Executive Summary

Jun 2019
PROSPECTS
Manufacturers focus on specialised toothpaste

Toothpaste recorded a good performance during 2018, with the trend towards more specialised toothpaste variants driving current value sales. Many manufacturers focused on periodontitis.

Oral care benefits from increasing awareness of oral hygiene

Awareness of the importance of oral hygiene increased strongly over the review period. As a result, the majority of consumers (including children) brush their teeth on a regular basis and also use other oral care products.

Sales of electric toothbrushes are on the rise

In line with high consumer awareness of oral care in Austria, sales of power toothbrushes continue to rise. In 2018, current value sales increased as consumers were prepared to invest in replacing their manual toothbrush with an electric variant.

COMPETITIVE LANDSCAPE
Procter & Gamble Austria and GlaxoSmithKline Pharma compete for the lead

In 2018, Procter & Gamble Austria was able to maintain its lead within overall oral care in value terms, due to its dominance in power toothbrushes and second position in manual toothbrushes with its international brands Braun Oral-B and Oral-B. The company also benefits from the good reputation of Oral-B in toothpaste.

TePe D-A-CH records the strongest growth

The Swedish brand TePe was introduced in Austria in 2017, and since then has recorded solid growth, seeing an excellent performance in 2018. However, value growth mainly stemmed from the low sales base, as the brand is new to the country.

The launch of products containing natural ingredients

Trends in toothpaste in 2018 included products containing natural ingredients or products free from fluoride. These types of toothpaste are set to record good growth over the forecast period, as the demand for “bio” or vegan toothpaste is projected to rise.

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Oral Care in Austria

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Overview

Discover the latest market trends and uncover sources of future market growth for the Oral Care industry in Austria with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Oral Care industry in Austria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Oral Care in Austria market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Oral Care in Austria?
  • What are the major brands in Austria?
  • Which type of toothpaste is most popular?
  • How are sales of manual versus power toothbrushes faring?

Why 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 industry report originates from Passport, our Beauty and Personal Care market research database.

Oral Care in Austria - Category analysis

HEADLINES

PROSPECTS

Manufacturers focus on specialised toothpaste
Oral care benefits from increasing awareness of oral hygiene
Sales of electric toothbrushes are on the rise

COMPETITIVE LANDSCAPE

Procter & Gamble Austria and GlaxoSmithKline Pharma compete for the lead
TePe D-A-CH records the strongest growth
The launch of products containing natural ingredients

CATEGORY DATA

Table 1 Sales of Oral Care by Category: Value 2013-2018
Table 2 Sales of Oral Care by Category: % Value Growth 2013-2018
Table 3 Sales of Toothbrushes by Category: Value 2013-2018
Table 4 Sales of Toothbrushes by Category: % Value Growth 2013-2018
Table 5 Sales of Toothpaste by Type: % Value Breakdown 2014-2018
Table 6 NBO Company Shares of Oral Care: % Value 2014-2018
Table 7 LBN Brand Shares of Oral Care: % Value 2015-2018
Table 8 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2015-2018
Table 9 LBN Brand Shares of Toothpaste: % Value 2015-2018
Table 10 Forecast Sales of Oral Care by Category: Value 2018-2023
Table 11 Forecast Sales of Oral Care by Category: % Value Growth 2018-2023
Table 12 Forecast Sales of Toothbrushes by Category: Value 2018-2023
Table 13 Forecast Sales of Toothbrushes by Category: % Value Growth 2018-2023

Beauty and Personal Care in Austria - Industry Overview

EXECUTIVE SUMMARY

Beauty and personal care records stable growth
Natural beauty and personal care products continue to see growth
Multinationals continue to dominate beauty and personal care
A vast number of product launches
The demand for beauty and personal care products is set to increase

MARKET DATA

Table 14 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 15 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 16 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 17 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 18 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 19 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 20 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 21 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 22 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 23 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources