Fragrance is set to remain an integral part of personal grooming and self-expression for Austrian consumers throughout the forecast period, with continued interest in both premium and mass offerings. Sales are expected to be driven by a steady flow of new product launches and innovations, often accompanied by bold advertising campaigns featuring high-profile celebrities.
Premium fragrances are expected to remain the primary engine of value growth over the forecast period, with more dynamic current value performance compared to mass alternatives. Several factors will underpin this trend, including the consistently higher average unit prices associated with premium brands, the prestige and exclusivity they convey, and the ongoing proliferation of high-end and niche offerings.
Innovation will be central to the evolution of the fragrance category in Austria, as both multinational companies and niche players compete to capture consumer attention through novel formats, storytelling and sustainability. One of the most anticipated developments is the launch of new fragrances stemming from Coty Prestige’s collaboration with Swarovski, set to begin in 2025.
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Understand the latest market trends and future growth opportunities for the Fragrances 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 Fragrances 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.
Fragrances
This is the aggregation of men's, women's and unisex mass and premium fragrances as well as fragrances sets/kits and body mists. The distinction between mass market and premium is normally price and label/positioning (mass fragrances rarely carry a designer label) and distribution. Also includes hair fragrances with a primary function of making hair smell good and not to be confused with hair oil and other styling/conditioning products with hair fragrances, whose primary function is to either condition or style over fragrance.
See all of our definitionsThis report originates from Passport, our Fragrances research and analysis database.
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