Retail value sales of bath and shower products in Austria continued to grow in 2024, supported by stable consumer demand and inflation-driven price increases. Austrian consumers maintain high personal hygiene standards, with most individuals showering or bathing regularly. The habit of frequent handwashing, strengthened during the pandemic, remains widespread and further reinforces demand. Although the popularity of hand sanitisers declined in 2024, reflecting the post-pandemic context, other ca

Deodorants enjoyed a strong position in Austria in 2024, with high hygiene standards among the local population supporting consistent demand. Deodorant use remained an integral part of daily grooming routines for many consumers, contributing to positive value sales growth during the year. A key driver of growth was the increased interest in long-lasting deodorant protection using clean and safe ingredients. As ingredient awareness continued to rise in Austria, many consumers actively avoided pot

Fragrances maintained a strong appeal among Austrian consumers in 2024, with interest in both mass and premium offerings remaining robust. Usage became increasingly frequent, and the overall consumer base expanded as fragrances became more embedded in daily grooming and self-expression routines. While premium fragrances continued to command the majority of value sales, mass fragrances outperformed in terms of value growth, driven by their greater affordability in a climate of elevated living cos

Hair care in Austria continued to register strong demand in 2024, as consumers maintained their focus on scalp health, hair repair, and holistic self-care. Value growth was driven by both a modest increase in demand and rising average unit prices, with categories such as styling products, conditioners and treatments, hair loss treatments, and standard shampoos all contributing positively to overall performance. Amid a growing desire for efficacy, convenience, and naturalness, brands responded wi

The demand for colour cosmetics in Austria rose in 2024, supported by a confluence of trends spanning pricing, product innovation and social media influence. Overall value sales were driven upward by increases in average unit prices across most product types, while growing consumer interest in skin-enhancing formulations strengthened engagement with colour cosmetics. Skinification remained a key trend, with more make-up products containing ingredients traditionally found in skin care, such as hy

Beauty and personal care in Austria maintained its momentum in 2024. Growth was supported by a combination of steady volume sales and continued albeit moderate increases in average unit prices. Inflationary pressures persisted, albeit to a lesser extent than in the past two years, as manufacturers continued to face elevated costs for production, packaging, and transport. Despite this, consumer demand remained resilient across all categories, reflecting the essential nature of many beauty and per

Skin care recorded solid value sales growth in 2024, driven by both facial and body care. This expansion was fuelled by rising unit prices in the context of inflation as well as consistently strong demand across core categories. Skin care remained the largest contributor to overall beauty and personal care value sales, benefiting from extensive shelf space and an abundance of choice across premium and mass brands, private label brands and specialist ranges. Facial care, particularly moisturisers

Oral care performed well in 2024, underpinned by growing consumer awareness of the importance of oral hygiene and a heightened interest in maintaining healthy, attractive teeth. Austrian consumers increasingly perceive oral care as an essential element of overall wellness and appearance. This shift is supported by new product launches and expanded shelf space for both branded and private label options across multiple oral care categories. Mouth washes and dental rinses continued to see strong de

In 2024, it became increasingly evident that Austrian men are placing greater importance on grooming and personal care, leading to a notable rise in demand for men’s toiletries. Categories such as men’s deodorants, men’s hair care, and men’s bath and shower all posted strong performances, supported by an expanding variety of product launches that raised consumer awareness and drove shelf space expansion in retail. Convenience remained a key theme, with a growing preference for multifunctional pr

Depilatories continued to account for the smallest share of overall beauty and personal care value sales in Austria, yet the category remained stable in 2024. Hair removal remained an integral part of grooming routines for many women in Austria, particularly as smooth, shaved legs and underarms were still widely regarded as a beauty ideal. This cultural norm ensured consistent demand for hair removal products, even in a relatively mature market. In 2024, the category benefited from several facto

Although Austria experienced one of its lowest birth rates since the end of the Second World War in 2023 a trend that persisted in 2024 the baby and child-specific products category continued to see strong consumer demand. The category’s solid value growth was driven by the launch of new products, improved formulations with gentle or natural ingredients, and rising average unit prices. Baby wipes, which accounted for the largest share of both value and volume sales, benefitted from their high le

Sun care recorded robust current value growth in 2024, driven by a combination of rising consumer demand and notable price increases across the category. Adult sun care, in particular, led the way, with consumers increasingly aware of the need for effective sun protection due to widespread media coverage about the dangers of sunburn and the long-term risk of skin cancer. As Austrians spend more time outdoors in summer whether at home or on holidays in sunnier climates the use of sun protection p

Premium beauty and personal care recorded healthy growth in 2024, although its pace of expansion was slightly below that of overall beauty and personal care. One key driver of value sales was the rise in average unit prices, yet consumer interest in premium products remained resilient throughout the year. New product launches featuring innovative formulations, trendy ingredients, and fashionable colours helped stimulate demand. Promotion across social media platforms such as TikTok and Instagram

Mass beauty and personal care continued to generate the largest share of overall beauty and personal care value sales in Austria in 2024, supported by solid value growth. Amid ongoing cost-of-living pressures, more consumers have been seeking value for money and opting for mass-market alternatives. Mass beauty and personal care products benefit from a lower average unit price, and as inflation has significantly increased prices across the sector, downtrading has become more widespread. Many cons

Austria’s tobacco market saw modest volume growth in 2024. Although public awareness of the health risks associated with smoking continued to rise, social acceptance of tobacco use declined only gradually. This s largely influenced by enduring cultural norms, entrenched smoking habits among certain population groups, political inertia, and the ongoing visibility of smoking in public social spaces such as outdoor dining areas.

Cigarette volume sales in Austria saw only a slight decline in 2024, marking a notable stabilisation after the steeper losses of the previous two years. This relatively resilient performance surprised many industry observers, given rising health awareness, the growing perception of smoking as being socially unacceptable and the rising popularity of newer nicotine categories - particularly heated tobacco, nicotine pouches, and closed-system vaping products.

Volume sales of cigars and cigarillos in Austria rose in 2024, reversing the steady decline observed since 2021. Improved product assortments and upgraded equipment (for example, humidors) in specialist tobacco shops have enhanced the shopping experience and likely attracted new interest, particularly in cigars, which saw an especially dynamic performance. Recent supply issues and sharp price increases for Corporación Habanos SA products may also have positively influenced demand, prompting disc

In 2024, Austria experienced continued strong growth in e-vapour products and heated tobacco, highlighting a clear shift away from traditional formats such as cigarettes and fine cut tobacco, while overall nicotine consumption remained high. Heated tobacco solidified its position with a steadily growing consumer base, primarily consisting of former cigarette smokers who view it as a less harmful alternative.

Value sales of other pet food are expected to record a marginal increase in Austria in 2025. In addition, volume growth is anticipated to be higher than the previous year, as the pace of price increases is set to ease. The pet health and humanisation trends remain key drivers of growth, with this trend extending beyond traditional pets, such as dogs and cats, to include small mammals/reptiles, fish and birds. Families with children, in particular, are contributing to this trend, taking responsib

Value sales of dog food are expected to continue rising in 2025, with growth observed across all categories. This ongoing increase in value sales is largely driven by rising volume sales, supported by a growing dog population. However, growth is increasingly concentrated among small and medium-sized breeds rather than larger ones. In addition, more consumers are opting for prepared pet food, influenced by time constraints and a rising demand for convenience.

Value sales of cat food in Austria look set to increase in 2025. Although the national cat population continues to grow, the rate of growth is gradually slowing. However, more consumers are choosing to keep their cats indoors due to concerns about safety, health, and well-being. Furthermore, cat owners are increasingly opting for prepared cat food, migrating away from feeding cats table scraps or homemade meals. This shift is supported by improved awareness of the benefits of appropriate nutriti

Value sales of pet products are set to record a slight increase in Austria during 2025. Pet humanisation remains one of the most significant trends in the pet care industry. As a result, consumers are increasingly seeking premium, natural, and health-focused products for their pets. This trend is fuelling demand for pet accessories and health and wellness products tailored to pets. Health and wellness products for cats and dogs, in particular, are seeing especially strong momentum. Consequently,

Sales of pet care in Austria are expected to rise in both value and volume terms in 2025. Despite the pet population remaining relatively stable with minimal growth, both volume and value sales are forecast to perform well, driven primarily by pet food. An increasing number of consumers are opting for prepared pet food, driven by several factors including time constraints, a growing demand for convenience, and the expanding range of specialised products. Changing consumer behaviour is aligned wi

Menstrual care in Austria saw a recovery in volume sales over 2024, with consumers shifting towards products that provide better value in the face of continued economic uncertainty. Consumers remained concerned about higher costs of living with efforts to trade down exemplified by the growth of private label. Moreover, volumes sales grew at a faster rate than the previous year as inflationary pressures subsided. Standard towels without wings was the most dynamic category in 2024, in value terms,