Competitive Landscape
Beiersdorf Gmbh and Unilever Austria Gmbh Strengthen Leadership through Innovation and Sustainability
Bath and shower in Austria exhibited a moderately concentrated landscape in 2025, with Beiersdorf GmbH holding the leading share at 18%, followed closely by Unilever Austria GmbH at 18%. Over the period 2020 to 2025, Beiersdorf has notably strengthened its leading position, while Unilever Austria showed a slight decline, suggesting Beiersdorf’s growing competitive advantage.
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Overview:
Understand the latest market trends and future growth opportunities for the Bath and Shower 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 Bath and Shower 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 Bath and Shower 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 Bath and Shower 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?
Bath and Shower in Austria - Category analysis
Key Data Insights
Bath and Shower Summary
Steady Growth Supported by Rising Consumer Expenditure and Economic Stability
Body Wash/Shower Gel Remains the Largest, While Bar Soap Remains the Best Performing
Eucerin and Sebamed Leverage Sustainability and Ingredient Transparency to Build Trust
Consumers Expected to Prioritise Affordability and Wellness in Purchase Decisions
Body Wash/Shower Gel Set to Remain the Largest, While Intimate Hygiene Experiences Strong Growth
Innovation in Sustainability and Clean Labelling Anticipated to Reshape Product Offerings
Beiersdorf Gmbh and Unilever Austria Gmbh Strengthen Leadership through Innovation and Sustainability
Dm-Drogerie Markt Drives Health and Personal Care Stores’ Leadership
Retail E-Commerce Accelerates Growth with Enhanced Convenience and Product Availability
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:
Bath and Shower
- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and body powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a giftset these products are excluded.
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 Bath and Shower research and analysis database.
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