Competitive Landscape
Vorwerk Leverages Premium Lines to Extend Its Lead
Direct selling in Austria in 2025 is notably concentrated, with the leading company, Vorwerk Austria GmbH and Co KG, expanding its share from 22% in 2020 to 33% in 2025. The second-largest, Ringana GmbH, also increased its share, albeit more modestly, from 19% to 20% over the same period.
Tupperware Österreich Gmbh Departs Following the Insolvency of Parent Company
In contrast, the exit of Tupperware Österreich GmbH from direct selling following its insolvency, triggered by the insolvency of its parent company, has had a significant impact on the competitive environment. Tupperware’s failure can be attributed to the lack of effective e-commerce integration, as well as damage to its brand image from a sudden flood of competing products via Spar Österreichische Warenhandels AG.
Thermomix Tm7 Launch Elevates Brand Exclusivity and Agent Value
The most notable and innovative product launch in 2025 was Vorwerk’s introduction of the Thermomix TM7, which debuted at a super premium price of EUR1,549. Unlike previous models, the TM7 and its entire accessory range, as well as the full Kobold range, are only available to purchase through sales agents, not online.
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Overview:
Understand the latest market trends and future growth opportunities for the Direct Selling 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 Direct Selling 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 Direct Selling 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 Direct Selling in Austria?
- Which are the leading retailers in Direct Selling in Austria?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How has the impact of COVID-19 and national lockdown impacted consumer demand?
- Which formats have benefited the most from stockpiling and enforced home seclusion?
- How will the wider economic impact of COVID-19 shape the retail landscape in the future?
- Where is future growth expected to be most dynamic?
Direct Selling in Austria - Category analysis
Key Data Insights
Direct Selling Summary
Tupperware's Exit Shifts Homeware Sales to Other Retail and E-Commerce Channels
Other Products Direct Selling Leads as Sales Advisors Drive Demand
Enjo Pop-Up Stores Boost Engagement and Brand Visibility
Sales Agents Drive Sustained Growth as Consumers Seek Flexible Income
Other Products Sales Maintain Dominance as Fashion Drives Momentum
Brands Blend E-Commerce with Agent-Led Sales for Future Resilience
Vorwerk Leverages Premium Lines to Extend Its Lead
Tupperware Österreich Gmbh Departs Following the Insolvency of Parent Company
Thermomix Tm7 Launch Elevates Brand Exclusivity and Agent Value
Retail in Austria - Industry Overview
2025 Development
Key Data Insights
Retail Consolidation Shapes the Landscape as Unimarkt's Exit Enables Spar and Rewe International to Expand
Home Products Drive Retail Turnover as Discounters Lead Value Growth
Higgins Reinvents Discount Fashion to Capture Urban Youth
Discounters Expand Self-Service to Cut Costs and Boost Value
Retail E-Commerce Accelerates with Instant Delivery and Live Shopping
Repair Initiatives and Second-Hand Platforms Reshape Value Equation
Grocery Retailers Take the Helm in Austria's Retail Landscape
Palmers and Media Markt Signal New Directions through Mergers, Acquisitions and Innovation
Bipa Embraces Live Commerce as Ikea Drives Home Its Sustainability Concept
Opening Hours for Physical Retail
Seasonality
Christmas
Back to School
Country Reports Disclaimer
The following categories and subcategories are included:
Direct Selling
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- Apparel and Footwear Direct Selling
- Personal Accessories Direct Selling
- Eyewear Direct Selling
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- Beauty and Personal Care Direct Selling
- Consumer Health Direct Selling
- Tissue and Hygiene Direct Selling
- Appliances and Electronics Direct Selling
- Drinks and Tobacco Direct Selling
- Foods Direct Selling
- Home Products Direct Selling
- Other Products Direct Selling
Direct Selling
Direct selling is the marketing of consumer goods directly to consumers, generally in their homes or the homes of others, at their workplace, and other places away from permanent retail locations. Direct selling occurs in two primary ways: On a one-to-one basis (usually by prior arrangement a demonstration is given by a direct seller to a customer) or on a party-plan basis (selling through explanation and demonstration of products to a group of prospective customers by a direct seller usually in the home of a host(ess) who invites other persons for this purpose). Avon stands as a prime example of a direct seller using one-to-one selling, whereas Tupperware is famous for its party-plan method. Direct selling of services - such as insurance, telecoms, other utilities, and financial services - are excluded.
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 Direct Selling research and analysis database.
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