Safety footwear in Austria

This CBI fact sheet aims to introduce safety footwear suppliers from developing countries (DCs) to the Austrian safety footwear market. It is the ninth largest market in the EU with a value of 25 million in 2009. Imports from DCs totalled 1.5 million in the same year. Recent trends show that workers are seeking more fashionable and comfortable products, so opportunities exist for DC suppliers in meeting those preferences. Last but not least, subcontracting also offers opportunities to DC suppliers.
Market characteristics
Austria is a medium-sized market for safety footwear in the EU. It is the ninth largest, behind Finland and Poland, but ahead of Belgium and Denmark. Apparent demand in 2009 totalled 25 million, after an annual growth of 12% in the period 2005-2009. In terms of volume, Austria is also a medium-sized market for safety footwear in the EU. Apparent demand totalled 1.0 million pairs in 2009, after an annual growth of 12%. The number of employees in the construction industry is growing; the same is visible in the health and social care sector, particularly as regards the number of women. DC suppliers can focus on those market segments with sector specific products. Also refer to Table 1. As a rough indication, the price per pair (based on apparent market value and volume) totalled 25 in 2009, which was more or less the same as in 2005. This price level is relatively high compared to the price level in the EU on average. It is fifth highest in the EU, behind Sweden and Germany, but ahead of the Czech Republic and Slovenia. Austria is a small producer of safety footwear in the EU. It is the fifteenth largest, behind Slovakia and Hungary, but ahead of the Czech Republic and Slovenia. Production in 2009 amounted to 3.8 million, after an annual growth of 19%. Austria is also a small producer in terms of volume. Production in 2009 totalled 100,000 pairs, after an annual growth of 26% in the period 2005-2009. Subcontracting is very common for many Austrian safety footwear producers. Favourite outsourcing and subcontracting destinations for Austrian manufacturers are South Eastern European countries. Despite a large drop in imports in 2009 (-14%), imports grew by 10% in the period 2005-2009, which was much higher than the development in the EU on average. Imports amounted to 25 million in 2009. Imports from DCs totalled 1.5 million in 2009. They grew faster than total imports, thus increasing their share (from 1.8 to 6.0%). China accounted for 39% of all imports coming from DCs. China was followed by Mexico (26%), Croatia (23%) and India (11%). Of the main DC suppliers, Mexico experienced the highest growth (+610% per year), followed by Croatia (+295%), India (+69%), Turkey (+24%) and China (+21%).

Safety footwear in Austria

Consumer preferences in the safety footwear segment in Austria have been changing rapidly. Recent surveys showed that consumers ask for: larger scope of female designs, better appearance, fashionable colours, different sizes, comfort and availability of ergonomic/orthopaedic shoes. Women are generally less satisfied with the current offer of safety shoes on the market compared to male consumers. DC suppliers able to

Table 1 Employees in major safety footwear market segments in Austria, 2009, in thousands

Total Wholesale and retail Manufacturing Health and social care Construction Hotels, restaurants Agriculture Source: Eurostat (2010)

total 2009 2,417 640 605 386 351 250 184

CAGR 0.3% 2.1% -3.5% 2.6% 3.0% 0.8% -1.4%

male share 54% 46% 74% 21% 87% 37% 53%

CAGR -0.5% 2.5% -3.6% -1.5% 2.4% 1.0% -1.5%

female share 46% 54% 26% 79% 13% 63% 47%

CAGR 1.3% 1.8% -3.0% 3.9% 6.7% 0.8% -1.3%

answer womens needs by offering fashionable and conformable products, have the best chances on the Austrian market. Meeting the orthopaedic needs of consumers is becoming more important. It is estimated that around 15% of safety footwear users have special orthopaedic needs. In order to meet consumer requirements, one of the market leaders in Austria, Rukapol, has developed a special digital foot scanner for precise determination of sizes which is offered free of charge to companies before purchasing safety shoes. For more information on buyer requirements, trends, trade structure and prices, please refer to the modules concerning the safety footwear market in general.

Trade channels and finding trade partners

The intermediary channel is by far the most important trade channel for the DC supplier. Other channels are Austrian manufacturers and retail chains. The best way to approach prospects is by attending trade fairs in Austria or leading EU trade fairs in other EU countries (such as A+A in Germany). Furthermore, the Internet is a highly valuable source to find potential trading partners. Relevant country-specific sources to find prospects are: Association of Austrian Commercial agents - http://www.commercial-agent.at database to find agents in Austria, click on the service you need. FirmenABC - http://www.firmenabc.at - trade directory; search by product name. Preventa - http://www.preventa.info - biennial personal protective equipment (PPE) trade fair, May in uneven years, Dornbirn. Protex - http://www.hundkmesse.de/ - biennial trade fair, April in uneven years, Salzburg. Vienna Tec - http://www.vienna-tec.at - biennial trade fair, October in even years, Vienna. Wer Liefert Was - http://www.wlw.at - trade directory; search by product name.

Interesting players
Austria hosts many interesting players. The profile of a possible trade partner is very important, since each one is unique and has its own customers, market segments and products. Decision factors can also vary between different companies. For example, new innovative products that follow current market trends in order to improve their position on

Safety footwear in Austria

the local market could be the decision factor for some importers. On the other hand, when subcontracting for workwear manufacturers, the ability to work according to their specifications can be the key decision factor. Examples of interesting players are: Berufskleidung Nagele - http://www.nagele.at - producer and distributor of safety footwear and other protection products. GW Schneider - http://www.gw-schneider.com - distributor of PPE. Hickersberger - http://www.hickersberger.com - producer of healthcare and medical footwear. Konstant Arbeitsschutz - http://www.konstant.at - distributor of PPE. Lackner Schuhe - http://www.lackner-schuhe.at - producer of safety footwear. Lampl & Schreiber - http://www.lampl.com - producer and distributor of safety footwear and other protection products. Reindl - http://www.reindl.at - producer and distributor of PPE. Rukapol Arbeitsschutzartikel - http://www.rukapol.at - producer of healthy and security footwear and other healthy footwear products. Schloffer - http://www.schloffer.biz - distributor of footwear and other protection products. Schtze Schuhe - http://www.schuetze-schuhe.at - producer of safety footwear. Tempex Austria - http://www.tempex.at - distributor of PPE. Workline - http://www.workline.at - distributor of PPE.

Other useful sources

Austrian Chamber of Commerce - http://www.wko.at - under Firmen A-Z, you can find information about Austrian companies. Austrian National Statistics - http://www.statistik.at - national statistical office. Eurostat - http://epp.eurostat.ec.europa.eu/portal/page/portal/eurostat/home official statistical office of the EU. sterreicher Verband zur Forderung der Arbeitssicherheit - http://www.vas.at Austrian PPE branch organisation.