Skin Care in Austria

PRE-COVID-19 PERFORMANCE

Ageing population should help skin care to continue growing

Austria is an ageing society, with almost a fifth of the population being aged 65 and older at the end of the review period. However, many of these consumers remain interested in health and wellness as well as maintaining a youthful and cared-for appearance.

Natural skin care products continue to enjoy increasing popularity

In line with the health and wellness trend in Austria, a growing number of consumers in the country are showing increasing interest in the ingredients of the skin care products they purchase. As a result, a rising number of consumers are preferring more natural content rather than chemical substances.

Beiersdorf and L’Oréal continue to lead Austrian skin care

Beiersdorf and L’Oréal Österreich were the leading skin care players in Austria in 2019, accounting for around a third of total retail value sales between them. Both companies are established multinational players in skin care, which offer ranges of trusted brands.

2020 AND BEYOND

COVID-19 impact

Sales of skin care are now expected to grow by 3% in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to the 2% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within skin care

Hand care sales will record a sharp upwards spike in 2020 (at constant 2019 prices), as they are driven by the need for consumers to moisturise hands that have been dried out by the frequent and thorough hand washing, as recommended by the health authorities to help slow or halt the spread of COVID-19. Face masks will also perform strongly in 2020, perhaps benefiting from the fact that consumers have more time at home during lockdown to apply such products, but also the feelgood and pampering effect these products offer consumers living with the stress of lockdown and other anti-COVID-19 measures.

Recovery and opportunities

Skin care sales are expected to see consistent annual value growth rates at constant 2019 prices across the forecast period. While body care and facial care will both follow this overall trend, with consistent annual value growth rates, hand care’s forecast period development will be slightly different.

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