Surface Care in Austria

PROSPECTS

Multipurpose cleaners remain popular as consumers look for convenient and easy-to-use solutions

The hectic and stressful modern lifestyles of Austrians are seeing demand for more convenient and easy-to-use products continue to rise. Multifunctional, general-purpose products are particularly popular for some as it saves them money, space and shopping trips.

More sophisticated premium surface care products also enjoying rising demand

In spite of the ongoing popularity of multipurpose cleaners, demand for more sophisticated premium cleaners is also rising, due, in part, to increasing hygiene standards. Disinfectants are seeing particularly strong growth, but speciality products such as kitchen or bathroom cleaners are also selling well due to the fear of germs and bacteria in these areas of the home.

Eco-friendly products continue to grow

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.

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. High penetration rates, thanks to wide availability across the leading retailers in Austria, wide selections across various products in surface care, media campaigns with a wide reach, including online portals with product news, cleaning and home care tips and tricks, and therefore high levels of brand recognition continue to support the success of the leading players.

Green brands such as Ecover and Frosch are performing strongly

Some of the most dynamic brands and players in surface care are those offering consumers green products, for example Ecover or the green products in the Erdal line-up (eg Frosch). Green private label lines and products are also growing in terms of availability and importance, for example Denkmit nature or Bi Good, helping increase the awareness and affordability of such speciality products.

Private label has a strong presence but is losing share in surface care

Private label ranges continue to exert pressure on brands due to wide availability, low pricing and investments in eco-friendly products (eg Bi Good). However, private label is actually losing share in surface care as demand for premium and highly effective products rises, especially within areas like cleaning kitchens and bathrooms, which have a greater germ count and risk of infection.

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