Wipes in Austria

PROSPECTS

Busier lifestyles support the growth of wipes

Lifestyles in Austria tend to be increasingly busy and hectic. 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 for their personal pleasure.

Multipurpose and hygienic wipes drive sales

Generally speaking, wipes with multiple purposes remain amongst the most popular. Within home care wipes, dry electrostatic wipes continued to record strong volume and current value growth, whilst within personal wipes, baby wipes continued to see the best performance.

The green trends drags down the growth potential

Not all current lifestyle trends work in favour of wipes, however. For many Austrians, topics such as sustainability and the environment are growing in significance.

COMPETITIVE LANDSCAPE

Innovation and a strong presence ensure Procter & Gamble’s lead

Wipes in Austria continued to be led by Procter & Gamble in value terms in 2018. Not only did the company continue to see success with its Swiffer dry electrostatic wipes and refills brand, but it also kept driving sales in baby wipes with is well-known and trusted Pampers brand.

Sustainable products and brands are on the rise

Other successful new product launches included baby wipes by Naty, a newly emerging Swedish player with a strong focus on green products and solutions. Eco baby wipes by Naty are said to be particularly gentle, as they are free from chemicals and potentially harmful or aggressive ingredients.

Convenience and extra care contribute to growth

With more focus on convenience and added-value in beauty and personal care, Nivea launched a variety of facial cleansing wipes with a strong focus on the extra care and cleanliness provided. Its still fairly affordable prices are likely to appeal to a wide audience, which is expected to support Nivea’s future popularity and the growth of wipes in Austria.

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