NIQ Retail Spend Barometer
Austria

• Private spending on fast-moving consumer goods (FMCG) and technical durables (T&D) in Austria increased by 4.4% in the third quarter compared to the same period last year. 
• Total sales reached €8.7 billion. 
• This growth spans nearly all categories, with only a few exceptions. 

Nearly all fast-moving consumer goods (FMCG) categories saw rising sales in the third quarter. The Home Care category experienced particularly strong growth, driven by products such as universal detergents (5.6% sales growth) and dishwashing detergents (11.6%). 

Personal Care products also showed above-average increases. Notable examples include toothpaste (10.5%), deodorants (11.4%), and hair care products (10.9%).

For the first time since Q2 2023, the Tech & Durables (T&D) market has reported sales growth. This positive trend was driven primarily by the DIY segment (8.1% growth) and household appliances (5% growth). 

Health-related products, smart devices, and premium appliances with innovative features were particularly popular. Consumers are willing to pay more for these products. For example, advanced hairstyling devices saw a significant sales increase of 9% compared to the same period last year. 

“Consumer confidence in Austria has been on the rise for months. The current retail sales growth clearly shows that consumers are willing to invest when products exceed their expectations and offer clear added value. 

Retailers who strategically invest in premium and innovative categories while targeting price-sensitive customers with smart promotions benefit the most. Using data-driven insights from our retail panels and solutions in innovation measurement and dynamic pricing, we help retail companies strike this balance precisely and stay competitive.”

Oliver Schmitz, responsible for the retail sector at NIQ/GfK in Austria, Germany, and Switzerland