Nappies/Diapers/Pants in Austria

PROSPECTS

Environmental and health concerns support the growth of green solutions

The Austrian birth rate grew only marginally in 2018, balancing the minor decline from 2017. Yet, volume and current value sales of nappies/diapers/pants continued to see reasonable growth.

Price-sensitivity and tradition define purchasing patterns

The growth of disposable pants in 2018 was mainly driven by the growing selection and ongoing demand for easy to use, convenient products. However, for many consumers, disposable pants still have the stigma of being less secure and leakproof, as they are not as adjustable as regular nappies/diapers.

A gradual shift towards online retailing is set to support growth

With regard to preferred distribution channels, Austrian consumers are quite traditional. The majority of their purchases of nappies/diapers/pants are still made during regular shopping trips to supermarkets or health and beauty specialist retailers, mainly drugstores/parapharmacies.

COMPETITIVE LANDSCAPE

Procter & Gamble dominates

As in previous years, Procter & Gamble managed to maintain its strong lead in nappies/diapers/pants in 2018, with its vast variety of nappies, diapers and disposable pants in various sizes, for different ages and occasions. Its Pampers brand is well-known and trusted by most Austrians.

Private label is on the rise

The second highest share of sales and the fastest growth in value sales of nappies/diapers/pants were seen by private label in 2018. Brands from popular retail chains such as Hofer and dm recorded strong increases in value terms in 2018.

The future is green

Green and sustainable products were amongst the main growth drivers in 2018. In particular, the introduction of Naty products in various popular retailers, such as Merkur and Billa, supported not only growing awareness of eco-friendly disposable alternatives, but also created more potential for growth.

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