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【About this report】:

 

About this report】:

This market report provides market trend and market growth analysis of the Beauty and Personal Care industry in Austria. With this market report, you’ll be able to explore in detail the changing shape and potential of the industry. You will now be able to plan and build strategy on real industry data and projections.

The Beauty and Personal Care in Austria market research report includes:

§                        Analysis of key supply-side and demand trends

§                        Detailed segmentation of international and local products

§                        Historic volumes and values, company and brand market shares

§                        Five year forecasts of market trends and market growth

§                        Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

§                        What is the market size of Beauty and Personal Care in Austria?

§                        What are the major brands in Austria?

§                        How are sales of mass versus premium beauty products evolving?

§                        What are the key shifts in retail channel distribution?

Why buy this report?

§                        Gain competitive intelligence about market leaders

§                        Track key industry trends, opportunities and threats

§                        Inform your marketing, brand, strategy and market development, sales and supply functions

Each report is delivered with the following components:
Report: PDF and Word
Market statistics: Excel workbook

Sample Analysis

EXECUTIVE SUMMARY

Stable but slow growth

Beauty and personal care experienced a small but stable value growth in 2010. Depilatories, bath and shower, men’s grooming, fragrances, colour cosmetics and deodorants recorded higher value growth than the market average. However, hair care, skin care and sun care experienced slower growth, restraining overall growth in beauty and personal care.

Cross-market trends visible

Manufacturers continue to analyse consumer behaviour and trends across the industry and beyond. In skin care, for example, trends from packaged food and consumer health have started becoming more apparent. The trend towards self-treatment in consumer health is also present in beauty and personal care, with consumers taking care of their appearance in the same way that they would take care of their health. Skin and hair care products are increasingly offered with the same minerals and vitamins that are available in vitamins and dietary supplements.

International competitive landscape

Beauty and personal care is dominated by international players, leaving room for only a few domestic niche players. The leading trio in 2010 was Procter & Gamble Austria, Beiersdorf and L’Oréal Österreich. Due to the beauty and personal care being a market that sees a considerable innovation and product rotation, it can be difficult even for the leading companies to maintain their positions in the market. Both Beiersdorf and L’Oréal Österreich saw slight declines in value share in 2010. Amongst the leading brand families are Procter & Gamble Austria’s Oil of Olaz, Ellen Betrix, Beiersdorf’s Nivea and L’Oréal Österreich’s Jade and L’Oréal.

Store-based retailing dominant but decreasing

Store-based retailing still represents the dominant channel for beauty and personal care, although it lost slight share to non-store based retailing over the review period. The most important type of retailer is health and beauty retailers, with the majority of sales accounted for by parapharmacies/drugstores and beauty specialist retailers. Supermarkets/hypermarkets also account for a significant share of sales. In non-store retailing, the strongest distribution channel is direct selling, with a number of widely known direct selling brands being very successful in this market.

Weak growth predicted for the forecast period

Beauty and personal care is predicted to experience only modest growth in constant value terms over the forecast period. Bath and shower, depilatories, deodorants, sun care and fragrances are expected to perform best in terms of value sales, while sales of hair care are predicted to experience a value decline. In this innovation-led market, manufacturers are expected to continue to drive sales through new added-value product developments. However, achieving an impact on sales of beauty and personal care in this way is likely to be very challenging, as innovation and segmentation are already at a very advanced stage.

 

 

 

 

Table of Contents】:

Beauty and Personal Care in Austria - Industry Overview

EXECUTIVE SUMMARY

Stable but slow growth

Cross-market trends visible

International competitive landscape

Store-based retailing dominant but decreasing

Weak growth predicted for the forecast period

KEY TRENDS AND DEVELOPMENTS

Recovery from economic crisis

Importance of “generation 20”

Ageing society shopping younger

Natural products: yes or no?

Beauty care shopping as an experience

MARKET DATA

·                 Table 1 Sales of Beauty and Personal Care by Category: Value 2005-2010

·                 Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2005-2010

·                 Table 3 Sales of Premium Cosmetics by Category: Value 2005-2010

·                 Table 4 Sales of Premium Cosmetics by Category: % Value Growth 2005-2010

·                 Table 5 Beauty and Personal Care Company Shares by NBO 2006-2010

·                 Table 6 Beauty and Personal Care Company Shares by GBO 2006-2010

·                 Table 7 Beauty and Personal Care Brand Shares by GBN 2007-2010

·                 Table 8 Penetration of Private Label by Category 2005-2010

·                 Table 9 Sales of Beauty and Personal Care by Distribution Format: % Analysis 2005-2010

·                 Table 10 Sales of Beauty and Personal Care by Category and by Distribution Format: % Analysis 2010

·                 Table 11 Forecast Sales of Beauty and Personal Care by Category: Value 2010-2015

·                 Table 12 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2010-2015

·                 Table 13 Forecast Sales of Premium Cosmetics by Category: Value 2010-2015

·                 Table 14 Forecast Sales of Premium Cosmetics by Category: % Value Growth 2010-2015

DEFINITIONS

·                 Summary 1 Research Sources

Beauty and Personal Care in Austria - Company Profiles

Apomedica GmbH & Co KG in Beauty and Personal Care (Austria)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

·                 Summary 4 Apomedica GmbH & Co KG: Competitive Position 2010

Dm Drogerie markt GmbH in Beauty and Personal Care (Austria)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

·                 Summary 7 Dm Drogerie markt GmbH: Competitive Position 2010

Dr Scheller Cosmetics AG in Beauty and Personal Care (Austria)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

·                 Summary 10 Dr Scheller Cosmetics AG: Competitive Position 2010

Kneipp-Werke-Kneipp-Mittel-Zentrale GmbH & Co KG in Beauty and Personal Care (Austria)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

·                 Summary 13 Kneipp-Mittel-Zentrale GmbH & Co KG: Competitive Position 2010

Marionnaud Parfumeries Autriche GmbH in Beauty and Personal Care (Austria)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

INTERNET STRATEGY

PRIVATE LABEL

·                 Summary 16 Marionnaud Parfumeries Autriche GmbH: Private Label Portfolio

COMPETITIVE POSITIONING

·                 Summary 17 Marionnaud Parfumeries Autriche GmbH: Competitive Position 2010

Baby Care in Austria - Category Analysis

HEADLINES

TRENDS

·                 A declining birth rate did not lead to a decline in baby care sales in 2010, as parents continued to pamper their babies, leading to a 2% increase in value terms in that year, to €24 million. Parents know that baby skin is more sensitive than adult skin, and does not produce all the necessary lipids to protect the skin fully. Therefore, baby skin and hair tends to be drier and requires products with a neutral pH-value of around pH5.5.

COMPETITIVE LANDSCAPE

·                 Janssen-Cilag Pharma (Johnson & Johnson) led baby care in 2010, with a 45% value share, followed by Beiersdorf, with an 18% share, and Bayer Austria, with 9%. The leading brands – Penaten (Janssen-Cilag), Nivea Baby (Beiersdorf) and Bepanthen (Bayer) benefit from high levels of brand awareness and consumer loyalty.

PROSPECTS

·                 Parents are expected to be presented with new types of products over the forecast period – such as the massage oil for mothers and babies introduced by Bayer in 2010, and products for young children – and are likely to continue trying additional items from their trusted brands. As a result, growth in constant value terms is predicted to accelerate to an annual average of almost 1% over the forecast period.

CATEGORY DATA

·                 Table 15 Sales of Baby Care by Category: Value 2005-2010

·                 Table 16 Sales of Baby Care by Category: % Value Growth 2005-2010

·                 Table 17 Baby Care Premium Vs Mass % Analysis 2005-2010

·                 Table 18 Baby Care Company Shares 2006-2010

·                 Table 19 Baby Care Brand Shares by GBN 2007-2010

·                 Table 20 Baby Care Premium Brand Shares by GBN 2007-2010

·                 Table 21 Baby Skin Care Brand Shares by GBN 2007-2010

·                 Table 22 Baby Sun Care Brand Shares by GBN 2007-2010

·                 Table 23 Forecast Sales of Baby Care by Category: Value 2010-2015

·                 Table 24 Forecast Sales of Baby Care by Category: % Value Growth 2010-2015

·                 Table 25 Forecast Baby Care Premium Vs Mass % Analysis 2010-2015

Bath and Shower in Austria - Category Analysis

HEADLINES

TRENDS

·                 Consumers are increasingly aware of the importance of taking care of their skin, and are more knowledgeable about how to do this. For example, it is fairly common knowledge that skin care should ideally have a pH value of 4 to 6.5. Consumers are looking for medically sound bath and shower items, but also products that have attractive fragrances and which express their mood and personality. Due to this interest, bath and shower experienced 4% value growth in 2010.

COMPETITIVE LANDSCAPE

·                 Almost half bath and shower sales in 2010 were generated by the three international players Unilever, Colgate-Palmolive and Beiersdorf. Unilever ranked first, with a 17% value share, through its brands Axe, Dove and Lux, followed by Colgate-Palmolive with Palmolive (15%) and Beiersdorf, with the different Nivea product lines, and also a 15% value share.

PROSPECTS

·                 As bath and shower is one of the categories where the industry’s creativity is highly appreciated by consumers, sales are expected to increase by a 2% value CAGR between 2010 and 2015, to €127 million at constant 2010 prices. The impact of trends apparent in packaged food and consumer health is likely to become even stronger in the forecast period, based on the proportion that what is healthy to eat might also be good for the skin.

CATEGORY DATA

·                 Table 26 Sales of Bath and Shower by Category: Value 2005-2010

·                 Table 27 Sales of Bath and Shower by Category: % Value Growth 2005-2010

·                 Table 28 Bath and Shower Premium Vs Mass % Analysis 2005-2010

·                 Table 29 Bath and Shower Company Shares 2006-2010

·                 Table 30 Bath and Shower Brand Shares by GBN 2007-2010

·                 Table 31 Forecast Sales of Bath and Shower by Category: Value 2010-2015

·                 Table 32 Forecast Sales of Bath and Shower by Category: % Value Growth 2010-2015

·                 Table 33 Forecast Bath and Shower Premium Vs Mass % Analysis 2010-2015

Colour Cosmetics in Austria - Category Analysis

HEADLINES

TRENDS

·                 Despite increasing concerns that colour cosmetics accelerate the skin ageing process, according to Kosmetik Transparent, two thirds of female consumers use make-up regularly. Four out of 10 women use make-up at least once daily. The reasons for using make-up are varied: whilst some female consumers use make-up only for special occasions, others feel more attractive wearing make-up and use it more frequently.

COMPETITIVE LANDSCAPE

·                 L’Oréal Österreich leads colour cosmetics, with a 24% value share in 2010, followed by Coty Prestige Austria with 17% and Procter & Gamble with 13%. However, in volume terms, industry sources estimate that cosnova GmbH, the sixth ranked company in terms of value, leads with its budget brand Essence. Amongst the most successful L’Oréal Österreich brands are Jade, L’Oréal Paris and Lancôme. Coty Prestige Austria competes through the brands Margaret Astor and Rimmel, while Procter & Gamble’s leading brand is Ellen Betrix.

PROSPECTS

·                 Manufacturers are expected to continue to launch new types of application for ease of use and a perfect appearance, as well as offering health benefits for the eyes, skin, lips and nails. As a result, sales of colour cosmetics are predicted to increase by a 1% CAGR in constant value terms between 2010 and 2015, to €181 million at constant 2010 prices. The industry is expected to exploit trends in other markets, such as consumer health, to improve products.

CATEGORY DATA

·                 Table 34 Sales of Colour Cosmetics by Category: Value 2005-2010

·                 Table 35 Sales of Colour Cosmetics by Category: % Value Growth 2005-2010

·                 Table 36 Colour Cosmetics Premium Vs Mass % Analysis 2005-2010

·                 Table 37 Colour Cosmetics Company Shares 2006-2010

·                 Table 38 Colour Cosmetics Brand Shares by GBN 2007-2010

·                 Table 39 Facial Make-up Brand Shares by GBN 2007-2010

·                 Table 40 Eye Make-up Brand Shares by GBN 2007-2010

·                 Table 41 Lip Products Brand Shares by GBN 2007-2010

·                 Table 42 Nail Products Brand Shares by GBN 2007-2010

·                 Table 43 Colour Cosmetics Premium Brand Shares by GBN 2007-2010

·                 Table 44 Forecast Sales of Colour Cosmetics by Category: Value 2010-2015

·                 Table 45 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2010-2015

Deodorants in Austria - Category Analysis

HEADLINES

TRENDS

·                 Surveys conclude that in 2010, the use of deodorants had become common practice by almost all female consumers daily, with male consumers using such products every other day, at least. It is increasingly considered socially unacceptable to smell of perspiration. Sales of deodorants increased by 4% in value terms to €59 million in 2010.

COMPETITIVE LANDSCAPE

·                 Unilever Austria has a clear lead in deodorants with a 31% value share in 2010, through its brands Rexona, Axe, Dove and Impulse, among others. Beiersdorf followed, with 27%, with brands such as Nivea Deodorant and 8x4. Henkel Central & Eastern Europe was third, with 14% of value, through the brands Fa and Bac. All other competitors had a value share of below 5%.

PROSPECTS

·                 As this highly innovative category of beauty and personal care is likely to remain dynamic over the forecast period, and usage of deodorants by male consumers is expected to increase, sales are predicted to increase by 3% in constant value terms to €64 million in 2015 at constant 2010 prices. As in other beauty and personal care categories, consumers are likely to become more aware and demanding when it comes to additional benefits.

CATEGORY DATA

·                 Table 46 Sales of Deodorants by Category: Value 2005-2010

·                 Table 47 Sales of Deodorants by Category: % Value Growth 2005-2010

·                 Table 48 Deodorants Premium Vs Mass % Analysis 2005-2010

·                 Table 49 Deodorants Company Shares 2006-2010

·                 Table 50 Deodorants Brand Shares by GBN 2007-2010

·                 Table 51 Deodorants Premium Brand Shares by GBN 2007-2010

·                 Table 52 Forecast Sales of Deodorants by Category: Value 2010-2015

·                 Table 53 Forecast Sales of Deodorants by Category: % Value Growth 2010-2015

·                 Table 54 Forecast Deodorants Premium Vs Mass % Analysis 2010-2015

Depilatories in Austria - Category Analysis

HEADLINES

TRENDS

·                 It is common practice for female consumers to remove hairs on the underarms, legs and partly or fully in intimate areas for reasons of hygiene and well-being. The effectiveness of depilatories is quickly visible, and many women test different products before settle for their preferred product type and/or brand. Due to a higher turnover of preferred products and high trial and error rate, depilatories sales grew by 5% in 2010, to €29 million.

COMPETITIVE LANDSCAPE

·                 Procter & Gamble Austria strongly set the pace in depilatories in 2010, with a 43% value share, followed by Reckitt Benckiser Austria with 19% and Wilkinson Sword with 8%. Procter & Gamble Austria’s strongest brands are Gillette Venus, Gillette Satin Care and Gillette Agility. Reckitt Benckiser’s brand is Veet, and Wilkinson Sword has the brands Intuition and Lady Protection.

PROSPECTS

·                 As female consumers are expected to continue searching for the ideal solution to deal with hair growth, depilatories sales are expected to continue increasing over the forecast period, by a 2% CAGR in constant value terms, to reach €32 million at constant 2010 prices. Sales of hair removers/bleaches are expected to experience the slowest growth, with only a marginal increase. While wax hair removers keep hair away for a longer period of time than razors, consumers need to have a higher pain tolerance level.

CATEGORY DATA

·                 Table 55 Sales of Depilatories by Category: Value 2005-2010

·                 Table 56 Sales of Depilatories by Category: % Value Growth 2005-2010

·                 Table 57 Depilatories Company Shares 2006-2010

·                 Table 58 Depilatories Brand Shares by GBN 2007-2010

·                 Table 59 Forecast Sales of Depilatories by Category: Value 2010-2015

·                 Table 60 Forecast Sales of Depilatories by Category: % Value Growth 2010-2015

Fragrances in Austria - Category Analysis

HEADLINES

TRENDS

·                 As consumers sought additional ways to express their individuality and had more disposable income, due to the end of the financial crisis, sales of fragrances rose by 3% in value terms in 2010, to €150 million. However, they experienced a slight volume decline to 378,000 litres. Fragrances are considered a luxury product, and they are chosen carefully in line with the image the wearer wishes to portray.

COMPETITIVE LANDSCAPE

·                 Coty Prestige Austria led value sales in 2010, with a 14% value share, through product lines including Adidas, ck one, Lancaster and Jil Sander. Procter & Gamble Austria was the second ranked company, with an 11% value share. Its brands include Puma, Gucci and Gabriela Sabatini and others. The third ranked company was L’Oréal Österreich, with 9% of value sales. Its leading brand is Gloria Vanderbilt.

PROSPECTS

·                 Over the forecast period, fragrances value sales are predicted to continue experiencing stable growth, at a 1% CAGR in constant value terms, to reach €160 million at constant 2010 prices in 2015. Consumers are expected to continue to buy their favourite premium fragrances for specific occasions. For example, many male consumers prefer musky and strong fragrances to express their position at work, whilst wearing softer or even unisex fragrances during their leisure time.

CATEGORY DATA

·                 Table 61 Sales of Fragrances by Concentration: % Volume Analysis 2005-2010

·                 Table 62 Sales of Fragrances by Category: Value 2005-2010

·                 Table 63 Sales of Fragrances by Category: % Value Growth 2005-2010

·                 Table 64 Fragrances Company Shares 2006-2010

·                 Table 65 Fragrances Brand Shares by GBN 2007-2010

·                 Table 66 Men's Premium Fragrances Brand Shares by GBN 2007-2010

·                 Table 67 Women's Premium Fragrances Brand Shares by GBN 2007-2010

·                 Table 68 Forecast Sales of Fragrances by Category: Value 2010-2015

·                 Table 69 Forecast Sales of Fragrances by Category: % Value Growth 2010-2015

Hair Care in Austria - Category Analysis

HEADLINES

TRENDS

·                 Whilst straightened and coloured hair was fashionable for much of the review period, 2010 saw a trend towards a more “natural” look for the hair. However, this did not prevent consumers from continuing to buy hair care products, which were used to enhance the natural features of the hair. Also, many products were used to define the natural hair colour. As a result, hair care sales grew by 1% to €290 million in 2010.

COMPETITIVE LANDSCAPE

·                 The leader in hair care is Henkel Central Eastern Europe, with 22% of value sales in 2010, followed by L’Oréal Österreich with 18% and Wella- Österreich Interkosmetik with 8%. Henkel Central Eastern Europe is present through brands including Poly, Glem Vital, Schwarzkopf and Drei Wetter Taft, while L’Oréal’s Österreich’s brands include Garnier Fructis, El’Vital and Récital.

PROSPECTS

·                 Over the forecast period, the trend towards naturally looking hair will start to affect sales in hair care negatively, as consumers are expected to purchase fewer styling agents and colourants. As a result, hair care sale are predicted to decline by an annual average of 1% in constant value terms between 2010 and 2015, to €277 million at constant 2010 prices.

CATEGORY DATA

·                 Table 70 Sales of Hair Care by Category: Value 2005-2010

·                 Table 71 Sales of Hair Care by Category: % Value Growth 2005-2010

·                 Table 72 Hair Care Premium Vs Mass % Analysis 2005-2010

·                 Table 73 Sales of Styling Agents by Type: % Value Breakdown 2006-2010

·                 Table 74 Hair Care Company Shares 2006-2010

·                 Table 75 Hair Care Brand Shares by GBN 2007-2010

·                 Table 76 Styling Agents Brand Shares by GBN 2007-2010

·                 Table 77 Colourants Brand Shares by GBN 2007-2010

·                 Table 78 Salon Hair Care Company Shares 2006-2010

·                 Table 79 Salon Hair Care Brand Shares by GBN 2007-2010

·                 Table 80 Hair Care Premium Brand Shares by GBN 2007-2010

·                 Table 81 Forecast Sales of Hair Care by Category: Value 2010-2015

·                 Table 82 Forecast Sales of Hair Care by Category: % Value Growth 2010-2015

·                 Table 83 Forecast Hair Care Premium Vs Mass % Analysis 2010-2015

Men's Grooming in Austria - Category Analysis

HEADLINES

TRENDS

·                 Men are demanding their own beauty and personal care products to take care of their specific needs and which have more masculine fragrances, contributing to sales of men’s grooming increasing by 4% to €132 million in 2010. The fastest growth was seen in men’s hair care, which increased by 5% in 2010, men’s razors and blades, which also grew by 5% in current value terms, and men’s skin care, which increased by 4%. In volume terms, growth in men’s grooming was also led by men’s hair care.

COMPETITIVE LANDSCAPE

·                 Procter & Gamble Austria leads men’s grooming, with a 37% value share in 2010, followed by Beiersdorf, with 14%, and Unilever Austria, with 13%. The most important Procter & Gamble Austria brand is Gillette, while Beiersdorf’s most important brand is Nivea for Men and Unilever Austria owns the brand Axe. International manufacturers dominate men’s grooming, as is the case for in wider beauty and personal care market.

PROSPECTS

·                 Male consumers are expected increasingly to be interested in specific grooming products for their gender, thus men’s grooming is predicted to grow by a 1% CAGR in constant value terms, to €139 million at constant 2010 prices. Growth is expected to be strongest in men’s hair care, which is predicted to grow at a CAGR of 3% in constant value terms, and men’s deodorants and skin care, both with 2% CAGRs.

CATEGORY DATA

·                 Table 84 Sales of Body Shavers by Type: % Volume Analysis 2006-2010

·                 Table 85 Sales of Men’s Grooming by Category: Value 2005-2010

·                 Table 86 Sales of Men’s Grooming by Category: % Value Growth 2005-2010

·                 Table 87 Sales of Men's Razors and Blades by Type: % Value Breakdown 2006-2010

·                 Table 88 Men’s Grooming Company Shares 2006-2010

·                 Table 89 Men’s Grooming Brand Shares by GBN 2007-2010

·                 Table 90 Men's Razors and Blades Brand Shares by GBN 2007-2010

·                 Table 91 Forecast Sales of Men’s Grooming by Category: Value 2010-2015

·                 Table 92 Forecast Sales of Men’s Grooming by Category: % Value Growth 2010-2015

Oral Care in Austria - Category Analysis

HEADLINES

TRENDS

·                 Due to the fact that healthy and clean teeth remain an important and very visible status symbol, oral care grew by 3% to €229 million in 2010. This growth was driven by a several categories, above all by electric toothbrush replacement heads, which experienced the strongest value growth, of 6%. This category is increasingly important as dentists recommend electric toothbrushes as the best product for routine oral hygiene. Mouthwashes/dental rinses also saw 6% value growth, as consumers try to keep their mouth bacteria-free.

COMPETITIVE LANDSCAPE

·                 Procter & Gamble led oral care sales in 2010, with 23% of value sales, followed by GlaxoSmithKline Austria, with 18%. Procter & Gamble’s most successful brands are Braun Oral-B, Blend-a-Med and Kukident, while GlaxoSmithKline Austria’s most important brands include Odol, Dr Best, Sensodyne and Corega. Mentadent, the second largest brand, is owned by the third placed manufacturer in oral care, Unilever Austria.

PROSPECTS

·                 With a continued interest in healthy teeth, oral care is predicted to increase by a CAGR of just under 1% in constant value terms over the forecast period, to €237 million at constant 2010 prices. However, oral care is likely to be slightly less dynamic than during the review period, when sales increased by an annual average of over 1% in constant value terms. As consumers use moutwashes/dental rinses less and are settling to increasingly settle for their favourite battery toothbrushes, the overall growth is expected to slow down.

CATEGORY DATA

·                 Table 93 Sales of Manual Toothbrushes by Type: % Value Analysis 2005-2010

·                 Table 94 Sales of Oral Care by Category: Value 2005-2010

·                 Table 95 Sales of Oral Care by Category: % Value Growth 2005-2010

·                 Table 96 Sales of Manual and Power Toothbrushes by Category: Value 2005-2010

·                 Table 97 Sales of Manual and Power Toothbrushes by Category: % Value Growth 2005-2010

·                 Table 98 Sales of Toothpaste by Type: % Value Breakdown 2006-2010

·                 Table 99 Oral Care Company Shares 2006-2010

·                 Table 100 Oral Care Brand Shares by GBN 2007-2010

·                 Table 101 Toothpaste Brand Shares by GBN 2007-2010

·                 Table 102 Mouthwash/Dental Rinses Brand Shares by GBN 2007-2010

·                 Table 103 Forecast Sales of Oral Care by Category: Value 2010-2015

·                 Table 104 Forecast Sales of Oral Care by Category: % Value Growth 2010-2015

·                 Table 105 Forecast Sales of Manual and Power Toothbrushes by Category: Value 2010-2015

·                 Table 106 Forecast Sales of Manual and Power Toothbrushes by Category: % Value Growth 2010-2015

Sets/Kits in Austria - Category Analysis

HEADLINES

TRENDS

·                 As the economic crisis faded in 2010 and the pace of consumer goods markets in general picked up, consumers largely recovered psychologically and became less afraid of spending on luxury products. As a result, they stopped shying away from premium priced sets/kits and were more open to pampering themselves and their friends. Sales of sets/kits stagnated in value terms, at €37 million, whilst volume sales declined by 5% to 1.7 million units.

COMPETITIVE LANDSCAPE

·                 Sets/kits is led by Dm Drogerie markt’s private label alverde, with a 15% value share in 2010. Janssen-Cilag Pharma, a Johnson & Johnson company, followed closely, with 13%, through its brands Bebe and Neutrogena. The third ranked competitor, Estée Lauder Cosmetics, only had a 3% share, with Clinique. As the leading brands suggest, skin care sets/kits tended to be most in demand in 2010.

PROSPECTS

·                 Due to the upward swing of the business cycle over the forecast period, consumers are likely to purchase single items according to their needs rather than looking for bargains by buying sets/kits. This is expected to lead to an annual average decline of 1% in constant value terms between 2010 and 2015, to €35 million at constant 2010 prices. In constant value terms, the forecast period decline represents a difference of three percentage points compared with the positive 2% annual average growth of the review period.

CATEGORY DATA

·                 Table 107 Sales of Sets/Kits: Value 2005-2010

·                 Table 108 Sales of Sets/Kits: % Value Growth 2005-2010

·                 Table 109 Sets/Kits Premium Vs Mass % Analysis 2005-2010

·                 Table 110 Sets/Kits Company Shares 2006-2010

·                 Table 111 Sets/Kits Brand Shares by GBN 2007-2010

·                 Table 112 Sets/Kits Premium Brand Shares by GBN 2007-2010

·                 Table 113 Forecast Sales of Sets/Kits: Value 2010-2015

·                 Table 114 Forecast Sales of Sets/Kits: % Value Growth 2010-2015

·                 Table 115 Forecast Sets/Kits Premium Vs Mass % Analysis 2010-2015

Skin Care in Austria - Category Analysis

HEADLINES

TRENDS

·                 Current trends in consumer health and packaged food impacted skin care products in the latter part of the review period, contributing to an increase in sales of 2% in current value terms in 2010, to €350 million. In consumer health, for example, vitamins and dietary supplements have considerable importance, and skin care has seen the launch of many products with vitamins and minerals, and herbal ingredients.

COMPETITIVE LANDSCAPE

·                 Skin care, like most beauty and personal care product categories, is dominated by international players. Beiersdorf led skin care sales in 2010, with 28% of value, through brands like Nivea Visage, Nivea Vital and Labello. It was followed by L’Oréal Österreich, with 15% of value, through brands such as L’Oréal Dermo-Expertise and Biotherm.

PROSPECTS

·                 Skin care is expected to increase by a 1% CAGR in constant value terms over the forecast period, to €359 million at constant 2010 prices, as new products and more specialised variants are likely to keep consumers interested. However, growth is predicted to be slightly slower than the annual average growth seen over the review period, as the skin care category becomes increasingly saturated.

CATEGORY DATA

·                 Table 116 Sales of Skin Care by Category: Value 2005-2010

·                 Table 117 Sales of Skin Care by Category: % Value Growth 2005-2010

·                 Table 118 Face Masks: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2007-2010

·                 Table 119 Facial Cleansers: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2007-2010

·                 Table 120 Facial Moisturisers: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2007-2010

·                 Table 121 Nourishers/Anti-Agers: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2007-2010

·                 Table 122 Toners: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2007-2010

·                 Table 123 Skin Care Company Shares 2006-2010

·                 Table 124 Skin Care Brand Shares by GBN 2007-2010

·                 Table 125 Facial Moisturisers Brand Shares by GBN 2007-2010

·                 Table 126 Nourishers/Anti-agers Brand Shares by GBN 2007-2010

·                 Table 127 Firming/Anti-cellulite Body Care Brand Shares by GBN 2007-2010

·                 Table 128 General Purpose Body Care Brand Shares by GBN 2007-2010

·                 Table 129 Skin Care Premium Brand Shares by GBN 2007-2010

·                 Table 130 Forecast Sales of Skin Care by Category: Value 2010-2015

·                 Table 131 Forecast Sales of Skin Care by Category: % Value Growth 2010-2015

Sun Care in Austria - Category Analysis

HEADLINES

TRENDS

·                 The proportion of consumers who still feel that a strong sun tan is a sign of beauty symbol is decreasing. Historically, a sun tan has been associated with social status. In the early 20th century, when the majority of the population had to work in the fields, tanned skin was considered a sign of being poor. In the 1980s and 1990s, however, a sun tan was regarded as a sign of wealth, as richer consumers could afford to travel more. More recently, with rising awareness of the damage which can be caused by over-exposure of the skin to the sun, the perception of beautiful skin has changed from deeply tanned to healthy with a natural complexion.

COMPETITIVE LANDSCAPE

·                 The leading manufacturers in skin care also led sun care in 2010. Beiersdorf ranked first in sun care with a 31% value share, through its Nivea Sun products. L’Oréal Österreich followed, with 25% of value, based on its brands Garnier Ambre Solaire and L’Oréal Dermo-Expertise. Sara Lee Household & Bodycare Österreich GmbH ranked third with the Delial brand. The fourth ranked company was the beauty retailer Dm Drogerie markt, with a 6% value share through its private label Sundance.

PROSPECTS

·                 As consumers are expected to continue being sun lovers to improve their mood and psychological wellbeing, while being aware of the dangers of over-exposure, they are likely to continue to need sun protection products. As a result, sales of sun care are predicted to increase by a 1% CAGR in constant value terms between 2010 and 2015, to reach €40 million at constant 2010 prices, and by a similar volume CAGR, to reach 910,000 litres.

CATEGORY DATA

·                 Table 132 Sales of Sun Protection by Factor: % Value Analysis 2005-2010

·                 Table 133 Sales of Sun Protection by Formulation: % Value Analysis 2005-2010

·                 Table 134 Sales of Self-Tanning by Formulation: % Value Analysis 2005-2010

·                 Table 135 Sales of Sun Care by Category: Value 2005-2010

·                 Table 136 Sales of Sun Care by Category: % Value Growth 2005-2010

·                 Table 137 Sun Care Premium Vs Mass % Analysis 2005-2010

·                 Table 138 Sun Care Company Shares 2006-2010

·                 Table 139 Sun Care Brand Shares by GBN 2007-2010

·                 Table 140 Sun Care Premium Brand Shares by GBN 2007-2010

·                 Table 141 Forecast Sales of Sun Care by Category: Value 2010-2015

·                 Table 142 Forecast Sales of Sun Care by Category: % Value Growth 2010-2015

·                 Table 143 Forecast Sun Care Premium Vs Mass % Analysis 2010-2015

 

 



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