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Report
Beauty and Personal Care in Austria
Market Direction I 2023-06-05 I 132 Pages I Euromonitor
Overall, beauty and personal care continued to recover from the effects of the Coronavirus (COVID-19) crisis. Beauty and personal care was shaped by the return of the demand for most types of beauty and personal care, in particular for products that suffered due to the pandemic. These included colour cosmetics, fragrances, sun care, deodorants and men's grooming. As COVID-19 regulations were relaxed and the country emerged out of the pandemic, consumers spent less time at home and resumed social...
Euromonitor International's Beauty and Personal Care in Austria report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2018-2022, allowing you to identify the sectors driving growth. Forecasts to 2027 illustrate how the market is set to change.
Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Beauty and Personal Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market's major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.
Beauty and Personal Care in Austria
Euromonitor International
June 2023
List Of Contents And Tables
BEAUTY AND PERSONAL CARE IN AUSTRIA
EXECUTIVE SUMMARY
Beauty and personal care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for beauty and personal care?
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2019-2022
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2017-2022
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2017-2022
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2022-2027
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN AUSTRIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Return to pre-pandemic lifestyles and inflationary pressures boost demand and retail value sales, respectively
Mass colour cosmetics benefits from the resumption of out-of-home lifestyles while a long, hot summer and holidays boost mass sun care
L'Oreal and Beiersdorf continue to compete fiercely
PROSPECTS AND OPPORTUNITIES
Price advantage to maintain popularity of mass beauty and personal care
Wide outlet and product choice to favour health and personal care stores
Multinationals to shape the direction of beauty and personal care
CATEGORY DATA
Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2018-2022
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2019-2022
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2022-2027
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2022-2027
PREMIUM BEAUTY AND PERSONAL CARE IN AUSTRIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
High inflation and increased demand boost the performance of premium beauty and personal care
Resumption of out-home lifestyles spurs premium colour cosmetics
Strong leaders but affordable premium trend boosts "others"
PROSPECTS AND OPPORTUNITIES
Slower growth anticipated in a tough economic climate
Skin care and fragrances set to continue to lead the way in premium beauty and personal care
Sustainability to grow in importance in company strategies
CATEGORY DATA
Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2018-2022
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2019-2022
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2022-2027
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2022-2027
BABY AND CHILD-SPECIFIC PRODUCTS IN AUSTRIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Low birth rate hinders retail volume growth in baby and child-specific products
Players look to reduce their ecological footprint
Procter & Gamble and Johnson & Johnson leverage strong offers and sustainability strategies
PROSPECTS AND OPPORTUNITIES
Low birth rate to limit growth potential
Economic pressures to support private label demand
Sustainability to increase importance in product and packaging terms
CATEGORY DATA
Table 23 Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2018-2022
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2019-2022
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2019-2022
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2019-2022
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2019-2022
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2022-2027
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2022-2027
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2022-2027
BATH AND SHOWER IN AUSTRIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Strong declines for hand sanitisers and liquid soap as the threat of the pandemic recedes
Bath additives remain a popular choice despite fading home spa and wellness trend
Bar soap fits with sustainability trend
PROSPECTS AND OPPORTUNITIES
Bath and shower to benefit from a robust health and hygiene trend
Liquid soap to remain popular but cede ground to bar soap
Upcycling to gain traction amid sustainable practices
CATEGORY DATA
Table 34 Sales of Bath and Shower by Category: Value 2017-2022
Table 35 Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022
Table 37 NBO Company Shares of Bath and Shower: % Value 2018-2022
Table 38 LBN Brand Shares of Bath and Shower: % Value 2019-2022
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2019-2022
Table 40 Forecast Sales of Bath and Shower by Category: Value 2022-2027
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2022-2027
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2022-2027
COLOUR COSMETICS IN AUSTRIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Dynamic performance as consumers resume work and social norms, while face mask regulation eases
Company activity and renewed opportunities for application push lip products
L'Oreal leverages strong portfolio and investment to stay ahead of the field
PROSPECTS AND OPPORTUNITIES
Strong demand anticipated for colour cosmetics
Long-lasting products to help facial make-up drive growth rates
Personal touch to continue to draw consumers to health and beauty specialists
CATEGORY DATA
Table 43 Sales of Colour Cosmetics by Category: Value 2017-2022
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2018-2022
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2019-2022
Table 47 LBN Brand Shares of Eye Make-up: % Value 2019-2022
Table 48 LBN Brand Shares of Facial Make-up: % Value 2019-2022
Table 49 LBN Brand Shares of Lip Products: % Value 2019-2022
Table 50 LBN Brand Shares of Nail Products: % Value 2019-2022
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2019-2022
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2022-2027
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2022-2027
DEODORANTS IN AUSTRIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Return to growth as society reopens
Cream format sees more shelf space, while concerns over aluminium salts remain
Unilever Austria invests in new products and sustainability
PROSPECTS AND OPPORTUNITIES
Deodorants to continue to recover demand
Key sustainability trend to shape manufacturer and consumer responses
Brands set to remain the preference of consumers
CATEGORY DATA
Table 54 Sales of Deodorants by Category: Value 2017-2022
Table 55 Sales of Deodorants by Category: % Value Growth 2017-2022
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2017-2022
Table 57 NBO Company Shares of Deodorants: % Value 2018-2022
Table 58 LBN Brand Shares of Deodorants: % Value 2019-2022
Table 59 LBN Brand Shares of Premium Deodorants: % Value 2019-2022
Table 60 Forecast Sales of Deodorants by Category: Value 2022-2027
Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2022-2027
Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2022-2027
DEPILATORIES IN AUSTRIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Slow return to normality sees use of depilatories become routine again
New launches add dynamism to depilatories
Procter & Gamble leverages a strong brand and investments to lead the category
PROSPECTS AND OPPORTUNITIES
Positive but slow growth anticipated as the market size stabilises
More specialised products to gain traction, but professional hair removal services remain a threat
High prices may see switches to lower-priced offerings
CATEGORY DATA
Table 63 Sales of Depilatories by Category: Value 2017-2022
Table 64 Sales of Depilatories by Category: % Value Growth 2017-2022
Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2018-2022
Table 66 NBO Company Shares of Depilatories: % Value 2018-2022
Table 67 LBN Brand Shares of Depilatories: % Value 2019-2022
Table 68 Forecast Sales of Depilatories by Category: Value 2022-2027
Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2022-2027
FRAGRANCES IN AUSTRIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Higher prices drive retail current value growth
Stable competitive landscape
Personal touch continues to favour health and beauty specialists
PROSPECTS AND OPPORTUNITIES
Stabilisation expected as the country continues return to normality
Innovation is expected to re-emerge, but mass fragrances are predicted to lead growth race
Physical retailing to continue to dominate distribution
CATEGORY DATA
Table 70 Sales of Fragrances by Category: Value 2017-2022
Table 71 Sales of Fragrances by Category: % Value Growth 2017-2022
Table 72 NBO Company Shares of Fragrances: % Value 2018-2022
Table 73 LBN Brand Shares of Fragrances: % Value 2019-2022
Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2019-2022
Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2019-2022
Table 76 Forecast Sales of Fragrances by Category: Value 2022-2027
Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2022-2027
HAIR CARE IN AUSTRIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Inflationary pressure boosts retail value over volume sales in 2022
Reopening of hair salons boosts salon professional hair care but damages the demand for colourants
Large brand portfolio and investment keep Henkel Central & Eastern Europe at the top
PROSPECTS AND OPPORTUNITIES
New innovative products to boost conditioners and treatments
Shampoos to continue to lead sales
International brands to remain the preference for hair-conscious consumers
CATEGORY DATA
Table 78 Sales of Hair Care by Category: Value 2017-2022
Table 79 Sales of Hair Care by Category: % Value Growth 2017-2022
Table 80 Sales of Hair Care by Premium vs Mass: % Value 2017-2022
Table 81 NBO Company Shares of Hair Care: % Value 2018-2022
Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2018-2022
Table 83 LBN Brand Shares of Hair Care: % Value 2019-2022
Table 84 LBN Brand Shares of Colourants: % Value 2019-2022
Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2019-2022
Table 86 LBN Brand Shares of Styling Agents: % Value 2019-2022
Table 87 LBN Brand Shares of Premium Hair Care: % Value 2019-2022
Table 88 Forecast Sales of Hair Care by Category: Value 2022-2027
Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2022-2027
Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2022-2027
MEN'S GROOMING IN AUSTRIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Return to out-of-home lifestyles supports demand, while price increases stimulate value sales
Manufacturers respond to a renewed demand for men's deodorants
Procter & Gamble leverages a strong brand and new product development to stay ahead of the field
PROSPECTS AND OPPORTUNITIES
Rising costs to exert upward pressure on prices and stimulate value sales
Beard trend to continue to influence men's shaving
Sustainability to become a watchword in men's grooming
CATEGORY DATA
Table 91 Sales of Men's Grooming by Category: Value 2017-2022
Table 92 Sales of Men's Grooming by Category: % Value Growth 2017-2022
Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2019-2022
Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022
Table 95 NBO Company Shares of Men's Grooming: % Value 2018-2022
Table 96 LBN Brand Shares of Men's Grooming: % Value 2019-2022
Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022
Table 98 Forecast Sales of Men's Grooming by Category: Value 2022-2027
Table 99 Forecast Sales of Men's Grooming by Category: % Value Growth 2022-2027
ORAL CARE IN AUSTRIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Rebound in retail volume terms, while higher prices stimulate retail current value growth
Ongoing shift to power toothbrushes, but manual toothbrushes retain the preference of consumers
Procter & Gamble leads the way with strong brands in power toothbrushes and toothpaste
PROSPECTS AND OPPORTUNITIES
Switch from manual to electric toothbrushes is set to continue
Added-value toothpaste to drive value sales
Dental floss and mouthwashes/dental rinses to ride oral care wave
CATEGORY DATA
Table 100 Sales of Oral Care by Category: Value 2017-2022
Table 101 Sales of Oral Care by Category: % Value Growth 2017-2022
Table 102 Sales of Toothbrushes by Category: Value 2017-2022
Table 103 Sales of Toothbrushes by Category: % Value Growth 2017-2022
Table 104 Sales of Toothpaste by Type: % Value Breakdown 2018-2022
Table 105 NBO Company Shares of Oral Care: % Value 2018-2022
Table 106 LBN Brand Shares of Oral Care: % Value 2019-2022
Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2019-2022
Table 108 LBN Brand Shares of Toothpaste: % Value 2019-2022
Table 109 Forecast Sales of Oral Care by Category: Value 2022-2027
Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2022-2027
Table 111 Forecast Sales of Toothbrushes by Category: Value 2022-2027
Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2022-2027
SKIN CARE IN AUSTRIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Skin care demand stabilises while inflationary pressure stimulates value sales
Players step up innovation and new product development
Consumers remain loyal to tried and trusted players and brands
PROSPECTS AND OPPORTUNITIES
Skin care to remain a preoccupation for Austrian consumers
Busy lifestyles and the natural trend to determine purchasing decisions
Sophisticated approach expected from leading players
CATEGORY DATA
Table 113 Sales of Skin Care by Category: Value 2017-2022
Table 114 Sales of Skin Care by Category: % Value Growth 2017-2022
Table 115 NBO Company Shares of Skin Care: % Value 2018-2022
Table 116 LBN Brand Shares of Skin Care: % Value 2019-2022
Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2019-2022
Table 118 LBN Brand Shares of Anti-agers: % Value 2019-2022
Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2019-2022
Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2019-2022
Table 121 LBN Brand Shares of Premium Skin Care: % Value 2019-2022
Table 122 Forecast Sales of Skin Care by Category: Value 2022-2027
Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2022-2027
SUN CARE IN AUSTRIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Returns to summer holidays and outdoor lifestyles stimulate the use of sun care products
Sun protection continues to shape the performance of sun care
Beiersdorf remains the leading player in sun protection and aftersun
PROSPECTS AND OPPORTUNITIES
Bright prospects for sun care due to long and hot summers
Growing importance of ingredients and sustainability
Economic concerns to maintain mass sun care leadership
CATEGORY DATA
Table 124 Sales of Sun Care by Category: Value 2017-2022
Table 125 Sales of Sun Care by Category: % Value Growth 2017-2022
Table 126 NBO Company Shares of Sun Care: % Value 2018-2022
Table 127 LBN Brand Shares of Sun Care: % Value 2019-2022
Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2019-2022
Table 129 Forecast Sales of Sun Care by Category: Value 2022-2027
Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2022-2027
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