Deodorants in Austria

PROSPECTS

The strong consumer demand for aluminium-free deodorants continues

The most evident trend within deodorants in 2018 was the significant consumer demand for aluminium-free products. This high demand was based on consumer concerns that deodorants containing aluminium could be harmful to their health, as this issue was widely discussed in the media over the review period.

Deodorant sprays records the most dynamic growth

Overall deodorants experienced only a moderate current value increase in 2018. However, the current value growth rate is expected to pick up throughout the forecast period.

Consumers seek effective products

There is a wide range of deodorants available in Austria. In 2018 consumers were on the lookout for products with long-lasting protection and highly effective attributes.

COMPETITIVE LANDSCAPE

Unilever Austria leads deodorants

Unilever Austria led deodorants in value terms in 2018, and is expected to maintain its lead throughout the forecast period. The company strongly benefits from its large number of well-known and popular deodorant brands, including Dove, Rexona, Rexona Men, Dove Men + Care, Axe, Impulse and St Ives Swiss Formula.

Beiersdorf follows in second

Beiersdorf, which held second position in 2018, closely behind Unilever Austria, also saw a slight decline in its value share in 2018, but is expected to increase its value sales throughout the forecast period. Beiersdorf owns the leading brand Nivea, which is highly popular with consumers in the country.

Borotalco is the fastest growing brand within deodorants in Austria

In 2018, Bolton Austria yet again recorded the most dynamic value performance within deodorants, and was able to strengthen its position in the category. The company launched the Italian brand Borotalco in Austria in 2014, and has since experienced strong value growth.

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