It is expected that discounters will outperform other channels in grocery retailing in terms of value sales growth in the forecast period. Discounters are set to remain widely referred to for the best price-quality ratio with their popular, temporary offerings of non-food products creating additional consumer traffic.
Penny has performed relatively well during the pandemic and the following rise in inflation and the fall in consumer sentiment, while other Rewe International AG brands in Austria have clearly lost market share. The rebranding of the hypermarket Merkur to Billa Plus was regretted by many customers and the supermarket chain Billa was recently even withdrawn from the federal state of Vorarlberg after moderate success.
In Austria, a one-way deposit is set to be introduced to plastic bottles and beverage cans from 2025, while the range of reuseable glass bottles will also be expanded. From January 2024, all grocery retailers over 400 sq m will be obliged to stock a range of beverages in reuseable containers.
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Understand the latest market trends and future growth opportunities for the Discounters industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Discounters are chained retail outlets typically with a selling space of between 400 and 2,500 square metres. Stores have a primary focus on selling a limited range of foods, beverages, tobacco and non-groceries at budget prices, regularly via private label. Discounters can be classified as hard discounters and soft discounters. Hard discounters, first introduced by Aldi in Germany, are also known as limited-line discounters. Stores are typically 400-900 square metres and stock fewer than 1,000 product lines, largely in packaged groceries. Product range available is predominantly made up of private-label brands. Soft discounters are usually slightly larger than hard discounters, and are also known as extended-range discounters. Stores typically stock 1,000-4,000 product lines. As well as private-label and budget brands, stores commonly carry leading brands at discounted prices. Example brands include Aldi, Lidl, and Dia.
See All of Our DefinitionsThis report originates from Passport, our Discounters research and analysis database.
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