Austrian consumers are shifting habits as food prices rise, with one-third of every euro spent in supermarkets now going toward discounted goods. AMA-Marketing head Christina Mutenthaler-Sipek reports that promotional shares for meat exceed 40 percent.
Market data for the first half of 2026 shows a 3.2 percent drop in food spending and a 4.6 percent decline in purchase volume. Private labels now represent two-thirds of retail spending, particularly for eggs, dairy, and meat, while organic shares hold steady.
Four major chains dominate 88.6 percent of the market as shoppers seek value. While a value-added tax reduction began in July 2026, market researcher Micaela Schantl notes these figures do not yet reflect the impact of that specific legislative change.