Changing food market trends in Austria

With the lifting of restrictions and lockdowns related to the CORONAVIRUS, the markets are also adapting again to the previous behavior of buyers. Accordingly, purchase volumes in 2022 fell by eight percent compared to the same period of the previous year and remained stable compared to the period before the corona crisis. The decline in volume resulted in a cost increase of just 2 percent compared to 2021, up 15 percent from 2019.

Trend: Eco-Friendly and Convenience

“In the long term, two main trends are emerging: sustainability and convenience,” explains Kristina Mutentaler-Sipek, Managing DIRECTOR of AMA-Marketing. and more people are turning to products in recyclable glass bottles. Consumer goods show significant growth. it can be assumed that this segment will continue to grow in importance."

Self-service is getting more and more popular

In an increasingly mobile society, the topic of convenience plays an increasingly important role. Ready-to-eat purchases have increased by an impressive 14 percent since 2019, and canned and frozen fruits and vegetables are also booming. The desire for quick shopping and cooking is reflected in the increase in purchases of MEAT and sausages.  

For several years, the proportion of meat buyers in some categories has been falling, and the number of people deliberately reducing meat consumption has been increasing. The market for meat, prepared meals and MILK alternatives is still small but will grow in the long term. In 2022, development has slowed down somewhat, likely due to the fact that imitation products are usually more expensive than the original. The share of buyers in this category in 2022 remained at 52 percent.

In 2022, households spent about €170 per month on fresh produce and prepared meals (excluding bread and pastries). The largest share is made up of animal products such as meat , sausage and dairy products.

Purchase frequency has been declining and well below the 2019 value, indicating that in addition to more out-of-home consumption, inventory was used up or that purchased foods were used slightly more sparingly, perhaps less wasted.

Purchases of meat and fruit fell

Purchases of meat (particularly beef) and fresh vegetables (particularly leafy vegetables) fell the most in 2022, as did cheese, sausage and eggs — less cooked than during the corona pandemic and generally saved. 

Inflation leaves its mark

Prices rose by an average of 11 percent across all RollAMA product groups in 2022, the index value was 19 percent higher than in 2020. According to Statistics Austria, the food inflation rate for the same period was 22 percent. Rising milk prices have encouraged consumers to switch to cheaper milk with a longer shelf life, but factors such as stockpiling, reduced shopping frequency and less demand from smaller households are also playing a role. However, the increase in prices for butter does not lead to a change in behavior, butter remains stable compared to margarine. 

Rising prices also mean that food retailers are offering numerous promotional products. Every third euro is spent on discounted products. As usual, butter and meat are among the top promotional items. Increasing the market share of discounters goes hand in hand with development, as does the increase in the share of own brands.