Beauty and Personal Care in Austria

Beauty and Personal Care in Austria

EXECUTIVE SUMMARY

Good overall performance in 2017

Natural products perform well, with vegan becoming the new organic

Big global players continue to lead, while private label registers losses

Strong focus on new product launches

Prolonged fierce competition to impact value sales

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2012-2017
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2014-2017
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2012-2017
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2012-2017
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2017
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Premium Beauty and Personal Care in Austria

HEADLINES

PROSPECTS

Increasing health concerns trigger demand for premium products

Growing demand for more exclusive products

Premium products perceived as being useful in professional life

COMPETITIVE LANDSCAPE

International producers continue to lead sales

High-end natural products to see increase in demand

Fierce competition to continue among premium producers

CATEGORY DATA

Table 11 Sales of Premium Beauty and Personal Care by Category: Value 2012-2017
Table 12 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 13 NBO Company Shares of Premium Beauty and Personal Care: % Value 2013-2017
Table 14 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2014-2017
Table 15 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 16 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022

Skin Care in Austria

HEADLINES

PROSPECTS

Desire to look young and beautiful no longer perceived as superficial

Natural, organic and vegan certification attracting consumers

Future trends: Food ingredients and skin hydration

COMPETITIVE LANDSCAPE

Leading producers and brands enjoy strong trust

Potential of natural products for small domestic manufacturers

Reduced prices of branded products impact private label performance

CATEGORY DATA

Table 17 Sales of Skin Care by Category: Value 2012-2017
Table 18 Sales of Skin Care by Category: % Value Growth 2012-2017
Table 19 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 20 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 21 Sales of Facial Moisturisers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 22 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 23 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 24 NBO Company Shares of Skin Care: % Value 2013-2017
Table 25 LBN Brand Shares of Skin Care: % Value 2014-2017
Table 26 LBN Brand Shares of Facial Moisturisers: % Value 2014-2017
Table 27 LBN Brand Shares of Anti-agers: % Value 2014-2017
Table 28 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2014-2017
Table 29 LBN Brand Shares of General Purpose Body Care: % Value 2014-2017
Table 30 LBN Brand Shares of Premium Skin Care: % Value 2014-2017
Table 31 Forecast Sales of Skin Care by Category: Value 2017-2022
Table 32 Forecast Sales of Skin Care by Category: % Value Growth 2017-2022

Sun Care in Austria

HEADLINES

PROSPECTS

Consumers opt for various sun care formats

Interplay between sun care and skin care as consumers search for added value

Growing desire for tanned skin and increasing demand for SPF 50+

COMPETITIVE LANDSCAPE

Beiersdorf dominates sun care through innovation and strong advertising

Private label ranges remain competitive thanks to lower prices

Consumers to increasingly opt for natural and eco-friendly sun care

CATEGORY DATA

Table 33 Sales of Sun Care by Category: Value 2012-2017
Table 34 Sales of Sun Care by Category: % Value Growth 2012-2017
Table 35 Sales of Sun Care by Premium vs Mass: % Value 2012-2017
Table 36 NBO Company Shares of Sun Care: % Value 2013-2017
Table 37 LBN Brand Shares of Sun Care: % Value 2014-2017
Table 38 LBN Brand Shares of Premium Adult Sun Care: % Value 2014-2017
Table 39 Forecast Sales of Sun Care by Category: Value 2017-2022
Table 40 Forecast Sales of Sun Care by Category: % Value Growth 2017-2022

Sun Care in Austria

HEADLINES

PROSPECTS

Consumers opt for various sun care formats

Interplay between sun care and skin care as consumers search for added value

Growing desire for tanned skin and increasing demand for SPF 50+

COMPETITIVE LANDSCAPE

Beiersdorf dominates sun care through innovation and strong advertising

Private label ranges remain competitive thanks to lower prices

Consumers to increasingly opt for natural and eco-friendly sun care

CATEGORY DATA

Table 41 Sales of Sun Care by Category: Value 2012-2017
Table 42 Sales of Sun Care by Category: % Value Growth 2012-2017
Table 43 Sales of Sun Care by Premium vs Mass: % Value 2012-2017
Table 44 NBO Company Shares of Sun Care: % Value 2013-2017
Table 45 LBN Brand Shares of Sun Care: % Value 2014-2017
Table 46 LBN Brand Shares of Premium Adult Sun Care: % Value 2014-2017
Table 47 Forecast Sales of Sun Care by Category: Value 2017-2022
Table 48 Forecast Sales of Sun Care by Category: % Value Growth 2017-2022
Table 49 Forecast Sales of Sun Care by Premium vs Mass: % Value 2017-2022

Baby and Child-Specific Products in Austria

HEADLINES

PROSPECTS

Parents focus on child wellbeing and convenience

Sun protection and sensitive skin remain strong trends

Targeting children with optical design and subtle hints

COMPETITIVE LANDSCAPE

Clear leader in otherwise very fragmented area

Private label profits from strong focus on quality and affordable prices

Domestic players to remain active in niche segments

CATEGORY DATA

Table 50 Sales of Baby and Child-specific Products by Category: Value 2012-2017
Table 51 Sales of Baby and Child-specific Products by Category: % Value Growth 2012-2017
Table 52 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2012-2017
Table 53 NBO Company Shares of Baby and Child-specific Products: % Value 2013-2017
Table 54 LBN Brand Shares of Baby and Child-specific Products: % Value 2014-2017
Table 55 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2014-2017
Table 56 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2014-2017
Table 57 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2014-2017
Table 58 Forecast Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 59 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 60 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022

Bath and Shower in Austria

HEADLINES

PROSPECTS

New product launches boost sales

Consumers opt for convenient products to save time

Growing demand for sensitive skin products

COMPETITIVE LANDSCAPE

Strong competition between global producers

Private label ranges to focus more on sophistication

Manufacturers increasingly focusing on natural, organic and vegan products

CATEGORY DATA

Table 61 Sales of Bath and Shower by Category: Value 2012-2017
Table 62 Sales of Bath and Shower by Category: % Value Growth 2012-2017
Table 63 Sales of Bath and Shower by Premium vs Mass: % Value 2012-2017
Table 64 NBO Company Shares of Bath and Shower: % Value 2013-2017
Table 65 LBN Brand Shares of Bath and Shower: % Value 2014-2017
Table 66 LBN Brand Shares of Premium Bath and Shower: % Value 2014-2017
Table 67 Forecast Sales of Bath and Shower by Category: Value 2017-2022
Table 68 Forecast Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 69 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022

Colour Cosmetics in Austria

HEADLINES

PROSPECTS

Growing daily usage boosting sales

Colour cosmetics for men to gain momentum

Natural and organic certification to become increasingly important

COMPETITIVE LANDSCAPE

Big global producers and brands lead colour cosmetics

Continued focus on new product launches

Domestic and private label ranges to continue to see moderate performance

CATEGORY DATA

Table 70 Sales of Colour Cosmetics by Category: Value 2012-2017
Table 71 Sales of Colour Cosmetics by Category: % Value Growth 2012-2017
Table 72 Sales of Colour Cosmetics by Premium vs Mass: % Value 2012-2017
Table 73 NBO Company Shares of Colour Cosmetics: % Value 2013-2017
Table 74 LBN Brand Shares of Colour Cosmetics: % Value 2014-2017
Table 75 LBN Brand Shares of Eye Make-up: % Value 2014-2017
Table 76 LBN Brand Shares of Facial Make-up: % Value 2014-2017
Table 77 LBN Brand Shares of Lip Products: % Value 2014-2017
Table 78 LBN Brand Shares of Nail Products: % Value 2014-2017
Table 79 LBN Brand Shares of Premium Colour Cosmetics: % Value 2014-2017
Table 80 Forecast Sales of Colour Cosmetics by Category: Value 2017-2022
Table 81 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 82 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2017-2022

Deodorants in Austria

HEADLINES

PROSPECTS

Rising personal hygiene awareness boosts sales

Deodorants vs antiperspirants – demand for natural products increases

Growing demand for more convenient smaller pack sizes

COMPETITIVE LANDSCAPE

Strong competition between leading global producers

Private label ranges lack sophistication and quality

Natural products and innovative fragrances to gain popularity

CATEGORY DATA

Table 83 Sales of Deodorants by Category: Value 2012-2017
Table 84 Sales of Deodorants by Category: % Value Growth 2012-2017
Table 85 Sales of Deodorants by Premium vs Mass: % Value 2012-2017
Table 86 NBO Company Shares of Deodorants: % Value 2013-2017
Table 87 LBN Brand Shares of Deodorants: % Value 2014-2017
Table 88 LBN Brand Shares of Premium Deodorants: % Value 2014-2017
Table 89 Forecast Sales of Deodorants by Category: Value 2017-2022
Table 90 Forecast Sales of Deodorants by Category: % Value Growth 2017-2022
Table 91 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2017-2022

Depilatories in Austria

HEADLINES

PROSPECTS

Convenience remains key purchasing factor

Traveling business women demand more products suitable for on-the-go usage

Products for sensitive skin remain in demand

COMPETITIVE LANDSCAPE

Procter & Gamble Austria remains undisputed sales leader

Reduced prices of leading global brands impact private label depilatories

Domestic and natural sales remain negligible

CATEGORY DATA

Table 92 Sales of Depilatories by Category: Value 2012-2017
Table 93 Sales of Depilatories by Category: % Value Growth 2012-2017
Table 94 Sales of Women's Razors and Blades by Type: % Value Breakdown 2013-2017
Table 95 NBO Company Shares of Depilatories: % Value 2013-2017
Table 96 LBN Brand Shares of Depilatories: % Value 2014-2017
Table 97 Forecast Sales of Depilatories by Category: Value 2017-2022
Table 98 Forecast Sales of Depilatories by Category: % Value Growth 2017-2022

Fragrances in Austria

HEADLINES

PROSPECTS

Consumers show strong preference for mass and premium products

Trend towards unisex fragrances expected to continue

Uniqueness and originality important for consumers

COMPETITIVE LANDSCAPE

Leading fragrance brands profit from fashionable image

Reduced prices of mass brands negatively impact private label sales

Branded producers expected to face challenges

CATEGORY DATA

Table 99 Sales of Fragrances by Category: Value 2012-2017
Table 100 Sales of Fragrances by Category: % Value Growth 2012-2017
Table 101 NBO Company Shares of Fragrances: % Value 2013-2017
Table 102 LBN Brand Shares of Fragrances: % Value 2014-2017
Table 103 LBN Brand Shares of Premium Men's Fragrances: % Value 2014-2017
Table 104 LBN Brand Shares of Premium Women's Fragrances: % Value 2014-2017
Table 105 Forecast Sales of Fragrances by Category: Value 2017-2022
Table 106 Forecast Sales of Fragrances by Category: % Value Growth 2017-2022

Hair Care in Austria

HEADLINES

PROSPECTS

Moderate value growth offset by abundant new product launches

Consumers look to prevent signs of hair loss

Convenient products offering good care and protection to remain in demand

COMPETITIVE LANDSCAPE

Market strongly driven by promotional sales and permanently reduced prices

Leading branded manufacturers profit from new launches and advertising activity

Natural products to gain more ground

CATEGORY DATA

Table 107 Sales of Hair Care by Category: Value 2012-2017
Table 108 Sales of Hair Care by Category: % Value Growth 2012-2017
Table 109 Sales of Hair Care by Premium vs Mass: % Value 2012-2017
Table 110 NBO Company Shares of Hair Care: % Value 2013-2017
Table 111 NBO Company Shares of Salon Hair Care: % Value 2013-2017
Table 112 LBN Brand Shares of Hair Care: % Value 2014-2017
Table 113 LBN Brand Shares of Colourants: % Value 2014-2017
Table 114 LBN Brand Shares of Salon Professional Hair Care: % Value 2014-2017
Table 115 LBN Brand Shares of Styling Agents: % Value 2014-2017
Table 116 LBN Brand Shares of Premium Hair Care: % Value 2014-2017
Table 117 Forecast Sales of Hair Care by Category: Value 2017-2022
Table 118 Forecast Sales of Hair Care by Category: % Value Growth 2017-2022
Table 119 Forecast Sales of Hair Care by Premium vs Mass: % Value 2017-2022

Mass Beauty and Personal Care in Austria

HEADLINES

PROSPECTS

Wide product availability contributes to good performance

Consumers drawn to quality products at affordable prices

Increasing use as auxiliary products

COMPETITIVE LANDSCAPE

Global players continue to lead sales

Private label players to focus on projecting higher quality image

Manufacturers to focus more on added value

CATEGORY DATA

Table 120 Sales of Mass Beauty and Personal Care by Category: Value 2012-2017
Table 121 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 122 NBO Company Shares of Mass Beauty and Personal Care: % Value 2013-2017
Table 123 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2014-2017
Table 124 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 125 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022

Men's Grooming in Austria

HEADLINES

PROSPECTS

Men increasingly interested in personal appearance

Body hair removal vs. facial hair

Men tend to keep it simple and opt for convenient 2-in-1 products

COMPETITIVE LANDSCAPE

Global brands strongly focus on social media to promote brands

Marginal role of private label expected to change

Natural beauty and personal care products for men set to expand

CATEGORY DATA

Table 126 Sales of Men’s Grooming by Category: Value 2012-2017
Table 127 Sales of Men’s Grooming by Category: % Value Growth 2012-2017
Table 128 Sales of Men's Razors and Blades by Type: % Value Breakdown 2013-2017
Table 129 Sales of Men's Skin Care by Type: % Value Breakdown 2014-2017
Table 130 NBO Company Shares of Men’s Grooming: % Value 2013-2017
Table 131 LBN Brand Shares of Men’s Grooming: % Value 2014-2017
Table 132 LBN Brand Shares of Men's Razors and Blades: % Value 2014-2017
Table 133 Forecast Sales of Men’s Grooming by Category: Value 2017-2022
Table 134 Forecast Sales of Men’s Grooming by Category: % Value Growth 2017-2022

Oral Care in Austria

HEADLINES

PROSPECTS

Growing use of several oral care products on regular basis

White teeth increasingly demanded by consumers

Growing demand for thorough cleaning and sensitive teeth products

COMPETITIVE LANDSCAPE

Big global players continue to lead sales

Private label and domestic producers struggle

Harsh competition among leading international players

CATEGORY DATA

Table 135 Sales of Oral Care by Category: Value 2012-2017
Table 136 Sales of Oral Care by Category: % Value Growth 2012-2017
Table 137 Sales of Toothbrushes by Category: Value 2012-2017
Table 138 Sales of Toothbrushes by Category: % Value Growth 2012-2017
Table 139 Sales of Toothpaste by Type: % Value Breakdown 2013-2017
Table 140 NBO Company Shares of Oral Care: % Value 2013-2017
Table 141 LBN Brand Shares of Oral Care: % Value 2014-2017
Table 142 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2014-2017
Table 143 LBN Brand Shares of Toothpaste: % Value 2014-2017
Table 144 Forecast Sales of Oral Care by Category: Value 2017-2022
Table 145 Forecast Sales of Oral Care by Category: % Value Growth 2017-2022
Table 146 Forecast Sales of Toothbrushes by Category: Value 2017-2022
Table 147 Forecast Sales of Toothbrushes by Category: % Value Growth 2017-2022

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