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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Product coverage

Baby care; Bath and shower products; Colour cosmetics; Deodorants; Depilatories; Fragrances; Hair care; Men's grooming products; Oral hygiene; Oral hygiene excl power toothbrushes; Premium cosmetics; Skin care; Sun care

Executive summary

Value sales slow in 2008 compared with the previous year

Current value sales of cosmetics and toiletries in Austria increased at a slightly slower rate in 2008 compared with the previous year. Notably, the performance during the second half of the year and the somewhat slow pace of Austria’s pre-Christmas sales contributed to this performance. Still, despite a declining growth rate, the overall market nevertheless managed to outperform the annual 2001-2005 growth rate in 2008.

Over the past year, particularly dynamic categories such as men’s skin care, electric toothbrush units and men’s hair care managed to once again clearly outperform the overall market, whilst more saturated, traditional categories such as  tooth whiteners and self-tanning products continued to markedly underperform.

Men’s grooming products and natural ingredients shape the market

Continuing its enormous growth in 2007, men’s grooming products continued to be the main driver of sales in the Austrian cosmetics and toiletries market in 2008. Although Austrian men traditionally use little to no targeted grooming products, they are increasingly seen as the last under-exploited consumer group. This is the fastest growing consumer segment, and notable strong growth was seen in men’s skin care and men’s hair care, while the introduction of new men’s razors and blades equally led to considerable value growth in this category.

At the same time, Austrian consumers increasingly favour products containing natural, organic or non-chemical ingredients, ranging from toothpaste to anti-ageing skin cream. While there has traditionally been some consumer demand for organic and natural products, it has only been relatively recently that these products have become mainstream, and have been adopted by the major beauty labels, reaching a much larger range of consumers.

The market remains dominated by Beiersdorf and L'Oréal Österreich

Building on their existing strong position on the Austrian market, and contributing much to the ongoing consolidation of the competitive landscape, the competing Franco-German duo of Beiersdorf GmbH and L’Oréal Österreich GmbH continued to carve up over a quarter of the Austrian cosmetics and toiletries market between them.

Other important multinational competitors active on the Austrian cosmetics and toiletries market are notably Gillette GmbH, Hans Schwarzkopf & Henkel GmbH & Co KG, Procter & Gamble Austria GmbH, Unilever Austria GmbH and GlaxoSmithKline Austria GmbH, while private label plays a minor role in the market.

Concentration of cosmetics and toiletries retailers increases

While traditionally more devolved than its German counterpart, the Austrian retail landscape for cosmetics and toiletries continues to be marked by increasing retailer concentration; notably a small number of supermarkets and drugstore chains, as well as, to a lesser extent, beauty specialist retailers.

The traditionally relatively important independent retailers and small grocery retailers continued to decline in importance in the Austrian cosmetics and toiletries market over the review period, and have now even been overtaken in retail volume terms by non-store retailing.

Forecast for cosmetics and toiletries is cautiously optimistic

Despite the overall difficult economic operating environment, value sales of cosmetics and toiletries in Austria fared rather well over the review period. While few industry insiders are expecting future growth rates to be as strong as during the review period, equally few are expecting sales to decline, with most anticipating a steady but slow increase in constant value sales over the forecast period.

Table of contents

COSMETICS AND TOILETRIES IN AUSTRIA : MARKET INSIGHT

EXECUTIVE SUMMARY

Value sales slow in 2008 compared with the previous year

Men’s grooming products and natural ingredients shape the market

The market remains dominated by Beiersdorf and L'Oréal Österreich

Concentration of cosmetics and toiletries retailers increases

Forecast for cosmetics and toiletries is cautiously optimistic

KEY TRENDS AND DEVELOPMENTS

Economic slump hits Austria

The population continues to grow, albeit that it is getting older

Polarisation of the market

The organic and natural trend continues to grow in Austria

Parapharmacies/drugstores still growing strongly

MARKET DATA

Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2003-2008

Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2003-2008

Table 3 Sales of Premium Cosmetics by Sector: Value 2003-2008

Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2003-2008

Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2004-2008

Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2004-2008

Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2005-2008

Table 8 Penetration of Private Label by Sector by Retail Value 2003-2008

Table 9 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2003-2008

Table 10 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2008

Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2008-2013

Table 12 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2008-2013

Table 13 Forecast Sales of Premium Cosmetics by Sector: Value 2008-2013

Table 14 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2008-2013

APPENDIX

Gift Sets

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 2008

COSMOPOLITAN COSMETICS GMBH - COSMETICS AND TOILETRIES - AUSTRIA

STRATEGIC DIRECTION

KEY FACTS

Summary 5 Cosmopolitan Cosmetics Austria GmbH: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 6 Cosmopolitan Cosmetics GmbH: Competitive Position 2008

GEBRO PHARMA GMBH - COSMETICS AND TOILETRIES - AUSTRIA

STRATEGIC DIRECTION

KEY FACTS

Summary 7 Gebro Pharma GmbH: Key Facts

Summary 8 Gebro Pharma GmbH: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 9 Gebro Pharma GmbH: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 10 Gebro Pharma GmbH: Competitive Position 2008

RECKITT BENCKISER AUSTRIA GMBH - COSMETICS AND TOILETRIES - AUSTRIA

STRATEGIC DIRECTION

KEY FACTS

Summary 11 Reckitt Benckiser Austria GmbH: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 12 Reckitt Benckiser Austria GmbH: Competitive Position 2008

WELLA-ÖSTERREICH INTERKOSMETIK GMBH - COSMETICS AND TOILETRIES - AUSTRIA

STRATEGIC DIRECTION

KEY FACTS

Summary 13 Wella-Österreich Interkosmetik GmbH: Key Facts

Summary 14 Wella-Österreich Interkosmetik GmbH: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 15 Wella-Österreich Interkosmetik GmbH: Competitive Position 2008

BABY CARE IN AUSTRIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 15 Sales of Baby Care by Subsector: Value 2003-2008

Table 16 Sales of Baby Care by Subsector: % Value Growth 2003-2008

Table 17 Baby Care Premium Vs Mass % Analysis 2003-2008

Table 18 Baby Care Company Shares by Retail Value 2004-2008

Table 19 Baby Care Brand Shares by Retail Value 2005-2008

Table 20 Baby Care Premium Brand Shares 2005-2008

Table 21 Baby Skin Care Brand Shares by Retail Value 2005-2008

Table 22 Baby Sun Care Brand Shares by Retail Value 2005-2008

Table 23 Forecast Sales of Baby Care by Subsector: Value 2008-2013

Table 24 Forecast Sales of Baby Care by Subsector: % Value Growth 2008-2013

Table 25 Forecast Baby Care Premium Vs Mass % Analysis 2008-2013

BATH AND SHOWER PRODUCTS IN AUSTRIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 26 Sales of Bath and Shower Products by Subsector: Value 2003-2008

Table 27 Sales of Bath and Shower Products by Subsector: % Value Growth 2003-2008

Table 28 Bath and Shower Products Premium Vs Mass % Analysis 2003-2008

Table 29 Bath and Shower Products Company Shares by Retail Value 2004-2008

Table 30 Bath and Shower Products Brand Shares by Retail Value 2005-2008

Table 31 Bath and Shower Products Premium Brand Shares 2005-2008

Table 32 Forecast Sales of Bath and Shower Products by Subsector: Value 2008-2013

Table 33 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2008-2013

Table 34 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2008-2013

DEODORANTS IN AUSTRIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 35 Sales of Deodorants by Subsector: Value 2003-2008

Table 36 Sales of Deodorants by Subsector: % Value Growth 2003-2008

Table 37 Deodorants Premium Vs Mass % Analysis 2003-2008

Table 38 Deodorants Company Shares by Retail Value 2004-2008

Table 39 Deodorants Brand Shares by Retail Value 2005-2008

Table 40 Forecast Sales of Deodorants by Subsector: Value 2008-2013

Table 41 Forecast Sales of Deodorants by Subsector: % Value Growth 2008-2013

Table 42 Forecast Deodorants Premium Vs Mass % Analysis 2008-2013

HAIR CARE IN AUSTRIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 43 Sales of Hair Care by Subsector: Value 2003-2008

Table 44 Sales of Hair Care by Subsector: % Value Growth 2003-2008

Table 45 Hair Care Premium Vs Mass % Analysis 2003-2008

Table 46 Sales of Styling Agents by Type: % Value Breakdown 2005-2008

Table 47 Hair Care Company Shares by Retail Value 2004-2008

Table 48 Hair Care Brand Shares by Retail Value 2005-2008

Table 49 Styling Agents Brand Shares by Retail Value 2005-2008

Table 50 Colourants Brand Shares by Retail Value 2005-2008

Table 51 Salon Hair Care Company Shares by Retail Value 2004-2008

Table 52 Salon Hair Care Brand Shares by Retail Value 2005-2008

Table 53 Hair Care Premium Brand Shares 2005-2008

Table 54 Forecast Sales of Hair Care by Subsector: Value 2008-2013

Table 55 Forecast Sales of Hair Care by Subsector: % Value Growth 2008-2013

Table 56 Forecast Hair Care Premium Vs Mass % Analysis 2008-2013

COLOUR COSMETICS IN AUSTRIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 57 Sales of Colour Cosmetics by Subsector: Value 2003-2008

Table 58 Sales of Colour Cosmetics by Subsector: % Value Growth 2003-2008

Table 59 Colour Cosmetics Premium Vs Mass % Analysis 2003-2008

Table 60 Colour Cosmetics Company Shares by Retail Value 2004-2008

Table 61 Colour Cosmetics Brand Shares by Retail Value 2005-2008

Table 62 Facial Make-up Brand Shares by Retail Value 2005-2008

Table 63 Eye Make-up Brand Shares by Retail Value 2005-2008

Table 64 Lip Products Brand Shares by Retail Value 2005-2008

Table 65 Nail Products Brand Shares by Retail Value 2005-2008

Table 66 Colour Cosmetics Premium Brand Shares 2005-2008

Table 67 Forecast Sales of Colour Cosmetics by Subsector: Value 2008-2013

Table 68 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2008-2013

Table 69 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2008-2013

MEN'S GROOMING PRODUCTS IN AUSTRIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 70 Sales of Men's Grooming Products by Subsector: Value 2003-2008

Table 71 Sales of Men's Grooming Products by Subsector: % Value Growth 2003-2008

Table 72 Sales of Men's Razors and Blades by Type: % Value Breakdown 2005-2008

Table 73 Men's Grooming Products Company Shares by Retail Value 2004-2008

Table 74 Men's Grooming Products Brand Shares by Retail Value 2005-2008

Table 75 Men's Razors and Blades Brand Shares by Retail Value 2005-2008

Table 76 Forecast Sales of Men's Grooming Products by Subsector: Value 2008-2013

Table 77 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2008-2013

ORAL HYGIENE IN AUSTRIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 78 Sales of Oral Hygiene by Subsector: Value 2003-2008

Table 79 Sales of Oral Hygiene by Subsector: % Value Growth 2003-2008

Table 80 Sales of Manual and Power Toothbrushes by Type: Value 2003-2008

Table 81 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2003-2008

Table 82 Sales of Toothpaste by Type: % Value Breakdown 2005-2008

Table 83 Oral Hygiene Company Shares by Retail Value 2004-2008

Table 84 Oral Hygiene Brand Shares by Retail Value 2005-2008

Table 85 Toothpaste Brand Shares by Retail Value 2005-2008

Table 86 Mouthwash/Dental Rinses Brand Shares by Retail Value 2005-2008

Table 87 Forecast Sales of Oral Hygiene by Subsector: Value 2008-2013

Table 88 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2008-2013

Table 89 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2008-2013

Table 90 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2008-2013

FRAGRANCES IN AUSTRIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 91 Retail Sales of Fragrances by Concentration: % Analysis 2004-2008

Table 92 Sales of Fragrances by Subsector: Value 2003-2008

Table 93 Sales of Fragrances by Subsector: % Value Growth 2003-2008

Table 94 Fragrances Premium Vs Mass % Analysis 2003-2008

Table 95 Fragrances Company Shares by Retail Value 2004-2008

Table 96 Fragrances Brand Shares by Retail Value 2005-2008

Table 97 Men's Premium Fragrances Brand Shares by Retail Value 2005-2008

Table 98 Women's Premium Fragrances Brand Shares by Retail Value 2005-2008

Table 99 Forecast Sales of Fragrances by Subsector: Value 2008-2013

Table 100 Forecast Sales of Fragrances by Subsector: % Value Growth 2008-2013

Table 101 Forecsast Fragrances Premium Vs Mass % Analysis 2008-2013

SKIN CARE IN AUSTRIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 102 Sales of Skin Care by Subsector: Value 2003-2008

Table 103 Sales of Skin Care by Subsector: % Value Growth 2003-2008

Table 104 Skin Care Premium Vs Mass % Analysis 2003-2008

Table 105 Skin Care Company Shares by Retail Value 2004-2008

Table 106 Skin Care Brand Shares by Retail Value 2005-2008

Table 107 Facial Moisturisers Brand Shares by Retail Value 2005-2008

Table 108 Nourishers/Anti-agers Brand Shares by Retail Value 2005-2008

Table 109 Firming/Anti-cellulite Body Care Brand Shares by Retail Value 2005-2008

Table 110 General Purpose Body Care Brand Shares by Retail Value 2005-2008

Table 111 Skin Care Premium Brand Shares 2005-2008

Table 112 Forecast Sales of Skin Care by Subsector: Value 2008-2013

Table 113 Forecast Sales of Skin Care by Subsector: % Value Growth 2008-2013

Table 114 Forecast Skin Care Premium Vs Mass % Analysis 2008-2013

DEPILATORIES IN AUSTRIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 115 Sales of Depilatories by Subsector: Value 2003-2008

Table 116 Sales of Depilatories by Subsector: % Value Growth 2003-2008

Table 117 Depilatories Company Shares by Retail Value 2004-2008

Table 118 Depilatories Brand Shares by Retail Value 2005-2008

Table 119 Forecast Sales of Depilatories by Subsector: Value 2008-2013

Table 120 Forecast Sales of Depilatories by Subsector: % Value Growth 2008-2013

SUN CARE IN AUSTRIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 121 Sales of Sun Protection by Factor: % Value Analysis 2004-2008

Table 122 Sales of Sun Protection by Formulation: % Value Analysis 2004-2008

Table 123 Sales of Self-Tanning by Formulation: % Value Analysis 2004-2008

Table 124 Sales of Sun Care by Subsector: Value 2003-2008

Table 125 Sales of Sun Care by Subsector: % Value Growth 2003-2008

Table 126 Sun Care Premium Vs Mass % Analysis 2003-2008

Table 127 Sun Care Company Shares by Retail Value 2004-2008

Table 128 Sun Care Brand Shares by Retail Value 2005-2008

Table 129 Sun Care Premium Brand Shares 2005-2008

Table 130 Forecast Sales of Sun Care by Subsector: Value 2008-2013

Table 131 Forecast Sales of Sun Care by Subsector: % Value Growth 2008-2013

Table 132 Forecast Sun Care Premium Vs Mass % Analysis 2008-2013