Product Code: DPPAT
TABLE OF CONTENTS
EXECUTIVE SUMMARY
Tissue and hygiene in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for tissue and hygiene?
CHART 1: Retail Tissue and Hygiene Value Sales Growth Scenarios: 2019-2026
CHART 2: Retail Tissue and Hygiene Impact of Drivers on Value Sales: 2019-2026
MARKET INDICATORS
Table 1: Birth Rates 2016-2021
Table 2: Infant Population 2016-2021
Table 3: Female Population by Age 2016-2021
Table 4: Total Population by Age 2016-2021
Table 5: Households 2016-2021
Table 6: Forecast Infant Population 2021-2026
Table 7: Forecast Female Population by Age 2021-2026
Table 8: Forecast Total Population by Age 2021-2026
Table 9: Forecast Households 2021-2026
MARKET DATA
Table 10: Retail Sales of Tissue and Hygiene by Category: Value 2016-2021
Table 11: Retail Sales of Tissue and Hygiene by Category: % Value Growth 2016-2021
Table 12: NBO Company Shares of Retail Tissue and Hygiene: % Value 2017-2021
Table 13: LBN Brand Shares of Retail Tissue and Hygiene: % Value 2018-2021
Table 14: Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2016-2021
Table 15: Distribution of Retail Tissue and Hygiene by Format: % Value 2016-2021
Table 16: Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2021
Table 17: Forecast Retail Sales of Tissue and Hygiene by Category: Value 2021-2026
Table 18: Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1: Research Sources
SANITARY PROTECTION IN AUSTRIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Tax reduction results in value decline while volume sales remain stable
EU directive on single-use plastics motivates manufacturers to eliminate plastic
Multinationals retain lead as reusable, sustainable products gain greater awareness in 2021
PROSPECTS AND OPPORTUNITIES
Challenging outlook as private label set to continue driving volume growth
Suitable for everyday wear, pantyliners is expected to remain the best performing category
Reusable products threaten long-term prospects for conventional sanitary protection
CATEGORY DATA
Table 19: Retail Sales of Sanitary Protection by Category: Value 2016-2021
Table 20: Retail Sales of Sanitary Protection by Category: % Value Growth 2016-2021
Table 21: Retail Sales of Tampons by Application Format: % Value 2016-2021
Table 22: NBO Company Shares of Retail Sanitary Protection: % Value 2017-2021
Table 23: LBN Brand Shares of Retail Sanitary Protection: % Value 2018-2021
Table 24: Forecast Retail Sales of Sanitary Protection by Category: Value 2021-2026
Table 25: Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2021-2026
NAPPIES/DIAPERS/PANTS IN AUSTRIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Retail value sales continue to grow at a stable rate, while volume sales are negatively affected by the declining birth rate
Price subsidies drive return of cloth diapers
Leader Procter & Gamble faces growing challenge from private label players
PROSPECTS AND OPPORTUNITIES
Expansion of subsidies and continuing low birth rate set to challenge growth prospects
Environmentally-conscious consumers set to favour cloth diapers over green brands
Alternative products and rise of private label set to increase pressure on unit prices
CATEGORY DATA
Table 26: Retail Sales of Nappies/Diapers/Pants by Category: Value 2016-2021
Table 27: Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2016-2021
Table 28: NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2017-2021
Table 29: LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2018-2021
Table 30: Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2021-2026
Table 31: Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2021-2026
RETAIL ADULT INCONTINENCE IN AUSTRIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Continued retail value and volume growth in 2021
Greater product availability boosts sales in hypermarkets, supermarkets and discounters in 2021
Essity acts to strengthen Tena against competitors in 2021
PROSPECTS AND OPPORTUNITIES
All-in-one adult incontinence products set to benefit from growing consumer base
Environmentally-conscious consumers set to favour reusable, washable incontinence underwear
Ageing population and demand for higher-priced products set to drive further positive growth
CATEGORY DATA
Table 32: Sales of Retail Adult Incontinence by Category: Value 2016-2021
Table 33: Sales of Retail Adult Incontinence by Category: % Value Growth 2016-2021
Table 34: NBO Company Shares of Retail Adult Incontinence: % Value 2017-2021
Table 35: LBN Brand Shares of Retail Adult Incontinence: % Value 2018-2021
Table 36: Forecast Sales of Retail Adult Incontinence by Category: Value 2021-2026
Table 37: Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2021-2026
RX/REIMBURSEMENT ADULT INCONTINENCE IN AUSTRIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Continuing growth in population aged 65+ drives rise in sales in 2021
Health insurance covers large proportion of Rx/reimbursement adult incontinence consumers
PROSPECTS AND OPPORTUNITIES
Strong growth prospects due to expanding consumer base and demand for high-quality products
Talks to continue over direct-to-consumer distribution
CATEGORY DATA
Table 38: Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2016-2021
Table 39: Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2016-2021
Table 40: Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2021-2026
Table 41: Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2021-2026
WIPES IN AUSTRIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Wipes demonstrates stable growth in 2021, with no change in consumer purchase or usage patterns
New EU directive on single-use plastics motivates manufacturers to eliminate plastic
Procter & Gamble maintains lead with well-known brands Pampers and Swiffer
PROSPECTS AND OPPORTUNITIES
Demand for sustainable wipes set to grow at the cost of conventional wipes
Cosmetic wipes set to drive growth in personal wipes
Potential for growth in deodorant wipes over the forecast period
CATEGORY DATA
Table 42: Retail Sales of Wipes by Category: Value 2016-2021
Table 43: Retail Sales of Wipes by Category: % Value Growth 2016-2021
Table 44: NBO Company Shares of Retail Wipes: % Value 2017-2021
Table 45: LBN Brand Shares of Retail Wipes: % Value 2018-2021
Table 46: Forecast Retail Sales of Wipes by Category: Value 2021-2026
Table 47: Forecast Retail Sales of Wipes by Category: % Value Growth 2021-2026
RETAIL TISSUE IN AUSTRIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Normalisation of demand creates return to steady growth in 2021
Supermarkets remains the most important sales channel for retail tissue as consumers prefer to shop at one retailer for all groceries
Essity Austria maintains lead with its well-established Tempo, Zewa and Plenty brands
PROSPECTS AND OPPORTUNITIES
Demand set to normalise over the forecast period as consumers resume activities outside the home
Growing demand for retail tissue that is made from sustainable raw materials
Essity Austria opens a new production plant to manufacture retail tissue products from alternative raw materials
CATEGORY DATA
Table 48: Retail Sales of Tissue by Category: Value 2016-2021
Table 49: Retail Sales of Tissue by Category: % Value Growth 2016-2021
Table 50: NBO Company Shares of Retail Tissue: % Value 2017-2021
Table 51: LBN Brand Shares of Retail Tissue: % Value 2018-2021
Table 52: Forecast Retail Sales of Tissue by Category: Value 2021-2026
Table 53: Forecast Retail Sales of Tissue by Category: % Value Growth 2021-2026
AWAY-FROM-HOME TISSUE AND HYGIENE IN AUSTRIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Demand for away-from-home tissue and hygiene recovers as hotels, restaurants, schools and offices reopen in 2021
Heightened hygiene consciousness leads to rise in demand for away-from-home tissue and hygiene products
Horeca and hospitals/healthcare account for the largest part of value sales
PROSPECTS AND OPPORTUNITIES
Sustained growth over the forecast period as social conditions return to normal
Untapped potential for away-from-home wipers presents opportunity for further growth
Environmental awareness not expected to impact sales of away-from-home paper tableware
CATEGORY DATA
Table 54: Sales of Away-From-Home Tissue and Hygiene by Category: Value 2016-2021
Table 55: Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2016-2021
Table 56: Sales of Away-From-Home Paper Towels by Type: % Value 2016-2021
Table 57: Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2016-2021
Table 58: Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2021
Table 59: Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2021-2026
Table 60: Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2021-2026
