Executive Summary

Mar 2019
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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Wipes in Austria

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Overview

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

The Wipes 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 Wipes in Austria?
  • What are the major brands in Austria?
  • What is the biggest category within household care wipes?
  • What are the key new product launches in the wipes 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.

Wipes in Austria - Category analysis

HEADLINES

PROSPECTS

Busier lifestyles support the growth of wipes
Multipurpose and hygienic wipes drive sales
The green trends drags down the growth potential

COMPETITIVE LANDSCAPE

Innovation and a strong presence ensure Procter & Gamble’s lead
Sustainable products and brands are on the rise
Convenience and extra care contribute to growth

CATEGORY DATA

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

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources