Beauty and personal care in Austria maintained its momentum in 2024. Growth was supported by a combination of steady volume sales and continued albeit moderate increases in average unit prices. Inflationary pressures persisted, albeit to a lesser extent than in the past two years, as manufacturers continued to face elevated costs for production, packaging, and transport. Despite this, consumer demand remained resilient across all categories, reflecting the essential nature of many beauty and per... Euromonitor International's Beauty and Personal Care in Austria report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. Forecasts to 2029 illustrate how the market is set to change. Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care. Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data. Why buy this report? * Get a detailed picture of the Beauty and Personal Care market; * Pinpoint growth sectors and identify factors driving change; * Understand the competitive environment, the market’s major players and leading brands; * Use five-year forecasts to assess how the market is predicted to develop. Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.
- Beauty and Personal Care in Austria
- Euromonitor International
- June 2025
- List Of Contents And Tables
- BEAUTY AND PERSONAL CARE IN AUSTRIA
- EXECUTIVE SUMMARY
- Beauty and personal care in 2024: The big picture
- 2024 key trends
- Competitive landscape
- Retail developments
- What next for beauty and personal care?
- MARKET DATA
- Table 1 Sales of Beauty and Personal Care by Category: Value 2019-2024
- Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024
- Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2020-2024
- Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2020-2024
- Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2021-2024
- Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2019-2024
- Table 7 Distribution of Beauty and Personal Care by Format: % Value 2019-2024
- Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2024
- Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2024-2029
- Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2024-2029
- DISCLAIMER
- SOURCES
- Summary 1 Research Sources
- MASS BEAUTY AND PERSONAL CARE IN AUSTRIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Downtrading drives growth in mass beauty and personal care as consumers seek affordable quality
- Sustainability, innovation and affordability define the competitive landscape in 2024
- Affordability, quality, and premium positioning drive consumer loyalty to mass beauty and personal care
- PROSPECTS AND OPPORTUNITIES
- Mass beauty and personal care remains dominant but faces growing competition from premiumisation and private label brands
- Interest in mass skin care and body mists grows, while self-tanning loses appeal
- Sustainability and packaging innovation become key areas of investment
- CATEGORY DATA
- Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2019-2024
- Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2019-2024
- Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2020-2024
- Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2021-2024
- Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2024-2029
- Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2024-2029
- PREMIUM BEAUTY AND PERSONAL CARE IN AUSTRIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Premium beauty and personal care growth tempered by price sensitivity and rising competition
- L’Oréal strengthens lead through broad premium portfolio and strategic investment
- Price sensitivity leads to downtrading, though premiumisation continues in niche areas
- PROSPECTS AND OPPORTUNITIES
- Premium beauty and personal care set to maintain steady growth momentum
- Premium lipstick set to lead growth with innovation and celebrity influence
- Sustainability and innovation to drive packaging evolution and product launches
- CATEGORY DATA
- Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2019-2024
- Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2019-2024
- Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2020-2024
- Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2021-2024
- Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2024-2029
- Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2024-2029
- BABY AND CHILD-SPECIFIC PRODUCTS IN AUSTRIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Innovation and evolving formulations support category growth despite low birth rates
- Branded leaders and private label both drive competition
- Supermarkets and health stores support strong distribution while e-commerce evolves
- PROSPECTS AND OPPORTUNITIES
- Demand for baby and child-specific products remains stable despite low birth rates
- Premium baby care retains its niche appeal through trust and brand heritage
- Innovation will focus on clean label formulations and sustainable materials
- CATEGORY DATA
- Table 23 Sales of Baby and Child-specific Products by Category: Value 2019-2024
- Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024
- Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2019-2024
- Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2020-2024
- Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2021-2024
- Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2021-2024
- Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2021-2024
- Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2021-2024
- Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2024-2029
- Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2024-2029
- Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2024-2029
- BATH AND SHOWER IN AUSTRIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Consumers maintain strong hygiene habits and seek sustainable options
- Leading players expand innovation and advertising to sustain relevance
- Multi-channel distribution evolves with digital innovation and hybrid models
- PROSPECTS AND OPPORTUNITIES
- Hygiene rituals and wellness routines to sustain consumer engagement
- Premium products to benefit from clean formulas and digital storytelling
- Innovation to focus on sustainability, clean labelling and experiential formats
- CATEGORY DATA
- Table 34 Sales of Bath and Shower by Category: Value 2019-2024
- Table 35 Sales of Bath and Shower by Category: % Value Growth 2019-2024
- Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2019-2024
- Table 37 NBO Company Shares of Bath and Shower: % Value 2020-2024
- Table 38 LBN Brand Shares of Bath and Shower: % Value 2021-2024
- Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2021-2024
- Table 40 Forecast Sales of Bath and Shower by Category: Value 2024-2029
- Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2024-2029
- Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2024-2029
- COLOUR COSMETICS IN AUSTRIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Social media visibility, skinification and premium lip gloss fuelled rising interest
- L’Oréal led the market with strong brand portfolio and innovative advertising strategies
- Beauty specialists and e-commerce drove growth with elevated experiences and convenience
- PROSPECTS AND OPPORTUNITIES
- Innovations and evolving product expectations will shape colour cosmetics
- Premium colour cosmetics will outperform mass through elevated branding and experiential appeal
- Sustainability and formulation transparency will drive innovation in colour cosmetics
- CATEGORY DATA
- Table 43 Sales of Colour Cosmetics by Category: Value 2019-2024
- Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2019-2024
- Table 45 NBO Company Shares of Colour Cosmetics: % Value 2020-2024
- Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2021-2024
- Table 47 LBN Brand Shares of Eye Make-up: % Value 2021-2024
- Table 48 LBN Brand Shares of Facial Make-up: % Value 2021-2024
- Table 49 LBN Brand Shares of Lip Products: % Value 2021-2024
- Table 50 LBN Brand Shares of Nail Products: % Value 2021-2024
- Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2021-2024
- Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2024-2029
- Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2024-2029
- DEODORANTS IN AUSTRIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Natural formulations and consumer interest in clean ingredients supported growth
- Trusted brands and private label drove competition in an evolving market
- Widespread access and innovation in delivery supported strong retail performance
- PROSPECTS AND OPPORTUNITIES
- Consumer focus on clean ingredients and strong protection will shape product demand
- Premium deodorants to see modest growth as consumers weigh value and ethics
- Sustainability and functional innovation to underpin product development
- CATEGORY DATA
- Table 54 Sales of Deodorants by Category: Value 2019-2024
- Table 55 Sales of Deodorants by Category: % Value Growth 2019-2024
- Table 56 Sales of Deodorants by Premium vs Mass: % Value 2019-2024
- Table 57 NBO Company Shares of Deodorants: % Value 2020-2024
- Table 58 LBN Brand Shares of Deodorants: % Value 2021-2024
- Table 59 LBN Brand Shares of Premium Deodorants: % Value 2021-2024
- Table 60 Forecast Sales of Deodorants by Category: Value 2024-2029
- Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2024-2029
- Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2024-2029
- DEPILATORIES IN AUSTRIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Sustainability and intimate care trends support stable performance in a small category
- Trusted brand leadership meets rising private label momentum
- Health and personal care stores remain dominant as new formats emerge
- PROSPECTS AND OPPORTUNITIES
- Hair removal will remain a staple of beauty routines, supporting steady growth in value sales
- Professional-grade results at home will shape the next wave of product development
- Sustainability and skin sensitivity will drive innovation across formats
- CATEGORY DATA
- Table 63 Sales of Depilatories by Category: Value 2019-2024
- Table 64 Sales of Depilatories by Category: % Value Growth 2019-2024
- Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2020-2024
- Table 66 NBO Company Shares of Depilatories: % Value 2020-2024
- Table 67 LBN Brand Shares of Depilatories: % Value 2021-2024
- Table 68 Forecast Sales of Depilatories by Category: Value 2024-2029
- Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2024-2029
- FRAGRANCES IN AUSTRIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Diverse consumer tastes and mass fragrances supported steady growth in 2024
- Coty maintained leadership through a diverse portfolio and brand innovation
- Retailers enhanced physical and digital access to fragrance, fuelling category expansion
- PROSPECTS AND OPPORTUNITIES
- Sustained interest in fragrances will be supported by innovation, advertising and growing user base
- Premium fragrances will outperform mass offerings through pricing, exclusivity and niche appeal
- Product innovation, intense elixirs and refillable formats will shape future growth
- CATEGORY DATA
- Table 70 Sales of Fragrances by Category: Value 2019-2024
- Table 71 Sales of Fragrances by Category: % Value Growth 2019-2024
- Table 72 NBO Company Shares of Fragrances: % Value 2020-2024
- Table 73 LBN Brand Shares of Fragrances: % Value 2021-2024
- Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2021-2024
- Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2021-2024
- Table 76 Forecast Sales of Fragrances by Category: Value 2024-2029
- Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2024-2029
- HAIR CARE IN AUSTRIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Skinification, sustainability, and science-backed claims shape consumer preferences in 2024
- Henkel retains a commanding lead while dermocosmetics brands gain momentum
- Health and personal care stores remain dominant as omnichannel innovation boosts e-commerce
- PROSPECTS AND OPPORTUNITIES
- Medicated and problem-solving formulations to gain further traction
- Premium positioning will grow but mass hair care remains dominant
- Sustainability and skinification to shape future innovation
- CATEGORY DATA
- Table 78 Sales of Hair Care by Category: Value 2019-2024
- Table 79 Sales of Hair Care by Category: % Value Growth 2019-2024
- Table 80 Sales of Hair Care by Premium vs Mass: % Value 2019-2024
- Table 81 NBO Company Shares of Hair Care: % Value 2020-2024
- Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2020-2024
- Table 83 LBN Brand Shares of Hair Care: % Value 2021-2024
- Table 84 LBN Brand Shares of Colourants: % Value 2021-2024
- Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2021-2024
- Table 86 LBN Brand Shares of Styling Agents: % Value 2021-2024
- Table 87 LBN Brand Shares of Premium Hair Care: % Value 2021-2024
- Table 88 Forecast Sales of Hair Care by Category: Value 2024-2029
- Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2024-2029
- Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2024-2029
- MEN'S GROOMING IN AUSTRIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Men increasingly engage with grooming routines, boosting demand for multifunctional and sports-aligned products
- Trusted legacy brands and value-led private label brands shape Austria’s competitive landscape
- Health and personal care stores retain shopper loyalty while new e-commerce concepts drive digital growth
- PROSPECTS AND OPPORTUNITIES
- Men’s personal care engagement is set to deepen through wellness, routine, and visibility
- Premium grooming to expand modestly, anchored by ingredient quality and celebrity appeal
- Innovation to focus on multifunctionality, sustainable formats, and enhanced performance
- CATEGORY DATA
- Table 91 Sales of Men’s Grooming by Category: Value 2019-2024
- Table 92 Sales of Men’s Grooming by Category: % Value Growth 2019-2024
- Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2021-2024
- Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2021-2024
- Table 95 NBO Company Shares of Men’s Grooming: % Value 2020-2024
- Table 96 LBN Brand Shares of Men’s Grooming: % Value 2021-2024
- Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2021-2024
- Table 98 Forecast Sales of Men’s Grooming by Category: Value 2024-2029
- Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2024-2029
- ORAL CARE IN AUSTRIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Rising oral health awareness and functional product demand drive growth
- Brand heritage and private label innovation shape the competitive landscape
- Health and personal care stores remain dominant while e-commerce grows from a low base
- PROSPECTS AND OPPORTUNITIES
- Health-driven habits and whitening trends will support steady growth
- Competition in toothpaste remains fierce amid functional and premium demand
- Ingredient transparency and innovation to reshape product development
- CATEGORY DATA
- Table 100 Sales of Oral Care by Category: Value 2019-2024
- Table 101 Sales of Oral Care by Category: % Value Growth 2019-2024
- Table 102 Sales of Toothbrushes by Category: Value 2019-2024
- Table 103 Sales of Toothbrushes by Category: % Value Growth 2019-2024
- Table 104 Sales of Toothpaste by Type: % Value Breakdown 2020-2024
- Table 105 NBO Company Shares of Oral Care: % Value 2020-2024
- Table 106 LBN Brand Shares of Oral Care: % Value 2021-2024
- Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2021-2024
- Table 108 LBN Brand Shares of Toothpaste: % Value 2021-2024
- Table 109 Forecast Sales of Oral Care by Category: Value 2024-2029
- Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2024-2029
- Table 111 Forecast Sales of Toothbrushes by Category: Value 2024-2029
- Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2024-2029
- SKIN CARE IN AUSTRIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Consumer interest in skin barrier health and k-beauty supports strong value sales growth
- Private label appeal and low-price strategy drive dynamic growth for dm-Drogerie Markt
- Health and personal care stores remain dominant, while e-commerce continues to gain ground
- PROSPECTS AND OPPORTUNITIES
- Strong demand for facial care and premium innovation expected to sustain growth
- Premium skin care to outpace mass brands, led by facial care innovations
- Innovation focused on ingredients, multifunctionality, and sustainability
- CATEGORY DATA
- Table 113 Sales of Skin Care by Category: Value 2019-2024
- Table 114 Sales of Skin Care by Category: % Value Growth 2019-2024
- Table 115 NBO Company Shares of Skin Care: % Value 2020-2024
- Table 116 LBN Brand Shares of Skin Care: % Value 2021-2024
- Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2021-2024
- Table 118 LBN Brand Shares of Anti-agers: % Value 2021-2024
- Table 119 LBN Brand Shares of Firming Body Care: % Value 2021-2024
- Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2021-2024
- Table 121 LBN Brand Shares of Premium Skin Care: % Value 2021-2024
- Table 122 Forecast Sales of Skin Care by Category: Value 2024-2029
- Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2024-2029
- SUN CARE IN AUSTRIA
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Strong growth fuelled by rising demand and premiumisation in sun protection
- Beiersdorf remains the undisputed leader while L’Oréal gains ground through dermocosmetic innovation
- Health and personal care stores dominate, while pharmacies and e-commerce channels gain momentum
- PROSPECTS AND OPPORTUNITIES
- Ongoing consumer awareness and skinification to sustain strong demand for sun protection
- Premium dermocosmetics to drive fastest growth across sun care
- Sustainable and skin-caring innovations to define the next wave of product development
- CATEGORY DATA
- Table 124 Sales of Sun Care by Category: Value 2019-2024
- Table 125 Sales of Sun Care by Category: % Value Growth 2019-2024
- Table 126 NBO Company Shares of Sun Care: % Value 2020-2024
- Table 127 LBN Brand Shares of Sun Care: % Value 2021-2024
- Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2021-2024
- Table 129 Forecast Sales of Sun Care by Category: Value 2024-2029
- Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2024-2029
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