Tissue and Hygiene in Austria

March 2024
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Overview:

Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Away-From-Home Tissue and Hygiene
  • Retail Adult Incontinence
  • Nappies/Diapers/Pants
  • Sanitary Protection
  • Wipes
  • Retail Tissue
  • RX/Reimbursement Adult Incontinence

If you're in the Tissue and Hygiene industry in Austria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Tissue and Hygiene in Austria report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Tissue and Hygiene in Austria?
  • Which are the leading brands in Tissue and Hygiene in Austria?
  • How are products distributed in Tissue and Hygiene in Austria?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Tissue and Hygiene products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?
Download Table of Contents

Tissue and Hygiene in Austria

Tissue and hygiene in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for tissue and hygiene?
Table 1 Birth Rates 2018-2023
Table 2 Infant Population 2018-2023
Table 3 Female Population by Age 2018-2023
Table 4 Total Population by Age 2018-2023
Table 5 Households 2018-2023
Table 6 Forecast Infant Population 2023-2028
Table 7 Forecast Female Population by Age 2023-2028
Table 8 Forecast Total Population by Age 2023-2028
Table 9 Forecast Households 2023-2028
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2019-2023
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2020-2023
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2018-2023
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2018-2023
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2023
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2023-2028
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2023-2028

DISCLAIMER

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Austria

KEY DATA FINDINGS

Inflationary pressures lead manufacturers to increase their prices
Return of celebrations in foodservice establishments boosts sales
Players focus on more sustainable solutions
Continued growth expected, supported by return to busy lifestyles
Away-from-home toilet paper will generate largest share of value sales
Eco-friendly concerns will shape new product developments
Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023
Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2018-2023
Table 22 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2018-2023
Table 23 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2023
Table 24 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2023-2028
Table 25 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2023-2028

Retail Adult Incontinence in Austria

KEY DATA FINDINGS

Demographic factors favour adult incontinence products
Convenience and skin-friendly ingredients shape new product developments
Essity Austria retains its solid lead, thanks to established Tena brand
Ageing population and further development of e-commerce will boost demand over the forecast period
Growth potential for products targeted at men
Growing sustainability concerns will drive new product launches
Table 26 Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 27 Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023
Table 28 NBO Company Shares of Retail Adult Incontinence: % Value 2019-2023
Table 29 LBN Brand Shares of Retail Adult Incontinence: % Value 2020-2023
Table 30 Forecast Sales of Retail Adult Incontinence by Category: Value 2023-2028
Table 31 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2023-2028

Nappies/Diapers/Pants in Austria

KEY DATA FINDINGS

Higher demand in 2023
Sustainable options gain traction, although many consumers favour convenience
Private label players gain share, while e-commerce gains further traction
Low birth rate will challenge sales, with growth driven by disposable pants
Rising sustainability trend will shape new product development
Procter & Gamble Austria will retain its lead, while focusing on its eco-friendly goals
Table 32 Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 33 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023
Table 34 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2019-2023
Table 35 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2020-2023
Table 36 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2023-2028
Table 37 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2023-2028

Menstrual Care in Austria

KEY DATA FINDINGS

Pantyliners continue to lead sales, thanks to their versatility
Growing competition from reusable options challenges sales of tampons
Johnson & Johnson retains its lead, thanks to its well-established brands
Ageing population and growing interest in reusable products will challenge sales
Sustainability will remain a core issue, shaping new product development
New EU legislation to impact sanitary protection products
Table 38 Retail Sales of Menstrual Care by Category: Value 2018-2023
Table 39 Retail Sales of Menstrual Care by Category: % Value Growth 2018-2023
Table 40 Retail Sales of Tampons by Application Format: % Value 2018-2023
Table 41 NBO Company Shares of Retail Menstrual Care: % Value 2019-2023
Table 42 LBN Brand Shares of Retail Menstrual Care: % Value 2020-2023
Table 43 Forecast Retail Sales of Menstrual Care by Category: Value 2023-2028
Table 44 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2023-2028

Wipes in Austria

KEY DATA FINDINGS

Baby wipes continue as key driver of growth
EU Directive spurs manufacturers to launch plastic-free products
Procter & Gamble maintains its lead
Manufacturers will focus on more sustainable alternatives
Moist toilet wipes will post fastest growth
Private label will gain further momentum
Table 45 Retail Sales of Wipes by Category: Value 2018-2023
Table 46 Retail Sales of Wipes by Category: % Value Growth 2018-2023
Table 47 NBO Company Shares of Retail Wipes: % Value 2019-2023
Table 48 LBN Brand Shares of Retail Wipes: % Value 2020-2023
Table 49 Forecast Retail Sales of Wipes by Category: Value 2023-2028
Table 50 Forecast Retail Sales of Wipes by Category: % Value Growth 2023-2028

Retail Tissue in Austria

KEY DATA FINDINGS

Rising prices boost value growth
Players align their products to the growing sustainability trend
Supermarkets continue as key distribution channel
Players will attempt to add value through further differentiation, with boxed facial tissues leading growth
Sustainability will continue as a key trend
Private label will gain share, as price sensitivity continues
Table 51 Retail Sales of Tissue by Category: Value 2018-2023
Table 52 Retail Sales of Tissue by Category: % Value Growth 2018-2023
Table 53 NBO Company Shares of Retail Tissue: % Value 2019-2023
Table 54 LBN Brand Shares of Retail Tissue: % Value 2020-2023
Table 55 Forecast Retail Sales of Tissue by Category: Value 2023-2028
Table 56 Forecast Retail Sales of Tissue by Category: % Value Growth 2023-2028

Rx/Reimbursement Adult Incontinence in Austria

KEY DATA FINDINGS

Inflation leads to higher prices but strict reimbursement regulations restrict volume sales
Ageing population continues to drive demand
Ageing population will continue to boost growth in the coming years
Strict reimbursement rules will lead to a rise in retail sales
Table 57 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2018-2023
Table 58 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2018-2023
Table 59 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2023-2028
Table 60 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2023-2028
The following categories and subcategories are included:

Tissue and Hygiene

      • AFH Adult Incontinence
      • AFH Boxed Facial Tissues
        • AFH Napkins
        • AFH Tablecloths
      • AFH Paper Towels
      • AFH Toilet Paper
      • AFH Wipers
        • Light Adult Incontinence
        • Moderate/Heavy Adult Incontinence
        • Disposable Pants
          • Junior Nappies/Diapers
          • New Born Nappies/Diapers
          • Standard Nappies/Diapers
        • Pantyliners
        • Tampons
            • Standard Towels with Wings
            • Standard Towels without Wings
            • Slim/Thin/Ultra-Thin Towels with Wings
            • Slim/Thin/Ultra-Thin Towels without Wings
        • Menstrual Care Including Intimate Wipes
            • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
            • Wipes and Refills (Dry Electro-Static)
              • Cleaning Solution
              • Refill Wipes/Pads
            • Starter Kits/Trigger Device
            • All Purpose Cleaning Wipes
            • Furniture Polish Wipes
            • Toilet Care Wipes
            • Window/Glass Wipes
            • Other Impregnated Wipes
          • Starter Kits/Sweepers/Sticks (Excluding Wipes)
          • Wipes (Excluding Starter Kits/Sweepers/Sticks)
          • General Purpose Wipes
          • Intimate Wipes
          • Baby Wipes
            • Facial Cleansing Wipes
            • Deodorant Wipes
          • Moist Toilet Wipes
      • Paper Towels
        • Napkins
        • Tablecloths
        • Boxed Facial Tissues
        • Pocket Handkerchiefs
      • Toilet Paper
  • Rx/Reimbursement adult incontinence
        • Disposable Pants
          • Junior Nappies/Diapers
          • New Born Nappies/Diapers
          • Standard Nappies/Diapers
        • Pantyliners
        • Tampons
            • Standard Towels With Wings
            • Standard Towels Without Wings
            • Slim/Thin/Ultra-Thin Towels With Wings
            • Slim/Thin/Ultra-Thin Towels Without Wings
        • Menstrual Care Including Intimate Wipes
            • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
            • Wipes and Refills (Dry Electro-Static)
              • Cleaning Solution
              • Refill Wipes/Pads
            • Starter Kits/Trigger Device
            • All Purpose Cleaning Wipes
            • Furniture Polish Wipes
            • Toilet Care Wipes
            • Window/Glass Wipes
            • Other Impregnated Wipes
          • General Purpose Wipes
          • Intimate Wipes
          • Baby Wipes
            • Facial Cleansing Wipes
            • Deodorant Wipes
          • Moist Toilet Wipes
          • AFH Napkins
          • Retail Napkins
          • AFH Tablecloths
          • Retail Tablecloths
          • AFH Boxed Facial Tissues
          • Retail Boxed Facial Tissues
        • Pocket Handkerchiefs
        • AFH Paper Towels
        • Retail Paper Towels
        • AFH Toilet Paper
        • Retail Toilet Paper
      • AFH Wipers

Tissue and Hygiene

This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.

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This report originates from Passport, our Tissue and Hygiene research and analysis database.

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