Men's Grooming in Austria

PROSPECTS

Men increasingly interested in personal appearance

The attitude of men towards beauty and personal appearance underwent a significant change over the review period. Due to fast-changing lifestyles and more modern attitudes among people in their 30s and 40s, men are increasingly showing interest in cosmetics in general and opting to be well-groomed.

Body hair removal vs. facial hair

The growing focus of male consumers in Austria on grooming and personal appearance has resulted in more men opting for total or at least part hair removal. Men are increasingly opting to remove hair from their legs, chest and arms in order to have smooth skin.

Men tend to keep it simple and opt for convenient 2-in-1 products

While men are buying more grooming products, they prefer to keep it simple, thus limiting the number of products. Less is more is a popular principle among men, many of whom prefer convenient 2-in-1 products, rather than an entire range of various products.

COMPETITIVE LANDSCAPE

Global brands strongly focus on social media to promote brands

Procter & Gamble Austria led sales in 2017, followed by Unilever Austria, Coty Prestige Austria and Beiersdorf. These leading producers are focusing on providing brand websites, as well as using social media sites like Facebook, Twitter, YouTube and Instagram.

Marginal role of private label expected to change

While leading manufacturers strongly focused on online presence and social media, the number of producers and brands remained very high, resulting in a high level of competition. These manufacturers were predominantly big global players and private label producers.

Natural beauty and personal care products for men set to expand

While men’s grooming is still developing in Austria, demand for natural and organic products has been noticeable. The only purely Austrian company in men’s grooming in 2017 was Ringana, offering its freshly prepared natural products (eg skin care for men).

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