Men's Grooming in Austria

PRE-COVID-19 PERFORMANCE

Men’s toiletries, and men’s skin care in particular, to see strong growth

Men’s grooming saw faster current value growth in 2019 and, as of the end of the review period, was expected to see healthy growth over the forecast period, not least due to men continuing to show increasing interest in men’s toiletries. Men are expected to pay increasing attention to a well-groomed appearance, boosting men’s toiletries sales in general, but men’s skin care sales in particular.

Facial hair/beard trend helping men’s hair care grow, but slowing the men’s shaving performance

Men’s hair care is expected to continue recording strong growth due to the trend among men of wearing a beard or some facial hair and, as a result, a large number of new products targeted towards men’s facial hair care have been launched, although the number of such new product launches slowed down noticeably in 2019. Sales of beard oils, beard shampoos and beard creams are predicted to push the growth of overall men’s hair care.

Procter & Gamble leads; Unilever launches the first men’s shower foam under the Dove Men + Care brand

Procter & Gamble Austria remained the clear leader in men’s grooming in 2019 thanks to its Gillette brand’s dominance in men’s shaving. It struggled to record any significant growth in overall men’s grooming due to the moderate performance by men’s shaving.

2020 AND BEYOND

COVID-19 impact

Sales of men’s grooming are now expected to decline by 2% in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to the 1% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within men’s grooming

Men’s fragrances – already marginally negative in 2019 at constant 2019 prices – will collapse in 2020, with a sharp decline being recorded. With men leaving the house less often during the lockdown, either for work or social occasions, this will negatively affect sales.

Recovery and opportunities

Men’s grooming will record an improved performance in 2021 at constant 2019 prices, but will not return to positive growth until 2022, and with only modest growth rates expected in the three last years of the 2019-2024 period. Men’s shaving will continue to be negatively affected by the trend towards facial hear among Austrian men over the forecast period, recording declines throughout.

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