Executive Summary

Mar 2019
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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Nappies/Diapers/Pants in Austria

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Overview

Discover the latest market trends and uncover sources of future market growth for the Nappies/Diapers/Pants industry in Austria with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Nappies/Diapers/Pants industry in Austria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Nappies/Diapers/Pants in Austria market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Nappies/Diapers/Pants in Austria?
  • What are the major brands in Austria?
  • How are decreasing birth rates in developed economies impact the sales of nappies/diapers/pants?
  • Which countries offer the biggest potential for environmentally friendly nappies/diapers?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

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

Nappies/Diapers/Pants in Austria - Category analysis

HEADLINES

PROSPECTS

Environmental and health concerns support the growth of green solutions
Price-sensitivity and tradition define purchasing patterns
A gradual shift towards online retailing is set to support growth

COMPETITIVE LANDSCAPE

Procter & Gamble dominates
Private label is on the rise
The future is green

CATEGORY DATA

Table 1 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 2 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 5 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 6 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Tissue and Hygiene in Austria - Industry Overview

EXECUTIVE SUMMARY

The favourable economic situation continues to support growth
Products go greener
Intense competition – especially with private label
Internet retailing of tissue and hygiene products is yet to take off
Sustainability and individualisation are set to stimulate future growth

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources