Positive performance for beauty and personal care despite weak economic climate
In spite of the rather gloomy economic situation, beauty and personal care in Austria was able to achieve a good performance in 2012 benefiting from a strong consumer preference for international brands and producers. Moreover, the efforts of the industry to raise brand awareness among Austrians also influenced the stronger preference for branded products in 2012. The strong influence of branded products was able to benefit sales of deodorants and sun care, which recorded the highest value growth in 2012, followed by depilatories, oral care and men’s grooming.
Health, beauty and brand awareness on the rise
Beauty and personal care was influenced by several trends in 2012. First, the strong demand for high quality brands contributed to an overall sales increase. Second, the increasing awareness about health, beauty and personal appearance among Austrians also contributed to the good overall value growth. Third, the increasingly open-minded attitudes of Austrian men towards personal care and beauty products benefited the sales of men’s grooming whereas the growing ageing population contributed to the good development of skin and hair care.
Undisputed dominance of international brands and manufacturers
With the strong preference for branded products observed among Austrian consumers, international brands and producers dominated beauty and personal care in Austria in 2012. While domestic manufacturers and brands were able to register a good performance in single categories, their role was minor within the overall market. Also, the influence of private label was not very great within beauty and personal care in 2012. Austrian consumers displayed a rather high level of brand awareness and thus were less inclined to turn to private label and remained loyal to branded products.
Online shopping continues to grow while parapharmacies/drugstores maintain lead
Within store-based retailing, non-grocery retailers ranked ahead of grocery retailers benefiting from the very good performance of parapharmacies/drugstores, which performed well thanks to an extensive outlet network across the country. Non-store based retailing was led by internet retailing, which witnessed the strongest increase over the review period benefiting from an increasing number of Austrians with internet access and willingness to shop online.
Slower but positive performance expected over the forecast period
The good performance of beauty and personal care is expected to be sustained over the forecast period, although at a slower pace compared to 2012. The main growth driver over the forecast period will be the stronger consumer preference for premium brands, especially within skin care, fragrances and men’s grooming. Deodorants and sun care are predicted to register the highest value growth rates over the forecast period while sets/kits and hair care will record a decline, suffering from low consumer demand and saturation, respectively.
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The Beauty and Personal Care in Austria market research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
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- What are the major brands in Austria?
- How are sales of mass versus premium beauty products evolving?
- What are the key shifts in retail channel distribution?
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This industry report originates from Passport, our Beauty and Personal Care market research database.