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Brands Use Private Label to Capture Loyalty by Meeting Value Demands
Tissue and hygiene in Austria saw value sales rise by 3% in 2025 to reach EUR752 million, closely mirroring Western European dynamics shaped by persistent inflation and elevated production costs. Despite ongoing economic headwinds and intensified cost-of-living pressures, demand remains stable as households prioritise both value and quality, supported by a growing population and a marked demographic shift towards older age groups. The most prominent developments are the acceleration of private label and discounter channels, selective willingness to pay for tangible product improvements, and the establishment of sustainability as a non-negotiable baseline in purchasing and innovation.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Away-From-Home Tissue and Hygiene
- Retail Adult Incontinence
- Nappies/Diapers/Pants
- Sanitary Protection
- Wipes
- Retail Tissue
- RX/Reimbursement Adult Incontinence
If you're in the Tissue and Hygiene industry in Austria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Tissue and Hygiene in Austria report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Tissue and Hygiene in Austria?
- Which are the leading brands in Tissue and Hygiene in Austria?
- How are products distributed in Tissue and Hygiene in Austria?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Tissue and Hygiene in Austria
Brands Use Private Label to Capture Loyalty by Meeting Value Demands
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Brands Use Private Label to Capture Loyalty by Meeting Value Demands
Chart 2 Zewa XXL Pack of 20 Toilet Paper Rolls
Premium Offerings Drive Value and Volume Growth with High-Impact Functional Innovations
Chart 3 Pampers Harmony Offers Premium Cotton and High Impact Functionality
Retailers Set New Sustainability Standards for Tissue and Hygiene
Chart 4 Retailers Introduce Recycled Toilet Paper
Chart 5 Value Sales 2020-2030
Chart 6 Value Sales by Category 2025
Demographic Shifts and Sustainability Expectations to Reshape Demand Patterns
Retail Tissue to Consolidate Value Leadership as Eco-Innovation Accelerates
Retail E-Commerce to Grow as Retailers Expand Omnichannel Offerings
Chart 7 Forecast Value Sales 2020-2030
Chart 8 Forecast Value Sales by Category 2025-2030
Retailers Leverage Private Label Offerings as Branded Leaders Defend with Premium Features
Chart 9 Analyst Insight for Tissue and Hygiene
Chart 10 Company Shares 2025
Chart 11 Brand Shares 2025
Supermarkets and Discounters Drive Everyday Hygiene Purchases with Value Focus
Retail E-Commerce Accelerates Growth by Meeting Demand for Discretion and Convenience
Chart 12 Retail Channels 2020-2025
Chart 13 Economic Context for Tissue and Hygiene
Chart 14 Real Gdp Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Tissue and Hygiene
Chart 17 Population 2020-2030
Chart 18 Consumer Expenditure 2020-2030
Chart 19 Population by Generation 2025
Away-From-Home Tissue and Hygiene in Austria
Key Data Insights
Essity’S Digital Dispensing Transforms Facility Management and Staff Efficiency
Chart 20 Key Industry Trends for Away-From-Home Tissue and Hygiene
Essity’S Digital Dispensing Transforms Facility Management and Staff Efficiency
Chart 21 Tork PeakServe Dispenser
Sustainability Purchasing Gains Traction as Ageing Population Drives Demand
Chart 22 Value Sales 2020-2030
Chart 23 Value Sales by Category 2025
Hotels and Hospitals to Boost Demand as Online Ordering Reshapes Purchasing
Smart Features and Eco-Friendly Packaging to Drive Purchasing Decisions for Bulk Buyers
Chart 24 Forecast Value Sales 2020-2030
Chart 25 Forecast Value Sales by Category 2025-2030
Horeca Channels Benefit From Tourism and Dining Trends
Chart 26 Retail Channels 2020-2025
Chart 27 Economic Context for Away-From-Home Tissue and Hygiene
Chart 28 Real Gdp Growth 2020-2030
Chart 29 Inflation 2020-2030
Chart 30 Consumer Context for Away-From-Home Tissue and Hygiene
Chart 31 Population 2020-2030
Chart 32 Consumer Expenditure 2020-2030
Chart 33 Population by Generation 2025
Retail Adult Incontinence in Austria
Key Data Insights
Brands Drive Comfort and Discretion with Premium Innovation
Chart 34 Key Industry Trends for Retail Adult Incontinence
Brands Drive Comfort and Discretion with Premium Innovation
Chart 35 Tena MEN Protective Shield Extra Light
E-Commerce and Personalisation Reshape Access and Convenience
Brands Build Loyalty through Sustainable Action
Chart 36 Value Sales 2020-2030
Chart 37 Volume Sales 2020-2030
Chart 38 Value Sales by Category 2025
Older Adults to Increase Demand for High-Value Solutions
Digital Channels Expand Access and Address Privacy Concerns
Customisation and Sustainability Drive Innovation and Loyalty
Chart 39 Forecast Value Sales 2020-2030
Chart 40 Forecast Value Sales by Category 2025-2030
Essity Austria Gmbh Expands Lead as Its Tena Brand Innovation and Sustainability Gain Traction
Chart 41 Company Shares 2025
Chart 42 Brand Shares 2025
Health and Beauty Specialists Attract Loyalty with Broad Selection
Retail E-Commerce Accelerates with Discounts and Home Delivery
Chart 43 Retail Channels 2020-2025
Chart 44 Economic Context for Retail Adult Incontinence
Chart 45 Real Gdp Growth 2020-2030
Chart 46 Inflation 2020-2030
Chart 47 Population 2020-2030
Chart 48 Consumer Expenditure 2020-2030
Chart 49 Population by Generation 2025
Nappies/Diapers/Pants in Austria
Key Data Insights
Retailers Boost Value-Driven Diaper Sales through Private Label Innovation
Chart 50 Key Industry Trends for Nappies/Diapers/Pants
Retailers Boost Value-Driven Diaper Sales through Private Label Innovation
Chart 51 Hofer's Mamia Private Label
Brands Drive Premiumisation and Sustainability Adoption
Chart 52 Premium Features and Sustainability with Pampers Harmony
Chart 53 Value Sales 2020-2030
Chart 54 Volume Sales 2020-2030
Chart 55 Value Sales by Category 2025
Disposable Pants to Outpace Volume Growth as Parents Seek Convenience
Premium and Eco-Friendly Launches to Reshape Consumer Purchasing Decisions
Population Shifts and Rising Expenditure Shape Future Demand Patterns
Chart 56 Forecast Value Sales 2020-2030
Chart 57 Forecast Value Sales by Category 2025-2030
Procter & Gamble Retains Dominance While Value Focus Lifts Private Label
Chart 58 Analyst Insight for Nappies/Diapers/Pants
Chart 59 Company Shares 2025
Chart 60 Brand Shares 2025
Supermarkets Anchor Family Purchases as E-Commerce Accelerates
E-Commerce Gains Traction as Parents Seek Convenience and Value
Chart 61 Retail Channels 2020-2025
Chart 62 Economic Context for Nappies/Diapers/Pants
Chart 63 Real Gdp Growth 2020-2030
Chart 64 Inflation 2020-2030
Chart 65 Consumer Context for Nappies/Diapers/Pants
Chart 66 Population 2020-2030
Chart 67 Consumer Expenditure 2020-2030
Chart 68 Population by Generation 2025
Menstrual Care in Austria
Key Data Insights
Affordability and Bulk Pack Offerings Drive Value Sales as Inflationary and Cost of Living Pressures Persist
Chart 69 Key Industry Trends for Menstrual Care
Affordability and Bulk Pack Offerings Drive Value Sales as Inflationary and Cost of Living Pressures Persist
Consumers Embrace Sustainable Menstrual Care as Brands Innovate with Natural Materials
Chart 70 Value Sales 2020-2030
Chart 71 Volume Sales 2020-2030
Chart 72 Value Sales by Category 2025
Government Tax Cut to Accelerate Access and Boost Volume Growth
Pantyliners to Retain Lead While Period Pants Outpace All Rivals
Manufacturers to Prioritise Sustainable Materials to Meet Consumer Demand
Chart 73 Forecast Value Sales 2020-2030
Chart 74 Forecast Value Sales by Category 2025-2030
Top Players Strengthen Leadership through Brand Trust and Innovation
Chart 75 Analyst Insight for Menstrual Care
Chart 76 Company Shares 2025
Chart 77 Brand Shares 2025
Health and Beauty Retailer Dm Secures Loyalty with Long-Term Price Strategy
Retail E-Commerce Expands Reach as Shoppers Seek Discretion
Wider Product Ranges and Price Initiatives Shape Channel Competition
Chart 78 Retail Channels 2020-2025
Chart 79 Economic Context for Menstrual Care
Chart 80 Real Gdp Growth 2020-2030
Chart 81 Inflation 2020-2030
Chart 82 Consumer Context for Menstrual Care
Chart 83 Population 2020-2030
Chart 84 Consumer Expenditure 2020-2030
Chart 85 Population by Generation 2025
Wipes in Austria
Key Data Insights
Babylove Strengthens Online Value Packs as Families Seek Affordability
Chart 86 Key Industry Trends for Wipes
Babylove Strengthens Online Value Packs as Families Seek Affordability
Chart 87 Babylove Offers Value Packs Exclusively Online
Multipurpose and Baby Wipes Drive Volume as Moist Toilet Wipes Accelerate
Eco-Conscious Shoppers Prompt Brands to Innovate with Sustainable Multipurpose Formats
Chart 88 Value Sales 2020-2030
Chart 89 Value Sales by Category 2025
Moist Toilet Wipes to Gain Traction as Eco-Friendly Formats Expand
Biodegradable Materials and E-Commerce to Reshape Consumer Choices
Chart 90 Forecast Value Sales 2020-2030
Chart 91 Forecast Value Sales by Category 2025-2030
Procter &?Gambles Retains Its Lead as Retailers Leverage Expanding Private Label
Chart 92 Analyst Insight for Wipes
Chart 93 Company Shares 2025
Chart 94 Brand Shares 2025
Supermarkets Increase Share as E-Commerce Accelerates Growth
Online Platforms Drive Convenience as Multi-Channel Access Expands
Chart 95 Retail Channels 2020-2025
Chart 96 Economic Context for Wipes
Chart 97 Real Gdp Growth 2020-2030
Chart 98 Inflation 2020-2030
Chart 99 Consumer Context for Wipes
Chart 100 Population 2020-2030
Chart 101 Consumer Expenditure 2020-2030
Chart 102 Population by Generation 2025
Retail Tissue in Austria
Key Data Insights
Brands Match Private Label Pricing to Attract Value-Focused Buyers
Chart 103 Key Industry Trends for Retail Tissue
Brands Match Private Label Pricing to Attract Value-Focused Buyers
Chart 104 Zewa XXL Pack of Simply Soft Camomile Drives Affordability
Brands Leverage Recycled Fibres to Win Eco-Conscious Shoppers
Chart 105 Sanft & Sicher Recycled Toilet Paper Offering Meets Sustainability Expectation
Chart 106 Value Sales 2020-2030
Chart 107 Volume Sales 2020-2030
Chart 108 Value Sales by Category 2025
Supermarkets to Drive Premiumisation as Private Label and Online Orders Surge
Manufacturers to Accelerate Eco-Friendly Innovation as Consumer Expectations Rise
Chart 109 Forecast Value Sales 2020-2030
Chart 110 Forecast Value Sales by Category 2025-2030
Hofer Strengthens Private Label Leadership as Essity Loses Ground
Chart 111 Company Shares 2025
Chart 112 Brand Shares 2025
Supermarkets and Health and Beauty Specialists Anchor Shopper Loyalty
Retail E-Commerce Builds Momentum with Convenience-Led Growth
Supermarkets’ Wide Assortment and Online Enhancements Drive Share Stability
Chart 113 Retail Channels 2020-2025
Chart 114 Economic Context for Retail Tissue
Chart 115 Real Gdp Growth 2020-2030
Chart 116 Inflation 2020-2030
Chart 117 Consumer Context for Retail Tissue
Chart 118 Population 2020-2030
Chart 119 Consumer Expenditure 2020-2030
Chart 120 Population by Generation 2025
Rx/Reimbursement Adult Incontinence in Austria
Key Data Insights
Brands Collaborate with Insurers to Maintain Affordable Access for Older Users
Key Industry Trends
Brands Collaborate with Insurers to Maintain Affordable Access for Older Users
Innovation Informed by Sustainability
Chart 121 MoliCare® X-Change Pads
Chart 122 Value Sales 2020-2030
Chart 123 Volume Sales 2020-2030
Healthcare Providers to Drive Education as Ageing Fuels Demand
E-Commerce and Ai Adoption Reshape Access and Competition
Chart 124 Forecast Value Sales 2020-2030
Chart 125 Economic Context for Rx/Reimbursement Adult Incontinence
Chart 126 Real Gdp Growth 2020-2030
Chart 127 Inflation 2020-2030
Chart 128 Consumer Context for Rx/Reimbursement Adult Incontinence
Chart 129 Population 2020-2030
Chart 130 Consumer Expenditure 2020-2030
Chart 131 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Disposable Period Pants
- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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- AFH Adult Incontinence
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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- Rx/Reimbursement adult incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Disposable Period Pants
- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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-
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
See all of our definitions
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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