Tissue and hygiene in 2024: The big picture
Tissue and hygiene value sales slowed in Austria during 2024, after a short period of strong growth fuelled by inflationary pressures and price rises. High production costs and inflation continued to challenge tissue and hygiene players in 2024.
2024 key trends
Sustainability remained a key trend in 2024, as manufacturers focused on improving their environmental credentials to meet growing consumer and business demand. Eco-friendly products made from recycled or renewable materials are now standardised across the industry.
Competitive landscape
International players Essity Austria and Procter & Gamble Austria continued to dominate retail tissue and hygiene in 2024. Essity Austria remained the overall leader, thanks to the success of its brands Zewa and Cosy in toilet paper, Tempo and Feh in facial tissues, Tena in retail adult incontinence and Plenty in paper towels.
Retail developments
Supermarkets is the leading distribution channel within tissue and hygiene, garnering over one-third of value sales in 2024. Austria has a high density of supermarkets with nationwide coverage, offering a wide variety of products at various price points.
What next for tissue and hygiene?
Tissue and hygiene in Austria is expected to record modest, yet stable growth in constant value terms (2024 prices) over the forecast period. The higher importance attached to sanitation and hygiene post-pandemic is expected to continue driving value growth in tissue and hygiene.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Away-From-Home Tissue and Hygiene
- Retail Adult Incontinence
- Nappies/Diapers/Pants
- Sanitary Protection
- Wipes
- Retail Tissue
- RX/Reimbursement Adult Incontinence
If you're in the Tissue and Hygiene 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 Tissue and Hygiene 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 Tissue and Hygiene in Austria?
- Which are the leading brands in Tissue and Hygiene in Austria?
- How are products distributed in Tissue and Hygiene 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 Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Tissue and Hygiene in Austria
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
DISCLAIMER
Away-From-Home Tissue and Hygiene in Austria
KEY DATA FINDINGS
Away-from-home value sales slow in post-pandemic era
Players focus on absorbency, comfort and sustainability
Ageing population drives growth in adult incontinence
Tourism and hospitality industries to support category growth
E-commerce sales rise over the forecast period
Sustainability concerns are set to drive innovation
Retail Adult Incontinence in Austria
KEY DATA FINDINGS
Retail adult incontinence posts solid growth in line with demands of ageing population
Essity Austria AB leads in retail adult incontinence
Health and beauty specialists leads as the primary channel
Bright outlook as demand for retail adult incontinence expands
Customised and gender-specific products to gain traction
Sustainable focus will bring new products to market
Nappies/Diapers/Pants in Austria
KEY DATA FINDINGS
Nappies/diapers/pants post robust growth
Procter & Gamble Austria leads in nappies/diapers/pants
Modern retailers account for bulk of sales
Nappies/diapers/pants record steady performance
Sustainability and eco-friendly alternatives will gain traction
Premiumisation trend likely to gather momentum
Menstrual Care in Austria
KEY DATA FINDINGS
Volume sales pick up in menstrual care
Johnson & Johnson GmbH sustains its leading position
Health and beauty specialists lose ground to modern grocery retailers
Menstrual care sales face steady growth
Sustainable credentials will remain top of mind for Austrians
Technology to bring new personalised products to market
Wipes in Austria
KEY DATA FINDINGS
Healthy growth is observed in wipes
Procter & Gamble Austria holds prominent position
Grocery retailers lead in wipes distribution
Healthy outlook for wipes category
E-commerce development to provide growth stimulus
Sustainability to remain a key influence in wipes
Retail Tissue in Austria
KEY DATA FINDINGS
Mixed performance in retail tissue category
Essity Austria asserts its leads in value terms
Grocery retailers hold largest share in distribution
Retail tissue faces buoyant growth prospects
Grocery retailers to capitalise on competitive advantage
Sustainability agenda will fuel new innovations
Rx/Reimbursement Adult Incontinence in Austria
KEY DATA FINDINGS
Ageing population drives growth of reimbursed adult incontinence
Players cater to needs of diverse consumer base
E-commerce is changing the distribution landscape
Rx/reimbursement to grow at modest rate in upcoming years
Product development to focus on efficacy and sustainability
Retail e-commerce will influence distribution mix
The following categories and subcategories are included:
Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
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- Light Adult Incontinence
- Moderate/Heavy Adult Incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Pantyliners
- Tampons
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- Standard Towels with Wings
- Standard Towels without Wings
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- Slim/Thin/Ultra-Thin Towels with Wings
- Slim/Thin/Ultra-Thin Towels without Wings
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- Menstrual Care Including Intimate Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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- AFH Adult Incontinence
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- Retail Light Adult Incontinence
- Retail Moderate/Heavy Adult Incontinence
- Rx/Reimbursement adult incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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-
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
-
-
- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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-
- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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