Supermarkets in Austria

PROSPECTS

The leading grocers channel is boosted by its convenience role

Supermarkets continued to hold a high share of both outlet numbers and value sales in grocery retailers in Austria in 2019, accounting for roughly a quarter of overall locations and approximately four tenths of overall sales. With continuing expansion plans, the channel’s strong role is expected to remain stable over the forecast period.

A regional approach is proving fruitful

The strong regional focus evident in the supermarkets channel is especially true in the case of regional brands such as MPreis, Sutterlüty and Unimarkt, which have achieved considerable success thanks to their good knowledge of and responsiveness to regional consumer tastes, though nationwide chains Billa and Spar have been increasing their efforts in this area. These include a more rustic store design and intensive cooperation with local manufacturers and suppliers, as regional and sustainable products remain major growth drivers in food and drink.

COMPETITIVE LANDSCAPE

Spar Österreichische is front of the queue in supermarkets

Spar Österreichische Warenhandels continued to lead supermarkets in Austria in 2019 and is set to defend its lead over the forecast period despite the expansion plans of main competitor Rewe International AG. By the end of the review period, the company’s portfolio in supermarkets included 1,006 Spar stores with an average sales area of 550 sq m, and 202 Eurospar stores with sales areas of 1,000-2,000 sq m and an extended choice, especially in non-grocery products.

MPreis expands its footprint to Upper Austria

MPreis Warenvertriebs GmbH (Mölk), with its network of supermarkets previously limited to the four most western federal states in Austria, opened its first MPreis outlet in Upper Austria in July, as a store within the Welser Traunpark shopping centre in Wels. There were also rumours about a second MPreis appearing in Wels, in a move to help make the operations of M-Preis Warenvertriebs profitable in Upper Austria.

Unimarkt ramps up its franchising amid struggling sales

Apart from Adeg, Unimarkt is the supermarket brand struggling the most in Austria. Unimarkt generally enjoys lower consumer popularity than Spar and Billa, and while its NBO company Unimarkt Handels GmbH invested heavily in the Unimarkt online store in the review period it met with very limited success.

Files are delivered directly into your account within a few minutes of purchase.