Home Care in Austria

January 2023
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Overview:

Understand the latest market trends and future growth opportunities for the Home 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.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Air Care
  • Bleach
  • Dishwashing
  • Home Insecticides
  • Laundry Care
  • Polishes
  • Surface Care
  • Toilet Care

If you're in the Home 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.

The Home Care in Austria report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Home Care in Austria?
  • Which are the leading brands in Home Care in Austria?
  • How are products distributed in Home Care in Austria?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

Home Care in Austria

Home care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for home care?
Table 1 Households 2017-2022
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
Table 7 Distribution of Home Care by Format: % Value 2017-2022
Table 8 Distribution of Home Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027

DISCLAIMER

Summary 1 Research Sources

Air Care in Austria

KEY DATA FINDINGS

Declining retail volume growth as many consumers focus on essential products
Alternative products to air care challenge growth in 2022
Botanica by Air Wick tries to establish itself in the premium range
Product innovation drives growth as players focus on household ambience
Entertaining guests in the household boosts demand for air care
Private label players are set to be rising competition for leading brands
Table 11 Sales of Air Care by Category: Value 2017-2022
Table 12 Sales of Air Care by Category: % Value Growth 2017-2022
Table 13 Sales of Air Care by Fragrance: Value Ranking 2020-2022
Table 14 NBO Company Shares of Air Care: % Value 2018-2022
Table 15 LBN Brand Shares of Air Care: % Value 2019-2022
Table 16 Forecast Sales of Air Care by Category: Value 2022-2027
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2022-2027

Bleach in Austria

KEY DATA FINDINGS

Retail volume sales continue to decline following the boost in 2020
Bleach is perceived to be an aggressive product, limiting retail value and volume sales
Bleach suffers from a limited presence and low awareness
Downward trends as competition from other surface cleaners challenges sales
Growing environmental trends dampen the growth for bleach
Supermarkets lead distribution as bleach has limited availability elsewhere
Table 18 Sales of Bleach: Value 2017-2022
Table 19 Sales of Bleach: % Value Growth 2017-2022
Table 20 NBO Company Shares of Bleach: % Value 2018-2022
Table 21 LBN Brand Shares of Bleach: % Value 2019-2022
Table 22 Forecast Sales of Bleach: Value 2022-2027
Table 23 Forecast Sales of Bleach: % Value Growth 2022-2027

Dishwashing in Austria

KEY DATA FINDINGS

Rising prices boost current value sales while volume suffers as consumers eat out
Convenience-seeking consumers reach for automatic dishwashing detergents
Innovations align with sustainability to drive consumer interest and current value sales
Ongoing price rises and an increase in home entertaining drive retail value sales
Sustainability and convenience shape product innovation on the landscape
Reckitt Benckiser and Henkel are set to maintain the lead across the forecast period
Table 24 Household Possession of Dishwashers 2016-2021
Table 25 Sales of Dishwashing by Category: Value 2017-2022
Table 26 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 27 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 28 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 29 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027

Home Insecticides in Austria

KEY DATA FINDINGS

Natural repellents and home-made alternatives challenge retail volume growth
Electric insecticides record a decline in retail volume sales
Vandal offers a variety of formats to maintain its lead
Positive current retail value and volume growth across the coming years
Time-poor consumers boost retail volume sales of convenience products
Home improvement stores drive sales as consumers appreciate staff advice
Table 31 Sales of Home Insecticides by Category: Value 2017-2022
Table 32 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2017-2022
Table 34 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 35 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 36 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027

Laundry Care in Austria

KEY DATA FINDINGS

Ongoing hygiene concerns and a return to active lifestyles boost current value growth
Sustainability and convenience shape new product developments
Brand loyalty remains strong as global players retain their leads
Moderate retail value growth remains, boosted by innovation and inflation
Players focus on product updates and innovation to boost sales
E-commerce grows, however, supermarkets and drugstores retain their leads
Table 38 Household Possession of Washing Machines 2017-2022
Table 39 Sales of Laundry Care by Category: Value 2017-2022
Table 40 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 41 Sales of Laundry Aids by Category: Value 2017-2022
Table 42 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 43 Sales of Laundry Detergents by Category: Value 2017-2022
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 45 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 46 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 47 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 48 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 49 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 50 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 51 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 52 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027

Polishes in Austria

KEY DATA FINDINGS

Retail volume sales decline as polishes is perceived to be old fashioned
Current retail value sales of shoe polish rise, as events boost growth
Traditional purchasing behaviours favour in-store sales; however, stock is limited
Sales continue to decline, with low-maintenance floor and furniture limiting growth
Multi-functional cleaners challenge sales, reducing the need for a separate polish product
The competitive landscape remains the same, as polishes offers limited growth opportunities
Table 53 Sales of Polishes by Category: Value 2017-2022
Table 54 Sales of Polishes by Category: % Value Growth 2017-2022
Table 55 NBO Company Shares of Polishes: % Value 2018-2022
Table 56 LBN Brand Shares of Polishes: % Value 2019-2022
Table 57 Forecast Sales of Polishes by Category: Value 2022-2027
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2022-2027

Surface Care in Austria

KEY DATA FINDINGS

Higher interest in hygiene following COVID-19, boosts value sales
Specific cleaning products lose retail volume sales as multi-purpose cleaners rise
Consumers migrate away from e-commerce and back into store-based retailers
Home entertaining will boost sales of surface cleaners across the forecast period
Eco-friendly qualities remain important, however, main players lead above green brands
Multipurpose cleaners to remain a growth driver, alongside bathroom cleaners
Table 59 Sales of Surface Care by Category: Value 2017-2022
Table 60 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
Table 63 NBO Company Shares of Surface Care: % Value 2018-2022
Table 64 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 65 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2022
Table 66 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2022
Table 67 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 68 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027

Toilet Care in Austria

KEY DATA FINDINGS

Less time spent in the household reduces the demand for toilet care
Innovation and product sophistication boosts sales of in-cistern devices
Blue Star continues to lead the landscape; however, private label gains ground
Steady current retail value growth as entertaining rises and convenience products drive sales
In store shopping continues to be the preferred method, above e-commerce
Green products remain in their infancy, with room for growth
Table 69 Sales of Toilet Care by Category: Value 2017-2022
Table 70 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 71 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 72 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 73 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 74 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
The following categories and subcategories are included:

Home Care

    • Candle Air Fresheners
    • Car Air Fresheners
    • Electric Air Fresheners
    • Gel Air Fresheners
    • Liquid Air Fresheners
    • Spray/Aerosol Air Fresheners
      • Carpet Fresheners
      • Odour Neutralisers
      • Refrigerator Fresheners
      • Waste Bin Fresheners
      • Other Other Air Care
  • Bleach
      • Automatic Dishwashing Liquids
      • Automatic Dishwashing Powders
      • Automatic Dishwashing Tablets
      • Dishwashing Additives
    • Hand Dishwashing
    • Electric Insecticides
    • Insecticide Baits
    • Insecticide Coils
    • Spray/Aerosol Insecticides
      • Foggers/Bombs
      • In-Home Insect Repellents
      • Moth Proofers
      • Other Other Home Insecticides
    • Carpet Cleaners
      • Dryer Sheets
      • Liquid Fabric Softeners
      • Colour Safe Laundry Bleach
      • Fabric Fresheners
        • In-Wash Spot and Stain Removers
        • Pre-Wash Spot and Stain Removers
      • Starch/Ironing Aids
      • Water Softeners
        • Blues/Bluing
        • Colour Catchers
        • Colour Enhancers
        • Laundry Sanitiser
        • Scent Booster
        • Whiteners
        • Other Other Laundry Aids
          • Standard Powder Detergents
          • Concentrated Powder Detergents
          • Compact Powder Tablet Detergents
          • Liquid Tablet Detergents
          • Standard Liquid Detergents
          • Concentrated Liquid Detergents
        • Standard Powder Detergents
        • Standard Liquid Detergents
        • Concentrated Powder Detergents
        • Concentrated Liquid Detergents
        • Compact Powder Tablet Detergents
        • Liquid Tablet Detergents
        • Bar Detergents
        • Hand Wash Detergents
        • Fine Fabric Detergents
    • Floor Polish
    • Furniture Polish
    • Metal Polish
    • Shoe Polish
        • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
        • Wipes and Refills (Dry Electro-Static)
          • Cleaning Solution
          • Refill Wipes/Pads
        • Starter Kits/Trigger Device
        • All Purpose Cleaning Wipes
        • Furniture Polish Wipes
        • Toilet Care Wipes
        • Window/Glass Wipes
        • Other Impregnated Wipes
      • Starter Kits/Sweepers/Sticks (Excluding Wipes)
      • Wipes (Excluding Starter Kits/Sweepers/Sticks)
    • Bathroom Cleaners
    • Descalers
    • Drain Openers
      • Standard Floor Cleaners
      • Wash and Wax Floor Cleaners
    • Home Care Disinfectants
    • Kitchen Cleaners
    • Multi-Purpose Cleaners
    • Oven Cleaners
    • Scouring Agents
    • Window/Glass Cleaners
    • In-Cistern Devices
      • Rim Blocks
      • Rim Liquids
    • Toilet Care Tablets/Powders
    • Toilet Cleaning Systems
    • Toilet Liquids/Foam

Home Care

This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.

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This report originates from Passport, our Home Care research and analysis database.

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