Franchising in Portugal generates €23 billion in turnover in 2025

Portugal’s franchise sector generated turnover of €23 billion in 2025, up 3% on the previous year, and employed 197,000 people. Figures from the Portuguese Franchising Association (APF), released on 13 October 2026, also show a net gain of 200 outlets, in a year that saw both openings and closures.

Employment grows faster than turnover

The increase in employment is one of the most striking findings in the APF’s report. The sector’s workforce rose from 137,000 in 2024 to 197,000 in 2025, an increase of 60,000 jobs, or 43.8%.

Turnover also grew, though at a slower pace: the €23 billion total represents annual growth of 3%. Taking a longer-term view, the APF reports that turnover has increased by around 33% since 2022.

These two indicators describe different aspects of the sector’s development. Turnover measures sales revenue, while employment reflects the number of people working in the sector. The difference between their respective growth rates does not, on its own, reveal how outlet profitability or working conditions have changed.

For those exploring franchise opportunities, it is also important to distinguish cumulative growth since 2022 from the change over the latest year. The figure of around 33% covers several years; the 3% figure compares 2025 with 2024.

Openings exceed closures by 200 outlets

During 2025, 339 franchise outlets opened and 139 closed. The result was a net increase of 200 outlets in Portugal.

This balance offers a different perspective from looking at openings alone. The 339 openings demonstrate expansion activity, but closures are also part of the picture and reduce net growth. The number of new outlets opened should therefore not be confused with the actual increase in the sector’s presence across the country.

By activity, the services and business category led net growth, adding 44 outlets. This was followed by building, construction and renovation, with 36, and estate agency, with 35. Restaurants and food recorded a net gain of 26 outlets.

The results place several service activities among the largest contributors to the net increase in outlets. They also show that expansion was not confined to restaurants, one of the areas most commonly associated with franchise networks.

Services account for 68% of brands

According to APF CEO Cristina Matos, quoted in a press release, services account for 68% of franchise brands in Portugal. This share of brands does not, however, translate into an equivalent share of turnover.

She explains that commerce and distribution account for a larger share of turnover because of the size of the companies operating in those activities. The sector’s composition therefore looks different depending on whether it is measured by the number of brands or the revenue generated.

In the turnover figures published by activity, food distribution and fuel accounted for €3.276 billion. Restaurants and food generated €1.089 billion, followed by commerce and retail at €935 million.

Health, beauty and wellbeing recorded €216 million, while estate agency reached €123 million. These figures help illustrate differences in scale between activities, but do not indicate the turnover an individual outlet might achieve.

What to consider before investing

The APF’s report brings together three signs of growth in 2025: higher turnover, increased employment and more openings than closures. For prospective franchisees, it provides useful context rather than a forecast of performance for a particular brand or location.

When assessing an opportunity, it is worth requesting information on the network’s openings and closures, the results of comparable outlets and staffing requirements. It is also important to distinguish turnover from costs and expected profitability.

Practical takeaway: use the national figures as a starting point, and check the specific terms and circumstances of the network and outlet before committing to an investment.