1. Production, 2018-2021, 2023-2024
    2. 4.1.1.2. Imports, 2018-2025
    3. 4.1.1.3. Exports, 2018-2025
    4. 4.1.1.4. Market size, 2018-2021, 2023-2024
2. 4.2. Market Trends and Factors
5. Production
1. 5.1. Production in Portugal
  1. 5.1.1. In value, 2018-2021, 2023-2024, K $ US
2. 5.2. Production in the EU, 2018-2024
  1. 5.2.1. In value, 2018-2024, K $ US
6. Exports
1. 6.1. Exports (Direct Data)
  1. 6.1.1. Exports - Total information
  2. 6.1.2. Exports in kind, t
    1. 6.1.2.1. Annual dynamics of product's exports from Portugal in kind, 2018-2025, t
    2. 6.1.2.2. Dynamics of product's exports in kind from Portugal by countries, 2018-2025, t
    3. 6.1.2.3. Structure of product's exports in kind by countries, 2018-2025
  3. 6.1.3. Exports in value, K $ US
    1. 6.1.3.1. Annual dynamics of product's exports from Portugal in value, 2018-2025, K $ US
    2. 6.1.3.2. Dynamics of product's exports in value from Portugal by countries, 2018-2025, K $ US
    3. 6.1.3.3. Structure of product's exports in value by countries, 2018-2025
  4. 6.1.4. Average price of product's exports, $ US/t
    1. 6.1.4.1. Annual dynamics of average price of product's exports from Portugal, 2018-2025, $ US/t
    2. 6.1.4.2. Dynamics of average price of product's exports from Portugal by countries, 2018-2025, $ US/t
2. 6.2. Exports (Mirror Data)
  1. 6.2.1. Exports - Total information
  2. 6.2.2. Exports in kind, t
    1. 6.2.2.1. Annual dynamics of product's exports from Portugal in kind, 2018-2025, t
    2. 6.2.2.2. Dynamics of product's exports in kind from Portugal by countries, 2018-2025, t
    3. 6.2.2.3. Structure of product's exports in kind by countries, 2018-2025
  3. 6.2.3. Exports in value, K $ US
    1. 6.2.3.1. Annual dynamics of product's exports from Portugal in value, 2018-2025, K $ US
    2. 6.2.3.2. Dynamics of product's exports in value from Portugal by countries, 2018-2025, K $ US
    3. 6.2.3.3. Structure of product's exports in value by countries, 2018-2025
  4. 6.2.4. Average price of product's exports, $ US/t
    1. 6.2.4.1. Annual dynamics of average price of product's exports from Portugal, 2018-2025, $ US/t
    2. 6.2.4.2. Dynamics of average price of product's exports from Portugal by countries, 2018-2025, $ US/t
7. Imports
1. 7.1. Imports (Direct Data)
  1. 7.1.1. Imports - Total information
  2. 7.1.2. Imports in kind, t
    1. 7.1.2.1. Annual dynamics of product's imports to Portugal in kind, 2018-2025, t
    2. 7.1.2.2. Dynamics of product's imports in kind to Portugal by countries, 2018-2025, t
    3. 7.1.2.3. Structure of product's imports in kind by countries, 2018-2025
  3. 7.1.3. Imports in value, K $ US
    1. 7.1.3.1. Annual dynamics of product's imports to Portugal in value, 2018-2025, K $ US
    2. 7.1.3.2. Dynamics of product's imports in value to Portugal by countries, 2018-2025, K $ US
    3. 7.1.3.3. Structure of product's imports in value by countries, 2018-2025
  4. 7.1.4. Average price of product's imports, $ US/t
    1. 7.1.4.1. Annual dynamics of average price of product's imports to Portugal, 2018-2025, $ US/t
    2. 7.1.4.2. Dynamics of average price of product's imports to Portugal by countries, 2018-2025, $ US/t
2. 7.2. Imports (Mirror Data)
  1. 7.2.1. Imports - Total information
  2. 7.2.2. Imports in kind, t
    1. 7.2.2.1. Annual dynamics of product's imports to Portugal in kind, 2018-2025, t
    2. 7.2.2.2. Dynamics of product's imports in kind to Portugal by countries, 2018-2025, t
    3. 7.2.2.3. Structure of product's imports in kind by countries, 2018-2025
  3. 7.2.3. Imports in value, K $ US
    1. 7.2.3.1. Annual dynamics of product's imports to Portugal in value, 2018-2025, K $ US
    2. 7.2.3.2. Dynamics of product's imports in value to Portugal by countries, 2018-2025, K $ US
    3. 7.2.3.3. Structure of product's imports in value by countries, 2018-2025
  4. 7.2.4. Average price of product's imports, $ US/t
    1. 7.2.4.1. Annual dynamics of average price of product's imports to Portugal, 2018-2025, $ US/t
    2. 7.2.4.2. Dynamics of average price of product's imports to Portugal by countries, 2018-2025, $ US/t
8. Trade balance
1. 8.1. Trade balance (Direct Data)
  1. 8.1.1. In kind, t
  2. 8.1.2. In value, K $ US
2. 8.2. Trade balance (Mirror Data)
  1. 8.2.1. In kind, t
  2. 8.2.2. In value, K $ US
9. Top buying and selling countries, 2018-2025
1. 9.1. Direct Data
  1. 9.1.1. Import in Value by Countries-buyers
  2. 9.1.2. Export in Value by Countries-suppliers
2. 9.2. Mirror Data
  1. 9.2.1. Import in Value by Countries-buyers
  2. 9.2.2. Export in Value by Countries-suppliers

Production shampoos in Portugal

In value, 2018-2021, K $ US

In 2021, Portugal's shampoo production was valued at 5 030 K $ US, marking a strong 12.9% increase compared to 2020. The maximum value was recorded in 2019 at 6 880 K $ US, while the minimum occurred in 2020 at 4 457 K $ US. The largest decline of 35.2% was observed in 2020. Overall, between 2018 and 2021, production decreased by 22.8%, which translates to an annualized rate of 8.3%.

Annual dynamics of production in Portugal in value, 2018-2021, K $ US

Parameter		2019	2020	2021	CAGR
1	Change from last year	5.6%	(35.2%)	12.9%	(8.3%)

Source: SHEV.io

Exports shampoos from Portugal

Exports in kind, t

In 2021, Portugal exported 3 598 t of shampoos, showing a notable 20.8% increase from the previous year. The maximum volume was recorded in 2019 at 4 233 t, with the minimum in 2020 at 2 979 t. The largest decline of 29.6% occurred in 2020.

Annual dynamics of product's exports from Portugal in kind, 2018-2021, t

Parameter		2019	2020	2021	CAGR
1	Change from last year	19.6%	(29.6%)	20.8%	0.6%

Source: SHEV.io

From 2018 to 2021, Spain, the Netherlands, and the United Arab Emirates were the principal destinations for Portugal's shampoo exports in kind. Spain accounted for 69.6% of exports, the Netherlands for 6.1%, and the United Arab Emirates for 3.1%, collectively making up 78.7% of total flows.

Structure of product's exports in kind by countries, 2018-2021

Source: SHEV.io

World map of product's exports from Portugal in kind, 2018-2021

Source: SHEV.io

Exports in value, K $ US

After a two-year decline, Portugal's shampoo exports increased in 2021, reaching 14 591 K $ US, a steep 37.0% rise year-over-year. The minimum value was recorded in 2020 at 10 649 K $ US, with the largest decline of 18.9% also occurring that year.

Annual dynamics of product's exports from Portugal in value, 2018-2021, K $ US

Parameter		2019	2020	2021	CAGR
1	Change from last year	(8.5%)	(18.9%)	37.0%	0.6%

Source: SHEV.io

Between 2018 and 2021, Spain, the Netherlands, and Angola formed the main group of destinations for Portugal's shampoo exports in value terms. Spain represented 62.8% of exports, the Netherlands 6.3%, and Angola 4.2%, together accounting for 73.3% of total flows.

Structure of product's exports in value by countries, 2018-2021

Source: SHEV.io

World map of product's exports from Portugal in value, 2018-2021

Source: SHEV.io

Imports shampoos to Portugal

Imports in kind, t

Foreign shampoo supplies to Portugal increased for the second consecutive year in 2021, with imports totaling 19 273 t, a gain of 0.9% compared to the previous year. The minimum volume was recorded in 2019 at 18 039 t, where the largest decline of 11.7% occurred. The largest increase of 5.9% was seen in 2020. Overall, between 2018 and 2021, imports decreased by 5.7%, equating to an annualized rate of 1.9%.

Annual dynamics of product's imports to Portugal in kind, 2018-2021, t

Parameter		2019	2020	2021	CAGR
1	Change from last year	(11.7%)	5.9%	0.9%	(1.9%)

Source: SHEV.io

From 2018 to 2021, Spain, France, and Poland continued to be the main suppliers of shampoos to Portugal in kind. Spain accounted for 58.7% of imports, France for 19.8%, and Poland for 7.1%, jointly forming 85.6% of total imports.

Structure of product's imports in kind by countries, 2018-2021

Source: SHEV.io

World map of product's imports to Portugal in kind, 2018-2021

Source: SHEV.io

Imports in value, K $ US

Portugal's shampoo imports increased for the second consecutive year in 2021, totaling 51 654 K $ US, reflecting a solid 13.3% year-over-year rise. The minimum value was recorded in 2019 at 42 864 K $ US, with the largest decline of 12.0% occurring that year. Overall, between 2018 and 2021, imports increased by 6%, equating to an annualized rate of 2.0%.

Annual dynamics of product's imports to Portugal in value, 2018-2021, K $ US

Parameter		2019	2020	2021	CAGR
1	Change from last year	(12.0%)	6.4%	13.3%	2.0%

Source: SHEV.io

Between 2018 and 2021, Spain, France, and Italy remained the principal suppliers of shampoos to Portugal in value terms. Spain represented 54.2% of imports, France 22.2%, and Italy 6.1%, jointly accounting for 82.4% of total imports.

Structure of product's imports in value by countries, 2018-2021

Source: SHEV.io

World map of product's imports to Portugal in value, 2018-2021

Source: SHEV.io