In general, most consumers continued to follow their daily skin care routines during 2021 with this ensuring that growth remained relatively stable in retail volume terms. While the increase in retail value sales was not as high as it was pre-pandemic, skin care, thanks to a solid performance of hand care, face masks, firming/anti-cellulite body care and acne treatments, recorded positive growth during the year.
Health and wellness trends have strengthened in Austria in line with underlying trends, but the pandemic has seen them accelerate. There is widespread consumer perception that the use of chemicals or other ‘unnatural’ additives in skin care can be damaging to human health, and as a result there is rising demand for natural solutions in both mass and premium categories.
One of the key trends in skin care in 2021 is the focus on ingredients. For example, The Ordinary is a brand renowned for its minimalistic approach to ingredients and packaging designs, offering “clinical formulations with integrity”.
The outlook for skin care is largely positive with both men and women paying ever growing attention to the health and appearance of their skin. Facial cleansers, moisturisers and anti-agers are all expected to see further innovations over the forecast period in terms of format, more complex formulations, as well as source of origin (eg, local vs foreign, bio vs not bio, certified vs not certified, etc), all of which should support growth.
Sales of skin care products through e-commerce continued to grow in 2021 as a result of lockdown measures. The greater convenience of the channel is the obvious driver, and the improvements in the digital infrastructure imposed upon the industry by the COVID-19 pandemic have also greatly strengthened consumer trust in and familiarity with the channel.
Skin care brands and products that are considered “affordable luxury” should continue to post solid growth in sales over the forecast period. Notable examples of brands with this type of positioning include Rituals, Kiehl’s and The Ordinary.
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Understand the latest market trends and future growth opportunities for the Skin Care 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 Skin Care 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.
Skin Care
This is the aggregation of facial care, body care, hand care and skin care sets/kits.
See All of Our DefinitionsThis report originates from Passport, our Skin Care research and analysis database.
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