Competitive Landscape
Essity Austria Gmbh Expands Lead as Its Tena Brand Innovation and Sustainability Gain Traction
Retail adult incontinence in Austria is highly concentrated, with Essity Austria GmbH accounting for a 49% share in 2025 and Procter & Gamble Austria GmbH holding 17%. The combined share of the top two manufacturers surpasses 66%, reflecting a market where leadership is stable and dominant players have entrenched positions.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail Adult Incontinence 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 Retail Adult Incontinence 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 Retail Adult Incontinence 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 Retail Adult Incontinence in Austria?
- Which are the leading brands in Retail Adult Incontinence in Austria?
- How are products distributed in Retail Adult Incontinence 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 Retail Adult Incontinence products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Retail Adult Incontinence in Austria - Category analysis
Key Data Insights
Brands Drive Comfort and Discretion with Premium Innovation
Brands Drive Comfort and Discretion with Premium Innovation
E-Commerce and Personalisation Reshape Access and Convenience
Brands Build Loyalty through Sustainable Action
Older Adults to Increase Demand for High-Value Solutions
Digital Channels Expand Access and Address Privacy Concerns
Customisation and Sustainability Drive Innovation and Loyalty
Essity Austria Gmbh Expands Lead as Its Tena Brand Innovation and Sustainability Gain Traction
Health and Beauty Specialists Attract Loyalty with Broad Selection
Retail E-Commerce Accelerates with Discounts and Home Delivery
Tissue and Hygiene in Austria - Industry Overview
Brands Use Private Label to Capture Loyalty by Meeting Value Demands
Key Data Insights
Brands Use Private Label to Capture Loyalty by Meeting Value Demands
Premium Offerings Drive Value and Volume Growth with High-Impact Functional Innovations
Retailers Set New Sustainability Standards for Tissue and Hygiene
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
Retailers Leverage Private Label Offerings as Branded Leaders Defend with Premium Features
Supermarkets and Discounters Drive Everyday Hygiene Purchases with Value Focus
Retail E-Commerce Accelerates Growth by Meeting Demand for Discretion and Convenience
Country Reports Disclaimer
The following categories and subcategories are included:
Retail 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
Retail Adult Incontinence
Includes a variety of protective products for different levels of bladder or bowl adult incontinence. Products with different levels of absorbency are covered, including pads, pants/protective underwear, briefs, undergarments and pant/pad systems.
See all of our definitionsWhy 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 report originates from Passport, our Retail Adult Incontinence research and analysis database.
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