Nappies/diapers/pants recorded stable retail value sales growth in 2021. Value growth was driven by average unit price increases and a growing demand for premium products.
Many cities and regions in Austria have begun promoting the use of cloth diapers in a bid to tackle the high volume of waste associated with disposable diapers. Subsidies, so-called Windelscheck, of between EUR70 and EUR100 per newborn, can be redeemed when buying a cloth diapers starter pack.
Private label brands continued to challenge and slightly erode the value share of dominant player Procter & Gamble Austria and its Pampers brand in 2021. Leading private label players Hofer, Rewe International and dm-Drogerie Markt continued to account for over one-quarter of total value sales with their Mylove, Baby Well and babylove brands respectively in 2021, benefiting from comparable reliability, quality and lower unit prices.
With the exception of disposable pants, all categories within nappies/diapers/pants are expected to record negative retail value growth at constant 2021 prices over the forecast period. The key driver for this trend is set to be the growing interest in reusable alternatives along with a further expansion of subsidies across the entire country as authorities seek to invest in sustainability.
Towards the end of the review period, Austria saw a notable increase in the availability of green brands in nappies/diapers/pants. However, these have had only a very limited impact to date and this is not expected to change over the forecast period.
Growing consumer interest in the use of alternatives to conventional nappies/diapers/pants is expected to lead to increasing pressure on unit price growth, with negative growth across all categories at constant prices by the middle of the forecast period. Private label products, which are typically found within the economy to mid-price ranges, are likely to continue capturing consumers’ attention over the forecast period, further contributing to the downward trend in value growth and unit prices.
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Nappies/Diapers/Pants
This is the aggregation of nappies, diapers and pants
See All of Our DefinitionsThis report originates from Passport, our Nappies/Diapers/Pants research and analysis database.
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