In 2021, hair care sales recorded positive growth in retail volume and current value terms, recovering from the loss in sales in the previous year. The reopening of hair salons boosted sales of salon professional hair care, while demand for colourants declined as consumers preferred to get their hair coloured professionally now that it was possible again.
Over the review period, there was a growing availability of shampoo bars. This trend continued in 2021, with a good number of brands adding shampoo bars to their range of hair care products.
The multinational Henkel Central & Eastern Europe GmbH retained its leading position in hair care in 2021. The company holds a dominant position in hair colourants with Schwarzkopf Poly Color.
Hair care value sales are predicted to record stable growth during the forecast period. Shampoos will continue to generate the lion’s share of value sales and positively impact the performance of the product area as a whole.
There is a slowly growing trend towards more natural products without additives and without animal testing in Austria, which has led to a slowly emerging “sensitive” segment in hair care. However, awareness of hair care that is free from potentially harmful ingredients such as silicone, parabens and sulphates is still relatively limited.
Hair loss treatments is projected to be the most dynamic category over the forecast period building on its strong showing during the review period. Both men and women are starting to pay more attention to issues of hair loss and the products available to treat it, with the dominant Regaine brand in particular benefiting from investing in new and innovating products as well as marketing campaigns.
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Understand the latest market trends and future growth opportunities for the Hair Care 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 Hair Care 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.
This is the aggregation of shampoos, conditioners, styling agents, hair loss treatments, 2in1 products, perms and relaxants, colourants and salon hair care. Ethnic hair care products, such as conditioning relaxers for Afro-Caribbean hair, are included across all subsectors. Excluded are hair accessories such as hair extensions, hair clips, combs and brushes.See All of Our Definitions
This report originates from Passport, our Hair Care research and analysis database.
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