Consumer Lifestyles in Austria

LIFESTYLES IN [COUNTRY]

Chart 1 Consumer Lifestyles in 2017

TOP FIVE CONSUMER TRENDS

Consumer sentiment rebounds

Consumers still enjoy their vacations despite economic and political uncertainty

Consumers embrace cross-border online shopping

Cash is still king for many, but consumers increasingly turning to new payment methods

Relatively affluent Later-Lifers are active consumers

CONSUMER SEGMENTATION

Babies and Infants

Parents seek for high-quality baby foods

Parents increasingly going on vacations with their babies

Chart 2 Number of Babies and Infants (Aged 0-2) and Average Age at Childbirth

Kids

Internet competing with playing outdoors and watching TV during Kids’ leisure time
Chart 3 Number of Kids (Aged 3-8)

Tweenagers

Working parents increasingly sending their Tweens to summer camps
Chart 4 Distribution of Tweens (Aged 9-12)

Teens

Teens access the internet via their smartphones
Teens girls suffer from body image issues
Chart 5 Distribution of Teens (Aged 13-17)

Young Adults

Some Young Adults feeling more insecure
Fitness regimens increasingly occupy Young Adults free time
Chart 6 Distribution of Young Adults (Aged 18-29) and Age at First Marriage

Middle Youth

Middle Youth still tend to adopt traditional family roles
Chart 7 Distribution of Middle Youth (Aged 30-44)

Mid-Lifers

High demand for anti-ageing care products
Chart 8 Number of Mid-Lifers (Aged 45-59)

Later-Lifers

Many Later-Lifers face weight issues
Later-Lifers increasingly becoming internet-savvy
Chart 9 Number of Later-Lifers (Aged 60+) and Life Expectancy

EATING AND DRINKING

Eating Habits

Vegetariansm is increasingly popular
Barbecue is booming
Chart 10 Consumer Spending on Food and Non-Alcoholic Drinks: 2016

Drinking Habits

Demand for energy drinks remains strong
Chart 11 Consumer Spending on Beer, Wines and Spirits: 2016

HEALTHY AND ETHICAL LIVING

Attitudes to Health and Wellbeing

Growing demand for healthier beverages
Chart 12 Consumer Expenditure on Personal Health: 2016

Ethical Living

Greater demand for fair trade food and organic fashion

Case Study: Retailers respond to younger consumers renting household products

Chart 13 Obese and Overweight Population by Gender: 2000-2016

Sport and Fitness

Chart 14 Percentage of Households Owning a Bicycle: 2016

HOUSE AND HOME

Home Ownership

Growing number of ‘smart homes’
Chart 15 Overview of Households: 2016

Household Profiles

University students and graduates living with parents
Chart 16 Households by Type, Occupants, and Pet Ownership

Running Costs

Households adding more security
Chart 17 Running Costs per Household: 2016

LEISURE AND RECREATION

Leisure Time

Reading remains a popular leisure activity

Vacations

Strong consumer confidence boosts vacation spending
Political uncertainties affect consumers’ holiday choices
Chart 18 Holiday Time: 2016

Opportunities for Celebrations and Gift-Giving

TECHNOLOGY

The Internet

Internet users prefer free services
Increasing number of consumers using mobile banking services
Chart 19 Accessing the Internet: 2016

Attitudes towards Social Media and Networking

GROOMING AND APPEARANCE

Investing in Yourself: Female Personal Grooming and Hygiene

Increasing demand for multi-purpose products
Women see white teeth as an essential
Chart 20 Consumer Expenditure on Personal Appearance: 2016

Investing in Yourself: Male Personal Grooming and Hygiene

Style Icons and Celebrity Influences

SHOPPING

Main Household Shop

Greater demand for local food products
Chart 21 Main Household Shop by Retailer Type: 2016

Shopping for Big-Ticket Items

Shopping Online

Consumers cross the border for online shopping
Chart 22 Internet Retail Spending: 2016

SPENDING AND SAVING

Attitudes towards Spending

Attitudes towards Savings

Attitudes towards Loans

Contactless payments continue to gain ground among consumers
Consumers increasingly consider leasing their cars
Chart 23 Key Spending and Savings Measures: 2016

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