COMPETITIVE LANDSCAPE
Deichmann, Leder & Schuh and Puma benefit from strong brand presence
The footwear market in Austria is relatively fragmented, with the top two players, Deichmann Schuhvertriebs GmbH and Leder & Schuh AG, holding significant market shares of 15% and 9%, respectively, in 2025. Puma SE had a strong 2020-2025 period, increasing its market share from 4% to 8%.
Emerging trends and strategic moves shape future competitiveness
There were no notable mergers or acquisitions in 2025, nor were any anticipated for 2026. However, innovative product launches, such as Puma’s Speedcat Ballet, a sneakerina version of the classic Speedcat sneakers, are expected to impact the market.
Puma launches the sneakarina
A trend being seen on the streets of Austria in 2025 was the so-called sneakerina, a slim hybrid of a sneaker and a ballerina flat. The latest generation of the sneakerina is a springlike alternative to classic sneakers, and they are popular with wearers because they are easy to combine with different types of attire.
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Overview:
Understand the latest market trends and future growth opportunities for the Footwear industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Footwear industry in Austria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Footwear in Austria report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Footwear in Austria?
- Which are the leading brands in Austria?
- How are products distributed in Austria?
- How is the rise of e-commerce shaping demand?
- What % of apparel and footwear sales are made via grocery retailers?
- Do consumers want premium quality or fast fashion?
- How will COVID-19 and recession impact demand?
- How important is sustainability in Footwear in Austria?
- Where is future growth expected to be most dynamic?
Footwear in Austria - Category analysis
KEY DATA FINDINGS
Increasing demand for sustainable and personalised products driving current value growth
Consumers prioritise affordability and sustainability in footwear
Women’s footwear dominates market share in Austria
Sustainability drives dynamic growth in footwear sales
Sustainable practices and technology will be helping drive future growth
Women’s footwear will maintain the largest market share
Omnichannel strategies and sustainability drive business impact
Deichmann, Leder & Schuh and Puma benefit from strong brand presence
Emerging trends and strategic moves shape future competitiveness
Puma launches the sneakarina
Retail e-commerce gains traction with promotions and convenience
Apparel and footwear specialists lead offline sales
Sustainable footwear innovation gains traction with compostable designs
Innovative business models enhance sustainability credentials
Digital channels support sustainable footwear sales
Apparel and Footwear in Austria - Industry Overview
Apparel and footwear in Austria sees cautious consumer spending due to economic uncertainty
Consumers prioritise sustainability and value in Austrian apparel and footwear
Largest and fastest-growing categories drive market dynamics
Sustainability and circular fashion models shaping the Austrian apparel and footwear industry
Brands leveraging tech-driven solutions to meet evolving demands
Sustainability and digital innovation will drive growth in key categories
Circular fashion models will continue gaining traction as sustainability concerns rise
Leading brands maintain their positions through omnichannel strategies
Emerging players and product launches reshape competitive dynamics
Physical stores remain dominant despite e-commerce growth
Retail e-commerce drives growth with AI-powered innovations
Continued polarisation and e-commerce expansion expected to be seen
Sustainability drives product innovation with eco-friendly materials
Business impact of sustainable innovations is significant
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Footwear
- Children's Footwear
- Men's Footwear
- Women's Footwear
Footwear
This is the aggregation of children's footwear, men's footwear and women's footwear. Includes all men’s, women’s and children’s outdoor and indoor shoes made of materials as leather, fabric or plastic. Outdoor shoes includes all dress shoes, trainers, sports shoes, sandals, boots, pumps, and high heels. Indoor shoes includes house-shoes and slippers. Items must be new when sold to the consumer; second-hand/used footwear is excluded. Antique and/or vintage footwear is also excluded. Sports footwear (broken out as a separate category) is included in total footwear figure. One pair of footwear constitutes one volume unit.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Footwear research and analysis database.
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