Retailing in Austria

Euromonitor International's Retailing in Austria examines whether recent high growth rates can be sustained in an economic downturn. Growth has been boosted by richer consumers spending more and some companies’ decision to sell a wider range of non-food products. Rising sales have supported expansion into new markets, new store formats and moves into private label products. However, the economic downturn has set some of these strategies back, this analysis looks at whether grocery retailers will continue to enjoy similar rates of growth in the future.

Why buy this report

• Get insight into trends in market performance
• Pinpoint growth sectors and identify factors driving change
• Identify market and brand leaders and understand the competitive environment

Product coverage

Non-store retailing; Store-based retailing

Executive summary

Austrian economy cools

After years of growth during the early part of the review period, the Austrian retail market continued its gentle slowdown over 2008. The global credit crisis began to take hold at the end of the year with a number of major job cuts and reduced working hours at top manufacturers. The Austrian economy’s fall stems from its heavy reliance on trade with the German car industry and significant investments in Eastern Europe over the review period.

Discounters grow as perception of quality improves

Discounters continued to increase their presence in the Austrian grocery sector over 2008. The expansion of existing stores coupled with new store openings were key. Most importantly, however, is that Austrian consumers are increasingly satisfied with the quality of offerings in these formats. As their spending power declined, they have been more willing to go grocery shopping at discounters at the expense of more traditional retailers.

Town centres fail to attract consumers

In 2008, Austrian town centres continued losing consumers to out-of-town shopping centres. Austrian consumers are more on the go than earlier in the review period and enjoy the prospect of one-stop non-grocery shopping. The shopping centres are cited as being less noisy and polluted than town centres, providing consumers with a more relaxed shopping experience. Busy town centres, with similar shops to those in out-of -town centres, plus independents, are struggling to compete.

Internet retailing increases its presence

Internet retailing is taking hold in Austria. Consumers are increasingly comfortable ordering goods online, which in many cases they can pay for upon receipt. The other primary non-store retailing channel, home shopping, is suffering as a result. The internet has begun to show its force in the Austrian retailing scene and many store-based retailers are now offering their customers the opportunity to browse and/or buy online.

Consumer spending levels to decline

The poor economic climate will have a detrimental effect on the Austrian retail market over the forecast period. Unemployment is set to increase over 2008-2011 and consumer spending will constrict as a result. The retail market is not forecast to move to negative growth until 2009-2010 as the impact of these events begins to be felt. However, despite the decline, Austria’s economy is unlikely to suffer as much as Germany, and consumer spending will similarly not fall in the same manner.

Economic woes look set to continue

The Austrian economy began to feel the knock-on effects of the global financial crisis in late 2008. It managed to stave off any significant damage until early 2009 when manufacturing companies began to announce decreases in demand. As a result, many Austrian consumers have found themselves with shortened working hours and in a growing number of cases, without a job. The Austrian Labour Market Service announced that in the month of April 2009, compared to the same month the previous year, unemployment in Upper Austria had jumped 55.6%.

Compounding Austria’s woes are its close ties with the German economy. Germany’s economy is heavily reliant on the car industry, which is suffering as cash-strapped international consumers hold back on buying cars, especially luxury models. While Austria is not a major car manufacturer, it is heavily involved in supplying German industry and exports nearly one third of its products to the German market annually.

While Austria’s trade ties are problematic for its economy, so too are its banking connections. The country’s banking sector is heavily invested in emerging economies, primarily its neighbours in Eastern Europe. The sector has loaned the equivalent of 80% of Austria’s GDP in these economies, and has incurred some EUR230 billion of losses. Currently in dire straits, the sector is hoping for a government bail out of EUR150 billion.

Current impact

Frequent media reports about potential or real large scale job losses have provoked an angry response from many Austrian consumers. Workers groups are vowing to fight to keep jobs. Whether job losses and cuts in working hours are real or rumoured, the result for many Austrian consumers is financially unsettling. This comes on the back of already slowed Austrian consumer spending over the latter part of the review period. More focused on preserving bank balances, some Austrian consumers have begun to bargain hunt. Austrian supermarkets have been quick to react and in the first quarter 2009, AC Neilson reported that 29% of supermarket goods sold in Austria were special offers.

Running parallel to this is the group of Austrian consumers who remain relatively untouched by the crisis. These consumers tend to continue being employed without serious concern of losing their jobs and are not significantly cutting back on their spending. It is primarily this group that is behind the first quarter 2009 year-on-year increase of 10% in supermarket sales of organic produce.

Outlook

The Austrian economy is set to further shrink over the course of 2009, with the European Commission predicting a 4% decline. The republic’s dependence on the German economy plays a large role in this, with the Austrian Institute for Economic Research (Wifo) reporting that the Austrian economy can be expected to decline by 2.2%-2.7% over 2009 if Germany’s economy holds at a 3.5% drop. If Germany sees a 6% drop, which is widely expected, then the Austrian economy will suffer a 4% fall.

The European Commission forecasts this decline in the Austrian economy will bring the unemployment rate to 6% by the end of 2009 and 7.1% in 2010. While this increase is undesirable, cast against the Eurozone’s predicted 11.5% unemployment rate in 2010, the country appears to be getting off relatively lightly.

Despite an increased unemployment rate, the gloom of the global financial crisis is expected to lift in 2010 as the economy will begin to see a marginal recovery. The German car subsidy scheme is set to continue and will provide a modest hand to the Austrian economy.

Future Impact

The deepening woes of the Austrian economy will undoubtedly reflect in levels of consumer spending in the country. While Austrian consumers might not be forecast to suffer the high levels of unemployment as elsewhere in the Eurozone, media reports on job losses and the worsening economic situation can be expected to instil a fear of frivolous spending. The retail sector faces significant challenges to remain buoyant in the early part of the forecast period and consolidations cannot be ruled out.

In the supermarket sector, discounting and price promotions will prove key, particularly for consumer staples. The most successful supermarkets over the forecast period will be those that meet the needs of this growing segment of Austrian consumers.

Despite the doom and gloom of the economic figures for 2009 and 2010, optimism in the future of Austrian retailing is high. Retail developers will continue to build new shopping malls and complexes. Consultation group RegioPlan announced in May 2009 that it intends to construct 48 new shopping malls in Austria over the first three years of the forecast period.

Austrian consumers attracted to discounters’ improved quality

Austrian consumers, once renowned for their taste of high quality products, have been turning towards low-priced retailers and discounters. The slowdown of the Austrian economy over the latter part of the review period has had a knock-on effect on consumer spending. A growing segment of Austrian consumers have been reconsidering their purchasing decisions over this period and have been increasingly looking for value.

During the first half of the review period, Austrian consumers had generally not been excited by discounters as their offerings were perceived as poor quality. As the economy began to slow, discounters began addressing this concern and increased the quality of a number of their products. Austrian consumers now expect a far higher standard of product from discounters than they once did, and given the onset of a period of economic uncertainty, the appeal of discount shopping is increasing.

Current impact

The growth of low-priced and discount retailers has profoundly impacted the Austrian retailing market. Stores are expanding rapidly on the back of their success, deepening their market penetration. In addition, upon finding products that satisfy their demands, their appetite for this retail sector is growing.

The speed of the sector’s expansion, coupled with Austrian consumers’ hunger for these product formats, is affecting independent food and clothing retailers. In clothing and footwear retailing, where H&M and Tengelmann’s Kik appeal to a wide cross section of Austrian consumers and can operate with large economies of scale, mid-priced clothing and footwear retailers, particularly independents, are finding it increasingly hard to compete. A similar scenario is being played out in food retailing. The economies of scale available to discounters and supermarkets, cannot be matched by independent food stores and convenience stores. Furthermore, discounters’ prices encourage consumers to stock up so that visits to neighbourhood shops are no longer essential.

The success of discounters is also eating into the profits of supermarkets and hypermarkets as Austrian consumers have begun to change their shopping habits. Aware of the offers available in discounters, a small but growing number of consumers are opting to shop at discounters and buy their remaining requirements from supermarkets or hypermarkets.

Outlook

The Austrian discounter and low-priced sector is unlikely to see any roll back in its success over the forecast period. The worsening economic outlook in the short term will encourage more consumers to try these formats. Their success so far indicates that the majority of new consumers are satisfied with what they find and become repeat shoppers. The new consumers over the forecast period are likely to be turning to these stores because of financial pressures and will therefore be more likely to continue filling their weekly baskets in the discount aisles.

Discount clothing retailers are likely to experience a similar outlook over the forecast period. However, Austrian consumers are traditionally heavily interested in the quality of their products. If the economic difficulties look set to continue indefinitely, many consumers may turn their backs on discount clothing operators, in favour of more durable styles, fabrics and cuts, looking for investment buys.

Future impact

Discounters themselves are not waiting for a poor economic situation to increase their consumer base. Aside from Lidl’s famous weekly offers to entice consumers into stores, Hofer (Aldi) has teamed up with Viennese fashion designer Nhut La Hong to offer a discounted designer clothing range in its stores. The collection comprised 25 pieces and was available in stores in spring 2009.

The demand for low-priced clothing is well-known by retailer H&M. It plans to open a further three stores in Austria over 2009 alone, in light of increasing demand for its low-priced category offerings. One of these openings will be in Salzburg’s historic Getreidegasse, the location of Mozart’s birthplace. This prominent position will further solidify the brand’s presence in the Austrian clothing and footwear retail market. As a result, mid-priced and independent retailers are expected to continue losing customers to this brand.

Pricing is an issue upon which food discounters will be targeted over the forecast period. In March 2009 a report by the Austrian Labour Chamber (AK) indicated that Lidl’s prices in Germany were cheaper than in Austria. While the company claims this is due to different cost structures and higher value-added taxes, the Labour Chamber insists this does not fully account for the difference. As a large section of Austrian consumers become more price conscious, discounters can expect to have their prices checked over the country’s borders. It remains to be seen whether this will set discounters in a race against each other to find a mechanism by which they can still profit and cut their prices further, or whether they unite and publicly lobby the government to reduce taxes on food.

The rise of the internet

Austrian consumers are becoming increasingly comfortable using computers and the internet. The Austrian governmental agency, Statistics Austria, reported that between March and February 2007-8, the number of households with a computer increased from 71% to 76%. Over the same period, the agency reported that internet penetration hit 69%, with broadband connections rising to 55%.

Alongside this trend, Austrian consumers are becoming increasingly comfortable internet shopping. In the 12 months to March 2008, the government reported that 37% of consumers aged between 16 and 74 purchased online goods and/or services. The confidence that a large minority of Austrian consumers feel regarding internet purchasing is strongest in the areas of electronic equipment, tickets, printed media and e-learning materials, clothing and sports articles, and travel and holiday accommodation.

Current impact

The impact of the internet on the Austrian retailing sector as a whole has so far been relatively marginal. Within the sector, however, the influence of internet retailing across the categories varies. The main area to witness a negative impact has been that of home shopping. Women in the category’s target age range tend to have internet access either at home or in the workplace and are placing orders online.

The power of the internet has become harnessed by furniture retailers. Austrian consumers are keen to compare quality and research products when buying large ticket items. Chained furniture retailers have reacted to this by increasing their online presence and widening their product ranges available online. Over the end of the review period, this saw online furniture retailing grow by 25% in 2008.

Smaller independent stores are finding it difficult to compete with the large chains’ online presence. Establishing a website is fairly straightforward, but dealing with stock issues and shipping items, as well as payment systems can be costly and/or time consuming for smaller businesses.

Outlook

Austrian internet penetration is forecast to continue increasing during the forecast period. This will be driven by both ends of the age spectrum as children reach 18 and the number of over 65’s who are comfortable with technology increases. For similar reasons, the number of consumers who are comfortable shopping online can be expected to rise.

The internet is already an arena in which to find bargains. In the short term at least, Austrian consumers are likely to feel the bite of a difficult economy. In the search either for bargains, or for the lowest price offering on an item, the number of Austrian consumers turning to online stores is expected to increase and push sales in the sector forward.

Future impact

Internet retailing is here to stay in Austria and will continue to steadily impact more traditional retailing formats over the forecast period. Sales in the homeshopping channel are forecast to decline by a CAGR of 2% from 2008 to 2013. Players in this channel are expected to increase their presence online as Austrian consumers turn their backs on mail order catalogues. The catalogues themselves are unlikely to disappear as consumers enjoy looking through them and then placing their orders via online portals.

As Austrian consumers will more frequently seek out product offerings online leading subsequently to online shopping, retailers will need to invest in maintaining their online presence to help weather the economic storm. Sales in their online stores may be one method by which retailers can avoid having large sale signs in their stores as they seek to dispose of unsold inventory.

The strength of internet shopping over the forecast period is likely to prove challenging for some independent and mid-priced retailers. Facing increasing competition that will be difficult for these formats to meet, combined with decreased levels of consumer spending, many will feel themselves to be on shaky ground. Sales lost to online stores particularly in clothing and footwear, may prove to be the final straw for some independent and mid-priced retailers in this category.

Austrian consumers are already confident in purchasing leisure and personal goods and electronics and appliances online. While the sectors are forecasting different behaviours over the years to 2013 (growth 6% in constant terms and stagnation respectively), the percentage of sales from these categories that move online is likely to strengthen. Austrian consumers with money to spend, will primarily be in work and with job losses in the news, time spent in the workplace by those left there, will typically increase.

Out of town formats continue to woo customers

Austrian consumers appear to love the retail experience of shopping centres. Over the review period, the country’s density of shopping centres has grown to become the seventh highest in Europe, reaching 172 centres in 2007, as reported by the Austrian Times. Austrian society has become increasingly “on the go” over this period and the concept of “everything under one roof” appeals to time strapped consumers.

The increase in sales over the review period from lower-priced clothing outlets, such as H&M and C&A, highlights the rise in cheap fashion in Austria. Such outlets often update their product range frequently, and style their clothes for less than one season. This encourages consumers to repeatedly visit stores and increase their purchases. With stores such as this, as well as supermarkets, frequently being key tenants in out-of-town shopping centres, they ensure that Austrian consumers will continue to visit.

Current impact

Sales from key stores in Austria’s out-of-town shopping centres have proven to be successful, underlining their desire to continue using this retailing format in the country. Out-of-town shopping centres also provide retailers with locations designed for modern retailing and ample amounts of space, both of which town centres often struggle to provide.

The success of these centres is proving to be detrimental to Austria’s town centres. While many towns also have shopping malls in their centres, the ease of parking and access is ideal for many consumers. Independent shops and Austria’s town centre high streets have been the biggest losers as this trend has developed.

Nonetheless, the high street has begun to fight back. In Vienna’s seventh district, a stretch of Neubaugasse has been closed to all traffic other than one specific bus route and official vehicles during the day. According to Renate Kaufmann, who leads the sixth district’s council, there has been an increase in shoppers coming to the street since the plan was introduced.

Outlook

Developers have over 46 out-of-town shopping centres planned over 2009-12. Whether the majority of these come to fruition in light of the downturn in the economy remains to be seen. Crucially, planning permission for these sites has been granted and protests by environmental groups opposed to them have been overruled. Sites that are mothballed, may be revived by the end of the review period if the economy shows serious signs of strengthening.

Austrian consumers’ appetite for this format shows no signs of abating. Their cash flow situation over the early part of the forecast period may not support shopping on the scale of recent years, but these centres are unlikely to lose their appeal. C&A and H&M and their ilk, are likely to continue attracting those who want a day out and an item of clothing that won’t break the bank as a treat.

Future impact

Any slowdown in sales experienced by shopping centres will not be a sign that Austrian consumers’ love of shopping centres is waning. Developers will be keen to continue work on any postponed shopping centre projects as soon as possible, because retailers will be looking to increase their position in the market once the economic situation improves.

As a result, the Austrian high street will need to make changes to ensure its presence in the Austrian retailing scene. Looking at why consumers choose out-of-town shopping centres, Renate Kaufmann, who leads the sixth district’s council, claims that Vienna’s famous Mariahilfer Straße will only be able to compete with out-of-town shopping centres once it becomes free of pollution from cars. Her plans to close the street on selected Saturday’s throughout the year have been supported by two thirds of the street’s retailers, according to a poll by the Federal Economy Chamber. This move will be watched keenly by struggling town centres across Austria and may be the start of a wider movement.

Table of contents

RETAILING IN AUSTRIA : MARKET INSIGHT

EXECUTIVE SUMMARY

Austrian economy cools

Discounters grow as perception of quality improves

Town centres fail to attract consumers

Internet retailing increases its presence

Consumer spending levels to decline

Economic woes look set to continue

Austrian consumers attracted to discounters’ improved quality

The rise of the internet

Out of town formats continue to woo customers

MARKET INDICATORS

Table 1 Employment in Retailing 2003-2008

MARKET DATA

Table 2 Sales in Retailing by Sector: Value 2003-2008

Table 3 Sales in Retailing by Sector: % Value Growth 2003-2008

Table 4 Sales in Retailing by Grocery vs Non-Grocery 2005-2008

Table 5 Sales in Store-Based Retailing by Sector: Value 2003-2008

Table 6 Sales in Store-Based Retailing by Sector: % Value Growth 2003-2008

Table 7 Sales in Non-store Retailing by Sector: Value 2003-2008

Table 8 Sales in Non-store Retailing by Sector: % Value Growth 2003-2008

Table 9 Retailing Company Shares: % Value 2004-2008

Table 10 Grocery Retailers Company Shares: % Value 2004-2008

Table 11 Grocery Retailers Brand Shares: % Value 2005-2008

Table 12 Non-Grocery Retailers Company Shares: % Value 2004-2008

Table 13 Non-Grocery Retailers Brand Shares: % Value 2005-2008

Table 14 Non-store Retailing Company Shares: % Value 2004-2008

Table 15 Non-store Retailing Brand Shares: % Value 2005-2008

Table 16 Forecast Sales in Retailing by Sector: Value 2008-2013

Table 17 Forecast Sales in Retailing by Sector: % Value Growth 2008-2013

Table 18 Forecast Sales in Store-Based Retailing by Sector: Value 2008-2013

Table 19 Forecast Sales in Store-Based Retailing by Sector: % Value Growth 2008-2013

Table 20 Forecast Sales in Non-store Retailing by Sector: Value 2008-2013

Table 21 Forecast Sales in Non-store Retailing by Sector: % Value Growth 2008-2013

APPENDIX

Operating Environment

Table 22 Cash and Carry/Warehouse Clubs: Sales Value 2002-2007

Table 23 Cash and Carry/Warehouse Clubs: Sales by National Brand Owner: Sales Value 2004-2007

Table 24 Cash and Carry/Warehouse Clubs: Number of Outlets by National Brand Owner: 2004-2007

DEFINITIONS

Summary 1 Research Sources

LOCAL COMPANY PROFILES - AUSTRIA

ADEG ÖSTERREICH HANDELS AG - RETAILING - AUSTRIA

STRATEGIC DIRECTION

KEY FACTS

Summary 2 ADEG Österreich Handels AG: Key Facts

Summary 3 ADEG Österreich Handels AG: Operational Indicators

COMPANY BACKGROUND

PRIVATE LABEL

Summary 4 ADEG Österreich Handels AG : Private Label Portfolio

COMPETITIVE POSITIONING

Summary 5 ADEG Österreich Handels AG: Competitive Position 2008

DM DROGERIEMARKT GMBH - RETAILING - AUSTRIA

STRATEGIC DIRECTION

KEY FACTS

Summary 6 DM Drogeriemarkt GmbH: Key Facts

Summary 7 DM drogerie markt GmbH: Operational Indicators

COMPANY BACKGROUND

Chart 1 DM Drogeriemarkt: Vienna

PRIVATE LABEL

Summary 8 DM Drogeriemarkt GmbH: Private Label Portfolio

COMPETITIVE POSITIONING

Summary 9 DM Drogeriemarkt GmbH: Competitive Position 2008

GEWUSST WIE WELLNESS & BEAUTY REG GEN MBH - RETAILING - AUSTRIA

STRATEGIC DIRECTION

KEY FACTS

Summary 10 Gewusst Wie Wellness & Beauty reg Gen mbH: Key Facts

Summary 11 Gewusst Wie Wellness & Beauty reg Gen mbH: Operational Indicators

COMPANY BACKGROUND

Chart 2 Gewusst Wie: Vienna

PRIVATE LABEL

Summary 12 Gewusst Wie Wellness & Beauty reg Gen mbH: Private Label Portfolio

COMPETITIVE POSITIONING

Summary 13 Gewusst Wie Wellness & Beauty reg Gen mbH: Competitive Position 2008

HOFER GMBH & CO KG - RETAILING - AUSTRIA

STRATEGIC DIRECTION

KEY FACTS

Summary 14 Hofer KG: Key Facts

Summary 15 Hofer KG: Operational Indicators

COMPANY BACKGROUND

PRIVATE LABEL

Summary 16 Hofer KG: Private Label Portfolio

COMPETITIVE POSITIONING

Summary 17 Hofer KG: Competitive Position 2008

LIDL AUSTRIA GMBH - RETAILING - AUSTRIA

STRATEGIC DIRECTION

KEY FACTS

Summary 18 Lidl Austria GmbH: Key Facts

Summary 19 Lidl Austria GmbH: Operational Indicators

COMPANY BACKGROUND

PRIVATE LABEL

Summary 20 Lidl Austria GmbH: Private Label Portfolio

COMPETITIVE POSITIONING

Summary 21 Lidl Austria GmbH: Competitive Position 2008

MARIONNAUD PARFUMERIES AUTRICHE GMBH - RETAILING - AUSTRIA

STRATEGIC DIRECTION

KEY FACTS

Summary 22 Marionnaud Parfumeries Autriche GmbH: Key Facts

Summary 23 Marionnaud Parfumeries Autriche GmbH: Operational Indicators

COMPANY BACKGROUND

Chart 3 Marionnaud: Vienna

PRIVATE LABEL

COMPETITIVE POSITIONING

Summary 24 Marionnaud Parfumeries Autriche GmbH: Competitive Position 2008

M-PREIS WARENVERTRIEBS GMBH (MöLK) - RETAILING - AUSTRIA

STRATEGIC DIRECTION

KEY FACTS

Summary 25 MPREIS Warenvertrieb GmbH: Key Facts

Summary 26 MPREIS Warenvertrieb GmbH: Operational Indicators

COMPANY BACKGROUND

Chart 4 MPreis: Vienna

PRIVATE LABEL

COMPETITIVE POSITIONING

Summary 27 M-Preis Warenvertriebs GmbH: Competitive Position 2008

PFEIFFER GROSSHANDEL GMBH - RETAILING - AUSTRIA

STRATEGIC DIRECTION

KEY FACTS

Summary 28 Pfeiffer Handels GmbH : Key Facts

Summary 29 Pfeiffer Handels GmbH: Operational Indicators

COMPANY BACKGROUND

PRIVATE LABEL

COMPETITIVE POSITIONING

Summary 30 Pfeiffer Handels GmbH: Competitive Position 2008

REWE AUSTRIA AG - RETAILING - AUSTRIA

STRATEGIC DIRECTION

KEY FACTS

Summary 31 Rewe Austria GmbH: Key Facts

Summary 32 REWE Austria GmbH: Operational Indicators

COMPANY BACKGROUND

PRIVATE LABEL

Summary 33 REWE Austria GmbH: Private Label Portfolio

COMPETITIVE POSITIONING

Summary 34 Rewe Austria GmbH: Competitive Position 2008

SPAR ÖSTERREICHISCHE WARENHANDELS AG - RETAILING - AUSTRIA

STRATEGIC DIRECTION

KEY FACTS

Summary 35 SPAR Österreichische Warenhandels AG: Key Facts

Summary 36 SPAR Österreichische Warenhandels AG: Operational Indicators

COMPANY BACKGROUND

Chart 5 Eurospar: Vienna

PRIVATE LABEL

Summary 37 SPAR Österreichische Warenhandels AG: Private Label Portfolio

COMPETITIVE POSITIONING

Summary 38 SPAR Österreichische Warenhandels AG: Competitive Position 2008

ZEV MARKANT (ZENTRALE EINKAUFS- & VERTRIEBS GESELLSCHAFT MBH) - RETAILING - AUSTRIA

STRATEGIC DIRECTION

KEY FACTS

Summary 39 ZEV Markant m.b.H. & Co : Key Facts

Summary 40 ZEV Markant & Co: Operational Indicators

COMPANY BACKGROUND

PRIVATE LABEL

COMPETITIVE POSITIONING

Summary 41 ZEV Markant & Co: Competitive Position 2008

ZEV NAH&FRISCH MARKETINGSERVICE GMBH - RETAILING - AUSTRIA

STRATEGIC DIRECTION

KEY FACTS

Summary 42 ZEV Nah & Frisch Marketingservice GmbH: Key Facts

Summary 43 ZEV Nah & Frisch Marketingservice GmbH: Operational Indicators

COMPANY BACKGROUND

Chart 6 Nah & Frisch: Vienna

PRIVATE LABEL

Summary 44 ZEV Nah & Frisch Marketingservice GmbH: Private Label Portfolio

COMPETITIVE POSITIONING

Summary 45 ZEV Nah & Frisch Marketingservice GmbH: Competitive Position 2008

ZIELPUNKT WARENHANDEL GMBH & CO KG - RETAILING - AUSTRIA

STRATEGIC DIRECTION

KEY FACTS

Summary 46 Zielpunkt Warenhandel GmbH: Key Facts

Summary 47 Zielpunkt Warenhandel GmbH: Operational Indicators

COMPANY BACKGROUND

PRIVATE LABEL

Summary 48 Zielpunkt Warenhandel GmbH: Private Label Portfolio

COMPETITIVE POSITIONING

Summary 49 Zielpunkt Warenhandel GmbH: Competitive Position 2008

HYPERMARKETS IN AUSTRIA

OVERVIEW

SECTOR DATA

Table 25 Hypermarkets: Value Sales, Outlets and Selling Space 2003-2008

Table 26 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2003-2008

Table 27 Hypermarkets Company Shares by Value 2004-2008

Table 28 Hypermarkets Brand Shares by Value 2005-2008

Table 29 Hypermarkets Brand Shares by Outlets 2005-2008

Table 30 Hypermarkets Brand Shares by Selling Space 2005-2008

Table 31 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2008-2013

Table 32 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013

SUPERMARKETS IN AUSTRIA

HEADLINES

OVERVIEW

Chart 7 Supermarket: Unimarkt: Vienna

SECTOR DATA

Table 33 Supermarkets: Value Sales, Outlets and Selling Space 2003-2008

Table 34 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2003-2008

Table 35 Supermarkets Company Shares by Value 2004-2008

Table 36 Supermarkets Brand Shares by Value 2005-2008

Table 37 Supermarkets Brand Shares by Outlets 2005-2008

Table 38 Supermarkets Brand Shares by Selling Space 2005-2008

Table 39 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2008-2013

Table 40 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013

DISCOUNTERS IN AUSTRIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 41 Discounters: Value Sales, Outlets and Selling Space 2003-2008

Table 42 Discounters: Value Sales, Outlets and Selling Space: % Growth 2003-2008

Table 43 Discounters Company Shares by Value 2004-2008

Table 44 Discounters Brand Shares by Value 2005-2008

Table 45 Discounters Brand Shares by Outlets 2005-2008

Table 46 Discounters Brand Shares by Selling Space 2005-2008

Table 47 Discounters Forecasts: Value Sales, Outlets and Selling Space 2008-2013

Table 48 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013

CONVENIENCE STORES IN AUSTRIA

HEADLINES

OVERVIEW

Chart 8 Convenience Stores: Shoe 4 You in Vienna

SECTOR DATA

Table 49 Convenience Stores: Value Sales, Outlets and Selling Space 2003-2008

Table 50 Convenience Stores: Value Sales, Outlets and Selling Space: % Growth 2003-2008

Table 51 Convenience Stores Company Shares by Value 2004-2008

Table 52 Convenience Stores Brand Shares by Value 2005-2008

Table 53 Convenience Stores Brand Shares by Outlets 2005-2008

Table 54 Convenience Stores Brand Shares by Selling Space 2005-2008

Table 55 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space 2008-2013

Table 56 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013

FORECOURT RETAILERS IN AUSTRIA

HEADLINES

OVERVIEW

SECTOR DATA

Table 57 Forecourt Retailers: Value Sales, Outlets and Selling Space 2003-2008

Table 58 Forecourt Retailers: Value Sales, Outlets and Selling Space: % Growth 2003-2008

Table 59 Forecourt Retailers Company Shares by Value 2004-2008

Table 60 Forecourt Retailers Brand Shares by Value 2005-2008

Table 61 Forecourt Retailers Brand Shares by Outlets 2005-2008

Table 62 Forecourt Retailers Brand Shares by Selling Space 2005-2008

Table 63 Forecourt Retailers Forecasts: Value Sales, Outlets and Selling Space 2008-2013

Table 64 Forecourt Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013

MIXED RETAILERS IN AUSTRIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 65 Mixed Retailers: Value Sales, Outlets and Selling Space 2003-2008

Table 66 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2003-2008

Table 67 Mixed Retailers Company Shares by Value 2004-2008

Table 68 Mixed Retailers Brand Shares by Value 2005-2008

Table 69 Mixed Retailers Brand Shares by Outlets 2005-2008

Table 70 Mixed Retailers Brand Shares by Selling Space 2005-2008

Table 71 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2008-2013

Table 72 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013

HEALTH AND BEAUTY SPECIALIST RETAILERS IN AUSTRIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 73 Health and Beauty Retailers: Value Sales, Outlets and Selling Space 2003-2008

Table 74 Health and Beauty Retailers: Value Sales, Outlets and Selling Space: % Growth 2003-2008

Table 75 Health and Beauty Retailers Company Shares by Value 2004-2008

Table 76 Health and Beauty Retailers Brand Shares by Value 2005-2008

Table 77 Health and Beauty Retailers Brand Shares by Outlets 2005-2008

Table 78 Health and Beauty Retailers Brand Shares by Selling Space 2005-2008

Table 79 Health and Beauty Retailers Forecasts: Value Sales, Outlets and Selling Space 2008-2013

Table 80 Health and Beauty Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013

CLOTHING AND FOOTWEAR SPECIALIST RETAILERS IN AUSTRIA

HEADLINES

OVERVIEW

Chart 9 Clothing and Footwear Retail: Humanic in Vienna

SECTOR DATA

Table 81 Clothing and Footwear Retailers: Value Sales, Outlets and Selling Space 2003-2008

Table 82 Clothing and Footwear Retailers: Value Sales, Outlets and Selling Space: % Growth 2003-2008

Table 83 Clothing and Footwear Retailers Company Shares by Value 2004-2008

Table 84 Clothing and Footwear Retailers Brand Shares by Value 2005-2008

Table 85 Clothing and Footwear Retailers Brand Shares by Outlets 2005-2008

Table 86 Clothing and Footwear Retailers Brand Shares by Selling Space 2005-2008

Table 87 Clothing and Footwear Retailers Forecasts: Value Sales, Outlets and Selling Space 2008-2013

Table 88 Clothing and Footwear Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013

FURNITURE AND FURNISHINGS STORES IN AUSTRIA

HEADLINES

OVERVIEW

SECTOR DATA

Table 89 Furniture and Furnishings Stores: Value Sales, Outlets and Selling Space 2003-2008

Table 90 Furniture and Furnishings Stores: Value Sales, Outlets and Selling Space: % Growth 2003-2008

Table 91 Furniture and Furnishings Stores Company Shares by Value 2004-2008

Table 92 Furniture and Furnishings Stores Brand Shares by Value 2005-2008

Table 93 Furniture and Furnishings Stores Brand Shares by Outlets 2005-2008

Table 94 Furniture and Furnishings Stores Brand Shares by Selling Space 2005-2008

Table 95 Furniture and Furnishings Stores Forecasts: Value Sales, Outlets and Selling Space 2008-2013

Table 96 Furniture and Furnishings Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013

DIY, HOME IMPROVEMENT AND GARDEN CENTRES IN AUSTRIA

HEADLINES

OVERVIEW

Chart 10 DIY and Hardware Stores: BauMax Mega: Vienna

SECTOR DATA

Table 97 DIY, Home Improvement and Garden Centres: Value Sales, Outlets and Selling Space 2003-2008

Table 98 DIY, Home Improvement and Garden Centres: Value Sales, Outlets and Selling Space: % Growth 2003-2008

Table 99 DIY, Home Improvement and Garden Centres Company Shares by Value 2004-2008

Table 100 DIY, Home Improvement and Garden Centres Brand Shares by Value 2005-2008

Table 101 DIY, Home Improvement and Garden Centres Brand Shares by Outlets 2005-2008

Table 102 DIY, Home Improvement and Garden Centres Brand Shares by Selling Space 2005-2008

Table 103 DIY, Home Improvement and Garden Centres Forecasts: Value Sales, Outlets and Selling Space 2008-2013

Table 104 DIY, Home Improvement and Garden Centres Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013

ELECTRONICS AND APPLIANCE SPECIALIST RETAILERS IN AUSTRIA

HEADLINES

OVERVIEW

SECTOR DATA

Table 105 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space 2003-2008

Table 106 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2003-2008

Table 107 Electronics and Appliance Specialist Retailers Company Shares by Value 2004-2008

Table 108 Electronics and Appliance Specialist Retailers Brand Shares by Value 2005-2008

Table 109 Electronics and Appliance Specialist Retailers Brand Shares by Outlets 2005-2008

Table 110 Electronics and Appliance Specialist Retailers Brand Shares by Selling Space 2005-2008

Table 111 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2008-2013

Table 112 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013

LEISURE AND PERSONAL GOODS SPECIALIST RETAILERS IN AUSTRIA

HEADLINES

OVERVIEW

SECTOR DATA

Table 113 Leisure and Personal Goods Specialist Retailers: Value Sales, Outlets and Selling Space 2003-2008

Table 114 Leisure and Personal Goods Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2003-2008

Table 115 Leisure and Personal Goods Specialist Retailers Company Shares by Value 2004-2008

Table 116 Leisure and Personal Goods Specialist Retailers Brand Shares by Value 2005-2008

Table 117 Leisure and Personal Goods Specialist Retailers Brand Shares by Outlets 2005-2008

Table 118 Leisure and Personal Goods Specialist Retailers Brand Shares by Selling Space 2005-2008

Table 119 Leisure and Personal Goods Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2008-2013

Table 120 Leisure and Personal Goods Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013

VENDING IN AUSTRIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR INDICATORS

Table 121 Vending Machines 2007

SECTOR DATA

Table 122 Vending: Value 2003-2008

Table 123 Vending: % Value Growth 2003-2008

Table 124 Vending Company Shares by Value 2004-2008

Table 125 Vending Brand Shares by Value 2005-2008

Table 126 Vending Forecasts: Value 2008-2013

Table 127 Vending Forecasts: % Value Growth 2008-2013

HOMESHOPPING IN AUSTRIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 128 Homeshopping: Value 2003-2008

Table 129 Homeshopping: % Value Growth 2003-2008

Table 130 Homeshopping Company Shares by Value 2004-2008

Table 131 Homeshopping Brand Shares by Value 2005-2008

Table 132 Homeshopping Forecasts: Value 2008-2013

Table 133 Homeshopping Forecasts: % Value Growth 2008-2013

INTERNET RETAILING IN AUSTRIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 134 Internet Retailing: Value 2003-2008

Table 135 Internet Retailing: % Value Growth 2003-2008

Table 136 Internet Retailing Company Shares by Value 2004-2008

Table 137 Internet Retailing Brand Shares by Value 2005-2008

Table 138 Internet Retailing Forecasts: Value 2008-2013

Table 139 Internet Retailing Forecasts: % Value Growth 2008-2013

DIRECT SELLING IN AUSTRIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 140 Direct Selling: Value 2003-2008

Table 141 Direct Selling: % Value Growth 2003-2008

Table 142 Direct Selling Company Shares by Value 2004-2008

Table 143 Direct Selling Brand Shares by Value 2005-2008

Table 144 Direct Selling Forecasts: Value 2008-2013

Table 145 Direct Selling Forecasts: % Value Growth 2008-2013