Home Care in Austria

February 2024
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EUR 2,550
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Overview:

Understand the latest market trends and future growth opportunities for the Home Care 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.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Air Care
  • Bleach
  • Dishwashing
  • Home Insecticides
  • Laundry Care
  • Polishes
  • Surface Care
  • Toilet Care

If you're in the Home Care 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 Home Care 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 Home Care in Austria?
  • Which are the leading brands in Home Care in Austria?
  • How are products distributed in Home Care in Austria?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?
Download Table of Contents

Home Care in Austria

Home care in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for home care?
Table 1 Households 2018-2023
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

Summary 1 Research Sources

Air Care in Austria

KEY DATA FINDINGS

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
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
Table 11 Sales of Air Care by Category: Value 2018-2023
Table 12 Sales of Air Care by Category: % Value Growth 2018-2023
Table 13 Sales of Air Care by Fragrance: Value Ranking 2021-2023
Table 14 NBO Company Shares of Air Care: % Value 2019-2023
Table 15 LBN Brand Shares of Air Care: % Value 2020-2023
Table 16 Forecast Sales of Air Care by Category: Value 2023-2028
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2023-2028

Bleach in Austria

KEY DATA FINDINGS

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
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
Table 18 Sales of Bleach: Value 2018-2023
Table 19 Sales of Bleach: % Value Growth 2018-2023
Table 20 NBO Company Shares of Bleach: % Value 2019-2023
Table 21 LBN Brand Shares of Bleach: % Value 2020-2023
Table 22 Forecast Sales of Bleach: Value 2023-2028
Table 23 Forecast Sales of Bleach: % Value Growth 2023-2028

Dishwashing in Austria

KEY DATA FINDINGS

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
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
Table 24 Household Possession of Dishwashers 2017-2022
Table 25 Sales of Dishwashing by Category: Value 2018-2023
Table 26 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 27 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 28 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 29 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028

Home Insecticides in Austria

KEY DATA FINDINGS

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
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
Table 31 Sales of Home Insecticides by Category: Value 2018-2023
Table 32 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023
Table 34 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 35 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 36 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028

Laundry Care in Austria

KEY DATA FINDINGS

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
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
Table 38 Household Possession of Washing Machines 2018-2023
Table 39 Sales of Laundry Care by Category: Value 2018-2023
Table 40 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 41 Sales of Laundry Aids by Category: Value 2018-2023
Table 42 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 43 Sales of Laundry Detergents by Category: Value 2018-2023
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 45 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 46 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 47 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 48 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 49 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 50 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 51 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 52 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028

Polishes in Austria

KEY DATA FINDINGS

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
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
Table 53 Sales of Polishes by Category: Value 2018-2023
Table 54 Sales of Polishes by Category: % Value Growth 2018-2023
Table 55 NBO Company Shares of Polishes: % Value 2019-2023
Table 56 LBN Brand Shares of Polishes: % Value 2020-2023
Table 57 Forecast Sales of Polishes by Category: Value 2023-2028
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2023-2028

Surface Care in Austria

KEY DATA FINDINGS

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
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
Table 59 Sales of Surface Care by Category: Value 2018-2023
Table 60 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
Table 63 NBO Company Shares of Surface Care: % Value 2019-2023
Table 64 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 65 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2023
Table 66 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2023
Table 67 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 68 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028

Toilet Care in Austria

KEY DATA FINDINGS

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
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
Table 69 Sales of Toilet Care by Category: Value 2018-2023
Table 70 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 71 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 72 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 73 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 74 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
The following categories and subcategories are included:

Home Care

    • Candle Air Fresheners
    • Car Air Fresheners
    • Electric Air Fresheners
    • Gel Air Fresheners
    • Liquid Air Fresheners
    • Spray/Aerosol Air Fresheners
      • Carpet Fresheners
      • Odour Neutralisers
      • Refrigerator Fresheners
      • Waste Bin Fresheners
      • Other Other Air Care
  • Bleach
      • Automatic Dishwashing Liquids
      • Automatic Dishwashing Powders
      • Automatic Dishwashing Tablets
      • Dishwashing Additives
    • Hand Dishwashing
    • Electric Insecticides
    • Insecticide Baits
    • Insecticide Coils
    • Spray/Aerosol Insecticides
      • Foggers/Bombs
      • In-Home Insect Repellents
      • Moth Proofers
      • Other Other Home Insecticides
    • Carpet Cleaners
      • Dryer Sheets
      • Liquid Fabric Softeners
      • Colour Safe Laundry Bleach
      • Fabric Fresheners
        • In-Wash Spot and Stain Removers
        • Pre-Wash Spot and Stain Removers
      • Starch/Ironing Aids
      • Water Softeners
        • Blues/Bluing
        • Colour Catchers
        • Colour Enhancers
        • Laundry Sanitiser
        • Scent Booster
        • Whiteners
        • Other Other Laundry Aids
          • Standard Powder Detergents
          • Concentrated Powder Detergents
          • Compact Powder Tablet Detergents
          • Liquid Tablet Detergents
          • Standard Liquid Detergents
          • Concentrated Liquid Detergents
        • Standard Powder Detergents
        • Standard Liquid Detergents
        • Concentrated Powder Detergents
        • Concentrated Liquid Detergents
        • Compact Powder Tablet Detergents
        • Liquid Tablet Detergents
        • Bar Detergents
        • Hand Wash Detergents
        • Fine Fabric Detergents
    • Floor Polish
    • Furniture Polish
    • Metal Polish
    • Shoe Polish
        • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
        • Wipes and Refills (Dry Electro-Static)
          • Cleaning Solution
          • Refill Wipes/Pads
        • Starter Kits/Trigger Device
        • All Purpose Cleaning Wipes
        • Furniture Polish Wipes
        • Toilet Care Wipes
        • Window/Glass Wipes
        • Other Impregnated Wipes
      • Starter Kits/Sweepers/Sticks (Excluding Wipes)
      • Wipes (Excluding Starter Kits/Sweepers/Sticks)
    • Bathroom Cleaners
    • Descalers
    • Drain Openers
      • Standard Floor Cleaners
      • Wash and Wax Floor Cleaners
    • Home Care Disinfectants
    • Kitchen Cleaners
    • Multi-Purpose Cleaners
    • Oven Cleaners
    • Scouring Agents
    • Window/Glass Cleaners
    • In-Cistern Devices
      • Rim Blocks
      • Rim Liquids
    • Toilet Care Tablets/Powders
    • Toilet Cleaning Systems
    • Toilet Liquids/Foam

Home Care

This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.

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This report originates from Passport, our Home Care research and analysis database.

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