PROSPECTS AND OPPORTUNITIES
Preference for gentle solutions to support steady, selective growth
Value sales of herbal/traditional products are expected to rise over the forecast period, driven by enduring consumer preferences that favour natural formulations when a change of remedy is required or when addressing a need for the first time. Many Austrians will continue to rely on trusted non-herbal options they already use successfully, only considering a switch when prompted by a new ailment, a recommendation from a pharmacist, or the launch of a product that feels demonstrably gentler and easier to tolerate.
Incremental innovation and food–supplement convergence to shape development
Although herbal/traditional products are rooted in long-standing botanical know-how, innovation will remain a frequent and necessary driver of relevance. Breakthrough technologies are unlikely to redefine the space, but steady improvements should centre on extraction and processing methods that better preserve actives, while refining delivery systems to improve absorption, palatability and tolerability.
Wellness behaviours, responsible claims and sustainability to define the ceiling for growth
Health and wellness priorities will keep herbal/traditional products front of mind, as consumers look for preventative, low-intensity ways to support immune resilience, digestive comfort, stress management and sleep quality. At the same time, gradual lifestyle changes – better diet, more movement, improved sleep hygiene – will modestly temper the need for some remedies, producing a balanced outlook in which herbal/traditional solutions complement rather than replace healthier routines.
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Overview:
Understand the latest market trends and future growth opportunities for the Herbal/Traditional Products industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Herbal/Traditional Products industry in Austria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Herbal/Traditional Products in Austria report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Herbal/Traditional Products in Austria?
- Which are the leading brands in Herbal/Traditional Products in Austria?
- How are products distributed in Herbal/Traditional Products in Austria?
- How has the regulatory and operating environment for Herbal/Traditional Products changed in Austria?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Herbal/Traditional Products
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Herbal/Traditional Products in Austria - Category analysis
KEY DATA FINDINGS
Natural preference tempered by stick-with-what-works behaviour
Leadership rooted in cough/cold heritage as value-led options gain ground
Pharmacies anchor distribution while e-commerce and mass retail broaden access
Preference for gentle solutions to support steady, selective growth
Incremental innovation and food–supplement convergence to shape development
Wellness behaviours, responsible claims and sustainability to define the ceiling for growth
Consumer Health in Austria - Industry Overview
Consumer Health in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for Consumer Health?
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
The following categories and subcategories are included:
Herbal/Traditional Products
- Herbal/Traditional Topical Analgesics
- Herbal/Traditional Sleep Aids
- Herbal/Traditional Cough, Cold and Allergy (Hay Fever) Remedies
- Herbal/Traditional Digestive Remedies
- Herbal/Traditional Dermatologicals
- Herbal/Traditional Paediatric Dietary Supplements
- Herbal/Traditional Dietary Supplements
- Herbal/Traditional Tonics
Herbal/Traditional Products
Botanicals or traditional remedies are products that have a long tradition of use, decades of established reputation, and are considered alternative remedies to standard medicine. Traditional medicine remedies such as Ayurveda, Traditional Chinese Medicine (TCM), Unani, Kampo, etc. are included. Homeopathic remedies are excluded. Only packaged products are tracked.
See all of our definitionsWhy 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
This report originates from Passport, our Herbal/Traditional Products research and analysis database.
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