Boston, MA -- (SBWIRE) -- 06/17/2014 -- Although skin care signifies indulgence to many Austrian women, this has not has proved no impediment to the category becoming a vital component in the beauty routines of many Austrian women, especially those with the ambition of having beautiful skin. As many Austrian women are now leading very busy lives and have very little time for themselves, applying rich and nourishing skin care creams which help them to maintain and enhance the natural suppleness of their skin is considered an ideal way to relax and de-stress. In addition, as the skin is the facade which a person presents to the world and represents a vitally important element of all efforts to present a strong first impression, it is easy to justify the extra time and money which is now being spent on skin care regimes among the Austrian population. The fragrances, textures and innovative ingredients of modern skin care products which promise to protect and nourish the skin, especially those with claims which have scientific backing, have become important in the consumer purchase decision making process in skin care in Austria.
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The rising consumer demand for skin care products in Austria has made it a very lucrative category for the multinational leading beauty and personal care companies operating in Europe. The leading company in skin care in 2013 remained Beiersdorf with an 18% value share, largely thanks to the strength of its Nivea brand. Apart from offering a wide range of brands and brand extensions across skin care, Beiersdorf also focuses on launching a large number of new and innovative products on a yearly basis, which allows the company to maintain the dynamism which the Nivea brand has enjoyed for many years.
Skin care is set to play an important role in the daily beauty regimes of Austrian consumers over the forecast period in a continuation of trends which were established during the review period. Demand for skin care during the forecast period is set to be further supported by the extremely effective marketing strategies of the category's leading manufacturers. Demand for skin care is expected to focus on innovative value-added products which can protect and nourish the skin. Thus, skin care in Austria is expected to increase in value by 2% in constant 2013 terms over the forecast period.
Discover the latest market trends and uncover sources of future market growth for the Skin Care industry in Austria with research from Euromonitor's team of in-country analysts.
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