PROSPECTS AND OPPORTUNITIES
Men’s personal care engagement is set to deepen through wellness, routine, and visibility
Over the forecast period, men in Austria are expected to show growing interest in personal hygiene, skincare, and broader wellness routines. This evolving mindset is likely to have a particularly strong impact on the performance of men’s toiletries, including skin care, bath and shower products, and deodorants.
Premium grooming to expand modestly, anchored by ingredient quality and celebrity appeal
Although premium men’s grooming is forecast to remain a niche within the broader category, a modest increase in demand is anticipated over the coming years. Austrian men tend to view mass brands as reliable and high quality, especially in the context of economic pressures and the search for value.
Innovation to focus on multifunctionality, sustainable formats, and enhanced performance
Innovation will continue to be a key growth lever in men’s grooming, with manufacturers expected to respond to consumer demand for multifunctionality, sustainability, and high-performance solutions. Larger pack sizes in body wash and shower gel are likely to become increasingly common, particularly as shoppers seek products with a better price-performance ratio and lower environmental impact.
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Overview:
Understand the latest market trends and future growth opportunities for the Men's Grooming 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 Men's Grooming 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 Men's Grooming 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 Men's Grooming in Austria?
- Which are the leading brands in Austria?
- How are products distributed in Austria?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Men's Grooming in Austria - Category analysis
KEY DATA FINDINGS
Men increasingly engage with grooming routines, boosting demand for multifunctional and sports-aligned products
Trusted legacy brands and value-led private label brands shape Austria’s competitive landscape
Health and personal care stores retain shopper loyalty while new e-commerce concepts drive digital growth
Men’s personal care engagement is set to deepen through wellness, routine, and visibility
Premium grooming to expand modestly, anchored by ingredient quality and celebrity appeal
Innovation to focus on multifunctionality, sustainable formats, and enhanced performance
Beauty and Personal Care in Austria - Industry Overview
Beauty and personal care in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for beauty and personal care?
DISCLAIMER
The following categories and subcategories are included:
Men's Grooming
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- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
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- Premium Men's Bath and Shower
- Mass Men's Bath and Shower
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- Premium Men's Deodorants
- Mass Men's Deodorants
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- Premium Men's Hair Care
- Mass Men's Hair Care
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- Premium Men's Skin Care
- Mass Men's Skin Care
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- Premium Men's Fragrances
- Mass Men's Fragrances
Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
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 Men's Grooming research and analysis database.
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