Deodorants in Austria

PROSPECTS

Rising personal hygiene awareness boosts sales

With ever increasing health and wellness awareness, consumers are focusing more and more on personal hygiene. This has led to an increasing number of people opting for deodorants, not just for use at home, but also increasingly on-the-go, especially at work.

Deodorants vs antiperspirants – demand for natural products increases

While opting for protection from sweating throughout the day, at the same time many consumers are increasingly concerned about the negative health effects of deodorants. With greater health awareness, many consumers have learned to distinguish between a deodorant that simply neutralises bad odour and bacteria after sweat has dried out, and antiperspirants, which supress sweating altogether.

Growing demand for more convenient smaller pack sizes

The convenience trend is playing an import role in deodorants. Being constantly on-the-go, many consumers are demanding smaller pack sizes that can more easily fit into handbags and thus be used while outside the home or at work.

COMPETITIVE LANDSCAPE

Strong competition between leading global producers

Deodorants remained a highly competitive area in 2017, with the top two producers, Unilever Austria and Beiersdorf, accounting for over half of overall value sales. While Unilever strongly focuses on its Axe and Dove brands, Beiersdorf profits from its globally known Nivea brand.

Private label ranges lack sophistication and quality

Private label sales remain rather limited in deodorants in Austria. While there are several private label deodorant offerings, consumers have greater trust in big global brands, which are typically more expensive but offer much higher quality.

Natural products and innovative fragrances to gain popularity

Domestic manufacturers remain focused on natural products, with notable examples including Ringana, a domestic direct seller that focuses on freshly prepared products, as well as Bekra HandelsgesmbH, which markets its Bekra Mineral (mineral-based with natural crystals). With growing health concerns among Austrians, natural deodorants are expected to see an increase in demand.

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