Competitive Landscape
Procter &?Gambles Retains Its Lead as Retailers Leverage Expanding Private Label
Wipes in Austria remains moderately concentrated, with Procter and Gamble Austria GmbH holding a clear leadership position at 30% value share in 2025, followed by Essity Austria GmbH at 9%, Hofer KG at 8%, and dm-Drogerie Markt GmbH & Co KG at 6%. Over the period from 2020 to 2025, concentration has slightly increased at the top, as Procter and Gamble Austria’s share rose from 26% to 30%.
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Overview:
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.
The Wipes 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 Wipes in Austria?
- Which are the leading brands in Wipes in Austria?
- How are products distributed in Wipes 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 Wipes products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Wipes in Austria - Category analysis
Key Data Insights
Babylove Strengthens Online Value Packs as Families Seek Affordability
Babylove Strengthens Online Value Packs as Families Seek Affordability
Multipurpose and Baby Wipes Drive Volume as Moist Toilet Wipes Accelerate
Eco-Conscious Shoppers Prompt Brands to Innovate with Sustainable Multipurpose Formats
Moist Toilet Wipes to Gain Traction as Eco-Friendly Formats Expand
Biodegradable Materials and E-Commerce to Reshape Consumer Choices
Procter &?Gambles Retains Its Lead as Retailers Leverage Expanding Private Label
Supermarkets Increase Share as E-Commerce Accelerates Growth
Online Platforms Drive Convenience as Multi-Channel Access Expands
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:
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
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
Wipes
This is the aggregation of personal wipes and household cleaning wipes
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 Wipes research and analysis database.
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