Boston, MA -- (SBWIRE) -- 06/13/2014 -- In Austria's modern social environment, a high value is placed on personal hygiene and maintaining high standards of cleanliness as well as being consistently well-groomed and this has led to the increased usage of hair care products in Austria. The very effective marketing activities of the leading companies in hair care in Austria and the substantial product ranges consisting of specialised products which meet the high expectations of Austrian consumers helped to sustain demand for hair care towards the end of the review period.
Henkel maintained its leading position in hair care in 2013 with a value share of 29%. Although it derives much of its value sales from sales of shampoos, the company is strongest in colourants and styling agents, where its success is due to the popularity of its leading brands. Glem Vital, for instance, ranked first in standard shampoos in 2013 with a 13% value share, while Schwarzkopf Poly Color led in colourants with a 49% value share and Drei Wetter Taft ranked first in styling agents with a 12% share. In addition, Schwarzkopf got2b ranked second in styling agents in 2013 with a 6% value share.
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The strong interest among Austrian consumers in maintaining in a well-groomed appearance and high standards of cleanliness and hygiene is set to remain in effect throughout the forecast period. However, the saturation which is evident in major hair care categories such as standard shampoos, colorants and styling agents is expected to have a detrimental influence on the performance of hair care overall during the forecast period. As a result, hair care in Austria is expected to decline in value by 6% in constant 2013 terms over the course of the entire forecast period.
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The Hair Care in Austria market research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country
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