Competitive Landscape
Procter & Gamble Austria Gmbh and Johnson & Johnson Gmbh Strengthen Leadership Amid Moderate Concentration
Baby and child-specific products in Austria displays a moderately concentrated landscape, with the top two manufacturers collectively holding 48% of retail value sales in 2025. Procter & Gamble Austria GmbH leads decisively with a 31% share, marking a steady increase from 24% in 2020.
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Overview:
Understand the latest market trends and future growth opportunities for the Baby and Child-specific Products industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Baby and Child-specific Products industry in Austria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Baby and Child-specific Products in Austria report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Baby and Child-specific Products in Austria?
- Which are the leading brands in Austria?
- How are products distributed in Austria?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Baby and Child-Specific Products in Austria - Category analysis
Key Data Insights
Baby and Child-Specific Products Summary
Retail Value Growth Offsets Declining Volume Amid Demographic Challenges
Baby Wipes Dominate Sales, While Sun Care Shows Fast Growth Driven by Sensitive Skin Needs
Hipp’S Launch of Hypoallergenic Baby Products Exemplifies Demand for Transparency and Safety
Consumers Expected to Shift Towards Affordable, Natural Baby Care Products
Baby Wipes Set to Lead Value Sales, While Sun Care Grows Fastest through Safety and Eco-Consciousness
Innovation in Clean Formulations and Sustainable Packaging Anticipated to Drive Competitive Advantage
Procter & Gamble Austria Gmbh and Johnson & Johnson Gmbh Strengthen Leadership Amid Moderate Concentration
Health and Personal Care Stores Lead through Wide Product Ranges and Competitive Pricing
Retail E-Commerce Accelerates with Convenience and Expanded Product Offerings
Beauty and Personal Care in Austria - Industry Overview
2025 Developments
Key Data Insights
Beauty and Personal Care Sales Outpace Regional Growth with Steady Value Increases
Skin Care Leads Value Sales, Supported by Innovation and Consumer Demand for Efficacy
Henkel Capitalises on Longevity Trend with Science-Backed Personalised Launch
Steady Growth Expected to Be Driven by Affordability
Skin Care Set to Lead Value Sales, While Colour Cosmetics Experiences the Fastest Growth
Innovation, Transparency and Sustainability Anticipated to Drive Competitive Advantage
L’Oréal Österreich Gmbh and Beiersdorf Gmbh Strengthen Leadership Amid Rising Competitive Pressures
Health and Personal Care Stores Maintain Leadership through Unique Value Propositions
Quick Commerce Partnerships Accelerate E-Commerce Growth and Consumer Convenience
Country Reports Disclaimer
The following categories and subcategories are included:
Baby and Child-specific Products
- Baby and Child-specific Hair Care
- Baby and Child-specific Skin Care
- Baby and Child-specific Sun Care
- Baby and Child-specific Toiletries
- Baby Wipes
- Medicated Baby and Child-specific Products
- Nappy (Diaper) Rash Treatments
Baby and Child-specific Products
Includes products for babies and toddlers aged 0-3 years and products for children under 11 years of age. Adult products with a secondary claim such as ‘suitable for children and sensitive skins’, are not included.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Baby and Child-specific Products research and analysis database.
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