Food market austria and slovenia june 2009
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Food Market Austria and Slovenia June 2009. Overall Developments. Consumer Trends 1/2. Health, Wellness & Organic Food An important emerging consumer trend is the desire to enjoy healthy meals and healthy lifestyles.

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Food Market Austria and Slovenia June 2009

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Food Market Austria and SloveniaJune 2009


Overall Developments


Consumer Trends 1/2

  • Health, Wellness & Organic Food

    • An important emerging consumer trend is the desire to enjoy healthy meals and healthy lifestyles.

    • The retail market for health and wellness food in Austria grew by over 4% in current value terms in 2007. For Slovenia it is estimated even to be higher.

    • Fish and seafood are increasingly popular amongst all age groups.

    • Special cuisines, including Asian food is gaining popularity as they are perceived as being healthy.

    • Especially the youth (<25) and health-conscious mid-aged (25-45) ,middle to high income people are attracted to organic food (no use of pesticides, insecticides and herbicides).

  • Globalisation and Foreign Presence

    • A growing presence of foreigners in Austria and Slovenia promoted cultural evolution in the fields of cuisine and nutrition.

    • Therefore, this growing foreign presence has led to an explosion of new ethnic, international cuisine.

    • The demand for Asian food is not only given for prepared dished in Restaurants, but also more and more for the ingredients in retail stores for home cooking.

    • Target groups are younger and mid-aged people.


Consumer Trends 2/2

  • Single Households on the Rrise

    • Statistics Austria shows that the number of single households increased drastically over the last three years (2006-2008).

    • This promotes the demand for convenience products, rationalised cooking behaviour and wider range of home meal replacement products.

  • Faster-paced Lifestyles

    • An increasing number of people are expected to work longer hours.

    • Time allocated to proper sit-down meals is falling and they are slowly being replaced by quicker more practical options.

    • Meals will be consumed away-from-home to save time.

    • The “On-the-go” mentality is creating the need for easy-to-prepare and take-away foods.

    • Home-delivered food is becoming a popular option.

  • Eating Out

    • The trend towards eating out is expected to intensify.

    • Lunch will continue to be typically eaten in cafés/bars, full-service restaurants, street stalls/kiosks or self-service cafeterias. Dining out in the evening will become more popular due to increases in disposable incomes.

    • Eating out in premium full-service restaurants such as Plachutta and Do&Co is also on the increase as more individuals want to experience high-quality food.


Distribution Channels

  • In their journey from producer to consumer, food exported to Austria and Slovenia passes through three sales levels: the production level; import/wholesale level; and the retail level, where the final consumer makes his or her purchases.

  • A big share of food from Thailand is imported indirectly via Germany, The Netherlands and Italy.

  • There are strong tendencies towards a concentration at the retail level, where an ever-smaller number of highly professional players dominate the distribution. This, in turn, has provoked changes in the supply chains with larger companies having a stronger customer orientation.

  • Suppliers of multiple retailers must be able to supply consistent volumes of guaranteed quality on a year-round basis, and be very efficient, flexible and alert to new developments.


Grocery Retail Development

  • The market shows a aggressive pricing.

  • Therefore discounting formats remained a main winner in grocery retailing, with further expansion of the Hofer (Aldi) and Lidl in both countries Austria and Slovenia.

  • Intense competition between supermarkets/hypermarkets and discounters is leading to

    • strengthening of their low-price credentials

    • offering more fresh products or the introduction of organic products

    • introducing a wider assortment of health and wellness products


Fair Trade

  • EU consumers are increasingly concerned about food production methods, their effects on the environment and social and economic conditions in developing countries.

  • This has increased demand for sustainable and fair-trade certified products.

  • To ensure consumers’ trust, producers adhere to quality standards set by international organisations, such as fair-trade and sustainability standards. Several fresh fruit products (e.g. banana, pineapple, mangos, avocados and oranges) now have a fair-trade product standard.

  • There is a tendency in the market for many products to be both organic and fair-trade certified. One of Europe’s leading fair-trade organisations in fresh fruit, the Dutch Agrofair, offers both fair-trade and organic and fair-trade certified fruits.


Problems for Thai Exporters in Accessing the Austrian & Slovenian Market

  • Thai food is a niche in Austria and therefore not known everywhere. Therefore, promotion of Thai food is essential.

  • Avian influenca was a reason that the trust in Asian food curbed.

  • Fresh food has to be transported quickly.

  • High logistics cost from Thailand and competitive prices from other supplying countries (e.g. in the fruit sector).

  • Competition from other countries selling Thai style products. E.g. „Thai“ curry from South Africa.


Austrian Market


Austrian Food Imports Worldwidein Mio USD by HS Codes

Full Year2006-2008

March2007-2009

Source: World Trade Atlas, accessed on June 18th 2009


Austrian Food Imports WorldwideIn Detail Full Year 2008 in Mio USD – 1/2

Source: World Trade Atlas, accessed on June 18th 2009


Austrian Food Imports WorldwideIn Detail Full Year 2008 in Mio USD – 2/2

Source: World Trade Atlas, accessed on June 18th 2009


Austrian Food Imports WorldwideIn Detail Jan - Mar 2009 in Mio USD – 1/2

Source: World Trade Atlas, accessed on June 18th 2009


Austrian Food Imports WorldwideIn Detail Jan - Mar 2009 in Mio USD – 2/2

Source: World Trade Atlas, accessed on June 18th 2009


Austrian Food Imports from ThailandFull Year2004 - 2008 in Mio USD

Source: World Trade Atlas, accessed on June 16th 2009


Austrian Food Imports from ThailandJan -Mar 2005 - 2009 in Mio USD

Source: World Trade Atlas, accessed on June 16th 2009


Austrian Import Tariffs on Thai Food(GSPincluded)

Source: http://exporthelp.europa.eu, accessd on April 22nd, 2009GSP = Generalized System of Preferences


Expected Population Growth in Austria 1980 - 2070

Source: http://www.statistik.at, accessed on February 16, 2009


Expected Household Size in Austria 2001 - 2050

Source: www.statistik.at, accessed on February 16, 2009


Overview Grocery Retail

Hypermarkets

Supermarkets

Discounter

Total Turnover 21,000 Mio EUR

REWEAddress: Europastrasse 3, A-5015 Salzburg HQ: Metro AG, Dusseldorf, (DE)Web: www.rewe.at

Turnover: 8,230 Mio EURBranches: 2.529Employees 52,296

Retail Brands: Billa, Merkur, Penny Markt Emma

Hofer

Address: Hofer Strasse 1, A-4642 Sattledt HQ: Aldi Süd, Mühlheim (DE) Web: www.hofer.atTurnover: 3,065 Mio EURBranches: 415Employees 4,500

SPARAddress: Europastrasse 3, 5015 A-Salzburg HQ: SPAR AG, Amsterdam (NL)Web: www.spar.atTurnover: 10,880 Mio EUR

Branches: 810Employees 62,500Retail Brands: Maximarkt, Interspar, Eurospar Spar

PRO KauflandAddress/HQ: Lindengasse 16 A-4040 LinzWeb: www.pro-kaufland.atTurnover: n/aBranches: 3Employees 700

ADEG Address/HQ: Handelszentrum 5 A-5101 Bergheim at SalzburgWeb: www.adeg.atTurnover: 489 Mio EURBranches: 299Employees 799

Zielpunkt

Address: Heizwerkstraße 5, A-1239 ViennaHQ: Tengelmann, Mühlheim (DE) Web: www.zielpunkt.atTurnover: 592 Mio EURBranches: 360Employees 3,364

M-PreisAddress/HQ:Landesstrasse 16 A-6176 Völs

Web: www.mpreis.atTurnover: 376 Mio EURBranches: 145Employees: 2,156

LidlAddress: Josef-Brandstätter-Strasse 2b, A-5020 SalzburgHQ: Lidl, Neckarsulm (DE) Web: www.lidl.atTurnover: 330 Mio EURBranches: 299Employees 2,200

Listed companies are limited to the most import players in each segment / IndustryTurnover, branches & employee are only showing Austrian figures, otherwise stated in brackets


Samples of Thai Food in Austria 1/2


Samples of Thai Food in Austria 2/2


Slovenian Market


Slovenian Food Imports Worldwidein Mio USD by HS Codes

Full Year2006-2008

Jan-Mar2007-2009

Source: World Trade Atlas, accessed on June 18th 2009


Slovenian Food Imports WorldwideIn Detail Full Year 2008 in Mio USD – 1/2

Source: World Trade Atlas, accessed on June 18th 2009


Slovenian Food Imports WorldwideIn Detail Full Year 2008 in Mio USD – 2/2

Source: World Trade Atlas, accessed on June 18th 2009


Slovenian Food Imports WorldwideIn Detail Jan - Mar 2009 in Mio USD – 1/2

Source: World Trade Atlas, accessed on June 18th 2009


Slovenian Food Imports WorldwideIn Detail Jan - Mar 2009 in Mio USD – 2/2

Source: World Trade Atlas, accessed on June 18th 2009


Slovenian Food Imports from ThailandFull Year2004 - 2008 in Mio USD

Source: World Trade Atlas, accessed on June 16th 2009


Slovenian Food Imports from ThailandJan - Mar 2005 - 2009 in Mio USD

Source: World Trade Atlas, accessed on June 16th 2009


Slovenian Import Tariffs on Thai Food(GSPincluded)

Source: http://exporthelp.europa.eu, accessd on April 22nd, 2009GSP = Generalized System of Preferences


Expected Population Growth in Slovenia 2005-2050

Source: http://www.statistik.at, accessed on February 16, 2009


Overview Grocery Retail

Hypermarkets

Supermarkets

Discounter

Total Turnover 4,28 billion EUR (2008)

MERCATOR Group (Poslovni sistem Mercator, d.d.)

Address: Dunajska cesta 107, p.p. 3234,

1001 Ljubljana Web: www.mercator.si

Turnover (2008): 1,78bn EURBranches/Marketshare: 528/ 38%

Employees: 21.548

Retail Brands: ŽIVILA,

Maxi and Hura!

SPAR Slovenija d.o.o.

Address: Letališka cesta 26,

SI-1000 Ljubljana

Web: www.spar.si

Turnover: 0,678 bn EUR

HOFER trgovina na drobno d .o .o.

Address: Sedež:Brnčičeva ulica 49

SI-1231 Ljubljana-Črnuče

HQ: Aldi Süd, Mühlheim (DE) Web: www.hofer.siTurnover: 0,085 bn EURBranches/Marketshare: 45/ 2%Employees n.a.

Branches/Marketshare: 76/ 13%Employees: 4049 Retail Brands: Interspar, Spar

EngroTUŠ podjetje za trgovino d. o. o.

Address/HQ: Cesta v Trnovlje 10 a

SI-3000 Celje Web: www.tus.si

Turnover: 0,513 bn EURBranches/Marketshar: appr. 250/12% Employees 2649

Lidl d. o. o. k. d.

Address: Pot k sejmišču 26a

SI-1000 Ljubljana

HQ: Lidl, Neckarsulm (DE) Web: www.lidl.siTurnover: 0,214 bn EURBranches/Marketshare: 27/~5%Employees n.a.

Rudnidis d. o. o.

Address/HQ: Jurčkova cesta 225

SI-1001 Ljubljana

Web: www.rudnidis.siTurnover: 0,042 bn EURBranches: 2 Shopping mals

Employees: n.a.

Listed companies are limited to the most import players in each segment / IndustryTurnover, branches & employee are only showing Austrian figures, otherwise stated in brackets


Sample of SPAR Advertisement


Sources

Euromonitor: http://www.portal.euromonitor.com/passport/ResultsList.aspx, accessed on April 22nd, 2009

Export Helpdesk: http://exporthelp.europa.eu, accessd on June 18th, 2009

Jewelry Market Austria - February 2009, by Jan Grußer and Stephan Gruber

Retail Market Austria - February 2009, by Jan Grußer and Erich Hillinger

Statistik Austria: http://www.statistik.at, accessed on February 16, 2009

World Trade Atlas, accessed on June 18th 2009


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