1. Beauty and Personal Care in Austria
Report Details:
Published:September 2012
No. of Pages:
Price: Single User License – US$2400
Discover the latest market trends and uncover sources of future market growth for the Beauty and
Personal Care industry in Austria with research from Euromonitor's 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-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
EXECUTIVE SUMMARY
Beauty and personal care sees good performance in 2011
Beauty and personal care remains in strong demand among Austrian consumers and saw good
value growth in 2011, at a higher rate compared to the review period CAGR. A generally growing
importance 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 colour
cosmetics value sales saw healthy growth in 2011, driven by the launch of more expensive
mastige brands.
Products with natural, organic and functional features thrive
The 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 products
were very popular among Austrian consumers in 2011. Not only niche players but also
international companies launched beauty and personal care ranges with health and wellness
features in the year. For example, Henkel launched the functional FA NutriSkin range including

2. skin care, bath and shower and deodorants. Beiersdorf meanwhile launched Nivea Pure &
Natural, a range of skin care with organic ingredients.
Multinationals extend lead
In 2011, international companies dominated sales and further strengthened their leading position
in beauty and personal care in Austria. Procter & Gamble ranks first, closely followed by
multinationals L’Oréal and Beiersdorf. Due to Beiersdorf exiting colour cosmetics in 2011 in order
to 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 strong
performance of its brands Gillette, Pampers and Braun Oral-B, whereas L’Oréal maintained its
share.
Parapharmacies/drugstores strengthen their leading position
In 2011, the dominant retail channel in overall beauty and personal care was health and beauty
retailers. Within this, it was observable that beauty specialist retailers slowly lost share to
parapharmacies/drugstores due to offering a wider selection of mass and mastige products and
better prices. The channel thus benefited from strong demand for mass beauty and personal care
in Austria.
Growth to be sustained over the forecast period
Despite at a slower rate than seen over the review period, beauty and personal care is expected to
continue growing over the forecast period. Changing lifestyles and the search for a youthful
appearance among the increasingly ageing Austrian population will remain a key growth driver for
beauty and personal care products especially within sun care, men’s grooming and skin care
products. Also, a generally greater importance placed on personal hygiene is expected to benefit
beauty and personal care products in general, and deodorants and depilatories in particular.
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Major points covered in Table of Contents of this report include
Table of Contents
Beauty and Personal Care in Austria - Industry Overview
EXECUTIVE SUMMARY
Beauty and personal care sees good performance in 2011
Products with natural, organic and functional features thrive
Multinationals extend lead
Parapharmacies/drugstores strengthen their leading position
Growth to be sustained over the forecast period
KEY TRENDS AND DEVELOPMENTS
Ageing population drives beauty and personal care sales
Multinational players dominate
Products with health and wellness features continue to thrive
Internet retailing prospers
Premium cosmetics grow in demand

3. MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2006-2011
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2006-2011
Table 3 Sales of Premium Cosmetics by Category: Value 2006-2011
Table 4 Sales of Premium Cosmetics by Category: % Value Growth 2006-2011
Table 5 Beauty and Personal Care Company Shares by NBO 2007-2011
Table 6 Beauty and Personal Care Company Shares by GBO 2007-2011
Table 7 Beauty and Personal Care Brand Shares 2008-2011
Table 8 Penetration of Private Label by Category 2006-2011
Table 9 Sales of Beauty and Personal Care by Distribution Format: % Analysis 2006-2011
Table 10 Sales of Beauty and Personal Care by Category and by Distribution Format: % Analysis
2011
Table 11 Forecast Sales of Beauty and Personal Care by Category: Value 2011-2016
Table 12 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2011-2016
Table 13 Forecast Sales of Premium Cosmetics by Category: Value 2011-2016
Table 14 Forecast Sales of Premium Cosmetics by Category: % Value Growth 2011-2016
DEFINITIONS
SOURCES
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 2011
Dermapharm GmbH in Beauty and Personal Care (Austria)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Dermapharm GmbH: Competitive Position 2011
Douglas GmbH, Parfümerie in Beauty and Personal Care (Austria)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
INTERNET STRATEGY
PRIVATE LABEL
Summary 9 Parfümerie Douglas GmbH: Private Label Portfolio
COMPETITIVE POSITIONING

4. Summary 10 Parfümerie Douglas GmbH: Competitive Position 2011
Gebro Pharma GmbH in Beauty and Personal Care (Austria)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Gebro Pharma GmbH: Competitive Position 2011
Merz Consumer Care Austria GmbH in Beauty and Personal Care (Austria)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Merz Consumer Care Austria GmbH: Competitive Position 2011
Baby and Child-specific Products in Austria - Category Analysis
HEADLINES
TRENDS
The number of babies born in Austria is on the upturn. According to Euromonitor International’s
Country and Consumer data, since 2010, the birth rate is on the rise again, after five years of
steady decline. A growing birth rate and parents increasingly pampering their children had a
positive effect on baby and child-specific product sales. There was thus a solid growth of 3% in
value terms in 2011, with sales reaching almost €50 million.
COMPETITIVE LANDSCAPE
Johnson & Johnson leads baby and child-specific products with its brands Penaten and Bebe, with
a value share of 36%. Procter & Gamble Austria takes second position with Pampers, accounting
for 17% share, and Beiersdorf is third with Nivea Baby with 15% share. Johnson & Johnson leads
due to its strong performance in baby and child-specific skin care, hair care and toiletries, where
the company accounts for 62%, 56% and 48% value share respectively. The company also ranked
second in baby wipes with 27% value share. The company mainly builds its success on its highly
trusted Penaten and Bebe products, which have been on the market for a long time and
consumers appreciate the brands premium quality and product safety.
PROSPECTS
Baby and child-specific products is forecast to see a steady performance over the forecast period
with a CAGR of 1% in constant value terms to reach almost €52 million. A continuing rise in the
birth rate over the forecast period will further drive sales growth. In addition, manufacturers are
likely to launch a wider range of innovative products using natural and organic ingredients. The
solid growth of baby and child-specific sun care and baby wipes will notably push sales.
CATEGORY DATA
Table 15 Sales of Baby and Child-specific Products by Category: Value 2006-2011
Table 16 Sales of Baby and Child-specific Products by Category: % Value Growth 2006-2011
Table 17 Baby and Child-specific Products Premium Vs Mass % Analysis 2006-2011

5. Table 18 Baby and Child-specific Products Company Shares 2007-2011
Table 19 Baby and Child-specific Products Brand Shares 2008-2011
Table 20 Baby and Child-specific Products Premium Brand Shares 2008-2011
Table 21 Baby and Child-specific Skin Care Brand Shares 2008-2011
Table 22 Baby and Child-specific Sun Care Brand Shares 2008-2011
Table 23 Forecast Sales of Baby and Child-specific Products by Category: Value 2011-2016
Table 24 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2011-
2016
Table 25 Forecast Baby and Child-specific Products Premium Vs Mass % Analysis 2011-2016
Bath and Shower in Austria - Category Analysis
HEADLINES
TRENDS
There was a trend towards products with added value in bath additives towards the end of the
review period. The number of products positioned as offering added value increased strongly, with
these products performing well according to industry sources. Successful new value added
products include Merz Consumer Care’s Tetesept Erkältung for cold relief, Tetesept Muskel &
Gelenk for muscle and joint soothing and Tetesept Entspannung for relaxation.
COMPETITIVE LANDSCAPE
Bath and shower is dominated by international players, with over half of overall value sales in
2011 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, Dove
and Lux. Meanwhile, Colgate-Palmolive and Beiersdorf trail in the second and third positions
respectively with just one key brand for each company. Various retailers with their private label
products also hold notable value share, although they all weakened in significance in 2011.
PROSPECTS
Overall 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 soap
are expected to be the worst performing categories, suffering from the ongoing switch to more
convenient products, such as liquid soap.
CATEGORY DATA
Table 26 Sales of Bath and Shower by Category: Value 2006-2011
Table 27 Sales of Bath and Shower by Category: % Value Growth 2006-2011
Table 28 Bath and Shower Premium Vs Mass % Analysis 2006-2011
Table 29 Bath and Shower Company Shares 2007-2011
Table 30 Bath and Shower Brand Shares 2008-2011
Table 31 Bath and Shower Premium Brand Shares 2008-2011
Table 32 Forecast Sales of Bath and Shower by Category: Value 2011-2016
Table 33 Forecast Sales of Bath and Shower by Category: % Value Growth 2011-2016
Table 34 Forecast Bath and Shower Premium Vs Mass % Analysis 2011-2016
Colour Cosmetics in Austria - Category Analysis
HEADLINES

6. TRENDS
As seen in many other beauty and personal care products, the naturalness trend also found its
way into colour cosmetics. Not to apply chemicals to their bodies, and especially to more sensitive
parts, such as eyes and lips, has become increasingly important to Austrian consumers. Demand
for colour cosmetics using only natural ingredients is therefore rising. Dm’s natural Alverde range,
for instance, was therefore performing particularly well in 2011.
COMPETITIVE LANDSCAPE
The clear leader in colour cosmetics in 2011 was L’Oréal with a value share of 25%, up half a
percentage point in comparison to 2010. L’Oréal owes its strong position to its brands Jade and
L’Oréal Paris, which thanks to their great value-for-money have been very popular amongst
Austrian 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 reflected
in all colour cosmetics categories, with L’Oréal leading followed by Coty and then Procter &
Gamble.
PROSPECTS
Colour cosmetics is predicted to see growth over the forecast period with a constant value CAGR
of 1% by the end of 2016. Value sales are expected to be driven by mastige products as well as
the 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 make
them look longer and more voluminous. And future formulations of nail polishes will focus on
drying quickly and being extra-resistant and durable.
CATEGORY DATA
Table 35 Sales of Colour Cosmetics by Category: Value 2006-2011
Table 36 Sales of Colour Cosmetics by Category: % Value Growth 2006-2011
Table 37 Colour Cosmetics Premium Vs Mass % Analysis 2006-2011
Table 38 Colour Cosmetics Company Shares 2007-2011
Table 39 Colour Cosmetics Brand Shares 2008-2011
Table 40 Eye Make-up Brand Shares 2008-2011
Table 41 Facial Make-up Brand Shares 2008-2011
Table 42 Lip Products Brand Shares 2008-2011
Table 43 Nail Products Brand Shares 2008-2011
Table 44 Colour Cosmetics Premium Brand Shares 2008-2011
Table 45 Forecast Sales of Colour Cosmetics by Category: Value 2011-2016
Table 46 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2011-2016
Deodorants in Austria - Category Analysis
HEADLINES
TRENDS
In deodorants, multifunctional or added value products are becoming increasingly popular with
consumers in Austria. Solely preventing body odours is not enough anymore. Manufacturers are
reacting 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 Nivea
Invisible for Black & White range, both for women and men, protects clothes from white and yellow

7. deodorant stains. Thanks to its innovative formula, aluminium salts, which are the cause of yellow
stains, are prevented to penetrate the textile. Another value-adding product was launched by
Unilever in early 2012. Dove Natural Touch contains Dead Sea salts, which are supposed to offer
extra nourishment for human skin. Thanks to the launch of such value-adding deodorants, overall
deodorants saw a stronger current CAGR value growth of 5% in 2011 compared the review
period.
COMPETITIVE LANDSCAPE
Unilever 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 to
the strong performance of its brands Axe, Rexona and Dove. Beiersdorf with the brand Nivea
takes second position in deodorants and had 25% value share in 2011. Beiersdorf leads sales in
deodorant creams, deodorant sticks and deodorant wipes. Henkel with the brands Fa and Bac
meanwhile takes third position and accounted for 14% value share in 2011. Private label’s share
meanwhile remained stable in 2011.
PROSPECTS
There is still potential for sales growth in deodorants, as a percentage of women and an even
higher percentage of men do not use deodorants. Sales of deodorants are predicted to grow over
the forecast period by a CAGR of 2% in constant value terms to reach €72 million in 2016. It is
expected 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 a
result of public health campaigns as well as manufacturers’ marketing efforts increasingly targeted
at men.
CATEGORY DATA
Table 47 Sales of Deodorants by Category: Value 2006-2011
Table 48 Sales of Deodorants by Category: % Value Growth 2006-2011
Table 49 Deodorants Premium Vs Mass % Analysis 2006-2011
Table 50 Deodorants Company Shares 2007-2011
Table 51 Deodorants Brand Shares 2008-2011
Table 52 Deodorants Premium Brand Shares 2008-2011
Table 53 Forecast Sales of Deodorants by Category: Value 2011-2016
Table 54 Forecast Sales of Deodorants by Category: % Value Growth 2011-2016
Table 55 Forecast Deodorants Premium Vs Mass % Analysis 2011-2016
Depilatories in Austria - Category Analysis
HEADLINES
TRENDS
Convenience was a key trend in 2011. A large part of the population has a very busy schedule and
generally little free time. According to industry experts, consumers are thus increasingly seeking
products that are quick and easy to use and that remove hair in an uncomplicated and quick
manner. Merz Consumer Care, for instance, launched a more convenient wax range in hair
removers/bleaches in early 2012. Depilan Streifenlos (no strips) can be used without strips and
only needs to be heated for a short time, which is a definite plus factor and makes the product
easier to use and more convenient.

8. COMPETITIVE LANDSCAPE
Procter & Gamble had a clear lead in depilatories in 2011 with a 46% value share, followed by
Reckitt Benckiser with 17% and Wilkinson Sword with 8%. Procter & Gamble’s strongest brands
are Gillette Venus, Gillette Satin Care and Gillette Sensor for Women, which all enjoy great
consumer loyalty thanks to their high quality and innovativeness. Reckitt Benckiser’s sole brand is
Veet while Wilkinson Sword offers the brands Wilkinson Sword Intuition and Wilkinson Sword Lady
Protection.
PROSPECTS
The current trend towards added value products in depilatories is expected to continue over the
mid-term. Manufacturers are likely to introduce more innovative products with added value
features in order to better compete with other manufacturers. They are expected to focus on
offering additional benefits in terms of skin nourishment and hydration and in terms of
convenience.
CATEGORY DATA
Table 56 Sales of Depilatories by Category: Value 2006-2011
Table 57 Sales of Depilatories by Category: % Value Growth 2006-2011
Table 58 Depilatories Company Shares 2007-2011
Table 59 Depilatories Brand Shares 2008-2011
Table 60 Forecast Sales of Depilatories by Category: Value 2011-2016
Table 61 Forecast Sales of Depilatories by Category: % Value Growth 2011-2016
Fragrances in Austria - Category Analysis
HEADLINES
TRENDS
Premium 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 value
terms to reach €157 million in 2011. The reason for the solid growth in fragrances was the
excellent performance of premium fragrances, which saw a growth in popularity thanks to the
general 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 LANDSCAPE
Fragrances is highly fragmented and highly competitive, with a few multinationals competing for
the number one position. In 2011, Coty Prestige led sales with 14% value share, closely followed
by Procter & Gamble with 12% share. P&G Prestige Beauté ranked third with 9%, while L’Oréal
also had 9% value share in 2011. The reason for Coty’s success is its large number of premium
fragrance brands.
PROSPECTS
The Austrian fragrances market has reached saturation, with a CAGR of 1% in constant value
terms expected over the forecast period, with prospects lying mainly in the ability to create
excitement by launching innovative scents. One of the major trends expected is the increasing
emergence of limited editions and flankers. Both formats have proven successful in sustaining
interest in a master brand although slightly cannibalising its sales.

9. CATEGORY DATA
Table 62 Sales of Fragrances by Category: Value 2006-2011
Table 63 Sales of Fragrances by Category: % Value Growth 2006-2011
Table 64 Fragrances Company Shares 2007-2011
Table 65 Fragrances Brand Shares 2008-2011
Table 66 Men's Premium Fragrances Brand Shares 2008-2011
Table 67 Women's Premium Fragrances Brand Shares 2008-2011
Table 68 Forecast Sales of Fragrances by Category: Value 2011-2016
Table 69 Forecast Sales of Fragrances by Category: % Value Growth 2011-2016
Hair Care in Austria - Category Analysis
HEADLINES
TRENDS
Slight current value growth continued for hair care in 2011 at 1%. As in other beauty and personal
care categories, this was driven by added value products. Products that make hair shine are in
particularly strong demand as shining hair is equated with healthy hair by many consumers. For
instance, 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 of
water in Austria.
COMPETITIVE LANDSCAPE
Henkel was the leading manufacturer in overall hair care with 27% value share in 2011, building its
strong 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 with
9% value share in 2011.
PROSPECTS
Hair care is fairly saturated in Austria and competition fierce. While over the forecast period new
product launches and innovation will remain essential to manufacturers’ success, they are
expected to increasingly compete on price. Also, due to consumers becoming more and more
price conscious, cheaper private label products are likely to gain share and consequently to push
down unit prices. As a result, overall hair care is expected to decline over the forecast period by
5% in constant value terms.
CATEGORY DATA
Table 70 Sales of Hair Care by Category: Value 2006-2011
Table 71 Sales of Hair Care by Category: % Value Growth 2006-2011
Table 72 Hair Care Premium Vs Mass % Analysis 2006-2011
Table 73 Sales of Styling Agents by Type: % Value Breakdown 2006-2011
Table 74 Hair Care Company Shares 2007-2011
Table 75 Hair Care Brand Shares 2008-2011
Table 76 Styling Agents Brand Shares 2008-2011
Table 77 Colourants Brand Shares 2008-2011
Table 78 Salon Hair Care Company Shares 2007-2011
Table 79 Salon Hair Care Brand Shares 2008-2011
Table 80 Hair Care Premium Brand Shares 2008-2011

10. Table 81 Forecast Sales of Hair Care by Category: Value 2011-2016
Table 82 Forecast Sales of Hair Care by Category: % Value Growth 2011-2016
Table 83 Forecast Hair Care Premium Vs Mass % Analysis 2011-2016
Men's Grooming in Austria - Category Analysis
HEADLINES
TRENDS
There was strong new product development in men’s grooming in 2011. All of the leading players
including Procter & Gamble, Unilever, Beiersdorf, Wilkinson Sword, L’Oréal and Bic launched new
products or whole new product lines. The leading players realise there is a strong potential for
sales growth as men become more interested in grooming. Manufacturers are thus competing
fiercely by offering innovative products, including for instance, L’ Oréal’s multi-functional Men
Expert new deodorant range “Invincible Man” and “Sport Control”.
COMPETITIVE LANDSCAPE
Procter & Gamble leads men’s grooming with an overall 38% value share in 2011. Unilever and
Beiersdorf follow with value shares of about 13% each. Procter & Gamble owes its strong lead in
men’s grooming to its dominant position in men’s shaving with 64% value share thanks to its
Gillette range. Unilever meanwhile leads sales in men’s toiletries with 30% value share thanks to
its Axe and Rexona brands.
PROSPECTS
Over the forecast period, the trend towards male-specific beauty and personal care is likely to
continue. Male consumers are expected to continue to consider a well-groomed appearance to be
important and will thus take more care of their appearance. This will result in increased demand
for men’s grooming over the forecast period. Men’s grooming sales are predicted to climb by a
CAGR of 2% in constant value terms to reach sales of €156 million in 2016.
CATEGORY DATA
Table 84 Sales of Men’s Grooming by Category: Value 2006-2011
Table 85 Sales of Men’s Grooming by Category: % Value Growth 2006-2011
Table 86 Sales of Men's Razors and Blades by Type: % Value Breakdown 2007-2011
Table 87 Men’s Grooming Company Shares 2007-2011
Table 88 Men’s Grooming Brand Shares 2008-2011
Table 89 Men's Razors and Blades Brand Shares 2008-2011
Table 90 Forecast Sales of Men’s Grooming by Category: Value 2011-2016
Table 91 Forecast Sales of Men’s Grooming by Category: % Value Growth 2011-2016
Table 92 Sales of Body Shavers by Type: % Value Analysis 2006-2011
Oral Care in Austria - Category Analysis
HEADLINES
TRENDS
Healthy and clean teeth are important to the Austrian population. Oral care sales are developing
strongly, rising by a substantial 7% in current value terms to reach €228 million in 2011. Rapid
growth was linked to a trend towards more professional and higher-quality premium products and
also strong new product developments. The widening use of mouthwashes/dental rinses on an
everyday basis also boosted overall oral care sales, along with the dynamic performance of power

11. toothbrushes.
COMPETITIVE LANDSCAPE
Procter & Gamble leads oral care and accounted for 32% value share in 2011, followed by
GlaxoSmithKline Pharma and Gebro Pharma. Procter & Gamble’s strong position comes from its
presence across most oral care products, including leadership in the biggest area, toothbrushes
with established brand. Braun Oral-B. In comparison, its closest rivals have less comprehensive
product portfolio in oral care.
PROSPECTS
An 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 of
2% in constant value terms over the forecast period.
CATEGORY DATA
Table 93 Sales of Oral Care by Category: Value 2006-2011
Table 94 Sales of Oral Care by Category: % Value Growth 2006-2011
Table 95 Sales of Toothbrushes by Category: Value 2006-2011
Table 96 Sales of Toothbrushes by Category: % Value Growth 2006-2011
Table 97 Sales of Toothpaste by Type: % Value Breakdown 2007-2011
Table 98 Oral Care Company Shares 2007-2011
Table 99 Oral Care Brand Shares 2008-2011
Table 100 Toothpaste Brand Shares 2008-2011
Table 101 Mouthwashes/Dental Rinses Brand Shares 2008-2011
Table 102 Forecast Sales of Oral Care by Category: Value 2011-2016
Table 103 Forecast Sales of Oral Care by Category: % Value Growth 2011-2016
Table 104 Forecast Sales of Manual and Power Toothbrushes by Category: Value 2011-2016
Table 105 Forecast Sales of Manual and Power Toothbrushes by Category: % Value Growth
2011-2016
Sets/Kits in Austria - Category Analysis
HEADLINES
TRENDS
Austrian 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 current
value and volume terms. Sets/kits saw the worst performance of all beauty and personal care
product categories in 2011.
COMPETITIVE LANDSCAPE
Sets/kits is highly fragmented, with “others” dominating value sales with a share of 68% in 2011. In
2011, dm drogerie markt continued to lead with 15% value share, thanks to its popular private
label range alverde offering affordable prices. The second-ranked company is Janssen-Cilag with
13% value share in 2011. With a large gap between second and third position, Estée Lauder
Cosmetics ranks third with 4% value share, thanks to its premium positioned brand Clinique.
PROSPECTS
Over the forecast period, sets/kits is expected to continue its weak performance already seen over
the review period, with constant value sales dropping by 7% to reach sales of €34 million in 2016.

12. This weak performance will be linked to a stronger performance for mass sets/kits, which are
expected to represent 74% of value sales in 2016. Consumers will meanwhile remain unwilling to
purchase most sets/kits due to their high prices.
CATEGORY DATA
Table 106 Sales of Sets/Kits: Value 2006-2011
Table 107 Sales of Sets/Kits: % Value Growth 2006-2011
Table 108 Sets/Kits Premium Vs Mass % Analysis 2006-2011
Table 109 Sets/Kits Company Shares 2007-2011
Table 110 Sets/Kits Brand Shares 2008-2011
Table 111 Sets/Kits Premium Brand Shares 2008-2011
Table 112 Forecast Sales of Sets/Kits: Value 2011-2016
Table 113 Forecast Sales of Sets/Kits: % Value Growth 2011-2016
Table 114 Forecast Sets/Kits Premium Vs Mass % Analysis 2011-2016
Skin Care in Austria - Category Analysis
HEADLINES
TRENDS
In beauty and personal care, skin care takes the biggest share of overall sales with €295 million in
2011, accounting for 19% of total value sales. Skin care’s high sales base is ascribed to strong
demand from consumers and the wide selection of different skin care available, including both
premium and mass body care, facial care and hand care. In value terms, mass skin care
dominates with sales of €194 million, accounting for 66% of total skin care sales. Premium skin
care takes the remaining 34% of skin care value sales.
COMPETITIVE LANDSCAPE
Skin care, like most beauty and personal care product categories, is dominated by multinational
players. 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 Beiersdorf
with 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’Oréal
leads skin care in a number countries, in Austria it only takes second position with its brands
L’Oréal and Biotherm, as its brands are not as widespread and known as Nivea from Beiersdorf.
PROSPECTS
Over the forecast period, skin care is expected to see a steady performance. Skin care is already
established in Austria, and growth will come primarily from manufacturers pushing products with
more 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 more
advanced features from their skin care products beyond the basics.
CATEGORY DATA
Table 115 Sales of Skin Care by Category: Value 2006-2011
Table 116 Sales of Skin Care by Category: % Value Growth 2006-2011
Table 117 Face Masks: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2008-2011
Table 118 Facial Cleansers: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2007-
2011

13. Table 119 Facial Moisturisers: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2008-
2011
Table 120 Anti-Agers: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2007-2011
Table 121 Toners: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2007-2011
Table 122 Skin Care Company Shares 2007-2011
Table 123 Skin Care Brand Shares 2008-2011
Table 124 Facial Moisturisers Brand Shares 2008-2011
Table 125 Anti-agers Brand Shares 2008-2011
Table 126 Firming/Anti-cellulite Body Care Brand Shares 2008-2011
Table 127 General Purpose Body Care Brand Shares 2008-2011
Table 128 Skin Care Premium Brand Shares 2008-2011
Table 129 Forecast Sales of Skin Care by Category: Value 2011-2016
Table 130 Forecast Sales of Skin Care by Category: % Value Growth 2011-2016
Sun Care in Austria - Category Analysis
HEADLINES
TRENDS
In 2011, all sun care product categories performed well, with total sales growing healthily. Sun
care is in strong demand in Austria due to growing concerns about the damage that sun exposure
can cause to the skin when it is not protected properly. These concerns saw strong media
coverage during the review period, with a growing number of consumers thus opting to use sun
protection. This category consequently takes the largest share of sales, amounting to €34 million
or 82% of the total. With rising awareness of the damage that can be caused by over-exposure of
the skin to the sun, the perception of beautiful skin changed during the review period from deeply
tanned to healthy with a natural complexion.
COMPETITIVE LANDSCAPE
With 40% value share in 2011, Beiersdorf is by far the leader in sun care. Beiersdorf owes its
success to its brand Nivea Sun, which has a long tradition and enjoys strong consumer trust in
Austria. The company benefits from the strength of the Nivea range across beauty and personal
care. L’Oréal took second position with 20% value share in 2011. Dm drogerie markt follows some
distance behind, with its private label range accounting for 6% value share in 2011.
PROSPECTS
The proportion of consumers who still feel that a strong sun tan is a sign of beauty symbol is likely
to further decrease over the forecast period. In addition, growing concerns about the damage that
sun exposure can cause to the skin will also result in sun care seeing strong demand. Over the
forecast period, sun care is set to see a CAGR of 3% in constant value terms.
CATEGORY DATA
Table 131 Sales of Sun Care by Category: Value 2006-2011
Table 132 Sales of Sun Care by Category: % Value Growth 2006-2011
Table 133 Sun Care Premium Vs Mass % Analysis 2006-2011
Table 134 Sun Care Company Shares 2007-2011
Table 135 Sun Care Brand Shares 2008-2011
Table 136 Sun Care Premium Brand Shares 2008-2011

14. Table 137 Forecast Sales of Sun Care by Category: Value 2011-2016
Table 138 Forecast Sales of Sun Care by Category: % Value Growth 2011-2016
Table 139 Forecast Sun Care Premium Vs Mass % Analysis 2011-2016
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