Personal wipes accounts for the bulk of value sales within overall wipes. The performance of personal wipes has the strongest impact on total wipes sales.
Many wet wipes contain plastic and are considered single-use plastic products. Since July 2021 the new EU directive on single-use plastics came into effect.
Procter & Gamble Austria retained a strong lead over second-ranked Johnson & Johnson in 2021, with well-known brands including Pampers and Swiffer. Private label players continued their positive growth trend in wipes in 2021, led by Hofer and its Mylove brand.
Over the forecast period, wipes is expected to record similar retail value growth at constant 2021 prices to that seen over the review period. Personal wipes will continue to see demand because of the convenience they offer.
Within personal wipes, cosmetic wipes is expected to offer some of the best growth prospects due to ongoing growth in facial cleansing wipes. The largest categories of baby wipes and moist toilet wipes are also expected to record steady if unremarkable value growth over the forecast period.
While sales of deodorant wipes remained negligible in 2021, the category is expected to establish a more notable presence in Austria over the forecast period, based on the general trend towards wipes. This follows growth in the number of brands offering deodorant wipes towards the end of the review period.
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Understand the latest market trends and future growth opportunities for the Wipes 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.
If you're in the Wipes 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.
Wipes
This is the aggregation of personal wipes and household cleaning wipes
See All of Our DefinitionsThis report originates from Passport, our Wipes research and analysis database.
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