Surface Care in Austria - New Market Report

With an increasing number of people affected by various types of allergy, Austrian consumers are increasingly aware of the importance of hygiene albeit at home or personal hygiene. They thus increasingly opt for surface care products that enable them to keep their homes not only clean and tidy but also disinfected. Many consumers also face a lack of time due to busy lifestyles but still want clean households and increased hygiene and therefore look for products that are convenient and effective.

Competitive Landscape

In 2015, surface care was led by Henkel Central & Eastern Europe, accounting for a value share of 18% thanks to its Clin, Blue Star, Lysoform, Opti, Sidol, Tenn and Bref brands. In addition to following a multi-branding strategy, the company also focused on providing good advertising campaigns for its brands, primarily through brand websites as well as through social media such as Facebook, Twitter, LinkedIn and YouTube. While the company did not launch any major new products in surface care in 2015 it was responsible for innovation over the review period, which further underpins its image as a multinational player that delivers high quality products. Profiting from this recognition in Austria, Henkel Central & Eastern Europe saw the biggest increase in value share in 2015.

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Industry Prospects

Over the forecast period, surface care is expected to continue to be influenced by the same trends seen in 2015. With greater awareness about their health and the importance of hygiene, Austrian consumers are increasingly expected to look for surface care products that provide greater cleaning results and disinfect the household at the same time. In addition, the trend for eco-friendly products as well as the compaction of packaging are also anticipated to continue into the forecast period. These trends are expected to benefit the sales of surface care.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Surface Care 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.

If you're in the Surface Care industry in Austria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Surface Care in Austria market research report includes:

* Analysis of key supply-side and demand trends
* 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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