Home Care in Austria

Home care in Austria recorded moderate single-digit current value sales growth, thanks in part to increases in average unit prices, across almost all categories in 2024. However volume sales remained stagnant or saw a decline. Increases were still primarily linked to further inflationary developments with increasing production and logistics costs handed down to consumers, while promotions and discounts remained limited.

Euromonitor International's Home Care in Austria market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet 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 Home 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.


Home Care in Austria
Euromonitor International
April 2025
List Of Contents And Tables
HOME CARE IN AUSTRIA
EXECUTIVE SUMMARY
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2019-2024
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2019-2024
Table 3 Sales of Home Care by Category: % Value Growth 2019-2024
Table 4 NBO Company Shares of Home Care: % Value 2020-2024
Table 5 LBN Brand Shares of Home Care: % Value 2021-2024
Table 6 Penetration of Private Label in Home Care by Category: % Value 2019-2024
Table 7 Distribution of Home Care by Format: % Value 2019-2024
Table 8 Distribution of Home Care by Format and Category: % Value 2024
Table 9 Forecast Sales of Home Care by Category: Value 2024-2029
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
Summary 1 Research Sources
DISHWASHING IN AUSTRIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Modest current value growth for dishwashing in 2024, while volume sales decline
Convenience, efficiency and sustainability remain key selling points
Reckitt Benckiser maintains lead thanks to strong presence across subcategories
PROSPECTS AND OPPORTUNITIES
Growth predicted for dishwashing over the forecast period
Competition set to intensify as players vie for share
Supermarkets will remain the leading distribution channel for the foreseeable future
CATEGORY INDICATORS
Table 11 Household Possession of Dishwashers 2019-2024
CATEGORY DATA
Table 12 Sales of Dishwashing by Category: Value 2019-2024
Table 13 Sales of Dishwashing by Category: % Value Growth 2019-2024
Table 14 NBO Company Shares of Dishwashing: % Value 2020-2024
Table 15 LBN Brand Shares of Dishwashing: % Value 2021-2024
Table 16 Forecast Sales of Dishwashing by Category: Value 2024-2029
Table 17 Forecast Sales of Dishwashing by Category: % Value Growth 2024-2029
SURFACE CARE IN AUSTRIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Current value growth outperforms volume growth in 2024 as average unit prices increase
Premiumisation helps boost growth as consumers seek better efficacy
International players maintain the lead in surface care
PROSPECTS AND OPPORTUNITIES
Positive growth forecast for surface care in both volume and current value terms
Traditional scouring agents and disinfectants are set to register some decline
Supermarkets will remain the leading distribution channel for the foreseeable future
CATEGORY DATA
Table 18 Sales of Surface Care by Category: Value 2019-2024
Table 19 Sales of Surface Care by Category: % Value Growth 2019-2024
Table 20 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2019-2024
Table 21 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2019-2024
Table 22 NBO Company Shares of Surface Care: % Value 2020-2024
Table 23 LBN Brand Shares of Surface Care: % Value 2021-2024
Table 24 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2024
Table 25 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2021-2024
Table 26 Forecast Sales of Surface Care by Category: Value 2024-2029
Table 27 Forecast Sales of Surface Care by Category: % Value Growth 2024-2029
BLEACH IN AUSTRIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Declining sales for bleach, as local consumers shun harmful chemicals
Highly consolidated competitive landscape discourages new entrants
Supermarkets retains the lead, but discounters enjoys healthy share of sales
PROSPECTS AND OPPORTUNITIES
Volume decline predicted for bleach in the years ahead
Colgate-Palmolive expected to retain its dominance
Distribution landscape unlikely to witness change over the forecast period
CATEGORY DATA
Table 28 Sales of Bleach: Value 2019-2024
Table 29 Sales of Bleach: % Value Growth 2019-2024
Table 30 NBO Company Shares of Bleach: % Value 2020-2024
Table 31 LBN Brand Shares of Bleach: % Value 2021-2024
Table 32 Forecast Sales of Bleach: Value 2024-2029
Table 33 Forecast Sales of Bleach: % Value Growth 2024-2029
TOILET CARE IN AUSTRIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Volume decline but current value sales benefit from higher prices in 2024
Henkel retains its strong lead thanks to ongoing innovation
Supermarkets continues to benefit from convenience factor and wide product range
PROSPECTS AND OPPORTUNITIES
Economic improvements will boost growth for toilet care in the coming years
In-cistern devices will see decline as toilet systems evolve
Sustainability will remain important, but efficacy will be the priority
CATEGORY DATA
Table 34 Sales of Toilet Care by Category: Value 2019-2024
Table 35 Sales of Toilet Care by Category: % Value Growth 2019-2024
Table 36 NBO Company Shares of Toilet Care: % Value 2020-2024
Table 37 LBN Brand Shares of Toilet Care: % Value 2021-2024
Table 38 Forecast Sales of Toilet Care by Category: Value 2024-2029
Table 39 Forecast Sales of Toilet Care by Category: % Value Growth 2024-2029
POLISHES IN AUSTRIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Minimal current value growth for polishes, thanks only to average unit price increases
Supermarkets remains the leading distribution channel in 2024
Competitive landscape remains unchanged, with Erdal retaining a strong lead
PROSPECTS AND OPPORTUNITIES
Volume decline predicted across the forecast period as consumer preferences evolve
Little change expected in terms of key players and distribution
Multi-functional cleaners will reduce the need for separate polish products
CATEGORY DATA
Table 40 Sales of Polishes by Category: Value 2019-2024
Table 41 Sales of Polishes by Category: % Value Growth 2019-2024
Table 42 NBO Company Shares of Polishes: % Value 2020-2024
Table 43 LBN Brand Shares of Polishes: % Value 2021-2024
Table 44 Forecast Sales of Polishes by Category: Value 2024-2029
Table 45 Forecast Sales of Polishes by Category: % Value Growth 2024-2029
AIR CARE IN AUSTRIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Minimal growth for air care in 2024, as price-conscious local consumers forego non-essential spending
Liquid air fresheners registers the best performance in 2024
International players retain the top three positions
PROSPECTS AND OPPORTUNITIES
Improving economic climate bodes well for air care in Austria in the years ahead
Desire for increased ambience within the home will drive sales of liquid air fresheners
Preference for in-store testing will continue to favour brick and mortar retailers
CATEGORY DATA
Table 46 Sales of Air Care by Category: Value 2019-2024
Table 47 Sales of Air Care by Category: % Value Growth 2019-2024
Table 48 Sales of Air Care by Fragrance: Value Ranking 2022-2024
Table 49 NBO Company Shares of Air Care: % Value 2020-2024
Table 50 LBN Brand Shares of Air Care: % Value 2021-2024
Table 51 Forecast Sales of Air Care by Category: Value 2024-2029
Table 52 Forecast Sales of Air Care by Category: % Value Growth 2024-2029
HOME INSECTICIDES IN AUSTRIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Moderate current value growth in 2024, thanks to price increases
Home insecticides’ fortunes are partly driven by changes in climate
Local Vandal brand retains its category dominance
PROSPECTS AND OPPORTUNITIES
Weather and climate vagaries will influence sales of home insecticides over the forecast period
Local consumers will likely opt for more natural solutions, favouring innovation in terms of sustainability
Competitive and distribution landscapes set to remain largely unchanged
CATEGORY DATA
Table 53 Sales of Home Insecticides by Category: Value 2019-2024
Table 54 Sales of Home Insecticides by Category: % Value Growth 2019-2024
Table 55 Sales of Spray/Aerosol Insecticides by Type: % Value 2019-2024
Table 56 NBO Company Shares of Home Insecticides: % Value 2020-2024
Table 57 LBN Brand Shares of Home Insecticides: % Value 2021-2024
Table 58 Forecast Sales of Home Insecticides by Category: Value 2024-2029
Table 59 Forecast Sales of Home Insecticides by Category: % Value Growth 2024-2029
LAUNDRY CARE IN AUSTRIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Robust current value growth in 2024 as a result of higher prices and new product development
Consolidated landscape favours international brands with trusted profiles
Supermarkets remains the leading distribution channel sales of laundry care
PROSPECTS AND OPPORTUNITIES
Performance and sustainability features will drive current value growth in the coming years
Increased activity and demand for specialist products set to boost volume sales
Brighter economic outlook favours well-known international brands
CATEGORY INDICATORS
Table 60 Household Possession of Washing Machines 2019-2024
CATEGORY DATA
Table 61 Sales of Laundry Care by Category: Value 2019-2024
Table 62 Sales of Laundry Care by Category: % Value Growth 2019-2024
Table 63 Sales of Laundry Aids by Category: Value 2019-2024
Table 64 Sales of Laundry Aids by Category: % Value Growth 2019-2024
Table 65 Sales of Laundry Detergents by Category: Value 2019-2024
Table 66 Sales of Laundry Detergents by Category: % Value Growth 2019-2024
Table 67 Sales of In-Wash Spot and Stain Removers by Type: % Value Breakdown 2019-2024
Table 68 NBO Company Shares of Laundry Care: % Value 2020-2024
Table 69 LBN Brand Shares of Laundry Care: % Value 2021-2024
Table 70 NBO Company Shares of Laundry Aids: % Value 2020-2024
Table 71 LBN Brand Shares of Laundry Aids: % Value 2021-2024
Table 72 NBO Company Shares of Laundry Detergents: % Value 2020-2024
Table 73 LBN Brand Shares of Laundry Detergents: % Value 2021-2024
Table 74 Forecast Sales of Laundry Care by Category: Value 2024-2029
Table 75 Forecast Sales of Laundry Care by Category: % Value Growth 2024-2029

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook
Cookie Settings