Home Care in Austria
In 2023, home care recorded current value growth, primarily driven by price increases attributable to inflation and, in a few instances, premiumisation and innovation. The escalating time constraints of local consumers have fuelled the demand for quick, convenient home care solutions that offer lasting effects. This includes longer-lasting scents and cleanliness in laundry care and toilet care and high-efficiency products that disinfect while cleaning multiple areas and surfaces. While the stand...
Euromonitor International's Home Care in Austria market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2028 illustrate how the market is set to change.
Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Euromonitor International's Home Care in Austria market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2028 illustrate how the market is set to change.
Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
- Get a detailed picture of the Home Care market;
- Pinpoint growth sectors and identify factors driving change;
- Understand the competitive environment, the market’s major players and leading brands;
- Use five-year forecasts to assess how the market is predicted to develop.
Home Care in Austria
Euromonitor International
February 2024
LIST OF CONTENTS AND TABLES
HOME CARE IN AUSTRIA
EXECUTIVE SUMMARY
Home care in 2023: The big picture
2023 KEY TRENDS
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2018-2023
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2018-2023
Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
Table 4 NBO Company Shares of Home Care: % Value 2019-2023
Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023
Table 7 Distribution of Home Care by Format: % Value 2018-2023
Table 8 Distribution of Home Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Home Care by Category: Value 2023-2028
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN AUSTRIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Healthy sales growth in 2023 thanks to innovation
Consumers seek multi-functionality and essentials amid economic constraints
Multinationals continue to hold sway in laundry care in 2023
PROSPECTS AND OPPORTUNITIES
Slowing growth in both volume and value terms in the years ahead
Sustainability and eco-consciousness set to gain traction in laundry care
Supermarkets will continue to hold sway in the coming years
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2018-2023
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2018-2023
Table 13 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 14 Sales of Laundry Aids by Category: Value 2018-2023
Table 15 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 16 Sales of Laundry Detergents by Category: Value 2018-2023
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 18 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 19 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 20 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 21 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 22 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 24 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028
DISHWASHING IN AUSTRIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Modest current value growth in 2023 largely driven by price increases
Innovations in hand dishwashing appeal to Austrians’ desire for sustainable offerings
Supermarkets benefits from variety, affordability and convenience in 2023
PROSPECTS AND OPPORTUNITIES
Growth rates will likely moderate over the forecast period
Innovation in automatic dishwashing will maintain consumer interest
E-commerce will gain ground, but supermarkets will remain the most important distribution channel
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2018-2023
Table 28 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 29 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 30 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 31 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028
SURFACE CARE IN AUSTRIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Healthy value growth thanks to inflation, but volume sales decline in 2023
Demand for disinfectants declines as consumer concerns about contagion subside
Henkel leads the category overall, but Unilever's Cif brand remains in pole position
PROSPECTS AND OPPORTUNITIES
Value and volume growth expected, despite ongoing price sensitivity
Supermarkets will remain the leading distribution channel for the foreseeable future
Ongoing sustainability concerns will dampen demand for surface care considered harmful to the environment
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2018-2023
Table 34 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
Table 37 NBO Company Shares of Surface Care: % Value 2019-2023
Table 38 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2023
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2023
Table 41 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028
BLEACH IN AUSTRIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Bleach suffers from concerns about contagion declining, post-pandemic
Highly concentrated competitive landscape in 2023 reflects the dwindling popularity of bleach
Bleach is now considered an irrelevant laundry care solution for most Austrians
PROSPECTS AND OPPORTUNITIES
Gloomy outlook for bleach in the years ahead as consumer concerns favour environmentally friendly options
Supermarkets lead distribution as bleach has limited availability elsewhere
Private label lines will continue to benefit from ongoing inflation across the forecast period
CATEGORY DATA
Table 43 Sales of Bleach: Value 2018-2023
Table 44 Sales of Bleach: % Value Growth 2018-2023
Table 45 NBO Company Shares of Bleach: % Value 2019-2023
Table 46 LBN Brand Shares of Bleach: % Value 2020-2023
Table 47 Forecast Sales of Bleach: Value 2023-2028
Table 48 Forecast Sales of Bleach: % Value Growth 2023-2028
TOILET CARE IN AUSTRIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Modest value growth resulting from inflation in 2023, but volume since decline
Contemporary toilet designs no longer favour in-cistern devices Trend three
Henkel stays on top in 2023, thanks to the widespread popularity of its Blue Star brand Trend three
PROSPECTS AND OPPORTUNITIES
Positive outlook for toilet care over the forecast period
Environmental concerns will extend to toilet care in the coming years
Private label will retain its appeal as consumers value its affordability and quality
CATEGORY DATA
Table 49 Sales of Toilet Care by Category: Value 2018-2023
Table 50 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 51 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 52 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 53 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
POLISHES IN AUSTRIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Volume sales decline in 2023, but value sales receive a boost thanks to inflation
Polishes are generally regarded as old-fashioned and unnecessary by many Austrians
Highly consolidated competitive landscape leaves little scope for new players to emerge
PROSPECTS AND OPPORTUNITIES
Polishes set to see ongoing volume decline over the forecast period
Multi-functional cleaners will reduce the need for separate polish products
Competitive landscape set to remain the same, as polishes offers limited growth opportunities
CATEGORY DATA
Table 55 Sales of Polishes by Category: Value 2018-2023
Table 56 Sales of Polishes by Category: % Value Growth 2018-2023
Table 57 NBO Company Shares of Polishes: % Value 2019-2023
Table 58 LBN Brand Shares of Polishes: % Value 2020-2023
Table 59 Forecast Sales of Polishes by Category: Value 2023-2028
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2023-2028
AIR CARE IN AUSTRIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Post-pandemic return to activity outside the home dampens demand for air care products in 2023
Inflation and premiumisation drive current value sales
Health- and eco-consciousness drive trends in air care solutions in Austria in 2023
PROSPECTS AND OPPORTUNITIES
Product innovation will drive growth as players focus on household ambience
Air care with natural profiles set to benefit from evolving consumer preferences
Leading brands will face fierce competition from private label players in the years ahead
CATEGORY DATA
Table 61 Sales of Air Care by Category: Value 2018-2023
Table 62 Sales of Air Care by Category: % Value Growth 2018-2023
Table 63 Sales of Air Care by Fragrance: Value Ranking 2021-2023
Table 64 NBO Company Shares of Air Care: % Value 2019-2023
Table 65 LBN Brand Shares of Air Care: % Value 2020-2023
Table 66 Forecast Sales of Air Care by Category: Value 2023-2028
Table 67 Forecast Sales of Air Care by Category: % Value Growth 2023-2028
HOME INSECTICIDES IN AUSTRIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Home insecticides sees healthy current value growth in 2023
Electric insecticides record a decline in retail volume sales
Vandal offers a variety of formats to maintain its dominant lead in 2023
PROSPECTS AND OPPORTUNITIES
Positive current retail value and volume growth across the coming years
Time-poor consumers will favour convenient home insecticide solutions but will seek to limit exposure to harsh chemicals
Distribution landscape set to continue to favour physical retailers in the years ahead
CATEGORY DATA
Table 68 Sales of Home Insecticides by Category: Value 2018-2023
Table 69 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 70 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023
Table 71 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 72 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 73 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 74 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028
Euromonitor International
February 2024
LIST OF CONTENTS AND TABLES
HOME CARE IN AUSTRIA
EXECUTIVE SUMMARY
Home care in 2023: The big picture
2023 KEY TRENDS
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2018-2023
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2018-2023
Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
Table 4 NBO Company Shares of Home Care: % Value 2019-2023
Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023
Table 7 Distribution of Home Care by Format: % Value 2018-2023
Table 8 Distribution of Home Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Home Care by Category: Value 2023-2028
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN AUSTRIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Healthy sales growth in 2023 thanks to innovation
Consumers seek multi-functionality and essentials amid economic constraints
Multinationals continue to hold sway in laundry care in 2023
PROSPECTS AND OPPORTUNITIES
Slowing growth in both volume and value terms in the years ahead
Sustainability and eco-consciousness set to gain traction in laundry care
Supermarkets will continue to hold sway in the coming years
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2018-2023
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2018-2023
Table 13 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 14 Sales of Laundry Aids by Category: Value 2018-2023
Table 15 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 16 Sales of Laundry Detergents by Category: Value 2018-2023
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 18 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 19 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 20 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 21 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 22 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 24 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028
DISHWASHING IN AUSTRIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Modest current value growth in 2023 largely driven by price increases
Innovations in hand dishwashing appeal to Austrians’ desire for sustainable offerings
Supermarkets benefits from variety, affordability and convenience in 2023
PROSPECTS AND OPPORTUNITIES
Growth rates will likely moderate over the forecast period
Innovation in automatic dishwashing will maintain consumer interest
E-commerce will gain ground, but supermarkets will remain the most important distribution channel
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2018-2023
Table 28 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 29 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 30 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 31 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028
SURFACE CARE IN AUSTRIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Healthy value growth thanks to inflation, but volume sales decline in 2023
Demand for disinfectants declines as consumer concerns about contagion subside
Henkel leads the category overall, but Unilever's Cif brand remains in pole position
PROSPECTS AND OPPORTUNITIES
Value and volume growth expected, despite ongoing price sensitivity
Supermarkets will remain the leading distribution channel for the foreseeable future
Ongoing sustainability concerns will dampen demand for surface care considered harmful to the environment
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2018-2023
Table 34 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
Table 37 NBO Company Shares of Surface Care: % Value 2019-2023
Table 38 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2023
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2023
Table 41 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028
BLEACH IN AUSTRIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Bleach suffers from concerns about contagion declining, post-pandemic
Highly concentrated competitive landscape in 2023 reflects the dwindling popularity of bleach
Bleach is now considered an irrelevant laundry care solution for most Austrians
PROSPECTS AND OPPORTUNITIES
Gloomy outlook for bleach in the years ahead as consumer concerns favour environmentally friendly options
Supermarkets lead distribution as bleach has limited availability elsewhere
Private label lines will continue to benefit from ongoing inflation across the forecast period
CATEGORY DATA
Table 43 Sales of Bleach: Value 2018-2023
Table 44 Sales of Bleach: % Value Growth 2018-2023
Table 45 NBO Company Shares of Bleach: % Value 2019-2023
Table 46 LBN Brand Shares of Bleach: % Value 2020-2023
Table 47 Forecast Sales of Bleach: Value 2023-2028
Table 48 Forecast Sales of Bleach: % Value Growth 2023-2028
TOILET CARE IN AUSTRIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Modest value growth resulting from inflation in 2023, but volume since decline
Contemporary toilet designs no longer favour in-cistern devices Trend three
Henkel stays on top in 2023, thanks to the widespread popularity of its Blue Star brand Trend three
PROSPECTS AND OPPORTUNITIES
Positive outlook for toilet care over the forecast period
Environmental concerns will extend to toilet care in the coming years
Private label will retain its appeal as consumers value its affordability and quality
CATEGORY DATA
Table 49 Sales of Toilet Care by Category: Value 2018-2023
Table 50 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 51 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 52 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 53 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
POLISHES IN AUSTRIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Volume sales decline in 2023, but value sales receive a boost thanks to inflation
Polishes are generally regarded as old-fashioned and unnecessary by many Austrians
Highly consolidated competitive landscape leaves little scope for new players to emerge
PROSPECTS AND OPPORTUNITIES
Polishes set to see ongoing volume decline over the forecast period
Multi-functional cleaners will reduce the need for separate polish products
Competitive landscape set to remain the same, as polishes offers limited growth opportunities
CATEGORY DATA
Table 55 Sales of Polishes by Category: Value 2018-2023
Table 56 Sales of Polishes by Category: % Value Growth 2018-2023
Table 57 NBO Company Shares of Polishes: % Value 2019-2023
Table 58 LBN Brand Shares of Polishes: % Value 2020-2023
Table 59 Forecast Sales of Polishes by Category: Value 2023-2028
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2023-2028
AIR CARE IN AUSTRIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Post-pandemic return to activity outside the home dampens demand for air care products in 2023
Inflation and premiumisation drive current value sales
Health- and eco-consciousness drive trends in air care solutions in Austria in 2023
PROSPECTS AND OPPORTUNITIES
Product innovation will drive growth as players focus on household ambience
Air care with natural profiles set to benefit from evolving consumer preferences
Leading brands will face fierce competition from private label players in the years ahead
CATEGORY DATA
Table 61 Sales of Air Care by Category: Value 2018-2023
Table 62 Sales of Air Care by Category: % Value Growth 2018-2023
Table 63 Sales of Air Care by Fragrance: Value Ranking 2021-2023
Table 64 NBO Company Shares of Air Care: % Value 2019-2023
Table 65 LBN Brand Shares of Air Care: % Value 2020-2023
Table 66 Forecast Sales of Air Care by Category: Value 2023-2028
Table 67 Forecast Sales of Air Care by Category: % Value Growth 2023-2028
HOME INSECTICIDES IN AUSTRIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Home insecticides sees healthy current value growth in 2023
Electric insecticides record a decline in retail volume sales
Vandal offers a variety of formats to maintain its dominant lead in 2023
PROSPECTS AND OPPORTUNITIES
Positive current retail value and volume growth across the coming years
Time-poor consumers will favour convenient home insecticide solutions but will seek to limit exposure to harsh chemicals
Distribution landscape set to continue to favour physical retailers in the years ahead
CATEGORY DATA
Table 68 Sales of Home Insecticides by Category: Value 2018-2023
Table 69 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 70 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023
Table 71 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 72 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 73 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 74 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028
