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 slovenia june 2009

Food Market Austria and SloveniaJune 2009


Overall developments

Overall Developments


Consumer trends 1 2

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

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

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

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

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

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 Market


Austrian food imports worldwide in mio usd by hs codes

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 worldwide in detail full year 2008 in mio usd 1 2

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 worldwide in detail full year 2008 in mio usd 2 2

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 worldwide in detail jan mar 2009 in mio usd 1 2

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 worldwide in detail jan mar 2009 in mio usd 2 2

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 thailand full year 2004 2008 in mio usd

Austrian Food Imports from ThailandFull Year2004 - 2008 in Mio USD

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


Austrian food imports from thailand jan mar 2005 2009 in mio usd

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 gsp included

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

Expected Population Growth in Austria 1980 - 2070

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


Expected household size in austria 2001 2050

Expected Household Size in Austria 2001 - 2050

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


Overview grocery retail

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


Food market austria and slovenia june 2009

Samples of Thai Food in Austria 1/2


Food market austria and slovenia june 2009

Samples of Thai Food in Austria 2/2


Slovenian market

Slovenian Market


Slovenian food imports worldwide in mio usd by hs codes

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 worldwide in detail full year 2008 in mio usd 1 2

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 worldwide in detail full year 2008 in mio usd 2 2

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 worldwide in detail jan mar 2009 in mio usd 1 2

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 worldwide in detail jan mar 2009 in mio usd 2 2

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 thailand full year 2004 2008 in mio usd

Slovenian Food Imports from ThailandFull Year2004 - 2008 in Mio USD

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


Slovenian food imports from thailand jan mar 2005 2009 in mio usd

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 gsp included

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

Expected Population Growth in Slovenia 2005-2050

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


Overview grocery retail1

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


Food market austria and slovenia june 2009

Sample of SPAR Advertisement


Sources

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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