Boston, MA -- (ReleaseWire) -- 06/18/2014 -- Austrian women are becoming more conscious of their appearance due to constant exposure to social expectations, the requirement that one look youthful and well-groomed and celebrity culture. Therefore, observing high standards of personal hygiene and being well-groomed at all times have become a priority. Using depilatories is part of this process is an integral part of many of the latest fashion trends in the country, while beach fashions require the removal of unwanted and excess body hair in order to show off smooth, attractive skin.
Proctor & Gamble ranked first in depilatories in 2013 with a value share of 42% and remained the unchallenged leader in depilatories. This is due to the strength of its Gillette Venus brand, which maintained the dominant leading position in women's razors and blades in 2013 with a value share of 56%. The Gillette brand enjoys great popularity in Austria as it is instantly associated with shaving due to its global prominence. Proctor & Gamble supports the brand with high profile advertising and promotions, continuous investment in research and development, frequent new product launches and high levels of product innovation.
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The same trends that influenced growth in depilatories over the review period are expected to continue having an impact on the category during the forecast period as well. The desire of Austrian women to remain well-groomed and to have a glamorous appearance at all times are likely to drive sales in the category over the forecast period, resulting in value growth of 6% in constant 2013 terms over the forecast period. As during the review period, trust in the leading depilatories brands is likely to remain a decisive factor behind purchasing patterns in depilatories throughout the forecast period.
Discover the latest market trends and uncover sources of future market growth for the Depilatories industry in Austria with research from Euromonitor's team of in-country analysts.
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The Depilatories 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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