Beauty and Personal Care in Austria

Description Table of
Contents

2020 was a tough year for producers and retailers of beauty and personal care in Austria in 2020, with most products suffering as a result of COVID-19 and the government’s measures to contain it. With many consumers switching to working from home and social events put on hold consumers became less concerned about their personal appearance with categories such as colour cosmetics, fragrances and men’s grooming being particularly hard hit. Additionally, with foreign travel suspended demand for sun...

The publisher'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 2016-2020, allowing you to identify the sectors driving growth. Forecasts to 2025 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.

Note: Product cover images may vary from those shown

BEAUTY AND PERSONAL CARE IN AUSTRIA

EXECUTIVE SUMMARY

COVID-19 impact on beauty and personal care
COVID-19 country impact
Company response
Retailing shift
What next for beauty and personal care?

CHART 1 Beauty and Personal Care Value Sales Growth Scenarios: 2018-2025CHART 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2018-2025

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2015-2020
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2015-2020
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENTGLOBAL INDUSTRY ENVIRONMENTDISCLAIMER

SOURCES

Summary 1 Research Sources

MASS BEAUTY AND PERSONAL CARE IN AUSTRIAKEY DATA FINDINGS

2020 IMPACT

Mass beauty and personal care benefits from lower pricing and availability through modern grocery retailers
Mixed fortunes within the category as COVID-19 measures influence demand
Multinationals continue to dominate with large and trusted portfolios

RECOVERY AND OPPORTUNITIES

A return to normality key to the recovery of mass beauty and personal care
Hygiene set to continue informing purchasing decisions
Natural and environmentally-friendly products set to take centre stage over the forecast period

CATEGORY DATA

Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025

PREMIUM BEAUTY AND PERSONAL CARE IN AUSTRIAKEY DATA FINDINGS

2020 IMPACT

A bleak picture for premium beauty and personal care as households tighten the purse strings
Consumers drawn online by attractive discounts as store-based retailing is severely tested
New COVID-19-related conditions help sustain growth for some products

RECOVERY AND OPPORTUNITIES

A bright outlook projected for premium beauty and personal care
E-commerce expected to flourish driving increased price competition
Beauty specialist retailers set to focus on an omnichannel approach to win over consumers

CATEGORY DATA

Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025

BABY AND CHILD-SPECIFIC PRODUCTS IN AUSTRIAKEY DATA FINDINGS

2020 IMPACT

Sales remain stable with parents unwilling to compromise on quality
Suspension of international travel limits demand for baby and child-specific sun care
Distribution landscape influenced by concerns over COVID-19

RECOVERY AND OPPORTUNITIES

Baby and child-specific products set for stable growth as restrictions ease
Natural and eco-friendly products on the menu
E-commerce stands to build on the growth seen during 2020

CATEGORY DATA

Table 23 Sales of Baby and Child-specific Products by Category: Value 2015-2020
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2017-2020
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025

BATH AND SHOWER IN AUSTRIAKEY DATA FINDINGS

2020 IMPACT

Hygiene concerns increase in the wake of COVID-19 driving sales of liquid soap
Hand sanitisers move into the mass market
Explosion of new players entering the market takes share from the leading players

RECOVERY AND OPPORTUNITIES

Hand sanitiser set to remain a key feature of bath and shower
Health and wellness trend expected to drive demand for bath additives
E-commerce expected to hold greater influence over the forecast period

CATEGORY DATA

Table 34 Sales of Bath and Shower by Category: Value 2015-2020
Table 35 Sales of Bath and Shower by Category: % Value Growth 2015-2020
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020
Table 37 NBO Company Shares of Bath and Shower: % Value 2016-2020
Table 38 LBN Brand Shares of Bath and Shower: % Value 2017-2020
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020
Table 40 Forecast Sales of Bath and Shower by Category: Value 2020-2025
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025

COLOUR COSMETICS IN AUSTRIAKEY DATA FINDINGS

2020 IMPACT

Home seclusion hits sales of colour cosmetics hard
Consumers trade down from premium to mass brands due to financial and distribution issues
E-commerce thrives while L’Oréal retains the lead

RECOVERY AND OPPORTUNITIES

Recovery of colour cosmetics intrinsically linked to the lifting of COVID-19 restrictions
Augmented reality and other new digital technologies point towards a bright future for e-commerce
Colour cosmetics still full of potential despite category maturity

CATEGORY DATA

Table 43 Sales of Colour Cosmetics by Category: Value 2015-2020
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2016-2020
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020
Table 47 LBN Brand Shares of Eye Make-up: % Value 2017-2020
Table 48 LBN Brand Shares of Facial Make-up: % Value 2017-2020
Table 49 LBN Brand Shares of Lip Products: % Value 2017-2020
Table 50 LBN Brand Shares of Nail Products: % Value 2017-2020
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025

DEODORANTS IN AUSTRIAKEY DATA FINDINGS

2020 IMPACT

Deodorants delivers growth despite the challenges presented by COVID-19
Borotalco continues to make giant strides with innovative range
Consumers turn to modern grocery retailers and e-commerce for reasons of convenience and safety

RECOVERY AND OPPORTUNITIES

Stable growth projected for deodorants
Consumers likely to continue driving demand for aluminium-free deodorants
Multinationals set to retain dominance

CATEGORY DATA

Table 54 Sales of Deodorants by Category: Value 2015-2020
Table 55 Sales of Deodorants by Category: % Value Growth 2015-2020
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2015-2020
Table 57 NBO Company Shares of Deodorants: % Value 2016-2020
Table 58 LBN Brand Shares of Deodorants: % Value 2017-2020
Table 59 LBN Brand Shares of Premium Deodorants: % Value 2017-2020
Table 60 Forecast Sales of Deodorants by Category: Value 2020-2025
Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025
Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2020-2025

DEPILATORIES IN AUSTRIAKEY DATA FINDINGS

2020 IMPACT

Depilatories sees sales stall due to home seclusion
Multinationals retain their dominance with product availability being key
Natural/free-from ranges of depilatories gain interest among health conscious consumers

RECOVERY AND OPPORTUNITIES

Modest growth projected as depilatories reaches maturity
Could men provide a new audience for depilatories?
Products for sensitive skin offer potential

CATEGORY DATA

Table 63 Sales of Depilatories by Category: Value 2015-2020
Table 64 Sales of Depilatories by Category: % Value Growth 2015-2020
Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 66 NBO Company Shares of Depilatories: % Value 2016-2020
Table 67 LBN Brand Shares of Depilatories: % Value 2017-2020
Table 68 Forecast Sales of Depilatories by Category: Value 2020-2025
Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025

FRAGRANCES IN AUSTRIAKEY DATA FINDINGS

2020 IMPACT

Stuck at home consumers see little appeal in fragrances
Men quicker to ditch fragrances as COVID-19 hits Austria
Lockdown cuts off access to key distribution channels

RECOVERY AND OPPORTUNITIES

Uncertain future lies ahead for fragrances
E-commerce set to play a bigger role in fragrances over the forecast period
New product development expected to remain a key growth driver

CATEGORY DATA

Table 70 Sales of Fragrances by Category: Value 2015-2020
Table 71 Sales of Fragrances by Category: % Value Growth 2015-2020
Table 72 NBO Company Shares of Fragrances: % Value 2016-2020
Table 73 LBN Brand Shares of Fragrances: % Value 2017-2020
Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020
Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020
Table 76 Forecast Sales of Fragrances by Category: Value 2020-2025
Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025

HAIR CARE IN AUSTRIAKEY DATA FINDINGS

2020 IMPACT

Home seclusion persuades consumers to trade down to make savings
Hair salons heavily impacted by COVID-19 measures
Consumers shun styling agents in favour of more natural looks

RECOVERY AND OPPORTUNITIES

Hair care set to regain its bounce as restrictions ease
Ageing population should benefit hair loss treatments
Natural hair care ranges offer potential for smaller players to gain a foothold in the market

CATEGORY DATA

Table 78 Sales of Hair Care by Category: Value 2015-2020
Table 79 Sales of Hair Care by Category: % Value Growth 2015-2020
Table 80 Sales of Hair Care by Premium vs Mass: % Value 2015-2020
Table 81 NBO Company Shares of Hair Care: % Value 2016-2020
Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020
Table 83 LBN Brand Shares of Hair Care: % Value 2017-2020
Table 84 LBN Brand Shares of Colourants: % Value 2017-2020
Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020
Table 86 LBN Brand Shares of Styling Agents: % Value 2017-2020
Table 87 LBN Brand Shares of Premium Hair Care: % Value 2017-2020
Table 88 Forecast Sales of Hair Care by Category: Value 2020-2025
Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025
Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025

MEN'S GROOMING IN AUSTRIAKEY DATA FINDINGS

2020 IMPACT

Men reduce their personal grooming routines due to home seclusion
Lockdown blunts sales of men’s shaving
Men’s skin care remains stable thanks to skin health benefits

RECOVERY AND OPPORTUNITIES

Men’s grooming set to bounce back in line with the lifting of restrictions
Beards likely to have a growing influence on sales of men’s grooming
E-commerce set to enhance its position in men’s grooming

CATEGORY DATA

Table 91 Sales of Men’s Grooming by Category: Value 2015-2020
Table 92 Sales of Men’s Grooming by Category: % Value Growth 2015-2020
Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2017-2020
Table 95 NBO Company Shares of Men’s Grooming: % Value 2016-2020
Table 96 LBN Brand Shares of Men’s Grooming: % Value 2017-2020
Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020
Table 98 Forecast Sales of Men’s Grooming by Category: Value 2020-2025
Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025

ORAL CARE IN AUSTRIAKEY DATA FINDINGS

2020 IMPACT

Consumers become more price focused in the wake of COVID-19
Bad breath less of a concern to consumers stuck at home
Natural and sustainable products on the menu

RECOVERY AND OPPORTUNITIES

Oral care set for stable growth over the forecast period
Players likely to look for opportunities in less mature categories
More Austrians expected to go electric when it comes to brushing

CATEGORY DATA

Table 100 Sales of Oral Care by Category: Value 2015-2020
Table 101 Sales of Oral Care by Category: % Value Growth 2015-2020
Table 102 Sales of Toothbrushes by Category: Value 2015-2020
Table 103 Sales of Toothbrushes by Category: % Value Growth 2015-2020
Table 104 Sales of Toothpaste by Type: % Value Breakdown 2016-2020
Table 105 NBO Company Shares of Oral Care: % Value 2016-2020
Table 106 LBN Brand Shares of Oral Care: % Value 2017-2020
Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020
Table 108 LBN Brand Shares of Toothpaste: % Value 2017-2020
Table 109 Forecast Sales of Oral Care by Category: Value 2020-2025
Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025
Table 111 Forecast Sales of Toothbrushes by Category: Value 2020-2025
Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025

SKIN CARE IN AUSTRIAKEY DATA FINDINGS

2020 IMPACT

A mixed bag for skin care in 2020 but overall sales remain stable
Players focus on the treatment of “maskne” as a way to deliver growth
Dermocosmetics remain popular as consumers focus on long-term skin health

RECOVERY AND OPPORTUNITIES

Younger generations set to support steady growth in skin care
Sales set to rebound as consumers come out of hibernation
Masstige products could threaten the share of premium skin care

CATEGORY DATA

Table 113 Sales of Skin Care by Category: Value 2015-2020
Table 114 Sales of Skin Care by Category: % Value Growth 2015-2020
Table 115 NBO Company Shares of Skin Care: % Value 2016-2020
Table 116 LBN Brand Shares of Skin Care: % Value 2017-2020
Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2017-2020
Table 118 LBN Brand Shares of Anti-agers: % Value 2017-2020
Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2017-2020
Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2017-2020
Table 121 LBN Brand Shares of Premium Skin Care: % Value 2017-2020
Table 122 Forecast Sales of Skin Care by Category: Value 2020-2025
Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025

SUN CARE IN AUSTRIAKEY DATA FINDINGS

2020 IMPACT

With holidays cancelled demand for sun care slumps
Sun care no longer seen as a single-purpose product
Pharma brands benefit from healthy positioning and price promotions

RECOVERY AND OPPORTUNITIES

Demand for sun care will return once holidays in the sun resume
More consumers expected to go online in search of sun care over the forecast period
Skin care benefits likely to remain at the heart of premium sun protection

CATEGORY DATA

Table 124 Sales of Sun Care by Category: Value 2015-2020
Table 125 Sales of Sun Care by Category: % Value Growth 2015-2020
Table 126 NBO Company Shares of Sun Care: % Value 2016-2020
Table 127 LBN Brand Shares of Sun Care: % Value 2017-2020
Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020
Table 129 Forecast Sales of Sun Care by Category: Value 2020-2025
Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025

Note: Product cover images may vary from those shown

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