Beauty and Personal Care in AustriaDocument Transcript
Beauty and Personal Care in AustriaReport Details:Published:September 2012No. of Pages:Price: Single User License – US$2400Discover the latest market trends and uncover sources of future market growth for the Beauty andPersonal Care industry in Austria with research from Euromonitors team of in-country analysts.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-countryOur 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 functionsEXECUTIVE SUMMARYBeauty and personal care sees good performance in 2011Beauty and personal care remains in strong demand among Austrian consumers and saw goodvalue growth in 2011, at a higher rate compared to the review period CAGR. A generally growingimportance of personal hygiene, due to public health campaigns but also thanks to manufacturers’marketing efforts, has especially benefitted oral care, sun care and men’s grooming. Also colourcosmetics value sales saw healthy growth in 2011, driven by the launch of more expensivemastige brands.Products with natural, organic and functional features thriveThe general health and wellness trend, which continues to be particularly strong in packaged food,is increasingly impacting beauty and personal care. Organic, functional and/or natural productswere very popular among Austrian consumers in 2011. Not only niche players but alsointernational companies launched beauty and personal care ranges with health and wellnessfeatures in the year. For example, Henkel launched the functional FA NutriSkin range including
skin care, bath and shower and deodorants. Beiersdorf meanwhile launched Nivea Pure &Natural, a range of skin care with organic ingredients.Multinationals extend leadIn 2011, international companies dominated sales and further strengthened their leading positionin beauty and personal care in Austria. Procter & Gamble ranks first, closely followed bymultinationals L’Oréal and Beiersdorf. Due to Beiersdorf exiting colour cosmetics in 2011 in orderto focus on other beauty and personal care categories, this company slightly lost share in the year.Procter & Gamble meanwhile saw good growth in 2011, increasing its share thanks to the strongperformance of its brands Gillette, Pampers and Braun Oral-B, whereas L’Oréal maintained itsshare.Parapharmacies/drugstores strengthen their leading positionIn 2011, the dominant retail channel in overall beauty and personal care was health and beautyretailers. Within this, it was observable that beauty specialist retailers slowly lost share toparapharmacies/drugstores due to offering a wider selection of mass and mastige products andbetter prices. The channel thus benefited from strong demand for mass beauty and personal carein Austria.Growth to be sustained over the forecast periodDespite at a slower rate than seen over the review period, beauty and personal care is expected tocontinue growing over the forecast period. Changing lifestyles and the search for a youthfulappearance among the increasingly ageing Austrian population will remain a key growth driver forbeauty and personal care products especially within sun care, men’s grooming and skin careproducts. Also, a generally greater importance placed on personal hygiene is expected to benefitbeauty and personal care products in general, and deodorants and depilatories in particular.Get your copy of this report @http://www.reportsnreports.com/reports/194456-beauty-and-personal-care-in-austria.htmlMajor points covered in Table of Contents of this report includeTable of ContentsBeauty and Personal Care in Austria - Industry OverviewEXECUTIVE SUMMARYBeauty and personal care sees good performance in 2011Products with natural, organic and functional features thriveMultinationals extend leadParapharmacies/drugstores strengthen their leading positionGrowth to be sustained over the forecast periodKEY TRENDS AND DEVELOPMENTSAgeing population drives beauty and personal care salesMultinational players dominateProducts with health and wellness features continue to thriveInternet retailing prospersPremium cosmetics grow in demand
MARKET DATATable 1 Sales of Beauty and Personal Care by Category: Value 2006-2011Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2006-2011Table 3 Sales of Premium Cosmetics by Category: Value 2006-2011Table 4 Sales of Premium Cosmetics by Category: % Value Growth 2006-2011Table 5 Beauty and Personal Care Company Shares by NBO 2007-2011Table 6 Beauty and Personal Care Company Shares by GBO 2007-2011Table 7 Beauty and Personal Care Brand Shares 2008-2011Table 8 Penetration of Private Label by Category 2006-2011Table 9 Sales of Beauty and Personal Care by Distribution Format: % Analysis 2006-2011Table 10 Sales of Beauty and Personal Care by Category and by Distribution Format: % Analysis2011Table 11 Forecast Sales of Beauty and Personal Care by Category: Value 2011-2016Table 12 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2011-2016Table 13 Forecast Sales of Premium Cosmetics by Category: Value 2011-2016Table 14 Forecast Sales of Premium Cosmetics by Category: % Value Growth 2011-2016DEFINITIONSSOURCESSummary 1 Research SourcesBeauty and Personal Care in Austria - Company ProfilesApomedica GmbH & Co KG in Beauty and Personal Care (Austria)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 4 Apomedica GmbH & Co KG: Competitive Position 2011Dermapharm GmbH in Beauty and Personal Care (Austria)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 6 Dermapharm GmbH: Competitive Position 2011Douglas GmbH, Parfümerie in Beauty and Personal Care (Austria)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDINTERNET STRATEGYPRIVATE LABELSummary 9 Parfümerie Douglas GmbH: Private Label PortfolioCOMPETITIVE POSITIONING
Summary 10 Parfümerie Douglas GmbH: Competitive Position 2011Gebro Pharma GmbH in Beauty and Personal Care (Austria)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 13 Gebro Pharma GmbH: Competitive Position 2011Merz Consumer Care Austria GmbH in Beauty and Personal Care (Austria)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 16 Merz Consumer Care Austria GmbH: Competitive Position 2011Baby and Child-specific Products in Austria - Category AnalysisHEADLINESTRENDSThe number of babies born in Austria is on the upturn. According to Euromonitor International’sCountry and Consumer data, since 2010, the birth rate is on the rise again, after five years ofsteady decline. A growing birth rate and parents increasingly pampering their children had apositive effect on baby and child-specific product sales. There was thus a solid growth of 3% invalue terms in 2011, with sales reaching almost €50 million.COMPETITIVE LANDSCAPEJohnson & Johnson leads baby and child-specific products with its brands Penaten and Bebe, witha value share of 36%. Procter & Gamble Austria takes second position with Pampers, accountingfor 17% share, and Beiersdorf is third with Nivea Baby with 15% share. Johnson & Johnson leadsdue to its strong performance in baby and child-specific skin care, hair care and toiletries, wherethe company accounts for 62%, 56% and 48% value share respectively. The company also rankedsecond in baby wipes with 27% value share. The company mainly builds its success on its highlytrusted Penaten and Bebe products, which have been on the market for a long time andconsumers appreciate the brands premium quality and product safety.PROSPECTSBaby and child-specific products is forecast to see a steady performance over the forecast periodwith a CAGR of 1% in constant value terms to reach almost €52 million. A continuing rise in thebirth rate over the forecast period will further drive sales growth. In addition, manufacturers arelikely to launch a wider range of innovative products using natural and organic ingredients. Thesolid growth of baby and child-specific sun care and baby wipes will notably push sales.CATEGORY DATATable 15 Sales of Baby and Child-specific Products by Category: Value 2006-2011Table 16 Sales of Baby and Child-specific Products by Category: % Value Growth 2006-2011Table 17 Baby and Child-specific Products Premium Vs Mass % Analysis 2006-2011
Table 18 Baby and Child-specific Products Company Shares 2007-2011Table 19 Baby and Child-specific Products Brand Shares 2008-2011Table 20 Baby and Child-specific Products Premium Brand Shares 2008-2011Table 21 Baby and Child-specific Skin Care Brand Shares 2008-2011Table 22 Baby and Child-specific Sun Care Brand Shares 2008-2011Table 23 Forecast Sales of Baby and Child-specific Products by Category: Value 2011-2016Table 24 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2011-2016Table 25 Forecast Baby and Child-specific Products Premium Vs Mass % Analysis 2011-2016Bath and Shower in Austria - Category AnalysisHEADLINESTRENDSThere was a trend towards products with added value in bath additives towards the end of thereview period. The number of products positioned as offering added value increased strongly, withthese products performing well according to industry sources. Successful new value addedproducts include Merz Consumer Care’s Tetesept Erkältung for cold relief, Tetesept Muskel &Gelenk for muscle and joint soothing and Tetesept Entspannung for relaxation.COMPETITIVE LANDSCAPEBath and shower is dominated by international players, with over half of overall value sales in2011 generated by Unilever, Colgate-Palmolive and Beiersdorf. Unilever ranked first with 20%value share, thanks to its diverse portfolio of brands within bath and shower including Axe, Doveand Lux. Meanwhile, Colgate-Palmolive and Beiersdorf trail in the second and third positionsrespectively with just one key brand for each company. Various retailers with their private labelproducts also hold notable value share, although they all weakened in significance in 2011.PROSPECTSOverall bath and shower is expected to see a steady performance over the forecast period,reaching €125 million in 2016 with a constant value CAGR of 1%. Talcum powder and bar soapare expected to be the worst performing categories, suffering from the ongoing switch to moreconvenient products, such as liquid soap.CATEGORY DATATable 26 Sales of Bath and Shower by Category: Value 2006-2011Table 27 Sales of Bath and Shower by Category: % Value Growth 2006-2011Table 28 Bath and Shower Premium Vs Mass % Analysis 2006-2011Table 29 Bath and Shower Company Shares 2007-2011Table 30 Bath and Shower Brand Shares 2008-2011Table 31 Bath and Shower Premium Brand Shares 2008-2011Table 32 Forecast Sales of Bath and Shower by Category: Value 2011-2016Table 33 Forecast Sales of Bath and Shower by Category: % Value Growth 2011-2016Table 34 Forecast Bath and Shower Premium Vs Mass % Analysis 2011-2016Colour Cosmetics in Austria - Category AnalysisHEADLINES
TRENDSAs seen in many other beauty and personal care products, the naturalness trend also found itsway into colour cosmetics. Not to apply chemicals to their bodies, and especially to more sensitiveparts, such as eyes and lips, has become increasingly important to Austrian consumers. Demandfor colour cosmetics using only natural ingredients is therefore rising. Dm’s natural Alverde range,for instance, was therefore performing particularly well in 2011.COMPETITIVE LANDSCAPEThe clear leader in colour cosmetics in 2011 was L’Oréal with a value share of 25%, up half apercentage point in comparison to 2010. L’Oréal owes its strong position to its brands Jade andL’Oréal Paris, which thanks to their great value-for-money have been very popular amongstAustrian consumers. Coty Prestige took second place in 2011 with 18% value share, while Procter& Gamble ranked third with 14% value share. This ranking in overall colour cosmetics is reflectedin all colour cosmetics categories, with L’Oréal leading followed by Coty and then Procter &Gamble.PROSPECTSColour cosmetics is predicted to see growth over the forecast period with a constant value CAGRof 1% by the end of 2016. Value sales are expected to be driven by mastige products as well asthe trend towards innovative high-tech products, especially within eye make-up and nail products.Mascara, for instance, will increasingly contain ingredients that aid the growth of lashes or makethem look longer and more voluminous. And future formulations of nail polishes will focus ondrying quickly and being extra-resistant and durable.CATEGORY DATATable 35 Sales of Colour Cosmetics by Category: Value 2006-2011Table 36 Sales of Colour Cosmetics by Category: % Value Growth 2006-2011Table 37 Colour Cosmetics Premium Vs Mass % Analysis 2006-2011Table 38 Colour Cosmetics Company Shares 2007-2011Table 39 Colour Cosmetics Brand Shares 2008-2011Table 40 Eye Make-up Brand Shares 2008-2011Table 41 Facial Make-up Brand Shares 2008-2011Table 42 Lip Products Brand Shares 2008-2011Table 43 Nail Products Brand Shares 2008-2011Table 44 Colour Cosmetics Premium Brand Shares 2008-2011Table 45 Forecast Sales of Colour Cosmetics by Category: Value 2011-2016Table 46 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2011-2016Deodorants in Austria - Category AnalysisHEADLINESTRENDSIn deodorants, multifunctional or added value products are becoming increasingly popular withconsumers in Austria. Solely preventing body odours is not enough anymore. Manufacturers arereacting to this trend by offering multifunctional products or products with added value. Beiersdorf,for instance, launched a real innovation on the Austrian deodorant market in 2011. Its new NiveaInvisible for Black & White range, both for women and men, protects clothes from white and yellow
deodorant stains. Thanks to its innovative formula, aluminium salts, which are the cause of yellowstains, are prevented to penetrate the textile. Another value-adding product was launched byUnilever in early 2012. Dove Natural Touch contains Dead Sea salts, which are supposed to offerextra nourishment for human skin. Thanks to the launch of such value-adding deodorants, overalldeodorants saw a stronger current CAGR value growth of 5% in 2011 compared the reviewperiod.COMPETITIVE LANDSCAPEUnilever continued to be the leader in deodorants in Austria in 2011 with a value share of 31%.The company leads sales in deodorant pumps, deodorant roll-ons and deodorant sprays due tothe strong performance of its brands Axe, Rexona and Dove. Beiersdorf with the brand Niveatakes second position in deodorants and had 25% value share in 2011. Beiersdorf leads sales indeodorant creams, deodorant sticks and deodorant wipes. Henkel with the brands Fa and Bacmeanwhile takes third position and accounted for 14% value share in 2011. Private label’s sharemeanwhile remained stable in 2011.PROSPECTSThere is still potential for sales growth in deodorants, as a percentage of women and an evenhigher percentage of men do not use deodorants. Sales of deodorants are predicted to grow overthe forecast period by a CAGR of 2% in constant value terms to reach €72 million in 2016. It isexpected that innovations will boost sales, along with an increasing percentage of population,especially men, using deodorants. This will be driven by a greater need for personal hygiene as aresult of public health campaigns as well as manufacturers’ marketing efforts increasingly targetedat men.CATEGORY DATATable 47 Sales of Deodorants by Category: Value 2006-2011Table 48 Sales of Deodorants by Category: % Value Growth 2006-2011Table 49 Deodorants Premium Vs Mass % Analysis 2006-2011Table 50 Deodorants Company Shares 2007-2011Table 51 Deodorants Brand Shares 2008-2011Table 52 Deodorants Premium Brand Shares 2008-2011Table 53 Forecast Sales of Deodorants by Category: Value 2011-2016Table 54 Forecast Sales of Deodorants by Category: % Value Growth 2011-2016Table 55 Forecast Deodorants Premium Vs Mass % Analysis 2011-2016Depilatories in Austria - Category AnalysisHEADLINESTRENDSConvenience was a key trend in 2011. A large part of the population has a very busy schedule andgenerally little free time. According to industry experts, consumers are thus increasingly seekingproducts that are quick and easy to use and that remove hair in an uncomplicated and quickmanner. Merz Consumer Care, for instance, launched a more convenient wax range in hairremovers/bleaches in early 2012. Depilan Streifenlos (no strips) can be used without strips andonly needs to be heated for a short time, which is a definite plus factor and makes the producteasier to use and more convenient.
COMPETITIVE LANDSCAPEProcter & Gamble had a clear lead in depilatories in 2011 with a 46% value share, followed byReckitt Benckiser with 17% and Wilkinson Sword with 8%. Procter & Gamble’s strongest brandsare Gillette Venus, Gillette Satin Care and Gillette Sensor for Women, which all enjoy greatconsumer loyalty thanks to their high quality and innovativeness. Reckitt Benckiser’s sole brand isVeet while Wilkinson Sword offers the brands Wilkinson Sword Intuition and Wilkinson Sword LadyProtection.PROSPECTSThe current trend towards added value products in depilatories is expected to continue over themid-term. Manufacturers are likely to introduce more innovative products with added valuefeatures in order to better compete with other manufacturers. They are expected to focus onoffering additional benefits in terms of skin nourishment and hydration and in terms ofconvenience.CATEGORY DATATable 56 Sales of Depilatories by Category: Value 2006-2011Table 57 Sales of Depilatories by Category: % Value Growth 2006-2011Table 58 Depilatories Company Shares 2007-2011Table 59 Depilatories Brand Shares 2008-2011Table 60 Forecast Sales of Depilatories by Category: Value 2011-2016Table 61 Forecast Sales of Depilatories by Category: % Value Growth 2011-2016Fragrances in Austria - Category AnalysisHEADLINESTRENDSPremium fragrances account for the largest share of total sales in fragrances with sales reaching€93 million in 2011. Overall, fragrances recorded a substantial growth rate of 4% in current valueterms to reach €157 million in 2011. The reason for the solid growth in fragrances was theexcellent performance of premium fragrances, which saw a growth in popularity thanks to thegeneral improvement of the economy. The trend towards premium brands was, however,detrimental for mass fragrances, which grew by only 2% in current value terms in 2011.COMPETITIVE LANDSCAPEFragrances is highly fragmented and highly competitive, with a few multinationals competing forthe number one position. In 2011, Coty Prestige led sales with 14% value share, closely followedby Procter & Gamble with 12% share. P&G Prestige Beauté ranked third with 9%, while L’Oréalalso had 9% value share in 2011. The reason for Coty’s success is its large number of premiumfragrance brands.PROSPECTSThe Austrian fragrances market has reached saturation, with a CAGR of 1% in constant valueterms expected over the forecast period, with prospects lying mainly in the ability to createexcitement by launching innovative scents. One of the major trends expected is the increasingemergence of limited editions and flankers. Both formats have proven successful in sustaininginterest in a master brand although slightly cannibalising its sales.
CATEGORY DATATable 62 Sales of Fragrances by Category: Value 2006-2011Table 63 Sales of Fragrances by Category: % Value Growth 2006-2011Table 64 Fragrances Company Shares 2007-2011Table 65 Fragrances Brand Shares 2008-2011Table 66 Mens Premium Fragrances Brand Shares 2008-2011Table 67 Womens Premium Fragrances Brand Shares 2008-2011Table 68 Forecast Sales of Fragrances by Category: Value 2011-2016Table 69 Forecast Sales of Fragrances by Category: % Value Growth 2011-2016Hair Care in Austria - Category AnalysisHEADLINESTRENDSSlight current value growth continued for hair care in 2011 at 1%. As in other beauty and personalcare categories, this was driven by added value products. Products that make hair shine are inparticularly strong demand as shining hair is equated with healthy hair by many consumers. Forinstance, L’Oréal launched Garnier Fructis “Purer Glanz Anti-Kalk-Wirkstoff” (Pure Shine with anti-limescale agent) in early 2011, specifically formulated for the generally high limescale content ofwater in Austria.COMPETITIVE LANDSCAPEHenkel was the leading manufacturer in overall hair care with 27% value share in 2011, building itsstrong position on its well-established brand Schwarzkopf and its recently launched brand Syoss.L’Oréal took second position with 18% share and Wella-Österreich Interkosmetik ranked third with9% value share in 2011.PROSPECTSHair care is fairly saturated in Austria and competition fierce. While over the forecast period newproduct launches and innovation will remain essential to manufacturers’ success, they areexpected to increasingly compete on price. Also, due to consumers becoming more and moreprice conscious, cheaper private label products are likely to gain share and consequently to pushdown unit prices. As a result, overall hair care is expected to decline over the forecast period by5% in constant value terms.CATEGORY DATATable 70 Sales of Hair Care by Category: Value 2006-2011Table 71 Sales of Hair Care by Category: % Value Growth 2006-2011Table 72 Hair Care Premium Vs Mass % Analysis 2006-2011Table 73 Sales of Styling Agents by Type: % Value Breakdown 2006-2011Table 74 Hair Care Company Shares 2007-2011Table 75 Hair Care Brand Shares 2008-2011Table 76 Styling Agents Brand Shares 2008-2011Table 77 Colourants Brand Shares 2008-2011Table 78 Salon Hair Care Company Shares 2007-2011Table 79 Salon Hair Care Brand Shares 2008-2011Table 80 Hair Care Premium Brand Shares 2008-2011
Table 81 Forecast Sales of Hair Care by Category: Value 2011-2016Table 82 Forecast Sales of Hair Care by Category: % Value Growth 2011-2016Table 83 Forecast Hair Care Premium Vs Mass % Analysis 2011-2016Mens Grooming in Austria - Category AnalysisHEADLINESTRENDSThere was strong new product development in men’s grooming in 2011. All of the leading playersincluding Procter & Gamble, Unilever, Beiersdorf, Wilkinson Sword, L’Oréal and Bic launched newproducts or whole new product lines. The leading players realise there is a strong potential forsales growth as men become more interested in grooming. Manufacturers are thus competingfiercely by offering innovative products, including for instance, L’ Oréal’s multi-functional MenExpert new deodorant range “Invincible Man” and “Sport Control”.COMPETITIVE LANDSCAPEProcter & Gamble leads men’s grooming with an overall 38% value share in 2011. Unilever andBeiersdorf follow with value shares of about 13% each. Procter & Gamble owes its strong lead inmen’s grooming to its dominant position in men’s shaving with 64% value share thanks to itsGillette range. Unilever meanwhile leads sales in men’s toiletries with 30% value share thanks toits Axe and Rexona brands.PROSPECTSOver the forecast period, the trend towards male-specific beauty and personal care is likely tocontinue. Male consumers are expected to continue to consider a well-groomed appearance to beimportant and will thus take more care of their appearance. This will result in increased demandfor men’s grooming over the forecast period. Men’s grooming sales are predicted to climb by aCAGR of 2% in constant value terms to reach sales of €156 million in 2016.CATEGORY DATATable 84 Sales of Men’s Grooming by Category: Value 2006-2011Table 85 Sales of Men’s Grooming by Category: % Value Growth 2006-2011Table 86 Sales of Mens Razors and Blades by Type: % Value Breakdown 2007-2011Table 87 Men’s Grooming Company Shares 2007-2011Table 88 Men’s Grooming Brand Shares 2008-2011Table 89 Mens Razors and Blades Brand Shares 2008-2011Table 90 Forecast Sales of Men’s Grooming by Category: Value 2011-2016Table 91 Forecast Sales of Men’s Grooming by Category: % Value Growth 2011-2016Table 92 Sales of Body Shavers by Type: % Value Analysis 2006-2011Oral Care in Austria - Category AnalysisHEADLINESTRENDSHealthy and clean teeth are important to the Austrian population. Oral care sales are developingstrongly, rising by a substantial 7% in current value terms to reach €228 million in 2011. Rapidgrowth was linked to a trend towards more professional and higher-quality premium products andalso strong new product developments. The widening use of mouthwashes/dental rinses on aneveryday basis also boosted overall oral care sales, along with the dynamic performance of power
toothbrushes.COMPETITIVE LANDSCAPEProcter & Gamble leads oral care and accounted for 32% value share in 2011, followed byGlaxoSmithKline Pharma and Gebro Pharma. Procter & Gamble’s strong position comes from itspresence across most oral care products, including leadership in the biggest area, toothbrusheswith established brand. Braun Oral-B. In comparison, its closest rivals have less comprehensiveproduct portfolio in oral care.PROSPECTSAn interest in maintaining healthy teeth is likely to continue in Austria. The trend towards high-quality oral care will thus further drive sales. Oral care is thus predicted to experience a CAGR of2% in constant value terms over the forecast period.CATEGORY DATATable 93 Sales of Oral Care by Category: Value 2006-2011Table 94 Sales of Oral Care by Category: % Value Growth 2006-2011Table 95 Sales of Toothbrushes by Category: Value 2006-2011Table 96 Sales of Toothbrushes by Category: % Value Growth 2006-2011Table 97 Sales of Toothpaste by Type: % Value Breakdown 2007-2011Table 98 Oral Care Company Shares 2007-2011Table 99 Oral Care Brand Shares 2008-2011Table 100 Toothpaste Brand Shares 2008-2011Table 101 Mouthwashes/Dental Rinses Brand Shares 2008-2011Table 102 Forecast Sales of Oral Care by Category: Value 2011-2016Table 103 Forecast Sales of Oral Care by Category: % Value Growth 2011-2016Table 104 Forecast Sales of Manual and Power Toothbrushes by Category: Value 2011-2016Table 105 Forecast Sales of Manual and Power Toothbrushes by Category: % Value Growth2011-2016Sets/Kits in Austria - Category AnalysisHEADLINESTRENDSAustrian consumers are still not prepared to pay the premium unit price required for sets/kits.Therefore the category experienced a weak performance in 2011, declining by 1% in both currentvalue and volume terms. Sets/kits saw the worst performance of all beauty and personal careproduct categories in 2011.COMPETITIVE LANDSCAPESets/kits is highly fragmented, with “others” dominating value sales with a share of 68% in 2011. In2011, dm drogerie markt continued to lead with 15% value share, thanks to its popular privatelabel range alverde offering affordable prices. The second-ranked company is Janssen-Cilag with13% value share in 2011. With a large gap between second and third position, Estée LauderCosmetics ranks third with 4% value share, thanks to its premium positioned brand Clinique.PROSPECTSOver the forecast period, sets/kits is expected to continue its weak performance already seen overthe review period, with constant value sales dropping by 7% to reach sales of €34 million in 2016.
This weak performance will be linked to a stronger performance for mass sets/kits, which areexpected to represent 74% of value sales in 2016. Consumers will meanwhile remain unwilling topurchase most sets/kits due to their high prices.CATEGORY DATATable 106 Sales of Sets/Kits: Value 2006-2011Table 107 Sales of Sets/Kits: % Value Growth 2006-2011Table 108 Sets/Kits Premium Vs Mass % Analysis 2006-2011Table 109 Sets/Kits Company Shares 2007-2011Table 110 Sets/Kits Brand Shares 2008-2011Table 111 Sets/Kits Premium Brand Shares 2008-2011Table 112 Forecast Sales of Sets/Kits: Value 2011-2016Table 113 Forecast Sales of Sets/Kits: % Value Growth 2011-2016Table 114 Forecast Sets/Kits Premium Vs Mass % Analysis 2011-2016Skin Care in Austria - Category AnalysisHEADLINESTRENDSIn beauty and personal care, skin care takes the biggest share of overall sales with €295 million in2011, accounting for 19% of total value sales. Skin care’s high sales base is ascribed to strongdemand from consumers and the wide selection of different skin care available, including bothpremium and mass body care, facial care and hand care. In value terms, mass skin caredominates with sales of €194 million, accounting for 66% of total skin care sales. Premium skincare takes the remaining 34% of skin care value sales.COMPETITIVE LANDSCAPESkin care, like most beauty and personal care product categories, is dominated by multinationalplayers. Skin care is relatively fragmented, with many players competing for share. Nonetheless,there are still clear leaders of the category. The leading player is German multinational Beiersdorfwith 22% value share in 2011. The company owes its success to popular skin care range Nivea,which enjoys a long tradition and strong consumer trust in Austria. While the global giant L’Oréalleads skin care in a number countries, in Austria it only takes second position with its brandsL’Oréal and Biotherm, as its brands are not as widespread and known as Nivea from Beiersdorf.PROSPECTSOver the forecast period, skin care is expected to see a steady performance. Skin care is alreadyestablished in Austria, and growth will come primarily from manufacturers pushing products withmore advanced features as well as more specific positioning of products such as using ‘natural’tag line. Therapeutically-positioned products are also likely to do well, as consumers seek for moreadvanced features from their skin care products beyond the basics.CATEGORY DATATable 115 Sales of Skin Care by Category: Value 2006-2011Table 116 Sales of Skin Care by Category: % Value Growth 2006-2011Table 117 Face Masks: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2008-2011Table 118 Facial Cleansers: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2007-2011
Table 119 Facial Moisturisers: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2008-2011Table 120 Anti-Agers: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2007-2011Table 121 Toners: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2007-2011Table 122 Skin Care Company Shares 2007-2011Table 123 Skin Care Brand Shares 2008-2011Table 124 Facial Moisturisers Brand Shares 2008-2011Table 125 Anti-agers Brand Shares 2008-2011Table 126 Firming/Anti-cellulite Body Care Brand Shares 2008-2011Table 127 General Purpose Body Care Brand Shares 2008-2011Table 128 Skin Care Premium Brand Shares 2008-2011Table 129 Forecast Sales of Skin Care by Category: Value 2011-2016Table 130 Forecast Sales of Skin Care by Category: % Value Growth 2011-2016Sun Care in Austria - Category AnalysisHEADLINESTRENDSIn 2011, all sun care product categories performed well, with total sales growing healthily. Suncare is in strong demand in Austria due to growing concerns about the damage that sun exposurecan cause to the skin when it is not protected properly. These concerns saw strong mediacoverage during the review period, with a growing number of consumers thus opting to use sunprotection. This category consequently takes the largest share of sales, amounting to €34 millionor 82% of the total. With rising awareness of the damage that can be caused by over-exposure ofthe skin to the sun, the perception of beautiful skin changed during the review period from deeplytanned to healthy with a natural complexion.COMPETITIVE LANDSCAPEWith 40% value share in 2011, Beiersdorf is by far the leader in sun care. Beiersdorf owes itssuccess to its brand Nivea Sun, which has a long tradition and enjoys strong consumer trust inAustria. The company benefits from the strength of the Nivea range across beauty and personalcare. L’Oréal took second position with 20% value share in 2011. Dm drogerie markt follows somedistance behind, with its private label range accounting for 6% value share in 2011.PROSPECTSThe proportion of consumers who still feel that a strong sun tan is a sign of beauty symbol is likelyto further decrease over the forecast period. In addition, growing concerns about the damage thatsun exposure can cause to the skin will also result in sun care seeing strong demand. Over theforecast period, sun care is set to see a CAGR of 3% in constant value terms.CATEGORY DATATable 131 Sales of Sun Care by Category: Value 2006-2011Table 132 Sales of Sun Care by Category: % Value Growth 2006-2011Table 133 Sun Care Premium Vs Mass % Analysis 2006-2011Table 134 Sun Care Company Shares 2007-2011Table 135 Sun Care Brand Shares 2008-2011Table 136 Sun Care Premium Brand Shares 2008-2011
Table 137 Forecast Sales of Sun Care by Category: Value 2011-2016Table 138 Forecast Sales of Sun Care by Category: % Value Growth 2011-2016Table 139 Forecast Sun Care Premium Vs Mass % Analysis 2011-2016Contact: firstname.lastname@example.org for more information.