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Retailing in Austria

March 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Retailing 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 Retailing 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 Retailing 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 Retailing in Austria?
  • Which are the leading retailers in Retailing in Austria?
  • How are products distributed in Retailing 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?
  • 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?

Retailing in Austria

EXECUTIVE SUMMARY

COVID-19 impact on retailing
COVID-19 country impact
Store closures already evident in Austria pre-pandemic
Mobile e-commerce continues to record impressive growth
What next for retailing?

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type 2020
Physical retail landscape
Cash and carry
Table 1 Cash and Carry Sales: Value 2015-2020
Seasonality
Christmas Back to School
Payments and delivery
Emerging business models

MARKET DATA

Table 2 Sales in Retailing by Store-based vs Non-Store: Value 2015-2020 Table 3 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2015-2020 Table 4 Sales in Store-based Retailing by Channel: Value 2015-2020 Table 5 Sales in Store-based Retailing by Channel: % Value Growth 2015-2020 Table 6 Store-based Retailing Outlets by Channel: Units 2015-2020 Table 7 Store-based Retailing Outlets by Channel: % Unit Growth 2015-2020 Table 8 Sales in Non-Store Retailing by Channel: Value 2015-2020 Table 9 Sales in Non-Store Retailing by Channel: % Value Growth 2015-2020 Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 11 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 12 Sales in Grocery Retailers by Channel: Value 2015-2020 Table 13 Sales in Grocery Retailers by Channel: % Value Growth 2015-2020 Table 14 Grocery Retailers Outlets by Channel: Units 2015-2020 Table 15 Grocery Retailers Outlets by Channel: % Unit Growth 2015-2020 Table 16 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2015-2020 Table 17 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 18 Sales in Non-Grocery Specialists by Channel: Value 2015-2020 Table 19 Sales in Non-Grocery Specialists by Channel: % Value Growth 2015-2020 Table 20 Non-Grocery Specialists Outlets by Channel: Units 2015-2020 Table 21 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2015-2020 Table 22 Mixed Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 23 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 24 Sales in Mixed Retailers by Channel: Value 2015-2020 Table 25 Sales in Mixed Retailers by Channel: % Value Growth 2015-2020 Table 26 Mixed Retailers Outlets by Channel: Units 2015-2020 Table 27 Mixed Retailers Outlets by Channel: % Unit Growth 2015-2020 Table 28 Retailing GBO Company Shares: % Value 2016-2020 Table 29 Retailing GBN Brand Shares: % Value 2017-2020 Table 30 Store-based Retailing GBO Company Shares: % Value 2016-2020 Table 31 Store-based Retailing GBN Brand Shares: % Value 2017-2020 Table 32 Store-based Retailing LBN Brand Shares: Outlets 2017-2020 Table 33 Non-Store Retailing GBO Company Shares: % Value 2016-2020 Table 34 Non-Store Retailing GBN Brand Shares: % Value 2017-2020 Table 35 Grocery Retailers GBO Company Shares: % Value 2016-2020 Table 36 Grocery Retailers GBN Brand Shares: % Value 2017-2020 Table 37 Grocery Retailers LBN Brand Shares: Outlets 2017-2020 Table 38 Grocery Retailers LBN Brand Shares: Selling Space 2017-2020 Table 39 Non-Grocery Specialists GBO Company Shares: % Value 2016-2020 Table 40 Non-Grocery Specialists GBN Brand Shares: % Value 2017-2020 Table 41 Non-Grocery Specialists LBN Brand Shares: Outlets 2017-2020 Table 42 Non-Grocery Specialists LBN Brand Shares: Selling Space 2017-2020 Table 43 Mixed Retailers GBO Company Shares: % Value 2016-2020 Table 44 Mixed Retailers GBN Brand Shares: % Value 2017-2020 Table 45 Mixed Retailers LBN Brand Shares: Outlets 2017-2020 Table 46 Mixed Retailers LBN Brand Shares: Selling Space 2017-2020 Table 47 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2020-2025 Table 48 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2020-2025 Table 49 Forecast Sales in Store-based Retailing by Channel: Value 2020-2025 Table 50 Forecast Sales in Store-based Retailing by Channel: % Value Growth 2020-2025 Table 51 Forecast Store-based Retailing Outlets by Channel: Units 2020-2025 Table 52 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2020-2025 Table 53 Forecast Sales in Non-Store Retailing by Channel: Value 2020-2025 Table 54 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2020-2025 Table 55 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 56 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025 Table 57 Forecast Sales in Grocery Retailers by Channel: Value 2020-2025 Table 58 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2020-2025 Table 59 Forecast Grocery Retailers Outlets by Channel: Units 2020-2025 Table 60 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2020-2025 Table 61 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 62 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025 Table 63 Forecast Sales in Non-Grocery Specialists by Channel: Value 2020-2025 Table 64 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2020-2025 Table 65 Forecast Non-Grocery Specialists Outlets by Channel: Units 2020-2025 Table 66 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2020-2025 Table 67 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 68 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025 Table 69 Forecast Sales in Mixed Retailers by Channel: Value 2020-2025 Table 70 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2020-2025 Table 71 Forecast Mixed Retailers Outlets by Channel: Units 2020-2025 Table 72 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2020-2025

DISCLAIMER

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

SOURCES

Summary 2 Research Sources

Convenience Stores in Austria

KEY DATA FINDINGS

2020 IMPACT

Marginal boost to value sales through convenience stores during pandemic
Convenience stores continues to decline in store numbers due to lack of investment with main focus on rural areas
Highly consolidated competitive landscape between two players

RECOVERY AND OPPORTUNITIES

Undynamic performance predicted for convenience stores over the forecast period
Despite increasing urbanisation and falling store numbers, channel could offer lifeline to older generations
Public debate regarding extended opening hours likely to resume

CHANNEL DATA

Table 73 Convenience Stores: Value Sales, Outlets and Selling Space 2015-2020 Table 74 Convenience Stores: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 75 Convenience Stores GBO Company Shares: % Value 2016-2020 Table 76 Convenience Stores GBN Brand Shares: % Value 2017-2020 Table 77 Convenience Stores LBN Brand Shares: Outlets 2017-2020 Table 78 Convenience Stores LBN Brand Shares: Selling Space 2017-2020 Table 79 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 80 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Discounters in Austria

KEY DATA FINDINGS

2020 IMPACT

One-stop shopping destination benefits discounters during pandemic
Home seclusion trend results in greater demand for high-quality but affordable ingredients as consumers cook from scratch
Highly consolidated competitive landscape dominated by Hofer

RECOVERY AND OPPORTUNITIES

Dip in sales in 2021, but discounters will continue to maintain loyal consumer base overall
Slowing outlet expansion, with Lidl offering strongest potential for opening more stores
Desire to remain relevant in face of evolving consumer demands will ensure discounters follows latest trends

CHANNEL DATA

Table 81 Discounters: Value Sales, Outlets and Selling Space 2015-2020 Table 82 Discounters: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 83 Discounters GBO Company Shares: % Value 2016-2020 Table 84 Discounters GBN Brand Shares: % Value 2017-2020 Table 85 Discounters LBN Brand Shares: Outlets 2017-2020 Table 86 Discounters LBN Brand Shares: Selling Space 2017-2020 Table 87 Discounters Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 88 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Hypermarkets in Austria

KEY DATA FINDINGS

2020 IMPACT

Stockpiling and one-stop shopping trend results in significant surge in sales for hypermarkets in 2020
Home seclusion trend encourages greater demand for fresh ingredients as consumers cook from scratch
Highly consolidated competitive landscape amongst two players

RECOVERY AND OPPORTUNITIES

Dip in value sales predicted for 2021, but channel will return to greater levels of normalisation from 2022 onwards
Outlet expansion likely to remain positive but limited
One-stop shopping concept will remain popular amongst Austrians, but food and drink e-commerce could offer some competition moving forward

CHANNEL DATA

Table 89 Hypermarkets: Value Sales, Outlets and Selling Space 2015-2020 Table 90 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 91 Hypermarkets GBO Company Shares: % Value 2016-2020 Table 92 Hypermarkets GBN Brand Shares: % Value 2017-2020 Table 93 Hypermarkets LBN Brand Shares: Outlets 2017-2020 Table 94 Hypermarkets LBN Brand Shares: Selling Space 2017-2020 Table 95 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 96 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Supermarkets in Austria

KEY DATA FINDINGS

2020 IMPACT

Proximity and convenience benefit supermarkets during pandemic
Home seclusion trend results in greater demand for fresh ingredients due to opportunity to experiment with cooking from scratch
Fairly consolidated competitive landscape where Spar cements overall leadership in value share terms in 2020

RECOVERY AND OPPORTUNITIES

Despite dip in 2021, value sales of supermarkets will remain higher than pre-pandemic levels
Proximity and convenience will remain key driving factors behind supermarkets’ popularity
M-Preis set to make further gains due to geographical expansion

CHANNEL DATA

Table 97 Supermarkets: Value Sales, Outlets and Selling Space 2015-2020 Table 98 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 99 Supermarkets GBO Company Shares: % Value 2016-2020 Table 100 Supermarkets GBN Brand Shares: % Value 2017-2020 Table 101 Supermarkets LBN Brand Shares: Outlets 2017-2020 Table 102 Supermarkets LBN Brand Shares: Selling Space 2017-2020 Table 103 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 104 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Traditional Grocery Retailers in Austria

KEY DATA FINDINGS

2020 IMPACT

Further decline for traditional grocery retailers in 2020 as consumers display preference for convenient one-stop shopping during pandemic
Rising interest in provenance and organic produce offered by specialists not enough to offset overall channel decline
Highly fragmented competitive landscape due to dominance of independent operators but organic grocery chain and overall leader denn’s continues to make gains

RECOVERY AND OPPORTUNITIES

Upturn in demand in 2021 set to be short-lived as independents continue to struggle in the face of competition from modern formats
Increasing interest in local origins and organic produce could benefit specialists
Lower decline rate predicted in terms of outlet numbers compared to review period

CHANNEL DATA

Table 105 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 106 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 107 Traditional Grocery Retailers GBO Company Shares: % Value 2016-2020 Table 108 Traditional Grocery Retailers GBN Brand Shares: % Value 2017-2020 Table 109 Traditional Grocery Retailers LBN Brand Shares: Outlets 2017-2020 Table 110 Traditional Grocery Retailers LBN Brand Shares: Selling Space 2017-2020 Table 111 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 112 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Apparel and Footwear Specialist Retailers in Austria

KEY DATA FINDINGS

2020 IMPACT

Significant losses for apparel and footwear specialist retailers during pandemic due to closure of non-essential businesses
Pandemic only exacerbates increasing trend towards online sales of apparel and footwear
Hennes & Mauritz retains overall leadership of fragmented competitive landscape

RECOVERY AND OPPORTUNITIES

Channel to post overall declining trend despite upturn in 2021, due to greater competition from e-commerce, forcing players to adopt or strengthen omnichannel strategies
Footwear has greater potential for stronger online sales moving forward
Further shrinking of outlet numbers predicted

CHANNEL DATA

Table 113 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 114 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 115 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2016-2020 Table 116 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2017-2020 Table 117 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2017-2020 Table 118 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2017-2020 Table 119 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 120 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Electronics and Appliance Specialist Retailers in Austria

KEY DATA FINDINGS

2020 IMPACT

Pandemic-induced lockdown exacerbates struggles for electronics and appliance specialist retailers
Retailers improve omnichannel presence to address shift towards e-commerce
Media-Saturn strengthens leadership in 2020 and retains store network in unstable operating environment

RECOVERY AND OPPORTUNITIES

Despite upturn in sales in 2021, channel set to return to declining trajectory from 2022 onwards
Further store closures likely as players strengthen omnichannel strategies
Demand for multifunctional devices and smart homes likely to influence services offered by store-based specialists

CHANNEL DATA

Table 121 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 122 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 123 Electronics and Appliance Specialist Retailers GBO Company Shares: % Value 2016-2020 Table 124 Electronics and Appliance Specialist Retailers GBN Brand Shares: % Value 2017-2020 Table 125 Electronics and Appliance Specialist Retailers LBN Brand Shares: Outlets 2017-2020 Table 126 Electronics and Appliance Specialist Retailers LBN Brand Shares: Selling Space 2017-2020 Table 127 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 128 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Health and Beauty Specialist Retailers in Austria

KEY DATA FINDINGS

2020 IMPACT

Chemists/pharmacies records strongest performance in 2020 with surge in demand for consumer health products following announcement of lockdown
Further shift online for beauty and personal care and VDS during pandemic
Tight competition between overall leaders Dm and Bipa continues

RECOVERY AND OPPORTUNITIES

Rapid recovery predicted for health and beauty specialist retailers in 2021
Chemists/pharmacies will retain dominance but may experience increasing competition over the forecast period
Strong recovery predicted for vitamins and dietary supplement specialist retailers

CHANNEL DATA

Table 129 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 130 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 131 Sales in Health and Beauty Specialist Retailers by Channel: Value 2015-2020 Table 132 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2015-2020 Table 133 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2016-2020 Table 134 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2017-2020 Table 135 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2017-2020 Table 136 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2017-2020 Table 137 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 138 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025 Table 139 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2020-2025 Table 140 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2020-2025

Home and Garden Specialist Retailers in Austria

KEY DATA FINDINGS

2020 IMPACT

Store closures during initial stages of lockdown negatively impact channel although greater interest in gardening due to home seclusion partially offsets stronger decline
Weaker performance for homewares and home furnishing stores, facing growing competition from e-commerce
XXXLutz retains overall leadership despite stronger declines through homewares and home furnishing stores in 2020

RECOVERY AND OPPORTUNITIES

Rapid recovery predicted overall due to pent-up demand
Expanding target audience will ensure stronger performance by home improvement and gardening stores
Weaker performance predicted for homewares and home furnishing stores due to further competition from other channels

CHANNEL DATA

Table 141 Home and Garden Specialist Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 142 Home and Garden Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 143 Sales in Home and Garden Specialist Retailers by Channel: Value 2015-2020 Table 144 Sales in Home and Garden Specialist Retailers by Channel: % Value Growth 2015-2020 Table 145 Home and Garden Specialist Retailers GBO Company Shares: % Value 2016-2020 Table 146 Home and Garden Specialist Retailers GBN Brand Shares: % Value 2017-2020 Table 147 Home and Garden Specialist Retailers LBN Brand Shares: Outlets 2017-2020 Table 148 Home and Garden Specialist Retailers LBN Brand Shares: Selling Space 2017-2020 Table 149 Home and Garden Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 150 Home and Garden Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025 Table 151 Forecast Sales in Home and Garden Specialist Retailers by Channel: Value 2020-2025 Table 152 Forecast Sales in Home and Garden Specialist Retailers by Channel: % Value Growth 2020-2025

Department Stores in Austria

KEY DATA FINDINGS

2020 IMPACT

Limited tourism and weak consumer sentiment during pandemic negatively impact department stores in 2020
Kastner & Öhler opens outlet in new geographical location despite challenging conditions
Kastner & Öhler retains dominance of department stores due to strong outlet network

RECOVERY AND OPPORTUNITIES

Quick rebound predicted for department stores depending on threat level of virus and return of tourism
Kastner & Öhler likely to drive further expansion potential
New player entry over the forecast period will offer strong competition

CHANNEL DATA

Table 153 Department Stores: Value Sales, Outlets and Selling Space 2015-2020 Table 154 Department Stores: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 155 Department Stores GBO Company Shares: % Value 2016-2020 Table 156 Department Stores GBN Brand Shares: % Value 2017-2020 Table 157 Department Stores LBN Brand Shares: Outlets 2017-2020 Table 158 Department Stores LBN Brand Shares: Selling Space 2017-2020 Table 159 Department Stores Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 160 Department Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Variety Stores in Austria

KEY DATA FINDINGS

2020 IMPACT

Low value declines for variety stores due to lockdown but channel continues to expand
Variety stores continues to improve perception amongst consumers due to efforts of major players
A number of stores continue with expansion plans despite challenging operating environment

RECOVERY AND OPPORTUNITIES

Rapid recovery predicted for variety stores in 2021
Reluctance to move online despite rise of e-commerce
Search for larger store sizes will influence channel’s overall average selling space

CHANNEL DATA

Table 161 Variety Stores: Value Sales, Outlets and Selling Space 2015-2020 Table 162 Variety Stores: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 163 Variety Stores GBO Company Shares: % Value 2016-2020 Table 164 Variety Stores GBN Brand Shares: % Value 2017-2020 Table 165 Variety Stores LBN Brand Shares: Outlets 2017-2020 Table 166 Variety Stores LBN Brand Shares: Selling Space 2017-2020 Table 167 Variety Stores Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 168 Variety Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Warehouse Clubs in Austria

2020 IMPACT

Direct Selling in Austria

KEY DATA FINDINGS

2020 IMPACT

Limited face-to-face selling opportunities for direct selling agents results in declining sales in 2020
Sales agents take creative approach to remaining in contact with customers
Ringana gains leadership from Amway in 2020 due to local origins and natural positioning

RECOVERY AND OPPORTUNITIES

Rate of recovery dependent on threat level of virus and consumer sentiment
Direct selling brands increasingly understand the need to adopt multi-channel strategies
Channel has potential to offer further employment opportunities

CHANNEL DATA

Table 169 Direct Selling by Category: Value 2015-2020 Table 170 Direct Selling by Category: % Value Growth 2015-2020 Table 171 Direct Selling GBO Company Shares: % Value 2016-2020 Table 172 Direct Selling GBN Brand Shares: % Value 2017-2020 Table 173 Direct Selling Forecasts by Category: Value 2020-2025 Table 174 Direct Selling Forecasts by Category: % Value Growth 2020-2025

Vending in Austria

KEY DATA FINDINGS

2020 IMPACT

Reduced footfall in busy areas due to home seclusion trend results in declines for much of vending in 2020
Tobacco vending bucks declining trend in 2020 as consumers avoid specialist stores
Strongest declines for leader café+co in 2020

RECOVERY AND OPPORTUNITIES

Rapid recovery for vending in 2021 due to predicted higher footfall in public spaces
Further potential for vending to expand
Declines predicted for tobacco vending due to increasing health consciousness

CHANNEL DATA

Table 175 Vending by Category: Value 2015-2020 Table 176 Vending by Category: % Value Growth 2015-2020 Table 177 Vending GBO Company Shares: % Value 2016-2020 Table 178 Vending GBN Brand Shares: % Value 2017-2020 Table 179 Vending Forecasts by Category: Value 2020-2025 Table 180 Vending Forecasts by Category: % Value Growth 2020-2025

E-Commerce in Austria

KEY DATA FINDINGS

2020 IMPACT

Home seclusion trend and closure of non-essential retailers during lockdown positively impacts e-commerce in 2020
Pandemic results in greater proportion of first-time visitors to e-commerce
Highly fragmented competitive landscape with Amazon.com Inc strengthening overall position

RECOVERY AND OPPORTUNITIES

Return to greater levels of normalisation in terms of growth for e-commerce from 2021 onwards
Further potential for smaller product categories
New tax law to arrive in 2021 could reduce attractiveness of foreign e-commerce

CHANNEL DATA

Table 181 E-Commerce by Channel and Category: Value 2015-2020 Table 182 E-Commerce by Channel and Category: % Value Growth 2015-2020 Table 183 E-Commerce GBO Company Shares: % Value 2016-2020 Table 184 E-Commerce GBN Brand Shares: % Value 2017-2020 Table 185 Forecast E-Commerce by Channel and Category: Value 2020-2025 Table 186 Forecast E-Commerce by Channel and Category: % Value Growth 2020-2025

Mobile E-Commerce in Austria

KEY DATA FINDINGS

2020 IMPACT

Dynamic growth for mobile e-commerce in 2020 supported by home seclusion trend
Apparel and consumer electronics remain popular categories for mobile e-commerce purchases
E-commerce players also lead mobile sales in Austria

RECOVERY AND OPPORTUNITIES

Despite gradual slowdown, mobile sales growth will continue to outperform overall e-commerce
Untapped potential of mobile e-commerce offers further growth opportunities
Smartphones will continue to drive growth of mobile e-commerce

CHANNEL DATA

Table 187 Mobile E-Commerce: Value 2015-2020 Table 188 Mobile E-Commerce: % Value Growth 2015-2020 Table 189 Mobile E-Commerce Forecasts: Value 2020-2025 Table 190 Mobile E-Commerce Forecasts: % Value Growth 2020-2025

Food and Drink E-Commerce in Austria

KEY DATA FINDINGS

2020 IMPACT

Panic buying and home seclusion trend see huge increase in growth for food and drink e-commerce in 2020
Established online grocery sites overwhelmed even before lockdown officially begins
Rewe benefits from consistent focus on improving billa.at while BP announces new partnership with Merkur

RECOVERY AND OPPORTUNITIES

Further growth potential despite greater preference amongst local consumers for store-based grocery retailers
Established grocery retailers likely to continue to drive forward food and drink e-commerce
Discounter Hofer considers entering the food and drink e-commerce space

CHANNEL DATA

Table 191 Food and Drink E-Commerce: Value 2015-2020 Table 192 Food and Drink E-Commerce: % Value Growth 2015-2020 Table 193 Food and Drink E-Commerce Forecasts: Value 2020-2025 Table 194 Food and Drink E-Commerce Forecasts: % Value Growth 2020-2025

Homeshopping in Austria

KEY DATA FINDINGS

2020 IMPACT

Ongoing declines for homeshopping but marginal improvement for some categories due to home seclusion trend
Food and drink homeshopping benefits from stockpiling trend during pandemic
Home Shopping Europe gains overall leadership with teleshopping channel HSE24

RECOVERY AND OPPORTUNITIES

2020 boost to homeshopping will be short-lived as channel is set for further declines over the forecast period
Further shift towards e-commerce set to further erode demand for apparel and footwear
Rural consumer base of frozen food deliveries will gradually wane due to rising urbanisation

CHANNEL DATA

Table 195 Homeshopping by Category: Value 2015-2020 Table 196 Homeshopping by Category: % Value Growth 2015-2020 Table 197 Homeshopping GBO Company Shares: % Value 2016-2020 Table 198 Homeshopping GBN Brand Shares: % Value 2017-2020 Table 199 Homeshopping Forecasts by Category: Value 2020-2025 Table 200 Homeshopping Forecasts by Category: % Value Growth 2020-2025
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This report originates from Passport, our Retailing research and analysis database.

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