Nappies/Diapers/Pants in Austria

PRE-COVID-19 PERFORMANCE

Volume decline, but value growth continues due to premiumisation

Nappies/diapers/pants saw slight current value growth in 2019. However, this was due to price rises thanks to the rising demand for premium products, to help babies stay dry and clean for longer, prevent rashes and make changing easier and quicker, as volume sales saw a decline for the first time in several years.

Environmental and health concerns support the growth of green solutions

As many Austrian consumers value convenience and want stress-free lives, attempts to push the use of reusable/washable cloth nappies/diapers have not been entirely successful. However, they are making a small comeback as a more sustainable solution.

Procter & Gamble and private label dominate, but green players are stimulating interest

As in previous years, Procter & Gamble managed to maintain its strong value lead in nappies/diapers/pants in 2019, with its vast variety of nappies/diapers and disposable pants in various sizes, for different ages and occasions. Its Pampers brand has a long history in the country and is well-known and trusted by most Austrians.

2020 AND BEYOND

COVID-19 impact

Nappies/diapers/pants is expected to grow by 2% in 2019 constant value terms in 2020 overall, in light of the impact of COVID-19. This is slightly higher than the 1% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within nappies/diapers/pants

New born nappies/diapers saw the most impact from stockpiling in early 2020, as parents were keen to ensure they maintained supplies for their new babies. This is expected to lead this category to see the highest retail volume and current value growth in 2020, although only marginally.

Recovery and opportunities

Although overall nappies/diapers/pants is expected to see a slight rise in demand from COVID-19 in 2020, this impact is expected to be short-lived, as growth rates return to the levels seen in the review period from 2021 onwards. Volume growth is expected to continue, due to the continued influx of immigrants.

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