Retail in Austria

June 2026
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Overview:

Understand the latest market trends and future growth opportunities for the Retail 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.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Convenience Stores
  • Discounters
  • Hypermarkets
  • Supermarkets
  • Traditional Grocery Retailers
  • Apparel and Footwear Specialist Retailers
  • Electronics and Appliance Specialist Retailers
  • Health and Beauty Specialist Retailers
  • Home and Garden Specialist Retailers
  • Department Stores
  • Variety Stores
  • Warehouse Clubs
  • Direct Selling
  • Homeshopping
  • Vending

If you're in the Retail 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 Retail in Austria report includes:

  • Analysis of key retail trends
  • Detailed segmentation of offline and online retail sales
  • Historic channel sizes (retail value sales, outlet counts, and selling space)
  • Company and brand market shares (retail value sales and outlet counts)
  • 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 Retail in Austria?
  • Which are the leading retailers in Retail in Austria?
  • How are products distributed in Retail in Austria?
  • How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
  • How significant are discounters and private label in Austria?
  • To what extent are sales shifting towards digital channels?​
  • What is the long-term outlook for bricks-and-mortar? 
  • How is macroeconomic and political uncertainty affecting the retail industry?​
  • What types of retailers are seeing the fastest growth in digital sales?​
  • What is the future of retail?

Retail in Austria

2025 Development

Key Data Insights

Chart 1 Key Industry Trends for Retail
Retail Consolidation Shapes the Landscape as Unimarkt's Exit Enables Spar and Rewe International to Expand
Chart 2 Unimarkt Closures Enable Leading Chains to Expand in a Saturated Landscape
Home Products Drive Retail Turnover as Discounters Lead Value Growth
Higgins Reinvents Discount Fashion to Capture Urban Youth
Chart 3 Value Sales 2020-2030
Chart 4 Value Sales by Category 2025
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
Chart 5 Forecast Value Sales 2020-2030
Chart 6 Forecast Value Sales by Category 2025-2030
Chart 7 Analyst Insight for Retail
Grocery Retailers Take the Helm in Austria's Retail Landscape
Palmers and Media Markt Signal New Directions through Mergers, Acquisitions and Innovation
Chart 8 Bipa Introduces Online Live Shopping Event with Instant Delivery
Bipa Embraces Live Commerce as Ikea Drives Home Its Sustainability Concept
Chart 9 Ikea Finalizes Strategy for More Sustainable Use of Furniture
Chart 10 Company Shares 2025
Chart 11 Brand Shares 2025
Opening Hours for Physical Retail
Chart 12 Standard Opening Hours by Channel Type 2025
Seasonality
Christmas
Back to School
Chart 13 Economic Context for Retail
Chart 14 Real GDP Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Retail
Chart 17 Population 2020-2030
Chart 18 Population by Generation 2025

Convenience Retailers in Austria

Key Data Insights

Convenience Retailers Summary
Chart 19 Key Industry Trends for Convenience Retailers
Forecourt Operators Extend Hours to Capture Late-Night Demand
Nah & Frisch Adopts Hybrid Self-Service Model in Rural Locations
Spar Introduces Italian-Themed Concept to Attract Food Lovers
Chart 20 Spar Differentiates Its Presence with a New Italian-Themed Store Concept
Chart 21 Value Sales 2020-2030
Chart 22 Value Sales by Category 2025
Forecourt Operators Extend Reach as Automation Helps to Offset Outlet Decline
Self-Service and Hybrid Models Transform Rural Store Operations
Chart 23 Forecast Value Sales 2020-2030
Chart 24 Forecast Value Sales by Category 2025-2030
Spar Leverages Dual-Format to Extend Its Leading Position
Chart 25 Company Shares 2025
Chart 26 Brand Shares 2025
Chart 27 Economic Context for Convenience Retailers
Chart 28 Real GDP Growth 2020-2030
Chart 29 Inflation 2020-2030
Chart 30 Consumer Context for Convenience Retailers
Chart 31 Population 2020-2030
Chart 32 Population by Generation 2025

Supermarkets in Austria

Key Data Insights

Supermarkets Summary
Chart 33 Key Industry Trends for Supermarkets
Stronger Performance Reflects Improved Economic Conditions
Rewe International's Adeg Hybrid Concept Drives Sales Amid Outlet Consolidation
Chart 34 Adeg Aims to Ensure Profitability with Hybrid Store Concept
Billa's Franchise Strategy Narrows Gap with Discounters
Chart 35 Value Sales 2020-2030
Billa and Spar Rationalise Store Portfolios to Boost Efficiency
Adeg and Unimarkt Accelerate Automation to Address Cost Pressures
Billa’S Move to Transparent Pricing Responds to Consumer Criticism
Chart 36 Forecast Value Sales 2020-2030
Chart 37 Analyst Insight for Supermarkets
Spar Leverages Local Merchants to Extend Lead as Unimarkt Exits
Chart 38 Company Shares 2025
Chart 39 Brand Shares 2025
Chart 40 Economic Context for Supermarkets
Chart 41 Real GDP Growth 2020-2030
Chart 42 Inflation 2020-2030
Chart 43 Consumer Context for Supermarkets
Chart 44 Population 2020-2030
Chart 45 Population by Generation 2025

Hypermarkets in Austria

Key Data Insights

Hypermarkets Summary
Chart 46 Key Industry Trends for Hypermarkets
Moderate Growth for Hypermarkets as Elevated Inflation Persists
Billa Plus Adopts Franchising to Restore Profitability and Local Appeal
Billa Plus Highlights Beverages to Attract Event-Driven Shoppers
Chart 47 Billa Plus to Emphasise Key Product Ranges
Chart 48 Value Sales 2020-2030
Billa Plus and Interspar Prioritise Technology and Range Innovation to Sustain Value Growth
E-Commerce and Pricing Transparency Reshape Shopper Expectations and Channel Strategy
Chart 49 Forecast Value Sales 2020-2030
Chart 50 Analyst Insight for Hypermarkets
Interspar Expands Non-Food Ranges to Capture Value Sales Growth
Chart 51 Company Shares 2025
Chart 52 Brand Shares 2025
Chart 53 Economic Context for Hypermarkets
Chart 54 Real GDP Growth 2020-2030
Chart 55 Inflation 2020-2030
Chart 56 Consumer Context for Hypermarkets
Chart 57 Population 2020-2030
Chart 58 Population by Generation 2025

Discounters in Austria

Key Data Insights

Discounters Summary
Chart 59 Key Industry Trends for Discounters
Hofer Uses Price Leadership to Strengthen Consumer Trust
Penny Redefines Store Experience with Sustainability Innovation
Chart 60 Penny Opens Its Most Sustainable Store to Date
Chart 61 Value Sales 2020-2030
Discounters Adopt Automation to Drive Cost Savings and Store Upgrades
Penny Increases Private Label Share to Boost Margins and Align with Consumer Trends
Chart 62 Forecast Value Sales 2020-2030
Chart 63 Analyst Insight for Discounters
Hofer Strengthens Price Leadership as Rivals Struggle to Gain Ground
Chart 64 Company Shares 2025
Chart 65 Brand Shares 2025
Chart 66 Economic Context for Discounters
Chart 67 Real GDP Growth 2020-2030
Chart 68 Inflation 2020-2030
Chart 69 Consumer Context for Discounters
Chart 70 Population 2020-2030
Chart 71 Population by Generation 2025

Small Local Grocers in Austria

Key Data Insights

Small Local Grocers Summary
Rural Grocers Face Profitability Challenges as Customers Shift to Larger Stores
Organic and Health Food Shops Lose Traction as Inflation Persists
Rising Operating Costs Drive Store Closures in Structurally Weak Areas
Chart 72 Value Sales 2020-2030
Muted Growth for Small Local Grocers as Ethnic Grocers and Health Food Stores Respond to Shifting Consumer Preferences
Chart 73 Forecast Value Sales 2020-2030
Denn's Biomarkt Gmbh Secures Its Leading Position
Chart 74 Company Shares 2025
Chart 75 Brand Shares 2025
Chart 76 Economic Context for Small Local Grocers
Chart 77 Real GDP Growth 2020-2030
Chart 78 Inflation 2020-2030
Chart 79 Consumer Context for Small Local Grocers
Chart 80 Population 2020-2030
Chart 81 Population by Generation 2025

General Merchandise Stores in Austria

Key Data Insights

General Merchandise Stores Summary
Chart 82 Key Industry Trends for General Merchandise Stores
Variety Stores Drive Value Growth through Outlet Expansion
Action, Woolworth and Tedi Attract Budget-Focused Shoppers with Broader Product Range
Manufactum Leverages Premium Positioning to Reach Affluent Urban Shoppers
Chart 83 Premium Store Manufactum Expands to Graz
Chart 84 Value Sales 2020-2030
Chart 85 Value Sales by Category 2025
Variety Stores to Shape Outlook for General Merchandisers
Temu and Amazon Haul Intensify Online Competition for Impulse Spending
Chart 86 Forecast Value Sales 2020-2030
Chart 87 Forecast Value Sales by Category 2025-2030
Chart 88 Analyst Insight for General Merchandise Stores
Action’S Higher Sales per Outlet and Woolworth’S Expansion Reshapes Brand Hierarchy
Chart 89 Company Shares 2025
Chart 90 Brand Shares 2025
Chart 91 Economic Context for General Merchandise Stores
Chart 92 Real GDP Growth 2020-2030
Chart 93 Inflation 2020-2030
Chart 94 Consumer Context for General Merchandise Stores
Chart 95 Population 2020-2030
Chart 96 Population by Generation 2025

Apparel and Footwear Specialists in Austria

Key Data Insights

Apparel and Footwear Specialists Summary
Chart 97 Key Industry Trends for Apparel and Footwear Specialists
Discounters Perform Strongly as Inflation-Weary Shoppers Embrace Value Chains
Arket’S Café Concept Transforms Shopping into a Lifestyle Experience
Chart 98 Designer Café Helps Arket Differentiate From Pure Fast-Fashion Outlets
Chart 99 Value Sales 2020-2030
Younger Shoppers Drive Second-Hand and Vintage Sales as Store Visits Decline
Chart 100 Forecast Value Sales 2020-2030
Chart 101 Analyst Insight for Apparel and Footwear Specialists
Primark and Leder & Schuh Accelerate Store Expansion as H&M Contracts
Mergers, Acquisitions and New Entrants Reshape the Landscape
Chart 102 Company Shares 2025
Chart 103 Brand Shares 2025
Chart 104 Economic Context for Apparel and Footwear Specialists
Chart 105 Real GDP Growth 2020-2030
Chart 106 Inflation 2020-2030
Chart 107 Consumer Context for Apparel and Footwear Specialists
Chart 108 Population 2020-2030
Chart 109 Population by Generation 2025

Appliances and Electronics Specialists in Austria

Key Data Insights

Appliances and Electronics Specialists Summary
Chart 110 Key Industry Trends for Appliances and Electronics Specialists
Red Zac Leverages Hypermarket Partnership to Revive In-Store Engagement
Chart 111 Red Zac and Billa Plus Hypermarket Want to Exploit Synergies
Media Markt Drives Omnichannel Integration with In-Store Appointment Bookings
Chart 112 Value Sales 2020-2030
Direct Sales Expansion Reshapes Consumer Experience and Retail Margins
Repair Incentives and Sustainability Initiatives Reshape Replacement Cycles
Chart 113 Forecast Value Sales 2020-2030
Media-Saturn Beteiligungs Gesmbh (Media Markt) Strengthens Its Lead as Rivals Lose Ground
Chart 114 Company Shares 2025
Chart 115 Brand Shares 2025
Chart 116 Economic Context for Appliances and Electronics Specialists
Chart 117 Real GDP Growth 2020-2030
Chart 118 Inflation 2020-2030
Chart 119 Consumer Context for Appliances and Electronics Specialists
Chart 120 Population 2020-2030
Chart 121 Population by Generation 2025

Home Products Specialists in Austria

Key Data Insights

Home Products Specialists Summary
Chart 122 Key Industry Trends for Home Products Specialists
Muted Growth Is Stifled by Challenging Economic Conditions, but Recovery Is Underway
Ikea Boosts Second-Hand Sales with Zweites Leben Shop
Chart 123 Ikea Openly Embraces the Trend toward Used Furniture
Homeland Launches Single-Store Concept Amid Consolidation Challenges
Chart 124 Rare Start-Up Bucks Consolidation Trend
Chart 125 Value Sales 2020-2030
Chart 126 Value Sales by Category 2025
Pet Shops and Superstores Capitalise on E-Commerce as Outlet Growth Slows
Vintage Shops and Second-Hand Platforms Shape Conscious Consumption
Bellaflora’S New Format Targets Urban Dwellers
Chart 127 Forecast Value Sales 2020-2030
Chart 128 Forecast Value Sales by Category 2025-2030
Xxxlutz Gains From Rival Closures as Jysk Accelerates Value Growth
Chart 129 Company Shares 2025
Chart 130 Brand Shares 2025
Chart 131 Economic Context for Home Products Specialists
Chart 132 Real GDP Growth 2020-2030
Chart 133 Inflation 2020-2030
Chart 134 Consumer Context for Home Products Specialists
Chart 135 Population 2020-2030
Chart 136 Population by Generation 2025

Health and Beauty Specialists in Austria

Key Data Insights

Health and Beauty Specialists Summary
Chart 137 Key Industry Trends for Health and Beauty Specialists
Leading Drugstores Attract Cautious Shoppers with Wellness and Value
Pharmacies Dominate Sales as Health and Personal Care Stores Accelerate
Chart 138 Dm Continues Expansion of More Sustainable Store Concept
Dm-Drogerie Markt Invests in Sustainability to Secure Long-Term Loyalty and Cost Savings
Chart 139 Hearing Acoustics Has Become a Key Part of New Fielmann Store Openings
Chart 140 Value Sales 2020-2030
Chart 141 Value Sales by Category 2025
Dm-Drogerie Markt Accelerates Online Medicine Sales as Beauty Specialists Lose Relevance
Sehen!Wutscher Expands From Regional to National Base to Capture Eyewear Growth
Chart 142 Forecast Value Sales 2020-2030
Chart 143 Forecast Value Sales by Category 2025-2030
Chart 144 Analyst Insight for Health and Beauty Specialists
Dm-Drogerie Markt Gmbh & Co Kg Sustains Leadership as Rituals Gains Momentum
Chart 145 Company Shares 2025
Chart 146 Brand Shares 2025
Chart 147 Economic Context for Health and Beauty Specialists
Chart 148 Real GDP Growth 2020-2030
Chart 149 Inflation 2020-2030
Chart 150 Consumer Context for Health and Beauty Specialists
Chart 151 Population 2020-2030
Chart 152 Population by Generation 2025

Vending in Austria

Key Data Insights

Vending Summary
Travel Patterns and Urban Shoppers Drive Vending Value Gains
Automatenshops Boost Drinks and Tobacco Vending to Record Sales
Urban Expansion Propels Foods Vending as the Fastest-Growing Offer
Chart 153 Value Sales 2020-2030
Chart 154 Value Sales by Category 2025
Automatenshops Exhaust Location Growth as Consumer Demand Shifts
Drinks and Tobacco Vending Sustains Dominance Despite Legal Scrutiny
Foods Vending Accelerates as Operators Refocus on Convenience
Chart 155 Forecast Value Sales 2020-2030
Chart 156 Forecast Value Sales by Category 2025-2030
Café+Co Consolidates Leadership as Selecta Gains Ground
Chart 157 Company Shares 2025
Chart 158 Brand Shares 2025
Chart 159 Economic Context for Vending
Chart 160 Real GDP Growth 2020-2030
Chart 161 Inflation 2020-2030
Chart 162 Consumer Context for Vending
Chart 163 Population 2020-2030
Chart 164 Population by Generation 2025

Direct Selling in Austria

Key Data Insights

Direct Selling Summary
Chart 165 Key Industry Trends for Direct Selling
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
Chart 166 Enjo Achieves Greater Visibility through Pop-Up Stores
Chart 167 Value Sales 2020-2030
Chart 168 Value Sales by Category 2025
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
Chart 169 Forecast Value Sales 2020-2030
Chart 170 Forecast Value Sales by Category 2025-2030
Chart 171 Analyst Insight for Direct Selling
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
Chart 172 Company Shares 2025
Chart 173 Brand Shares 2025
Chart 174 Economic Context for Direct Selling
Chart 175 Real GDP Growth 2020-2030
Chart 176 Inflation 2020-2030
Chart 177 Consumer Context for Direct Selling
Chart 178 Population 2020-2030
Chart 179 Population by Generation 2025

Retail E-Commerce in Austria

Key Data Insights

Retail E-Commerce Summary
Chart 180 Key Industry Trends for Retail E-Commerce
E-Commerce Value Sales Rise Sharply as Shoppers Prioritise Value and Convenience
Media Markt and Wolt Partner to Redefine Instant Delivery Expectations
Chart 181 Q-Commerce Enables Media Markt to Keep Pace with Amazon
Retailers Embrace Live Shopping Events to Strengthen Loyalty
Chart 182 Bipa Introduces Online Live Shopping Event with Instant Delivery
Chart 183 Value Sales 2020-2030
Chart 184 Value Sales by Category 2025
Bright Outlook for E-Commerce as the Channel Gains Stronger Foothold in Austria's Retail Market
Interspar and Billa Scale Back Home Delivery as Online Grocery Growth Stalls
Younger Shoppers and Regulatory Delays Reshape Online Shopping Habits
Chart 185 Forecast Value Sales 2020-2030
Chart 186 Forecast Value Sales by Category 2025-2030
Chart 187 Analyst Insight for Retail E-Commerce
Amazon Expands Delivery Speed and Credit Offers to Widen Sales Lead
Chart 188 Company Shares 2025
Chart 189 Brand Shares 2025
Chart 190 Economic Context for Retail E-Commerce
Chart 191 Real GDP Growth 2020-2030
Chart 192 Inflation 2020-2030
Chart 193 Consumer Context for Retail E-Commerce
Chart 194 Population 2020-2030
Chart 195 Population by Generation 2025

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The following categories and subcategories are included:

Retail

      • Fashion Vending
      • Health and Beauty Vending
      • Appliances and Electronics Vending
        • Alcoholic Drinks Vending
        • Hot Drinks Vending
        • Soft Drinks Vending
        • Tobacco Products Vending
      • Foods Vending
      • Home Products Vending
      • Other Products Vending
        • Apparel and Footwear Direct Selling
        • Personal Accessories Direct Selling
        • Eyewear Direct Selling
        • 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
        • Apparel and Footwear E-Commerce
        • Personal Accessories E-Commerce
        • Eyewear E-Commerce
        • Beauty and Personal Care E-Commerce
        • Consumer Health E-Commerce
        • Tissue and Hygiene E-Commerce
        • Consumer Appliances E-Commerce
        • Consumer Electronics E-Commerce
        • Toys and Games E-Commerce
      • Drinks and Tobacco E-Commerce
      • Foods E-Commerce
        • Home Care E-Commerce
        • Home and Garden E-Commerce
        • Pet Care E-Commerce
      • Other Products E-Commerce
        • First-Party (1P) Marketplace E-Commerce
        • Third-Party (3P) Marketplace E-Commerce
      • Grocery E-Commerce
      • General Merchandiser E-Commerce
      • Apparel and Footwear Specialist E-Commerce
      • Appliances and Electronics Specialist E-Commerce
      • Home Products Specialist E-Commerce
      • Health and Beauty Specialist E-Commerce
      • Leisure and Personal Goods Specialist E-Commerce
      • Other E-Commerce Retailers

Retail

Retail is the sale of new and used goods to consumers from a business for personal or household consumption from retail outlets, kiosks, market stalls, vending, direct selling and e-commerce. Retail is the aggregation of Retail Offline and Retail E-Commerce. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts. Also excludes fuel sales, foodservice sales, rental transactions, wholesale sales (e.g. Cash and Carry), and sales through cannabis dispensaries in markets where cannabis is sold legally. Sales value excluding or including VAT/Sales Tax. Retail also excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, i.e. retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer that is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retail.

See all of our definitions
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This report originates from Passport, our Retail research and analysis database.

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