Executive Summary

Mar 2019
PROSPECTS
The growing product variety increases the sales potential

Sanitary protection in Austria recorded further current value and volume growth in 2018, despite an already fairly high level of maturity and saturation. The main reasons for the positive performance were the well-targeted positioning of products and the continuously growing variety of sanitary protection products.

Comfort and convenience support the growth of pantyliners and tampons

Pantyliners and tampons especially benefited from the growing product variety, creating more occasions and possibilities for usage. With a growing selection of various sizes of tampons and products designed to provide superior protection whilst remaining comfortable, acceptance kept growing, especially amongst younger consumers.

The rising significance of alternatives and medical advances could threaten growth

Apart from a generally high level of penetration, there were other factors negatively impacting the growth of sanitary protection in 2018; towels in particular. With progressing healthcare developments, many women using hormonal contraception do not actually have periods any longer, or have such light periods they do not require many sanitary protection products.

COMPETITIVE LANDSCAPE
Innovation and variety support Johnson & Johnson’s lead

In 2018, Johnson & Johnson was able to maintain its strong value lead within sanitary protection in Austria. The company continued to benefit from its strong position within tampons with its highly recognised and popular brand o b, as well as the presence of its Carefree pantyliners.

Pressure on existing products and brands from eco-friendly solutions

With the increased demand for natural, sustainable and more eco-friendly products, new brands and sanitary protection solutions keep emerging in Austria. Some of the still small but continuously growing alternatives are Organyc, Lunette reusable menstrual cups, and even private label products, such as dm’s Jessa nature.

A brand relaunch supports rapid growth for Camelia

The fastest growth in value sales and share in sanitary protection in 2018 was recorded by Kimberly-Clark, which profited from the widely marketed relaunch of its Camelia brand in 2017. More targeted communication to appeal to younger generations in particular supported growing awareness and interest in the brand, resulting in the doubling of its value sales in 2018.

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Sanitary Protection in Austria

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sanitary Protection 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 Sanitary Protection industry in Austria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sanitary Protection 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 Sanitary Protection in Austria?
  • What are the major brands in Austria?
  • What are the key new product launches in the sanitary protection market?

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.

Sanitary Protection in Austria - Category analysis

HEADLINES

PROSPECTS

The growing product variety increases the sales potential
Comfort and convenience support the growth of pantyliners and tampons
The rising significance of alternatives and medical advances could threaten growth

COMPETITIVE LANDSCAPE

Innovation and variety support Johnson & Johnson’s lead
Pressure on existing products and brands from eco-friendly solutions
A brand relaunch supports rapid growth for Camelia

CATEGORY DATA

Table 1 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 2 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 3 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 4 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 5 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 6 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 7 Forecast Retail Sales of Sanitary Protection 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 8 Birth Rates 2013-2018
Table 9 Infant Population 2013-2018
Table 10 Female Population by Age 2013-2018
Table 11 Total Population by Age 2013-2018
Table 12 Households 2013-2018
Table 13 Forecast Infant Population 2018-2023
Table 14 Forecast Female Population by Age 2018-2023
Table 15 Forecast Total Population by Age 2018-2023
Table 16 Forecast Households 2018-2023

MARKET DATA

Table 17 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 18 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 20 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 21 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 23 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 25 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources