Wipes in Austria

PRE-COVID-19 PERFORMANCE

Busier lifestyles support the growth of wipes, especially greener formats

Lifestyles in Austria are becoming more hectic and stressful. With men and women usually both working and sharing child and home care responsibilities, there is often little time to spend on leisure activities or personal pleasure.

Personal wipes drives growth, with baby wipes remaining the most versatile category

Wipes recorded further current value growth in 2019, with volume growth also seen in most categories. Toilet care wipes, intimate wipes and baby wipes saw growth by most measures.

Procter & Gamble maintains its lead but private label is also popular

Procter & Gamble managed to maintain its strong lead in wipes in value terms in 2019, with its popular well-known brands Pampers and Swiffer. Pampers enjoys a long tradition in baby care thanks to its nappies/diapers and therefore has a high level of brand recognition and consumer trust in baby wipes.

2020 AND BEYOND

COVID-19 impact

Wipes 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 wipes

Within personal wipes, baby wipes is expected to see the best current value growth in 2020. These are used as multipurpose products by consumers, and growth will be increased not only by more nappy/diaper changes at home and the desire to maintain better personal hygiene, but also by some consumers using them for home care.

Recovery and opportunities

Although COVID-19 is expected to lead to a minor increase in demand, this is not expected to endure beyond 2020. The forecast period overall is expected to see a similar current value performance to that seen in the review period.

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