Health and Beauty Specialist Retailers in Austria - New Market Study Published

Health and beauty specialist retailers experienced good value growth in 2014 in Austria, not only in current terms, but also at constant 2014 prices. The channel continued to be impacted by the end of the former drugstore chain Schlecker, which was unsuccessfully turned into the Dayli convenience store chain in 2012, and finally went bankrupt for good in August 2013. Former Schlecker customers switched to the competition to buy drugstore goods from 2012; not only to other health and beauty specialist retailers, but also to local grocery retailers, which negatively affected drugstores/parapharmacies significantly in 2012. In 2013 and 2014, the largest drugstores continued their expansion, and seemingly won a lot of these customers, increasing their value sales.

Competitive Landscape

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Rewe International’s Bipa drugstores/parapharmacies chain led health and beauty specialist retailers in Austria in 2014, with an 11% share of value sales. The brand has a long tradition in Austria, with domestic roots, and has the largest network of branches, standing at 617 by the end of 2014, even covering a lot of smaller towns and more rural areas. The company invested millions in a fresher design for its outlets in the review period, and has been running several very successful advertising campaigns under its "Bi Bipa" slogan to secure its popularity, especially amongst younger female consumers. Bipa stores offer extensive ranges of beauty and healthcare products and other typical drugstore goods, and also in fashion accessories and underwear, baby products and pet care products. The company’s loyalty scheme under the BIPACard is one of the most long-standing and popular in the country.

Industry Prospects

A value CAGR of 1% is expected in overall health and beauty specialist retailers at constant 2014 prices in the forecast period. The strong growth in other healthcare specialist retailers, which essentially covers hearing device specialists and orthopaedic specialists in Austria, is expected to cool down in the forecast period because of increasing saturation and price pressure amongst competitors. However, bigger channels within health & beauty retailers are expected to have steady positive performance after a challenging historic period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Health and Beauty Specialist Retailers industry in Austria with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

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