Dermatologicals recorded strong retail value growth in 2019 and this is expected to continue over the forecast period, benefiting from an increasing number of people investing in beauty and personal appearance, two characteristics which are becoming increasingly important to many Austrians. On the one hand, this is increasingly being influenced by the professional working environment, but also by the growing use of social media.
The hectic lifestyles of Austrians are leading to increasing levels of stress among consumers, which are having an effect on skin conditions and immune systems. Stress can often led to hair loss, and this was reflected in strong retail volume growth for hair loss treatments in 2019, which is likely to continue over the forecast period as these issues are unlikely to disappear.
A possible obstacle to the further growth of dermatologicals over the forecast period could be the still rather cautious consumer attitude towards OTC products in general. While consumers in Austria are increasingly purchasing dermatologicals, many only buy them after they have consulted a doctor.
As evident across the entire consumer health market, dermatologicals was also characterised by a high level of competition in 2019, with the leading four players all being international manufacturers. Consumers in Austria are extremely cautious when it comes to buying products such as dermatologicals and thus seek the best quality products.
Dermatologicals is a highly fragmented category and is intensely competitive, especially among the large multinationals. Portfolio re-evaluations are therefore necessary in order to remain profitable.
Domestic manufacturers, which continued to hold a much smaller overall value share than international companies in 2019, mainly focus on categories such as medicated shampoos, nappy (diaper) rash treatments and other dermatologicals. Although continuing to offer good quality products, domestic manufacturers are also expected to continue to suffer from strong consumer trust in international brands and their global prominence.
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This industry report originates from Passport, our Consumer Health market research database.