Retail market in Portugal - statistics & facts
The retail market in Portugal has grown during the past decade and culminated in a revenue of over 70 billion euros in 2023, with almost 42 percent of it depending on trade in non-specialized outlets. These figures indicate market resilience, as the Portuguese economy has had to continuously adjust to a surge in inflation due to an international climate of instability. Even though the confidence of the retail trade sector has remained low for a long time, it was higher in April 2025 than 10 years before, and the retail products most bought by the Portuguese after fuel for vehicles are apparel and accessories, which proves the consumer will to continue purchasing apart from first necessity products.
Despite dominating the retail space in Portugal, the Sonae group had lower financial figures than its most relevant competitor. Since Jerónimo Martins operates in Poland and Colombia besides Portugal, it achieved a revenue of 33.44 billion euros in 2024, while Sonae stayed at the 9.9-billion-euro benchmark. Jerónimo Martins was also considered by an independent analysis as the most reputable retailer in Portugal, with Mercadona, a recent retail agency in the national market, following.
As Portuguese consumers are confronted with difficult market dynamics, they must balance them with their need and desire for retail products. Having a sharp brand awareness and carefully deciding on which categories to spend the most money are two methods employed by the Portuguese that guarantee the continuation of the retail market’s success in the country.
Sonae and Jerónimo Martins are the dominant Portuguese retailers
There were 1,910 non-food retail establishments in Portugal and over 1,780 food retail spaces in 2023, operating with almost 476,900 retail employees. While retail companies are mostly concentrated in shopping centers, the option of home delivery is especially important for food retail enterprises. Sonae has for years been the most relevant retailer operating in Portugal, with a market share of over 26 percent in 2024. Its chain of hypermarkets, Continente, is also the owner of the most popular online store in the food retail segment, having generated more than 43 million U.S. dollars in the same year.Despite dominating the retail space in Portugal, the Sonae group had lower financial figures than its most relevant competitor. Since Jerónimo Martins operates in Poland and Colombia besides Portugal, it achieved a revenue of 33.44 billion euros in 2024, while Sonae stayed at the 9.9-billion-euro benchmark. Jerónimo Martins was also considered by an independent analysis as the most reputable retailer in Portugal, with Mercadona, a recent retail agency in the national market, following.
Low retail exports and high consumer prices in Portugal
In 2023, Portuguese retail exports were valued at 2.21 billion euros, and, despite this being the highest value in recent years, it was more than four times surpassed by the import value of retail trade goods and services. Retail imports increased the most from 2022 to 2023, when they surpassed 9.7 billion euros, and this imbalance between retail exports and imports contributes to the rise in consumer prices in Portugal. In fact, not even during the coronavirus (COVID-19) pandemic was the consumer price index (CPI) as high as in May 2025, when it equaled 124.51.As Portuguese consumers are confronted with difficult market dynamics, they must balance them with their need and desire for retail products. Having a sharp brand awareness and carefully deciding on which categories to spend the most money are two methods employed by the Portuguese that guarantee the continuation of the retail market’s success in the country.
