Surface Care in Austria

PROSPECTS

Rising demand for more effective and convenient products

Surface care is benefiting from the ongoing trend towards natural and eco-friendly products, as well as the preference of consumers for more hygiene at home. Due to busy lifestyles, Austrians also increasingly opt for effective products that provide good results for a longer time.

Shift towards eco-friendly products

The trend towards natural eco-friendly products continues to impact surface care. Growing awareness of environmental issues is expected to have a lasting impact on surface care, with brands investing more in the development and marketing of eco-friendly products.

Spring cleaning drives surface care sales

Like in previous years, Austrians are known for conducting major clean-ups of their homes during early spring, similar to in neighbouring Germany and Switzerland. Indeed, it is thought that around 80% of Austrians cleaned their homes during the first weeks of spring in 2018, an increase from 2017.

COMPETITIVE LANDSCAPE

Large companies continue to dominate and attract consumers

Leading global players like Henkel, Procter & Gamble and Unilever continue to lead surface care sales in Austria. Henkel maintains its strong position within bathroom cleaners due to the high effectiveness and popularity of its Blue Star brand.

Innovation and new product development key to attracting consumers

Cilit (Reckitt Benckiser) and Durgol (Düring AG) have strong sales shares within descalers due to high consumer brand awareness and continuous investment in innovation and new product launches. Furthermore, eco-friendly brands Frosch and Ecover continue to profit from growing environmental awareness.

Private label to increase pressure on brands, particularly in multipurpose cleaning

Big global players benefit from strong consumer awareness, as well as the trend towards efficient high quality products for major home cleans. At the same time, branded products profit from the introduction of new product varieties aimed at specific surfaces/areas at home.

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