Competitive Landscape
Multinational Leaders Reinforce Positions Amid Shifting Demand Dynamics
Men’s grooming in Austria remains moderately concentrated, led by multinational manufacturers. The top three companies, Procter & Gamble Austria GmbH, Unilever Austria GmbH, and Beiersdorf GmbH, account for nearly half of the retail sales value share in 2025, with Procter & Gamble holding 19%, Unilever 13%, and Beiersdorf 9%.
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Overview:
Understand the latest market trends and future growth opportunities for the Men's Grooming 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.
If you're in the Men's Grooming 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 Men's Grooming 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 Men's Grooming in Austria?
- Which are the leading brands in Austria?
- How are products distributed in Austria?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Men's Grooming in Austria - Category analysis
Key Data Insights
Men's Grooming Summary
Consumers’ Cautious Spending Sustains Value Growth Despite Volume Stagnation
Innovative Men’S Toiletries Lead Value Growth Amid Shifting Consumer Preferences
Beiersdorf and Dm-Drogerie Markt Leverage Multifunctionality and Lifestyle Appeal to Drive Sales
Austrian Consumers Expected to Shift to Affordable and Multifunctional Grooming Solutions
Brands Anticipated to Leverage Authentic Storytelling and Social Media to Deepen Engagement
Sustainability and Multifunctionality Projected to Drive Product Innovation and Market Differentiation
Multinational Leaders Reinforce Positions Amid Shifting Demand Dynamics
Health and Personal Care Stores Lead Distribution with Strategic Pricing and Private Label Strength
Retail E-Commerce Accelerates Growth through Quick Commerce and Enhanced Consumer Convenience
Beauty and Personal Care in Austria - Industry Overview
2025 Developments
Key Data Insights
Beauty and Personal Care Sales Outpace Regional Growth with Steady Value Increases
Skin Care Leads Value Sales, Supported by Innovation and Consumer Demand for Efficacy
Henkel Capitalises on Longevity Trend with Science-Backed Personalised Launch
Steady Growth Expected to Be Driven by Affordability
Skin Care Set to Lead Value Sales, While Colour Cosmetics Experiences the Fastest Growth
Innovation, Transparency and Sustainability Anticipated to Drive Competitive Advantage
L’Oréal Österreich Gmbh and Beiersdorf Gmbh Strengthen Leadership Amid Rising Competitive Pressures
Health and Personal Care Stores Maintain Leadership through Unique Value Propositions
Quick Commerce Partnerships Accelerate E-Commerce Growth and Consumer Convenience
Country Reports Disclaimer
The following categories and subcategories are included:
Men's Grooming
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- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
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- Premium Men's Bath and Shower
- Mass Men's Bath and Shower
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- Premium Men's Deodorants
- Mass Men's Deodorants
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- Premium Men's Hair Care
- Mass Men's Hair Care
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- Premium Men's Skin Care
- Mass Men's Skin Care
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- Premium Men's Fragrances
- Mass Men's Fragrances
Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
See all of our definitionsWhy 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 report originates from Passport, our Men's Grooming research and analysis database.
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