Cosmetics Market Grows, Natural Cosmetics Lose Popularity
Almost all domestic households - 95 percent - purchase cosmetics and personal care products. According to data from the industry platform "Kosmetik transparent," there were 205 million packages in 2024. This corresponds to a shopping frequency of two purchases per month, with around ten euros spent per purchase. "The personal care market overall is developing positively," said YouGov market researcher Sandra Bayer. The numbers were declining for natural or near-natural cosmetics.
YouGov Shopper Intelligence, formerly Consumer Panel Services, annually surveys domestic shopping behavior in a representative sample of about 4,000 households. According to this, each private household invested 237 euros in personal care products last year and acquired 54 packages. This is eight euros more than in 2023 with the same number of products.
The average spending has increased in almost all product groups. For example, 50.7 euros were spent on hair care in 2024, compared to 47.1 euros the year before. For oral care, it was 49.1 versus 45.5 euros. Skin and body care amounted to an average of 184.3 euros in 2024, compared to 180.9 euros in 2023. "This is due to high raw material prices, increased transport and energy costs, as well as general product availability," analyzed Andrea Schneider, spokesperson for "Kosmetik transparent," to the APA.
Fewer people bought natural or near-natural products
Less than every second Austrian household purchased natural or near-natural cosmetics once in 2024. Compared to 2023, the number of buyers decreased by 3.2 percentage points. The spending per household on such products also decreased, albeit slightly, from 51.7 to 51.1 euros. YouGov market researcher Sandra Bayer attributes the dampened consumer mood for natural and near-natural cosmetics to economically tense times: "Here it shows that consumers are turning to cheaper alternatives."
Drugstores have caught up again since Corona
With 65.7 percent of the sales of cosmetics and personal care in 2024, the drugstore trade gained 1.6 percentage points compared to 2023 and "thus more than recovered five years after the pandemic what was lost in revenue due to lockdowns, among other things, to the food and discount trade," according to experts from "Kosmetik transparent." The other sales channels in the personal care sector lost slightly or remained constant, such as pharmacies (3.3 percent) and discount markets (5.6 percent). Perfumeries recorded a decline of one percent, now accounting for 4.9 percent of the total market sales. The food trade as a source covers 18 percent, previously 18.4 percent.
(APA/Red)
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