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Food Market Austria and Slovenia June 2009

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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  1. Food Market Austria and SloveniaJune 2009

  2. Overall Developments

  3. 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.

  4. 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.

  5. 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.

  6. 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

  7. 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.

  8. 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.

  9. Austrian Market

  10. Austrian Food Imports Worldwidein Mio USD by HS Codes Full Year2006-2008 March2007-2009 Source: World Trade Atlas, accessed on June 18th 2009

  11. Austrian Food Imports WorldwideIn Detail Full Year 2008 in Mio USD – 1/2 Source: World Trade Atlas, accessed on June 18th 2009

  12. Austrian Food Imports WorldwideIn Detail Full Year 2008 in Mio USD – 2/2 Source: World Trade Atlas, accessed on June 18th 2009

  13. Austrian Food Imports WorldwideIn Detail Jan - Mar 2009 in Mio USD – 1/2 Source: World Trade Atlas, accessed on June 18th 2009

  14. Austrian Food Imports WorldwideIn Detail Jan - Mar 2009 in Mio USD – 2/2 Source: World Trade Atlas, accessed on June 18th 2009

  15. Austrian Food Imports from ThailandFull Year2004 - 2008 in Mio USD Source: World Trade Atlas, accessed on June 16th 2009

  16. Austrian Food Imports from ThailandJan -Mar 2005 - 2009 in Mio USD Source: World Trade Atlas, accessed on June 16th 2009

  17. Austrian Import Tariffs on Thai Food(GSPincluded) Source: http://exporthelp.europa.eu, accessd on April 22nd, 2009GSP = Generalized System of Preferences

  18. Expected Population Growth in Austria 1980 - 2070 Source: http://www.statistik.at, accessed on February 16, 2009

  19. Expected Household Size in Austria 2001 - 2050 Source: www.statistik.at, accessed on February 16, 2009

  20. 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

  21. Samples of Thai Food in Austria 1/2

  22. Samples of Thai Food in Austria 2/2

  23. Slovenian Market

  24. Slovenian Food Imports Worldwidein Mio USD by HS Codes Full Year2006-2008 Jan-Mar2007-2009 Source: World Trade Atlas, accessed on June 18th 2009

  25. Slovenian Food Imports WorldwideIn Detail Full Year 2008 in Mio USD – 1/2 Source: World Trade Atlas, accessed on June 18th 2009

  26. Slovenian Food Imports WorldwideIn Detail Full Year 2008 in Mio USD – 2/2 Source: World Trade Atlas, accessed on June 18th 2009

  27. Slovenian Food Imports WorldwideIn Detail Jan - Mar 2009 in Mio USD – 1/2 Source: World Trade Atlas, accessed on June 18th 2009

  28. Slovenian Food Imports WorldwideIn Detail Jan - Mar 2009 in Mio USD – 2/2 Source: World Trade Atlas, accessed on June 18th 2009

  29. Slovenian Food Imports from ThailandFull Year2004 - 2008 in Mio USD Source: World Trade Atlas, accessed on June 16th 2009

  30. Slovenian Food Imports from ThailandJan - Mar 2005 - 2009 in Mio USD Source: World Trade Atlas, accessed on June 16th 2009

  31. Slovenian Import Tariffs on Thai Food(GSPincluded) Source: http://exporthelp.europa.eu, accessd on April 22nd, 2009GSP = Generalized System of Preferences

  32. Expected Population Growth in Slovenia 2005-2050 Source: http://www.statistik.at, accessed on February 16, 2009

  33. 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

  34. Sample of SPAR Advertisement

  35. 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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