Baby and Toddler Products - Portugal

Portugal is a compact but well-structured market of around 10.7 million inhabitants in which baby and toddler products are sold through a small number of powerful retail groups, a network of Iberian distributors and a lively independent and online specialist scene. After years of decline, the birth rate is recovering: according to the national statistics institute INE, 87,732 babies were born in 2025, 3.3% more than in 2024, and every month except January and February 2025 was above the previous year. Roughly one third of newborns have mothers born abroad, and almost one in three births is to a mother aged 35 or older, which supports demand for well-researched, safety-oriented and premium products.

Taking all Kind+Jugend categories together (nursery hardgoods such as prams, car seats and furniture, light nursery articles for feeding, care and safety, baby and toddler textiles and fashion, and infant and pre-school toys), the core market is estimated at EUR 250–350 million at retail prices. Including the total toy market (all ages) and baby consumables such as diapers, baby personal care and baby food, the addressable children’s economy reaches roughly EUR 0.85–1.0 billion. The toy market grew strongly in early 2025 (+15.1% in value to the end of April according to GfK data), and online toy sales keep gaining share.

The market is shaped by the Sonae group (Continente hypermarkets and the Zippy children’s chain), Jerónimo Martins (Pingo Doce), Auchan, Lidl, El Corte Inglés, the Prénatal Retail Group (which also operates Toys “R” Us in Portugal), the electronics chain Worten and the pharmacy channel. On the supply side, brand subsidiaries such as Artsana (Chicco) coexist with Portuguese toy distributors such as Concentra and Dream Toys and with Spain-based Iberian distributors that manage many international nursery brands for Spain and Portugal from one hub.

For foreign suppliers, the most promising entry routes are (1) an exclusive Portuguese or Iberian distributor for branded ranges, (2) direct listings with large retailers for private-label and value ranges, and (3) Portuguese-language e-commerce and specialist retailers for niche and premium brands. Products with particularly good prospects include i-Size car seats and compact travel systems, co-sleeping and space-saving nursery furniture, sun and heat protection products, sustainable feeding and care articles, baby monitors and smart safety devices, Montessori, wooden and STEM toys, outdoor and ride-on toys and affordable, well-designed private-label basics.

Suppliers from other EU member states benefit from the single market but must still meet the General Product Safety Regulation, the Toy Safety Directive, the relevant EN standards, Portuguese-language labelling and national extended producer responsibility rules. Suppliers from outside the EU additionally need an EU-based responsible economic operator, customs clearance and, for goods sold directly to consumers, must take into account that the EUR 150 duty exemption for low-value parcels was abolished on 1 July 2026.