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Report
Home Care in Austria
Market Direction I 2023-01-01 I 66 Pages I Euromonitor
Current retail value sales for homecare in Austria continued to grow in 2022, remaining at a higher level than was recorded before the outbreak COVID-19. However, during 2022, many consumers reduced the frequency of their cleaning, and limited their cleaning efforts to more regular cleans rather than the deep cleans seen during COVID-19. This was due to increasing time constraints, with a return to busier everyday lifestyles and less time spent within the home, especially as many consumers switc...
Euromonitor International's Home Care in Austria market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2027 illustrate how the market is set to change.
Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet 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 Home 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.
Home Care in Austria
Euromonitor International
January 2023
List Of Contents And Tables
HOME CARE IN AUSTRIA
EXECUTIVE SUMMARY
Home care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2017-2022
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
Table 7 Distribution of Home Care by Format: % Value 2017-2022
Table 8 Distribution of Home Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN AUSTRIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Ongoing hygiene concerns and a return to active lifestyles boost current value growth
Sustainability and convenience shape new product developments
Brand loyalty remains strong as global players retain their leads
PROSPECTS AND OPPORTUNITIES
Moderate retail value growth remains, boosted by innovation and inflation
Players focus on product updates and innovation to boost sales
E-commerce grows, however, supermarkets and drugstores retain their leads
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2017-2022
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2017-2022
Table 13 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 14 Sales of Laundry Aids by Category: Value 2017-2022
Table 15 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 16 Sales of Laundry Detergents by Category: Value 2017-2022
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 18 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 19 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 20 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 21 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 22 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 24 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
DISHWASHING IN AUSTRIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Rising prices boost current value sales while volume suffers as consumers eat out
Convenience-seeking consumers reach for automatic dishwashing detergents
Innovations align with sustainability to drive consumer interest and current value sales
PROSPECTS AND OPPORTUNITIES
Ongoing price rises and an increase in home entertaining drive retail value sales
Sustainability and convenience shape product innovation on the landscape
Reckitt Benckiser and Henkel are set to maintain the lead across the forecast period
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2016-2021
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2017-2022
Table 28 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 29 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 30 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 31 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
SURFACE CARE IN AUSTRIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Higher interest in hygiene following COVID-19, boosts value sales
Specific cleaning products lose retail volume sales as multi-purpose cleaners rise
Consumers migrate away from e-commerce and back into store-based retailers
PROSPECTS AND OPPORTUNITIES
Home entertaining will boost sales of surface cleaners across the forecast period
Eco-friendly qualities remain important, however, main players lead above green brands
Multipurpose cleaners to remain a growth driver, alongside bathroom cleaners
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2017-2022
Table 34 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
Table 37 NBO Company Shares of Surface Care: % Value 2018-2022
Table 38 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2022
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2022
Table 41 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
BLEACH IN AUSTRIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Retail volume sales continue to decline following the boost in 2020
Bleach is perceived to be an aggressive product, limiting retail value and volume sales
Bleach suffers from a limited presence and low awareness
PROSPECTS AND OPPORTUNITIES
Downward trends as competition from other surface cleaners challenges sales
Growing environmental trends dampen the growth for bleach
Supermarkets lead distribution as bleach has limited availability elsewhere
CATEGORY DATA
Table 43 Sales of Bleach: Value 2017-2022
Table 44 Sales of Bleach: % Value Growth 2017-2022
Table 45 NBO Company Shares of Bleach: % Value 2018-2022
Table 46 LBN Brand Shares of Bleach: % Value 2019-2022
Table 47 Forecast Sales of Bleach: Value 2022-2027
Table 48 Forecast Sales of Bleach: % Value Growth 2022-2027
TOILET CARE IN AUSTRIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Less time spent in the household reduces the demand for toilet care
Innovation and product sophistication boosts sales of in-cistern devices
Blue Star continues to lead the landscape; however, private label gains ground
PROSPECTS AND OPPORTUNITIES
Steady current retail value growth as entertaining rises and convenience products drive sales
In store shopping continues to be the preferred method, above e-commerce
Green products remain in their infancy, with room for growth
CATEGORY DATA
Table 49 Sales of Toilet Care by Category: Value 2017-2022
Table 50 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 51 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 52 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 53 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
POLISHES IN AUSTRIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Retail volume sales decline as polishes is perceived to be old fashioned
Current retail value sales of shoe polish rise, as events boost growth
Traditional purchasing behaviours favour in-store sales; however, stock is limited
PROSPECTS AND OPPORTUNITIES
Sales continue to decline, with low-maintenance floor and furniture limiting growth
Multi-functional cleaners challenge sales, reducing the need for a separate polish product
The competitive landscape remains the same, as polishes offers limited growth opportunities
CATEGORY DATA
Table 55 Sales of Polishes by Category: Value 2017-2022
Table 56 Sales of Polishes by Category: % Value Growth 2017-2022
Table 57 NBO Company Shares of Polishes: % Value 2018-2022
Table 58 LBN Brand Shares of Polishes: % Value 2019-2022
Table 59 Forecast Sales of Polishes by Category: Value 2022-2027
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
AIR CARE IN AUSTRIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Declining retail volume growth as many consumers focus on essential products
Alternative products to air care challenge growth in 2022
Botanica by Air Wick tries to establish itself in the premium range
PROSPECTS AND OPPORTUNITIES
Product innovation drives growth as players focus on household ambience
Entertaining guests in the household boosts demand for air care
Private label players are set to be rising competition for leading brands
CATEGORY DATA
Table 61 Sales of Air Care by Category: Value 2017-2022
Table 62 Sales of Air Care by Category: % Value Growth 2017-2022
Table 63 Sales of Air Care by Fragrance: Value Ranking 2020-2022
Table 64 NBO Company Shares of Air Care: % Value 2018-2022
Table 65 LBN Brand Shares of Air Care: % Value 2019-2022
Table 66 Forecast Sales of Air Care by Category: Value 2022-2027
Table 67 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
HOME INSECTICIDES IN AUSTRIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Natural repellents and home-made alternatives challenge retail volume growth
Electric insecticides record a decline in retail volume sales
Vandal offers a variety of formats to maintain its lead
PROSPECTS AND OPPORTUNITIES
Positive current retail value and volume growth across the coming years
Time-poor consumers boost retail volume sales of convenience products
Home improvement stores drive sales as consumers appreciate staff advice
CATEGORY DATA
Table 68 Sales of Home Insecticides by Category: Value 2017-2022
Table 69 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 70 Sales of Spray/Aerosol Insecticides by Type: % Value 2017-2022
Table 71 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 72 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 73 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 74 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027
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