"Grocery Retailers in Austria" is now available at Fast Market Research

The overall number of grocery retailers outlets operating in Austria continued to decline over the course of 2013. In general, the majority of players in the category remain rather focused on refurbishing existing outlets, employing new store designs to make their existing outlets more attractive. This reflects the fact that grocery retailers is a retailing category which has already reached a certain degree of saturation in terms of geographical coverage. For this reason, Austria's leading Grocery retailers tend to emphasise the qualitative aspects of the consumer shopping experiences in order to retain customer loyalty. As such, the number of grocery retailers outlets and the overall amount of selling space in the channel continued to decline during 2013. By way of contrast, overall value sales increased in current terms during 2013, indicating that the leading players in the channel have been successful in their attempts to increase efficiency.

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Competitive Landscape

Rewe International AG maintained its leadership in grocery retailers in 2013, followed closely by Spar Osterreichische Warenhandels GmbH. Rewe operates outlets in a variety of different grocery retailers channels under numerous brands. Combined, Rewe and Spar dominate virtually every modern grocery retailers category in Austria. The success of these retailers stems from their strong reputations, product portfolios which are individually tailored to the consumer preferences of each of Austria's distinct regions and their very successful private label product ranges. The only exception to the domination of Rewe and Spar remains discounters, a category which has traditionally been dominated by Hofer KG, a company held a value share of 63% in discounters in 2013.

Industry Prospects

Grocery retailers in Austria is expected to suffer a slow and sustained decline over the forecast period. However, over the medium-to-long term, it is expected that the intense competition for value share will continue to be based mainly on pricing strategies and promotional activities. The leading players operating in grocery retailers in Austria will be able to test new concepts with the aim of creating additional value for consumers. Attempts to improve social media communications strategies such as Interspar's so-called 'co-creational idea competition' are concepts which are expected to be seen more often as companies vie to establish and maintain high levels of customer loyalty. Nevertheless, due to the maturity of the channel overall, grocery retailers is expected to decline in value by 1% in constant 2013 terms over the course of the entire forecast period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Grocery Retailers industry in Austria with research from Euromonitor's team of in-country analysts.

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