Overall, hair care sales remained relatively stable, albeit registering a small decline in current value terms. With consumers spending more time at home due to the lockdown, social distancing measures, and work from home arrangements there was less incentive to purchase higher quality products such as salon professional hair care.
Due to the measures taken to control COVID-19 there was significant disruption caused to hair salons, which were forced to close for part of the year. This had a mixed impact on sales of hair care.
Styling agents is one of the most important hair care categories in Austria but it was dealt a heavy blow by the outbreak of COVID-19. Like with many areas of beauty and personal care, the willingness of Austrians to invest in their personal appearance is linked to the ability to interact socially and in the workplace.
Hair care is expected to bounce back swiftly as soon as the government lifts its COVID-19 restrictions and, more importantly, once consumers return to the workplace and start socialising again. Once consumers start to return to relative normality they are likely to start paying more attention to their hair again, investing in higher quality products and brands, as well as buying salon professional hair care to help maintain their look.
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.
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 problematic ingredients such as silicone, parabens and sulphates is still relatively limited.
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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.
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This report originates from Passport, our Hair Care research and analysis database.
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