Shampoos, hair sprays and waving or straightening preparations market in Austria

Earlier Report Observations

Between 2018 and 2024, Austria's trade in shampoos and hair styling preparations expanded significantly. Imports grew from 72.5 million dollars in 2018 to 92.4 million dollars in 2024, while exports increased from 17.3 million dollars to 33.2 million dollars over the same period. This growth in cross-border activity occurred as global brands introduced innovative products, such as sustainable shampoo bars, aligning with a broader European consumer shift towards natural and premium hair care options.

The domestic market's value remained stable at approximately 68 million dollars from 2022 through 2024. Local production fluctuated during these years, declining in 2023 before recovering to 9.2 million dollars in 2024. The recovery was supported by the launch of specialized products, including formulas designed for hard water conditions, which major international companies like L'Oréal rolled out across European markets to meet rising demand for tailored and sustainable solutions.

Consumer preferences for hair care products with natural ingredients, free from parabens and sulfates, continued to shape the Austrian market throughout the period. These trends, driven by global innovation rather than specific local regulations, helped maintain market activity and supported the introduction of new product segments without leading to substantial overall value growth.

Production shampoos, hair sprays and waving or straightening preparations in Austria

According to Faostat, there is no production of shampoos, hair sprays and waving or straightening preparations in Austria.

Exports shampoos, hair sprays and waving or straightening preparations from Austria

Exports in kind, t

Austria's exports of shampoos, hair sprays, and waving or straightening preparations have increased for the third consecutive year. In 2020, exports reached 3 087 tonnes, marking a 3.0% rise compared to 2019. Over the period from 2017 to 2020, exports grew by 4.5%, which translates to an annualized rate of 1.5%.

Annual dynamics of product's exports from Austria in kind, 2017-2020, t

From 2017 to 2020, Germany remained the primary market for Austria's exports in kind, accounting for 80.1% of total flows. The remaining volume was distributed across various other destinations.

Structure of product's exports in kind by countries, 2017-2020

World map of product's exports from Austria in kind, 2017-2020

Exports in value, K $ US

Austria's exports of shampoos, hair sprays, and waving or straightening preparations have grown for the third year in a row. In 2020, exports amounted to 23 457 thousand US dollars, showing a 13.1% increase over the previous year. Between 2017 and 2020, exports surged by 38.9%, equivalent to an annualized growth rate of 11.6%.

Annual dynamics of product's exports from Austria in value, 2017-2020, K $ US

Throughout 2017–2020, Germany, Switzerland, and the Netherlands formed the core group of markets for Austria's exports in value terms. Germany accounted for 65.3% of exports, Switzerland for 7.4%, and the Netherlands for 5.9%. Together, these three countries represented 78.6% of total export flows.

Structure of product's exports in value by countries, 2017-2020

World map of product's exports from Austria in value, 2017-2020

Imports shampoos, hair sprays and waving or straightening preparations to Austria

Imports in kind, t

The market for imports in kind showed an unstable trend during this period. Austria imported 14 252 tonnes of shampoos, hair sprays, and waving or straightening preparations in 2020, a 3.8% decrease from the prior year. The maximum volume was recorded in 2018 at 28 366 tonnes, while the minimum was in 2020. The largest decline occurred in 2019, with a drop of 47.8%, and the largest increase was in 2018, with a rise of 72.9%. Overall, there was a 2-fold variation between the peak in 2018 and the low in 2020.

Annual dynamics of product's imports to Austria in kind, 2017-2020, t

From 2017 to 2020, the leading sources for Austria's imports in kind of shampoos, hair sprays, and waving or straightening preparations were Germany, France, and Czechia. Germany contributed 59.0% of imports, France 8.3%, and Czechia 7.6%. Collectively, these three countries accounted for 74.9% of total import flows.

Structure of product's imports in kind by countries, 2017-2020

World map of product's imports to Austria in kind, 2017-2020

Imports in value, K $ US

Austria imported 72 896 thousand US dollars worth of shampoos, hair sprays, and waving or straightening preparations in 2020, reflecting a slight contraction of 2.5% compared to the previous year. Between 2017 and 2020, imports decreased by 7.7%, which corresponds to an annualized decline of 2.6%. The lowest value was recorded in 2018 at 72 527 thousand US dollars. The largest decline occurred in 2018 with an 8.1% drop, while the largest increase was in 2019 with a 3.1% rise.

Annual dynamics of product's imports to Austria in value, 2017-2020, K $ US

Throughout 2017–2020, Germany, Switzerland, and France were the core sources for Austria's imports in value terms. Germany made up 61.1% of imports, Switzerland 7.3%, and France 5.9%. Together, these three countries represented 74.2% of total import flows.

Structure of product's imports in value by countries, 2017-2020

World map of product's imports to Austria in value, 2017-2020