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Austria - The Future of Foodservice to 2021

Austria - The Future of Foodservice to 2021


Austria is a highly affluent country in comparison to much of wider Europe, boasting low unemployment and among the highest levels of GDP per capita. This is primarily due to the country’s strong economic climate prior to the financial and Eurozone crises. In recent years, however, Austria’s economy has been largely stagnant, with GDP growth underperforming in comparison to countries of similar wealth such as Denmark, Sweden and neighbouring Germany.

In 2016, Austria’s foodservice profit sector was valued at approximately EUR€ 14.4 Billion, making it the 12th largest European market (including Russia and Turkey). Similar to much of continental Europe, value growth has been predominantly driven by growth in transactions, with outlet numbers remaining stubbornly low despite interest rates being set at 0% by the ECB.

Austria’s Quick Service Restaurants (QSR) market was valued at approximately EUR€2.7 Billion, following a moderate sales value CAGR of 2.1% over 2014-2016. With consumers seeking a wider range of ‘better-for-you’ fast food options, fast casual outlets appear to have promising future growth opportunities. Until 2021, sales value growth of the QSR channel is forecast to accelerate to a 2.3% CAGR. This value growth will continue to be driven by a rising number of transactions rather than from new outlet creation.

In comparison to other foodservice channels, the coffee and tea shop market is relatively consolidated, with chain operators accounting for 33.5% of total market revenue. Coffee and tea shop chains tend to be more popular among younger consumers; 45% of those aged 25-34 stated their most recent visit was to a chain outlet, while chain visits fell to just 15% among consumers aged over 65.

Over the next five years, sales value growth of the channel is forecast to remain positive, driven by continued economic growth and a falling unemployment rate. By 2021, the market is forecast to reach a valuation of EUR€5.1 Billion.

The report Austria - The Future of Foodservice to 2021 provides extensive insight and analysis of the Austrian foodservice market over the next five years (2016-2021) and acts as a vital point of reference for operators or suppliers.

In particular, this report provides the following analysis -

  • Overview of Austria's macro-economic landscape: Detailed analysis of current macro-economic factors and their impact on India's foodservice market including GDP per capita, consumer price index, population growth and annual household income distribution.
  • Growth dynamics: In-depth data and forecasts of key channels (QSR, FSR, Coffee & Tea Shops) within Austria's foodservice market, including the value of the market, number of transactions, number of outlets and average transaction price.
  • Customer segmentation: Identify the most important demographic groups, buying habits and motivations that drive out-of-home meal occasions among segments of the Austrian population.
  • Key players: Overview of market leaders within the three major channels including business descriptions and number of outlets.
  • Case Studies: Learn from examples of recent successes and failures within Austria's foodservice market.
Companies mentioned in this report: McDonald's, Burger King, Nordsee, SchnitzelHaus, BistroBox, Tchibo, Starbucks, Coffeeshop Company, Testa Rossa Caffe, Harry Holzer.

  • As Austrian consumers continue to heavily favour domestic companies and brands, much of the foodservice market remains fragmented. International operators are therefore regularly seeking to create links between their brands and Austrian culture.
  • As consumers display little evidence of brand loyalty, product innovation has taken on greater importance among operators.
  • Austria’s coffee and tea shop market has entered a transitional period, moving away from instant and on-the-go coffee and towards longer, drawn out occasions, akin to that of traditional Viennese cafes. This transaction has been further facilitated by a number of ‘third-wave’ coffee shop operators that have entered the market.
Reasons to buy
  • Specific forecasts of the Austrian foodservice market over the next five years (2016-2021) will give readers the ability to make informed business decisions through identifying emerging/declining markets.
  • Consumer segmentation detailing the desires of known consumers among all major foodservice channels (QSR, FSR, Coffee & Tea shops) will allow readers to understand the wants and needs of their target demographics.
  • Relevant case studies will allow readers to learn from and apply lessons discovered by emerging and major players within Austria's foodservice market.

  • Introduction
    • Report Guide: Main Sections
    • Report Guide: Sub-Sections
    • Executive Summary
    • Executive Summary: Consumer Trends
  • Macroeconomic context
    • Macroeconomic Overview
    • Demographic Overview: Population
    • Demographic Overview: Income Bands
  • Introducing consumer segments
    • Introducing Consumer Segments: Constructing the Segments
    • Introducing Consumer Segments
    • Introducing Consumer Segments: Frugal Convenience-Seekers
    • Introducing Consumer Segments: Time-Poor Experimenters
    • Introducing Consumer Segments: Sporadic Splurgers
    • Introducing Consumer Segments: Regimented Routiners
    • Introducing Consumer Segments: Inbetweeners
    • Introducing Consumer Segments: Key Channel Overview
  • Profit sector
    • Profit Sector Metrics
      • Table Transactions, rather than new outlets, drive value growth despite low interest rates
    • Profit Sector: Value and Share by Channel
    • Profit Sector: Value Growth by Channel
    • Profit Sector: Outlets and Growth by Channel
    • Profit Sector: Transactions and Growth by Channel
    • Profit Sector: Operator Buying Volumes and Growth by Channel
    • Profit Sector: Channel Historic Growth Dynamics
    • Profit Sector: Channel Future Growth Dynamics
    • Profit Sector: Restaurant: Outlet-Type Growth Dynamics
      • Table Restaurant outlet types 2016 value growth
    • Profit Sector: Restaurant: Type of Ownership Growth Dynamics
      • Table Restaurant owner types 2016 value growth
  • Quick service restaurants (QSR)
    • QSR: Summary
    • QSR: Metrics: Growth Dynamics
      • Table Aging population to create headaches for QSR operators
    • QSR: Key Players
    • QSR: Key Consumers: Segment Overview
    • QSR: Key Consumers: Frugal Convenience Seekers
    • QSR: Key Consumers: Time-Poor Experimenters
    • QSR: Key Consumers: Sporadic Splurgers
    • QSR: Key Consumers: Regimented Routiners
    • QSR: Key Consumers: Inbetweeners
    • QSR: Key Consumers: Opportunity Areas
    • QSR: Why?
    • QSR: What?
    • QSR: What?: Food and Drink Splits
      • Table Operator buyer product value EUR- million (USD$ million)
    • QSR: Where?
    • QSR: Where?: `Big Mac Rocks' campaign: Case Study
    • QSR: Where?: `Big Mac Rocks' campaign: Trends Targeted
    • QSR: Where?: `Big Mac Rocks' campaign: How
    • QSR: Where?: BistroBox Case Study
    • QSR: Where?: BistroBox: Trends Targeted
    • QSR: Where?: BistroBox: How
    • QSR: What Next?
  • Full service restaurants (FSR)
    • FSR: Summary
    • FSR: Metrics: Growth Dynamics
      • Table Relatively strong outlet growth shows Austria's largest foodservice market is far from saturation
    • FSR: Key Consumers: Segment Overview
    • FSR: Key Consumers: Frugal Convenience Seekers
    • FSR: Key Consumers: Time-Poor Experimenters
    • FSR: Key Consumers: Sporadic Splurgers
    • FSR: Key Consumers: Regimented Routiners
    • FSR: Key Consumers: Inbetweeners
    • FSR: Key Consumers: Opportunity Areas
    • FSR: Why?
    • FSR: What?
    • FSR: What?: Food and Drink Splits
      • Table Operator buyer product value EUR- million (USD$ million)
    • FSR: Where?
    • FSR: What Next?
  • Coffee and tea shops
    • Coffee & Tea Shops: Summary
    • Coffee & Tea Shops: Metrics: Growth Dynamics
      • Table Coffee shop market undergoes transitional period after emergence of `third-wave' outlets
    • Coffee & Tea Shops: Key Players
    • Coffee & Tea Shops: Key Consumers: Segment Overview
    • Coffee & Tea Shops: Key Consumers: Frugal Convenience Seekers
    • Coffee & Tea Shops: Key Consumers: Time-Poor Experimenters
    • Coffee & Tea Shops: Key Consumers: Sporadic Splurgers
    • Coffee & Tea Shops: Key Consumers: Regimented Routiners
    • Coffee & Tea Shops: Key Consumers: Inbetweeners
    • Coffee & Tea Shops: Key Consumers: Opportunity Areas
    • Coffee & Tea Shops: Why?
    • Coffee & Tea Shops: What?
    • Coffee & Tea Shops: What?: Food and Drink Splits
      • Table Operator buyer product value EUR- million (USD$ million)
    • Coffee & Tea Shops: Where?
    • Coffee & Tea Shops: What Next?
  • Cost sector
    • Cost Operator Trends: Historic Growth
    • Cost Operator Trends: Future Growth
    • Cost Operators: Data Breakdown
      • Table Education leads Austrian cost sector, holding a share of 48.3%
  • Appendix
    • Trade and Sectors Definition
    • Channel Definitions
    • Other Definitions
    • Key Components - Market Intelligence

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