Consumer and Market Insights: Fish & Seafood in Portugal

Improving economic conditions with rising disposable income will provide new growth opportunities in the Portuguese consumer packaged goods market. The market is led by the Fresh Fish & Seafood (Counter) category while the Ambient Fish & Seafood category is expected to register the fastest growth during 2015-2020. Pescanova S.A. is the leading player in the Portuguese Fish & Seafood market.


• Recovering economy and improved domestic demand will create new opportunities in Portugal’s consumer packaged goods market.

• Among the six categories analyzed, Fresh Fish & Seafood (Counter) is the leading value category, accounting for 93.9% share in 2015.

• Hypermarkets & Supermarkets is the leading distribution channel for the overall Fish & Seafood distribution in Portugal.

• Private label products in the Ambient Fish & Seafood category registered fastest growth during 2012-2015.

• Rigid Metal is the most commonly used packaging material in the Portuguese Fish & Seafood market.

Reasons to buy

Identify high potential categories and explore further market opportunities based on detailed value and volume analysis

Existing and new players can analyze key distribution channels to identify and evaluate trends and opportunities

Gain an understanding of the total competitive landscape based on detailed brand share analysis to plan effective market positioning

Companies mentioned

Amanda Seafoods A/S

Campos Santos

Cofaco Acores – Industria De Conservas,S.A

Conserveira Do Sul Lda

Luis Calvo Sanz


Pescanova S.A.

Salsicharia C. Crisostomo


Ibertejo Sa


Rui Costa E Sousa & Irmao Sa

Brasmar Iii-Comercio De Produt

Table of Contents


• Report Scope

Country Context

• Macroeconomic indicators –Population and age structure, GDP and Consumer Price Index

Market Overview

• Value and volume analysis for the Portugal Fish & Seafood market

• Historic and forecast consumption in the Portugal Fish & Seafood market

• Volume analysis by category

• Historic and forecast value analysis by category

• Winners and losers by category with change in market share

• Average category level pricing

• Segment share in a category (value terms) and change in market share

Retail Landscape and Key Distribution Channels

• Leading retailers in the Portuguese Food market

• Leading distribution channels (value terms) in thePortugueseFish & Seafood market

• Leading distribution channels (value terms) by category


• Fish & Seafood market by type of packaging material/container (in volume terms)

• Fish & Seafood market by type of packaging closure/outer (in volume terms)

• Fish & Seafood market by type of packaging, forecast (in volume terms)

Brand and Private Label Share

• Penetration of private label by category in the Portuguese Fish & Seafood market

• Private Label growth (in value terms) compared to brands

• Market share of leading brands (in value terms) by category


• Country context

• Category value and volume data

• Sector Overview

• Segment data

• Packaging data

• Category definitions

• Segment definitions

• Channel definitions

• Methodology

• About Canadea

List of Tables

Table 1: Market value analysis in EURand US$, 2010-2020

Table 2: Market volume growth analysis, 2010-2020

Table 3: Exchange rate fluctuations: US$ to EUR

Table 4: Average prices (EUR and US$) by category, 2015

Table 5: Segment level analysis by category, 2015

Table 6: Leading retailers

Table 7: Leading brands by category, 2015

List of Figures

Figure 1: Macro economic analysis: GDP per capita, Population, CPI (2010-2015), Age Profile (2015)

Figure 2: Market volume share analysis by category, 2015

Figure 3: Growth analysis by category, 2010-2020

Figure 4: Change in market share by category, 2015-2020

Figure 5: Leading distribution channels, overall Food, 2011-2014

Figure 6: Leading distribution channels by category, 2015

Figure 7: Packaging analysis –key packaging material, type, closure and outer, 2015

Figure 8: Growth in key packaging material, type, closure and outer, 2015-2020

Figure 9: Private Label penetration by categories, 2015

Figure 10: Private Label and brand share growth, 2012-2015

Figure 11: Brand share by categories, 2015


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