Competitive Landscape
Leading Manufacturers Balance Innovation and Brand Heritage to Sustain Positions
Deodorants in Austria in 2025 exhibited a moderately concentrated structure, with the top three manufacturers, Unilever Austria GmbH, Beiersdorf GmbH, and Bolton Austria GmbH, collectively holding a value share of 61%. Unilever Austria remains the market leader with a 25% share, despite a slight decline from previous years.
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Overview:
Understand the latest market trends and future growth opportunities for the Deodorants 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 Deodorants 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 Deodorants 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 Deodorants 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?
Deodorants in Austria - Category analysis
Key Data Insights
Deodorants Summary
Premiumisation and Multifunctionality Drive Value Growth Amid Stable Volume
Deodorant Sprays Dominate Sales, While Creams Show Robust Growth
Brands Integrate Skin Care Innovation and Free-From Claims to Meet Consumer Demand
Consumers Expected to Prioritise Hygiene and Multifunctional Innovation, Driving Growth
Deodorant Sprays Set to Retain Largest Share, While Creams Achieve Fastest Growth
Innovation in Clean, Natural and Sustainable Products Anticipated to Drive Business Transformation
Leading Manufacturers Balance Innovation and Brand Heritage to Sustain Positions
Health and Personal Care Stores Lead through Extensive Brand Selection and Affordable Products
Retail E-Commerce Expands Share with Flexible Shopping and Rapid Fulfilment Services
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:
Deodorants
- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
- Deodorant Wipes
Deodorants
Includes deodorants and antiperspirants in cream, pump, roll-on, spray, stick and wipe format. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set 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 Deodorants research and analysis database.
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