The outbreak of COVID-19 in Austria not only created widespread health concerns but it also led to economic uncertainty and job and wage insecurity. As such, many consumers either chose or were forced to economise, cutting back on non-essentials and trading down to cheaper products and brands.
Despite the impact of COVID-19 most people continued to follow their basic daily hygiene routines and as such categories such as mass bath and shower, hair care, and skin care saw only slightly weaker performances in 2020 compared to the previous year. In fact, with consumers encouraged to wash their hands more frequently, mass bath and shower was able to record double-digit growth in current value terms, largely driven by demand for liquid soap and bar soap.
With large portfolios and significant resources, multinationals Beiersdorf and L’Oréal remained neck and neck as the leaders in mass beauty and persona care in 2020, despite both companies recording losses. Both companies are supported by a high level of brand recognition and loyalty, which has served them well during 2020 with many consumers turning to tried and tested products.
With Austria still having to utilise restrictions to control COVID-19 in 2021 sales of mass beauty and personal care are likely to be suppressed in the short term. However, with the rolling out of the country’s vaccination programme it is hoped that by the second half of 2021 the country can move towards a period of normalisation.
The outbreak of COVID-19 forced many people to reassess their hygiene routines, with consumers following advice to wash hands more frequently, as well as paying closer attention to their personal hygiene in general. While this provided a short-term boost to sales of products such as liquid soap and bar soap in 2020, its effect is predicted to be sustained in the longer term.
As consumers more conscious of the impact their purchasing decisions have on their health and on the environment this is expected to increasingly influence what beauty and personal care brands and products consumers buy. For example, there is a growing trend towards natural, sustainable and bio products, which is expected to flourish over the forecast period.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal 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 Mass Beauty and Personal Care research and analysis database.
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