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Retail in Austria

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    Report

  • 105 Pages
  • February 2024
  • Region: Austria
  • Euromonitor International
  • ID: 5751243
After a year of slowdown, the retail market experienced significant growth in value terms although this was entirely price-driven as inflation remained at unusually high levels for a second consecutive year. Although disposable income in 2023 slowly adapted to the rising cost of living since the beginning of the energy crisis in early 2022, consumer sentiment remained affected and buying decisions were relatively frugal due to ongoing price sensitivity.

The Retail in Austria report offers insight into key trends and developments driving the industry. The report examines all retail channels to provide sector insight. Channels include hypermarkets, supermarkets, discounters, convenience stores, mixed retailers, health and beauty retailers, clothing and footwear retailers, furniture and furnishing stores, DIY and hardware stores, durable goods retailers, leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of non-store retailing: vending; homeshopping; internet retailing; direct selling, as available.

Product coverage: Retail E-Commerce, Retail Offline.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Retail market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

RETAIL IN AUSTRIA
EXECUTIVE SUMMARY
  • Retail in 2023: The big picture
  • The economic situation of many companies is under pressure
  • The role of retail e-commerce is also stagnating in this harsh environment
  • What next for retail?
OPERATING ENVIRONMENT
  • Informal retail
  • Opening hours for physical retail
  • Summary 1 Standard Opening Hours by Channel Type 2023
  • Seasonality
  • Christmas
  • Back to School
MARKET DATA
  • Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2018-2023
  • Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2018-2023
  • Table 3 Sales in Retail Offline by Channel: Value 2018-2023
  • Table 4 Sales in Retail Offline by Channel: % Value Growth 2018-2023
  • Table 5 Retail Offline Outlets by Channel: Units 2018-2023
  • Table 6 Retail Offline Outlets by Channel: % Unit Growth 2018-2023
  • Table 7 Sales in Retail E-Commerce by Product: Value 2018-2023
  • Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2018-2023
  • Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2018-2023
  • Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 11 Sales in Grocery Retailers by Channel: Value 2018-2023
  • Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2018-2023
  • Table 13 Grocery Retailers Outlets by Channel: Units 2018-2023
  • Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
  • Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2018-2023
  • Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 17 Sales in Non-Grocery Retailers by Channel: Value 2018-2023
  • Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2018-2023
  • Table 19 Non-Grocery Retailers Outlets by Channel: Units 2018-2023
  • Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
  • Table 21 Retail GBO Company Shares: % Value 2019-2023
  • Table 22 Retail GBN Brand Shares: % Value 2020-2023
  • Table 23 Retail Offline GBO Company Shares: % Value 2019-2023
  • Table 24 Retail Offline GBN Brand Shares: % Value 2020-2023
  • Table 25 Retail Offline LBN Brand Shares: Outlets 2020-2023
  • Table 26 Retail E-Commerce GBO Company Shares: % Value 2019-2023
  • Table 27 Retail E-Commerce GBN Brand Shares: % Value 2020-2023
  • Table 28 Grocery Retailers GBO Company Shares: % Value 2019-2023
  • Table 29 Grocery Retailers GBN Brand Shares: % Value 2020-2023
  • Table 30 Grocery Retailers LBN Brand Shares: Outlets 2020-2023
  • Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2019-2023
  • Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2020-2023
  • Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2020-2023
  • Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2023-2028
  • Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2023-2028
  • Table 36 Forecast Sales in Retail Offline by Channel: Value 2023-2028
  • Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2023-2028
  • Table 38 Forecast Retail Offline Outlets by Channel: Units 2023-2028
  • Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2023-2028
  • Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2023-2028
  • Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2023-2028
  • Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
  • Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2023-2028
  • Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2023-2028
  • Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2023-2028
  • Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2023-2028
  • Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
  • Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2023-2028
  • Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2023-2028
  • Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2023-2028
  • Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2023-2028
DISCLAIMER
SOURCES
  • Summary 2 Research Sources
CONVENIENCE RETAILERS IN AUSTRIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Growth continues to be driven by forecourt retailers in 2023
  • Grocery retailing leaders improve their presence
  • Nah & Frisch suffers particularly badly from poor consumer sentiment
PROSPECTS AND OPPORTUNITIES
  • Growth prospects of forecourt retailers must be put into perspective
  • Despite a vague announcement, 7-Eleven unlikely to enter Austria
  • Longer opening hours remain a distant prospect
CHANNEL DATA
  • Table 54 Convenience Retailers: Value Sales, Outlets and Selling Space 2018-2023
  • Table 55 Convenience Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 56 Sales in Convenience Retailers by Channel: Value 2018-2023
  • Table 57 Sales in Convenience Retailers by Channel: % Value Growth 2018-2023
  • Table 58 Convenience Retailers GBO Company Shares: % Value 2019-2023
  • Table 59 Convenience Retailers GBN Brand Shares: % Value 2020-2023
  • Table 60 Convenience Retailers LBN Brand Shares: Outlets 2020-2023
  • Table 61 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 62 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
  • Table 63 Forecast Sales in Convenience Retailers by Channel: Value 2023-2028
  • Table 64 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2023-2028
DISCOUNTERS IN AUSTRIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Discounters performs well in a deteriorating environment
  • Hofer is able to rely on a strong brand range and high customer confidence
  • Leading discounters emphasise their role as price leaders
PROSPECTS AND OPPORTUNITIES
  • Role of discounters in grocery retailers likely to increase
  • Penny becomes more of a focus for Rewe International again
  • Change in law creates considerable additional costs, especially for discounters
CHANNEL DATA
  • Table 65 Discounters: Value Sales, Outlets and Selling Space 2018-2023
  • Table 66 Discounters: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 67 Discounters GBO Company Shares: % Value 2019-2023
  • Table 68 Discounters GBN Brand Shares: % Value 2020-2023
  • Table 69 Discounters LBN Brand Shares: Outlets 2020-2023
  • Table 70 Discounters Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 71 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
HYPERMARKETS IN AUSTRIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Hypermarkets performs comparatively well despite a drop in consumer sentiment
  • Interspar/Maximarkt outperforms Billa Plus
  • Billa Plus takes another step backwards
PROSPECTS AND OPPORTUNITIES
  • Growth in hypermarkets cools over the forecast period
  • Sustainability and e-commerce are focal points of Interspar's future plans
  • Billa Plus brand endeavours to improve its reputation with the help of local merchants
CHANNEL DATA
  • Table 72 Hypermarkets: Value Sales, Outlets and Selling Space 2018-2023
  • Table 73 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 74 Hypermarkets GBO Company Shares: % Value 2019-2023
  • Table 75 Hypermarkets GBN Brand Shares: % Value 2020-2023
  • Table 76 Hypermarkets LBN Brand Shares: Outlets 2020-2023
  • Table 77 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 78 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
SUPERMARKETS IN AUSTRIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Supermarkets loses customers to other channels
  • Increased costs force MPreis to close outlets
  • Billa brand withdraws from Vorarlberg
PROSPECTS AND OPPORTUNITIES
  • Supermarkets run the risk of being outperformed by other channels
  • Billa wants to catch up again with a new franchise programme
  • Unimarkt seeks to expand with a “hybrid” store concept
CHANNEL DATA
  • Table 79 Supermarkets: Value Sales, Outlets and Selling Space 2018-2023
  • Table 80 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 81 Supermarkets GBO Company Shares: % Value 2019-2023
  • Table 82 Supermarkets GBN Brand Shares: % Value 2020-2023
  • Table 83 Supermarkets LBN Brand Shares: Outlets 2020-2023
  • Table 84 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 85 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
SMALL LOCAL GROCERS IN AUSTRIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Small local grocers suffers from a reduction in consumer spending due to inflationary pressures
  • Basic brand disappears in favour of denn’s
  • The expansion of ethnic grocery stores slows down
PROSPECTS AND OPPORTUNITIES
  • Moderate outlook for a channel that is quite diverse
  • Ethnic food stores are expected to return to a growth trend
  • Non-profit foodcoops connect producers directly with customers
CHANNEL DATA
  • Table 86 Small Local Grocers: Value Sales, Outlets and Selling Space 2018-2023
  • Table 87 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 88 Small Local Grocers GBO Company Shares: % Value 2019-2023
  • Table 89 Small Local Grocers GBN Brand Shares: % Value 2020-2023
  • Table 90 Small Local Grocers LBN Brand Shares: Outlets 2020-2023
  • Table 91 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 92 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
APPAREL AND FOOTWEAR SPECIALISTS IN AUSTRIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Dampened consumer sentiment and high operating costs are increasing burdens on the channel
  • Footwear specialists underperforms the overall channel
  • Apparel specialists also registers increased number of insolvencies and closures
PROSPECTS AND OPPORTUNITIES
  • Growth potential slowed by e-commerce and growing environmental concerns
  • The frequency of new market entrants falls sharply
  • Second-hand fashion plays a stronger role
CHANNEL DATA
  • Table 93 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2018-2023
  • Table 94 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 95 Apparel and Footwear Specialists GBO Company Shares: % Value 2019-2023
  • Table 96 Apparel and Footwear Specialists GBN Brand Shares: % Value 2020-2023
  • Table 97 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2020-2023
  • Table 98 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 99 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
APPLIANCES AND ELECTRONICS SPECIALISTS IN AUSTRIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Consumers currently not focusing on appliances and electronics
  • Red Zac experiences closures, but also a notable new addition
  • Despite problems, the state promotes repairs and conscious consumption
PROSPECTS AND OPPORTUNITIES
  • Forecast period characterised by lack of growth
  • Media Markt expands with downsized store concept
  • Appliances and electronics specialists have to move with the times to survive
CHANNEL DATA
  • Table 100 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2018-2023
  • Table 101 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 102 Appliances and Electronics Specialists GBO Company Shares: % Value 2019-2023
  • Table 103 Appliances and Electronics Specialists GBN Brand Shares: % Value 2020-2023
  • Table 104 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2020-2023
  • Table 105 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 106 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
HEALTH AND BEAUTY SPECIALISTS IN AUSTRIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Solid category growth thanks to loyal consumers
  • Strong decline for beauty specialists as sales shift to drugstores and e-commerce
  • Ives Rocher brand makes a near entire exit from the market while L'Occitane diminishes heavily
PROSPECTS AND OPPORTUNITIES
  • Cautiously moderate forecast for health and beauty specialists
  • Dm-Drogerie Markt in a strong position to defend its lead
  • Relatively strong losses to e-commerce expected
CHANNEL DATA
  • Table 107 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2018-2023
  • Table 108 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 109 Sales in Health and Beauty Specialists by Channel: Value 2018-2023
  • Table 110 Sales in Health and Beauty Specialists by Channel: % Value Growth 2018-2023
  • Table 111 Health and Beauty Specialists GBO Company Shares: % Value 2019-2023
  • Table 112 Health and Beauty Specialists GBN Brand Shares: % Value 2020-2023
  • Table 113 Health and Beauty Specialists LBN Brand Shares: Outlets 2020-2023
  • Table 114 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 115 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
  • Table 116 Forecast Sales in Health and Beauty Specialists by Channel: Value 2023-2028
  • Table 117 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2023-2028
HOME PRODUCTS SPECIALISTS IN AUSTRIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Several negative factors lead to a clear decline in demand
  • Major brands in home furnishing stores have to downsize considerably
  • IKEA continues to gain ground despite the difficult economic environment
PROSPECTS AND OPPORTUNITIES
  • Cautious expectations assume marginal forecast period growth
  • The market leader is most likely to fill the gap left by Kika/Leiner
  • New store concept opens up new expansion opportunities for Bellaflora
CHANNEL DATA
  • Table 118 Home Products Specialists: Value Sales, Outlets and Selling Space 2018-2023
  • Table 119 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 120 Sales in Home Products Specialists by Channel: Value 2018-2023
  • Table 121 Sales in Home Products Specialists by Channel: % Value Growth 2018-2023
  • Table 122 Home Products Specialists GBO Company Shares: % Value 2019-2023
  • Table 123 Home Products Specialists GBN Brand Shares: % Value 2020-2023
  • Table 124 Home Products Specialists LBN Brand Shares: Outlets 2020-2023
  • Table 125 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 126 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
  • Table 127 Forecast Sales in Home Products Specialists by Channel: Value 2023-2028
  • Table 128 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2023-2028
GENERAL MERCHANDISE STORES IN AUSTRIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • The general merchandise stores channel once again fuelled by variety stores
  • New brands help boost growth of variety stores
  • Department stores remains underdeveloped
PROSPECTS AND OPPORTUNITIES
  • No end in sight for the upward trend for variety stores
  • Woolworth returns to Austria in response to renewed good potential of the channel
  • Major new opening in department stores ahead for Lamarr
CHANNEL DATA
  • Table 129 General Merchandise Stores: Value Sales, Outlets and Selling Space 2018-2023
  • Table 130 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 131 Sales in General Merchandise Stores by Channel: Value 2018-2023
  • Table 132 Sales in General Merchandise Stores by Channel: % Value Growth 2018-2023
  • Table 133 General Merchandise Stores GBO Company Shares: % Value 2019-2023
  • Table 134 General Merchandise Stores GBN Brand Shares: % Value 2020-2023
  • Table 135 General Merchandise Stores LBN Brand Shares: Outlets 2020-2023
  • Table 136 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 137 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
  • Table 138 Forecast Sales in General Merchandise Stores by Channel: Value 2023-2028
  • Table 139 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2023-2028
DIRECT SELLING IN AUSTRIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Growth slowed by price-sensitive consumers in 2023
  • Difficult times stimulate influx in sales agents
  • Pampered Chef is a brand to look out for
PROSPECTS AND OPPORTUNITIES
  • Predictions for direct selling are relatively optimistic
  • Debateable future for Tupperware in Austria over the forecast period
  • Direct selling specialist Enjo sets important course for its future
CHANNEL DATA
  • Table 140 Direct Selling by Product: Value 2018-2023
  • Table 141 Direct Selling by Product: % Value Growth 2018-2023
  • Table 142 Direct Selling GBO Company Shares: % Value 2019-2023
  • Table 143 Direct Selling GBN Brand Shares: % Value 2020-2023
  • Table 144 Direct Selling Forecasts by Product: Value 2023-2028
  • Table 145 Direct Selling Forecasts by Product: % Value Growth 2023-2028
VENDING IN AUSTRIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • The channel characterised by both positive and negative impulses since the pandemic
  • Continuing expansion and professionalisation in “vending stores”
  • Selecta increases its presence through acquisition
PROSPECTS AND OPPORTUNITIES
  • Positive outlook ahead for overall vending
  • Positive growth of vending stores although the concept unlikely to shake up the channel to any great degree
  • Café+co retains lead over the forecast period thanks to highly efficient business model
CHANNEL DATA
  • Table 146 Vending by Product: Value 2018-2023
  • Table 147 Vending by Product: % Value Growth 2018-2023
  • Table 148 Vending GBO Company Shares: % Value 2019-2023
  • Table 149 Vending GBN Brand Shares: % Value 2020-2023
  • Table 150 Vending Forecasts by Product: Value 2023-2028
  • Table 151 Vending Forecasts by Product: % Value Growth 2023-2028
RETAIL E-COMMERCE IN AUSTRIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Demand in retail e-commerce continues to cool in 2023
  • The big breakthrough in foods e-commerce and drinks and tobacco e-commerce has yet to come
  • IKEA remains successful thanks to its all-encompassing omnichannel strategy
PROSPECTS AND OPPORTUNITIES
  • E-commerce seems destined to leave fluctuations behind
  • Pet care e-commerce predestined for further growth over the forecast period
  • Good prospects for online pharmacies
CHANNEL DATA
  • Table 152 Retail E-Commerce by Channel and Category: Value 2018-2023
  • Table 153 Retail E-Commerce by Channel and Category: % Value Growth 2018-2023
  • Table 154 Retail E-Commerce GBO Company Shares: % Value 2019-2023
  • Table 155 Retail E-Commerce GBN Brand Shares: % Value 2020-2023
  • Table 156 Forecast Retail E-Commerce by Channel and Category: Value 2023-2028
  • Table 157 Forecast Retail E-Commerce by Channel and Category: % Value Growth 2023-2028