Cosmetics And Toiletries in Austria
Euromonitor International's Cosmetics And Toiletries 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, 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 illustrate how the market is set to change.
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Tables: 136 | Publication date: Apr 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Baby care; Bath and shower products; Colour cosmetics; Deodorants; Depilatories; Fragrances; Hair care; Men's grooming products; Oral hygiene; Premium cosmetics; Skin care; Sun care
Executive summary
Consumption driven by new launches
Cosmetics and toiletries continued to see the frequent launch of new products in 2007. These launches are seen as essential if a company wants to maintain or strengthen its position. New launches have to meet different criteria in different product areas, however. In skin care, sun care, hair care, colour cosmetics and oral hygiene, the ingredients and mode of use are very important. New protective ingredients were, for example, added to skin care, sun care, hair care and colour cosmetics. In contrast, new shapes were launched for toothbrushes. In other cosmetics and toiletries, innovations mostly focused on packaging design, scent or colour. However, all innovations have to be supported by strong advertising campaigns in order to have an impact.
Strong interest in anti-ageing and firming/anti-cellulite products
Due to the demographic trend towards an ageing population in Austria, nourishers/anti-agers and firming/anti-cellulite body care drove growth in skin care in 2007. Companies worked towards developing new formulas in nourishers/anti-agers with a better impact on wrinkles and focused on pushing premium brands. This made it hard for private label to follow, as private label producers lack the required research budgets.
Pharmacies/drugstores leading distribution channel
Cosmetics and toiletries is sold mainly via large chains of parapharmacies/drugstores in Austria. This channel is especially strong in baby care, deodorants, colour cosmetics, men's grooming products, depilatories and sun care. In fact, it is continuing to gain value share at the expense of other distribution formats, such as supermarkets/hypermarkets, which are losing share also to discounters. Due to lower prices and wide availability, discounters gained share during the review period. By contrast, perfumeries, especially smaller shops, continued to lose share, although they of course they remain important with respect to sales of fragrances.
Mass products lead
Growth for mass products boosted sales in cosmetics and toiletries in Austria in 2007. These have a different level of significance in different product areas. In baby care, bath and shower products, deodorants and sun care, mass products account for almost all sales. Skin care, fragrances and colour cosmetics meanwhile have a higher presence for premium products.
Sustained growth fuelled by skin care and men's grooming products
Constant value sales are expected to see good growth over the forecast period. Growth will be strong in sun care and depilatories, given the scope for product innovation and comparatively undeveloped sales in these product categories. However, in terms of actual constant value increment, skin care and men's grooming products offer the most significant potential for growth. Skin care will remain the most valuable product area in cosmetics and toiletries by some considerable margin, primarily due to nourishers/anti-agers.
Table of contents
COSMETICS AND TOILETRIES IN AUSTRIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Consumption driven by new launches
Strong interest in anti-ageing and firming/anti-cellulite products
Pharmacies/drugstores leading distribution channel
Mass products lead
Sustained growth fuelled by skin care and men's grooming products
KEY TRENDS AND DEVELOPMENTS
Austrian consumers drawn to natural products
Austrian men looking in the mirror more often
Ageing population in Austria
Being a cool mother is increasingly fashionable
Increasing number of single-person households
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2002-2007
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2002-2007
Table 3 Sales of Premium Cosmetics by Sector: Value 2002-2007
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2002-2007
Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2003-2007
Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2003-2007
Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2004-2007
Table 8 Penetration of Private Label by Sector by Retail Value 2002-2007
Table 9 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2002-2007
Table 10 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2007
Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2007-2012
Table 12 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2007-2012
Table 13 Forecast Sales of Premium Cosmetics by Sector: Value 2007-2012
Table 14 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2007-2012
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - AUSTRIA
BALLOGRAF BIC AUSTRIA GMBH - COSMETICS AND TOILETRIES - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Ballograf Bic Austria GmbH: Key Facts
Summary 3 Ballograf Bic Austria GmbH: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 4 Ballograf Bic Austria GmbH: Competitive Position 2007
GEBRO PHARMA GMBH - COSMETICS AND TOILETRIES - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Gebro Pharma GmbH: Key Facts
Summary 6 Gebro Pharma GmbH: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 7 Gebro Pharma GmbH: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 8 Gebro Pharma GmbH: Competitive Position 2007
RECKITT BENCKISER AUSTRIA GMBH - COSMETICS AND TOILETRIES - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Reckitt Benckiser Austria GmbH: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Reckitt Benckiser Austria GmbH: Competitive Position 2007
REWE AUSTRIA AG - COSMETICS AND TOILETRIES - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Rewe Austria AG: Key Facts
Summary 12 Rewe Austria AG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 13 Rewe Austria AG: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 14 Rewe Austria AG: Competitive Position 2007
WELLA-ÖSTERREICH INTERKOSMETIK GMBH - COSMETICS AND TOILETRIES - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Wella-Österreich Interkosmetik GmbH: Key Facts
Summary 16 Wella Group AG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 17 Wella-Österreich Interkosmetik GmbH: Competitive Position 2007
BABY CARE IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 15 Sales of Baby Care by Subsector: Value 2002-2007
Table 16 Sales of Baby Care by Subsector: % Value Growth 2002-2007
Table 17 Baby Care Premium Vs Mass % Analysis 2002-2007
Table 18 Baby Care Company Shares by Retail Value 2003-2007
Table 19 Baby Care Brand Shares by Retail Value 2004-2007
Table 20 Baby Care Premium Brand Shares 2007
Table 21 Forecast Sales of Baby Care by Subsector: Value 2007-2012
Table 22 Forecast Sales of Baby Care by Subsector: % Value Growth 2007-2012
Table 23 Forecast Baby Care Premium Vs Mass % Analysis 2007-2012
BATH AND SHOWER PRODUCTS IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 24 Sales of Bath and Shower Products by Subsector: Value 2002-2007
Table 25 Sales of Bath and Shower Products by Subsector: % Value Growth 2002-2007
Table 26 Bath and Shower Products Premium Vs Mass % Analysis 2002-2007
Table 27 Bath and Shower Products Company Shares by Retail Value 2003-2007
Table 28 Bath and Shower Products Brand Shares by Retail Value 2004-2007
Table 29 Bath and Shower Products Premium Brand Shares 2007
Table 30 Forecast Sales of Bath and Shower Products by Subsector: Value 2007-2012
Table 31 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2007-2012
Table 32 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2007-2012
DEODORANTS IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 33 Sales of Deodorants by Subsector: Value 2002-2007
Table 34 Sales of Deodorants by Subsector: % Value Growth 2002-2007
Table 35 Deodorants Premium Vs Mass % Analysis 2002-2007
Table 36 Deodorants Company Shares by Retail Value 2003-2007
Table 37 Deodorants Brand Shares by Retail Value 2004-2007
Table 38 Forecast Sales of Deodorants by Subsector: Value 2007-2012
Table 39 Forecast Sales of Deodorants by Subsector: % Value Growth 2007-2012
Table 40 Forecast Deodorants Premium Vs Mass % Analysis 2007-2012
HAIR CARE IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 41 Retail Sales of Styling Agents by Type 2003-2007
Table 42 Retail Sales of Salon Hair Care by Subsector 2003-2007
Table 43 Sales of Hair Care by Subsector: Value 2002-2007
Table 44 Sales of Hair Care by Subsector: % Value Growth 2002-2007
Table 45 Hair Care Premium Vs Mass % Analysis 2002-2007
Table 46 Hair Care Company Shares by Retail Value 2003-2007
Table 47 Hair Care Brand Shares by Retail Value 2004-2007
Table 48 Styling Agents Brand Shares by Retail Value 2004-2007
Table 49 Salon Hair Care Company Shares by Retail Value 2003-2007
Table 50 Salon Hair Care Brand Shares by Retail Value 2004-2007
Table 51 Hair Care Premium Brand Shares 2007
Table 52 Forecast Sales of Hair Care by Subsector: Value 2007-2012
Table 53 Forecast Sales of Hair Care by Subsector: % Value Growth 2007-2012
Table 54 Forecast Hair Care Premium Vs Mass % Analysis 2007-2012
COLOUR COSMETICS IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 55 Sales of Colour Cosmetics by Subsector: Value 2002-2007
Table 56 Sales of Colour Cosmetics by Subsector: % Value Growth 2002-2007
Table 57 Colour Cosmetics Premium Vs Mass % Analysis 2002-2007
Table 58 Colour Cosmetics Company Shares by Retail Value 2003-2007
Table 59 Colour Cosmetics Brand Shares by Retail Value 2004-2007
Table 60 Colour Cosmetics Premium Brand Shares 2007
Table 61 Forecast Sales of Colour Cosmetics by Subsector: Value 2007-2012
Table 62 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2007-2012
Table 63 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2007-2012
MEN'S GROOMING PRODUCTS IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 64 Retail Sales of Electric Shavers 2003-2007
Table 65 Sales of Men's Grooming Products by Subsector: Value 2002-2007
Table 66 Sales of Men's Grooming Products by Subsector: % Value Growth 2002-2007
Table 67 Sales of Men's Razors and Blades by Type 2005-2007
Table 68 Men's Grooming Products Company Shares by Retail Value 2003-2007
Table 69 Men's Grooming Products Brand Shares by Retail Value 2004-2007
Table 70 Forecast Sales of Men's Grooming Products by Subsector: Value 2007-2012
Table 71 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2007-2012
ORAL HYGIENE IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 72 Retail Sales of Toothpaste by Type: % Analysis 2003-2007
Table 73 Retail Sales of Manual Toothbrushes by Type: % Analysis 2003-2007
Table 74 Sales of Oral Hygiene by Subsector: Value 2002-2007
Table 75 Sales of Oral Hygiene by Subsector: % Value Growth 2002-2007
Table 76 Sales of Manual and Power Toothbrushes by Type: Value 2002-2007
Table 77 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2002-2007
Table 78 Oral Hygiene Company Shares by Retail Value 2003-2007
Table 79 Oral Hygiene Brand Shares by Retail Value 2004-2007
Table 80 Forecast Sales of Oral Hygiene by Subsector: Value 2007-2012
Table 81 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2007-2012
Table 82 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2007-2012
Table 83 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2007-2012
FRAGRANCES IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 84 Retail Sales of Fragrances by Concentration 2003-2007
Table 85 Sales of Fragrances by Subsector: Value 2002-2007
Table 86 Sales of Fragrances by Subsector: % Value Growth 2002-2007
Table 87 Fragrances Premium Vs Mass % Analysis 2002-2007
Table 88 Fragrances Company Shares by Retail Value 2003-2007
Table 89 Fragrances Brand Shares by Retail Value 2004-2007
Table 90 Forecast Sales of Fragrances by Subsector: Value 2007-2012
Table 91 Forecast Sales of Fragrances by Subsector: % Value Growth 2007-2012
Table 92 Forecsast Fragrances Premium Vs Mass % Analysis 2007-2012
SKIN CARE IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 93 Sales of Skin Care by Subsector: Value 2002-2007
Table 94 Sales of Skin Care by Subsector: % Value Growth 2002-2007
Table 95 Skin Care Premium Vs Mass % Analysis 2002-2007
Table 96 Skin Care Company Shares by Retail Value 2003-2007
Table 97 Skin Care Brand Shares by Retail Value 2004-2007
Table 98 Skin Care Premium Brand Shares 2007
Table 99 Forecast Sales of Skin Care by Subsector: Value 2007-2012
Table 100 Forecast Sales of Skin Care by Subsector: % Value Growth 2007-2012
Table 101 Forecast Skin Care Premium Vs Mass % Analysis 2007-2012
DEPILATORIES IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 102 Sales of Depilatories by Subsector: Value 2002-2007
Table 103 Sales of Depilatories by Subsector: % Value Growth 2002-2007
Table 104 Depilatories Company Shares by Retail Value 2003-2007
Table 105 Depilatories Brand Shares by Retail Value 2004-2007
Table 106 Forecast Sales of Depilatories by Subsector: Value 2007-2012
Table 107 Forecast Sales of Depilatories by Subsector: % Value Growth 2007-2012
SUN CARE IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 108 Retail Sales of Sun Protection by Factor: % Analysis 2003-2007
Table 109 Retail Sales of Sun Protection by Formulation: % Analysis 2003-2007
Table 110 Retail Sales of Self-Tanning by Formulation: % Analysis 2003-2007
Table 111 Sales of Sun Care by Subsector: Value 2002-2007
Table 112 Sales of Sun Care by Subsector: % Value Growth 2002-2007
Table 113 Sun Care Premium Vs Mass % Analysis 2002-2007
Table 114 Sun Care Company Shares by Retail Value 2003-2007
Table 115 Sun Care Brand Shares by Retail Value 2004-2007
Table 116 Sun Care Premium Brand Shares 2007
Table 117 Forecast Sales of Sun Care by Subsector: Value 2007-2012
Table 118 Forecast Sales of Sun Care by Subsector: % Value Growth 2007-2012
Table 119 Forecast Sun Care Premium Vs Mass % Analysis 2007-2012