Menstrual care in Austria in 2025 was characterised by stable current value sales growth, reaching EUR68 million, with performance underpinned by price increases rather than volume expansion. The demand for menstrual care products remains broadly steady but recorded a slight decline in retail volume. This stability in demand has occured against a backdrop of economic pressure, with Austrian consumers facing elevated living costs following several years of high inflation, leading to increased scr

Tissue and hygiene in Austria saw value sales rise by 3% in 2025 to reach EUR752 million, closely mirroring Western European dynamics shaped by persistent inflation and elevated production costs. Despite ongoing economic headwinds and intensified cost-of-living pressures, demand remains stable as households prioritise both value and quality, supported by a growing population and a marked demographic shift towards older age groups. The most prominent developments are the acceleration of private l

Away-from-home tissue and hygiene in Austria achieved modest value growth of 4% in 2025, reaching EUR196 million. This is slower than the previous year, reflecting the easing of inflationary pressures, yet raw material, production and transport costs remained high for businesses. Volume sales growth in away-from-home tissue and hygiene decelerated as demand patterns stabilised in the post-pandemic era, signalling a return to more predictable consumption and expenditure. Austria’s total populatio

Wipes in Austria sustained steady value growth in 2025, with retail value sales reaching EUR109 million, marking a 4% increase from the previous year. Despite high living costs and ongoing inflation, demand remained resilient, underpinned by the essential role of wipes in baby care and hygiene routines. Austrian consumers continued to favour convenient, multipurpose formats, with a clear shift towards larger value packs and private label offerings as households sought to manage their budgets mor

In 2025, nappies/diapers/pants in Austria experienced a mixed performance, with retail volume reaching 354 million units, reflecting a slight decline of 1% from the previous year, even as retail value continued to rise, increasing by 2% to EUR134 million at constant prices. This was shaped primarily by inflationary pressures, which drove up prices and placed affordability at the centre of consumer decision-making. Austrian families responded by increasingly opting for value-for-money products,

Sales of retail tissue increased by 4% to reach EUR409 million in 2025, maintaining steady growth following a period of inflation-driven price increases across Western Europe.

In 2025, rx/reimbursement adult incontinence in Austria recorded stable yet subdued growth in both volume and value compared to previous years and in line with broader European trends. Sales reached 114 million units, representing a less than 1% increase from 2024, while manufacturer selling prices in local currency rose by 3% to EUR36 million. This muted expansion reflects a mature landscape where rising demand from an ageing population is balanced by affordability challenges and public budget

In 2025, retail adult incontinence in Austria achieved continued growth in both volume and value, but the pace moderated compared to previous years. Volume reached 76 million units, up from 74 million units in 2024, representing a growth rate of 3%. Value sales in grew by 5% to EUR32 million, a performance shaped by Austria’s ageing population, with the total population reaching 9.2 million and the 65 and over age group expanding to 1.9 million in 2025. This demographic shift, combined with incr

In 2025, polishes in Austria experienced a decline in both retail volume and value sales, with the latter falling to EUR18.6 million. This decline was largely due to consumers reserving the use of polishes for special occasions or select furniture and flooring, indicating a shift in consumer behaviour towards more occasional or targeted use. Within polishes in Austria, shoe polish was the largest category in 2025 with value sales of EUR10.3 million. However, declining demand was due to the risin

In 2025, air care in Austria experienced moderate growth of 1% to reach EUR79 million. This growth was primarily underpinned by a heightened consumer focus on domestic comfort and the creation of a welcoming home environment. A significant factor influencing purchasing decisions was the rising awareness of health and wellness, which has shifted demand towards products featuring natural and clean ingredients. Consumers are increasingly avoiding chemical-heavy fresheners in favour of formulations

In 2025, bleach in Austria continued to decline in both demand and value sales, largely due to consumers increasingly favouring effective alternatives perceived as safer and more environmentally friendly. The retail volume sales of bleach in Austria recorded a decline of 5% in 2025, while value sales declined by 2% to reach EUR2.6 million, consistent with the declining trend observed in previous years.

Toilet care in Austria saw a mixed performance in 2025, with marginal value growth to sit at EUR73 million, and 3% retail volume growth. Toilet liquids/foam was the largest volume category in 2025, driven by declining average unit prices due to growing price sensitivity among consumers, who increasingly sought discounts, promotions, or chose more affordable private label options. Therefore, despite 4% volume growth, toilet liquids/foam experienced a decline in value terms.

Home care in Austria is characterised by modest growth, driven by consumer demand for sustainable and convenient products. With a retail value of EUR876 million in 2025, home care is led by laundry care, which accounted for EUR397 million. The industry is expected to remain attractive due to the growing demand for hygiene and cleanliness products, as well as the increasing focus on wellbeing and eco-friendliness. Median disposable income per household is forecast to reach EUR76,174 by 2030, supp

In 2025, dishwashing in Austria recorded 2% value growth to reach EUR144 million, with automatic dishwashing accounting for EUR116 million and hand dishwashing accounting for EUR28 million. The possession of dishwashers in Austrian households was 91% in 2025, showing a high level of penetration and a mature market. This maturity limits the potential for volume sales growth, leaving value growth as a primary opportunity through shifts to more sophisticated and convenient products.

In 2025, laundry care sales in Austria remained stable at EUR397 million with 1% current value growth, with laundry detergents remaining the largest category with value sales of EUR275 million. The possession of washing machines, with 97% of local households owning one, maintained a solid base for sales while continuously hectic and busy lifestyles of many Austrian consumers contributed further to growing demand for quick, easy and convenient laundry care solutions.

In 2025, home insecticides in Austria remained relatively stable in terms of value sales, with growth primarily driven by electric insecticides due to their convenience and efficiency. Overall value sales reached EUR49.4 million with 1% growth.The inflation rate in Austria was 4% in 2025, which could have influenced consumer spending habits. The largest category of spray/aerosol insecticides, along with foggers/bombs, experienced a decline in volume sales as consumers increasingly opted for mor

Surface care in Austria remained stagnant with minimally growing value sales in 2025 to reach EUR112 million. The growth was driven by the increasing demand for convenience, product sophistication for better and faster cleaning results, and the ongoing significance of hygiene and cleanliness for Austrian consumers. At the same time, previous financial uncertainty and strains continued to contribute to limited consumer spending, a heightened price sensitivity and stronger focus on discounts, pric

Financial cards in Austria continued to undergo structural change in 2025, with fewer physical cards but continued expansion in usage, driven by debit cards and widespread contactless adoption. Digitalisation is accelerating, as mobile wallets and virtual cards become mainstream across all age groups, supporting a shift towards wallet-free behaviour. At the same time, cash remains culturally important, prompting policy debate and intervention. Debit cards are consolidating their central role, wh

Consumer credit in Austria sees a significant recovery in 2025, driven by stabilising inflation, falling interest rates, and improved consumer confidence.

The number of charge cards in Austria remained broadly static in 2025, as their relevance continued to be challenged by the growing dominance of debit cards. Modern Mastercard Debit and Visa Debit cards, widely accepted domestically and internationally, have reduced the functional distinction between debit and charge cards. At the same time, charge cards still see usage supported by contactless adoption and mobile wallets such as Apple Pay and Google Pay, particularly in everyday transactions. H

Credit cards continued to lose relevance in Austria in 2025 as debit cards increasingly covered both everyday and online payments. The shift from Maestro to Mastercard Debit and Visa Debit has strengthened debit cards’ acceptance domestically and abroad, narrowing the functional gap with credit cards. Consumers increasingly favour debit cards due to their transparency, lower cost structures and real-time account visibility, while many features traditionally linked to credit cards are now accessi

The number of store cards in Austria continued to decline in 2025, alongside falling transaction activity. Store cards have historically played only a minor role in this landscape, with limited consumer awareness and persistent concerns about hidden costs. Their relevance is further reduced by the growing integration of loyalty programmes and payment functions into retailer apps. Digital ecosystems - including app-based payment solutions from retailers such as Müller and Lidl - combine payments

The number of pre-paid cards in Austria continued to decline in 2025 as general-purpose reloadable open loop products lost relevance. Traditional usage occasions such as travel spending and e-commerce are increasingly covered by modern debit cards, which offer broad acceptance online and abroad within the major card networks.

Debit cards remained the standard payment instrument in Austria in 2025, with modest growth in circulation and continued expansion in usage. Their role is being reinforced by the shift away from cash, supported by widespread adoption of contactless functionality and mobile wallets such as Apple Pay and Google Pay. Increasingly, consumers rely on virtual cards stored on smartphones, with digital formats accounting for a growing share of payments. Debit cards are also being used more frequently fo