During 2021, sales of mass beauty and personal care products were supported by consumers maintaining their basic hygiene routines. In fact, with consumers encouraged to wash their hands more frequently, mass bath and shower was able to record significant growth in current value terms, largely driven by demand for liquid soap and bar soap.
In the previous year, with consumers stuck at home for much of the year due to lockdown and social distancing measures, and due to a shift to home working arrangements, the demand for products such as mass colour cosmetics, fragrances, and adult sun care fell. With limited interactions outside the home consumers were less concerned about wearing make-up, with the mandatory wearing of face masks in many public areas only adding to the challenges presented to producers and retailers of mass colour cosmetics.
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 2021. Both companies are supported by a high level of brand recognition and loyalty, which has served them well during the COVID-19 pandemic 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 remained suppressed. However, with the rolling out of the country’s vaccination programme and the gradual lifting of pandemic-related measures in the second half of 2021 and the first half of 2022, as consumers return to the workplace and socialise again, this will provide a significant boost to sales, with consumers likely to start paying closer attention to their personal appearance again.
Over the forecast period, as the economy gradually recovers and consumer purchasing power strengthens, there is likely to be a shift from mass to premium variants in product areas such as colour cosmetics, fragrances and skin care, as consumers generally prefer premium variants. Retail volume and value sales growth in other product areas in mass beauty and personal care, such as bath and shower, is likely to normalise and resume pre-pandemic patterns as consumer wariness about the virus diminishes.
As consumers become 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.
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.
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Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.
See All of Our DefinitionsThis report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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