In 2024, Austria’s GDP fell by 1.0%, contracting for a second consecutive year in a row, weighed down by weak investment and exports. Inflation eased to 2.9%, owing to lower food and energy prices but stayed above target, with a slight uptick expected as energy relief ends. The budget deficit rose to 4.6% of GDP, as spending outpaced revenues, driven by economic services. Fiscal consolidation is set to be slow, while rising US protectionism clouds export prospects.

Retail current value sales of lodging (destination) in Austria are projected to continue to rise in 2025. Despite the absence of a certain proportion of business travellers since the Coronavirus (COVID-19) pandemic, record revenues are again being recorded. This is partly due to a new record in overall overnight stays, and partly as a result of above-average price increases in recent years.

Travel in Austria is projected to record all-high highs in many major indicators in 2025, including inbound arrivals, air passengers and retail current value sales of total bookings. After the catch-up effects following the Coronavirus (COVID-19) pandemic had been largely exhausted, growth naturally slowed at all levels. At the same time, the sharp rise in the general price level has not significantly affected the upward trend. Austria continues to benefit from its central location in the heart

Retail current value sales of airlines in Austria are projected to rise strongly in 2025, albeit at a much slower pace compared to the previous years, when supply and demand rebounded after the Coronavirus (COVID-19) pandemic slump. Driven by the strong performance of the dominant Vienna International Airport, total passenger numbers at airports in Austria are above the pre-pandemic level in 2019. Moreover, the profitability of airports and, above all, the seat load factor are significantly high

Retail current value sales of booking in Austria are projected to increase over 2025, albeit at a slower rate than in 2024. Booking easily exceeded the 2019 pre-Coronavirus (COVID-19) pandemic level of retail current value sales by 2023, as prices for all types of pipelines rose very significantly, especially during the particularly high inflation years of 2022 and 2023. During the pandemic, with all the uncertainties and risks associated with travel at the time, the leading travel agencies noti

Tourism flows in Austria have recovered strongly from the Coronavirus (COVID-19) pandemic. The number of inbound trips exceeded the pre-pandemic level of 2019 in 2024, and numbers continue to rise in 2025. Austria primarily continues to benefit from its central location in Europe, making it an attractive destination for travellers from neighbouring countries, in particular, but also for many long-haul travellers during European trips. Austria is known worldwide as a wonderful ski destination and

In 2024, Austria ranked seventh in Western Europe for average gross income but saw a 0.4% decline in per capita disposable income, driven by higher unemployment and falling labour productivity. Over 2024-2029, per capita disposable income is forecast to grow by 9.9%, outpacing the regional average, with social protection and wage support programmes expected to enhance financial stability.

In 2024, single person households were the leading type in Austria, influenced by younger generations prioritising education and career, and an ageing population. Over 2024-2029, the number of households is forecast to grow by 2.7%, with single person households predicted to increase to 39.8%. The average household size will remain stable at 2.2 persons, despite these demographic shifts.

Austrian consumers continued to demonstrate a strong preference for self-care in 2025, with many turning first to over-the-counter remedies to manage minor respiratory ailments. Surveys by the Austrian Consumer Health Care Association (IGEPHA) showed that a majority of consumers self-medicate when faced with cold or flu symptoms, coughs or sore throats, reflecting both convenience and growing confidence in available products. Information campaigns by IGEPHA, alongside manufacturer-led education

Analgesics remained an essential part of Austrian consumers’ self-care routines in 2025, reflecting rising awareness of minor ailments and the desire for quick, convenient solutions. Everyday issues such as headaches, cold and flu symptoms, muscle aches and stress-related pain continued to drive purchases, with many consumers relying on over-the-counter remedies to avoid unnecessary visits to the doctor. Hectic work schedules, sedentary lifestyles and repetitive movements contributed to tension

Value sales of sports nutrition increased in 2025, supported by Austria’s strong affinity for physical activity and a broadening consumer profile beyond dedicated athletes. Gym participation continued to climb, and many people incorporated running, cycling and studio classes into weekly routines whenever time allowed. To support performance, recovery and healthier snacking, more consumers turned to convenient sports nutrition options that fit around work and family schedules. Assortments expande

Value sales of herbal/traditional products increased in 2025, although momentum remained measured as many Austrians showed limited willingness to experiment once they had found remedies that worked for them. Consumers continued to prize products with natural ingredients and often expressed a preference for herbal/traditional options when first approaching a new need, perceiving them as gentler and associated with fewer side effects. This dynamic produced a steady pattern of replenishment for fam

Value sales of NRT smoking cessation aids increased in 2025, reflecting the ongoing efforts of Austrian smokers to reduce or quit their tobacco use. Although smoking prevalence continues to decline only gradually, about one in five adults still smokes at least occasionally, providing a stable consumer base for cessation products. Many individuals find it difficult to quit abruptly, especially during periods of heightened stress and anxiety, and NRT aids are perceived as more practical and afford

Consumer health in Austria continued to benefit from steadily progressing trends towards self-reliance, proactive behaviour and self-care, particularly in relation to health and wellness. Growing education about health-related topics – supported by information provided by national agencies such as IGEPHA and Pharmig, healthcare providers and manufacturers across print, social media, blogs and websites – enabled consumers to feel more confident in managing their own health. At the same time, time

Value sales of eye care increased in 2025, with moderate single-digit growth in both value and volume terms. Demand was supported by a combination of seasonal, demographic and lifestyle factors that are shaping eye health needs in Austria. Prolonged and more intense pollen seasons led to stronger allergy symptoms for a growing share of the population, boosting demand for targeted eye drops and other relief products. The ageing population, alongside rising incidences of conditions such as diabete

Dermatologicals in Austria continued to record steady value growth in 2025, supported by a wide range of lifestyle and demographic factors that contribute to skin health needs. The resumption of social and leisure activities after the pandemic, such as gym visits, swimming pools and schools or childcare centres, sustained demand for antifungals and antiparasitics. At the same time, demographic trends such as an ageing population and a high prevalence of overweight and obesity created additional

Value sales of wound care in Austria increased in 2025, with steady growth supported by both everyday consumer needs and demographic shifts. The category remains mature and saturated, with a wide variety of formats and product types catering to different situations, ranging from simple sticking plasters to specialised gauze and adhesive tapes. Performance is heavily influenced by external factors such as weather, which affects physical activity levels, and in turn, the risk of minor injuries req

Value sales of sleep aids in Austria decreased slightly in 2025 as the exceptional growth momentum seen during and immediately after the pandemic continued to taper off. Following strong demand through much of the review period, volume sales began to decline in 2023 and this trend persisted in 2024 and 2025. Nonetheless, overall value sales remained well above pre-COVID levels, reflecting the entrenched role of these products in Austrian consumers’ self-care routines. Persistent factors such as

Value sales of weight management and wellbeing increased in 2025 as many Austrians sought practical ways to address weight concerns shaped by busy schedules, disrupted sleep patterns and predominantly sedentary routines. Heightened interest in health and wellness encouraged more people to look for structured, low-effort options that fit into daily life, especially when time or motivation for meal planning and exercise was limited. Meal replacement stood out as the most dynamic area, with shakes,

Value sales of dietary supplements increased in 2025 as Austrian consumers continued to prioritise self-care, supported by guidance from public agencies and professional bodies. Beyond the general focus on immunity and everyday wellbeing, demand was buoyed by the category’s breadth and its ability to address specific needs such as digestive comfort, heart and brain function, joint mobility and stress management. A steady stream of information from pharmacies, doctors, health media and online sou

Value sales of paediatric consumer health increased in 2025, despite structural headwinds from a shrinking population of children in Austria. Falling birth rates continued to limit the pool of potential users, and many parents still preferred to consult a doctor first when ailments arose, which channelled some demand towards prescription options. Even so, day-to-day needs sustained purchasing of over-the-counter solutions, as households managed minor, recurring issues at home – from common colds

Value sales of vitamins increased in 2025, supported by the ongoing importance Austrian consumers place on prevention and self-care. Many consumers view maintaining good health as their personal responsibility and continue to supplement their diets to achieve nutritional balance, particularly when daily routines are hectic, stressful or marked by poor dietary habits. Growing awareness of the specific benefits of individual vitamins – such as vitamin C for immune health, vitamin E for skin and be

Baby food sales have stagnated in current value terms in 2025 while volume sales have declined. Average unit prices have increased slightly which has helped to sustain value sales. The low demand for baby food is largely attributed to the low birth rate in Austria. In 2024, Austria recorded a decreasing birth rate compared to 2023, with this pattern set to continue through 2025. Recognising the demographic challenges facing the market players are increasingly seeking growth opportunities with ad

Drinking milk products has seen steady growth in current value terms in 2025, but the demand for drinking milk products is stagnant with value growth being driven by price increases. As the largest share of sales is accounted for by cow’s milk, this category has a big impact on the overall performance of drinking milk products in Austria. In 2025, volume sales of cow’s milk have declined slightly with this being partly due to the declining demand for shelf stable milk, with volume sales of fresh