Executive Summary

Feb 2019
PROSPECTS
Average price per wash continues to fall

Whereas laundry care continues to profit from rising demand for convenience and freshness, large brands are highlighting the fact that price per wash has been falling for several years due to the broad availability of private label ranges and frequent promotions of laundry care products. As a result, consumers have developed the habit of purchasing reduced price laundry care products and searching for good deals at major health and beauty grocery retailers.

Companies focusing on innovation to attract consumers

Focus on innovation will continue to strengthen within laundry care over the forecast period, largely supported by major brands like Henkel and Procter & Gamble. Henkel is investing in innovation with its laundry shampoo line Lovables.

Scent boosters remains among fastest growing products in laundry care

The trend towards lasting fragrances for clothing after laundry continued to develop during 2018. While still a niche area, there is further potential for scent boosters to penetrate more households in Austria over the coming years.

COMPETITIVE LANDSCAPE
Global producers lead innovation and continue to dominate laundry care

Laundry care in Austria continues to be dominated by major brands. Henkel remains the leading player in the area, followed by Procter & Gamble, Reckitt Benckiser and Unilever.

Shift towards eco-friendly brands continues

Eco-friendly brands are also developing positively, with Ecover Deutschland steadily increasing its sales share across laundry care. Erdal also continues to emphasise products with eco-friendly labels.

Private label ranges maintain stable performance

Private label ranges remain strongly positioned within laundry care, accounting for a strong share of overall sales. In addition to affordability, private label ranges are also popular due to their focus on environmentally friendly products and new product development.

Want to find out more about this report?
Request more information
Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Your Recently Viewed Reports

Laundry Care in Austria

Samples (FAQs about samples):

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Laundry Care industry in Austria with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Laundry Care industry in Austria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Laundry Care in Austria market research report includes:

  • Analysis of key supply-side and demand trends  
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Laundry Care in Austria?
  • What are the major brands in Austria?
  • What is the performance of concentrated liquid detergents?
  • What are the main new products developments in the laundry aids area?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Laundry Care in Austria - Category analysis

HEADLINES

PROSPECTS

Average price per wash continues to fall
Companies focusing on innovation to attract consumers
Scent boosters remains among fastest growing products in laundry care

COMPETITIVE LANDSCAPE

Global producers lead innovation and continue to dominate laundry care
Shift towards eco-friendly brands continues
Private label ranges maintain stable performance

CATEGORY INDICATORS

Table 1 Household Possession of Washing Machines 2013-2018

CATEGORY DATA

Table 2 Sales of Laundry Care by Category: Value 2013-2018
Table 3 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 4 Sales of Laundry Aids by Category: Value 2013-2018
Table 5 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 6 Sales of Laundry Detergents by Category: Value 2013-2018
Table 7 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 8 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 9 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 10 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 11 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 12 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 13 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 14 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 15 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Home Care in Austria - Industry Overview

EXECUTIVE SUMMARY

Home care posts positive performance in 2018
Austrians opting for convenient and effective products
Global players continue to dominate home care
Multifunctionality and innovation drive new product launches
Home care expected to continue developing

MARKET INDICATORS

Table 16 Households 2013-2018

MARKET DATA

Table 17 Sales of Home Care by Category: Value 2013-2018
Table 18 Sales of Home Care by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of Home Care: % Value 2014-2018
Table 20 LBN Brand Shares of Home Care: % Value 2015-2018
Table 21 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 22 Distribution of Home Care by Format: % Value 2013-2018
Table 23 Distribution of Home Care by Format and Category: % Value 2018
Table 24 Forecast Sales of Home Care by Category: Value 2018-2023
Table 25 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources