Marterbauer fights against the Austria premium: prices are falling?

Marterbauer fights against the Austria premium: prices are falling?

On September 19, 2025, Finance Minister Markus Marterbauer (SPÖ) turned to the EU with an urgent appeal to request the abolition of territorial delivery restrictions on European brand manufacturers. The focus is on ending the so-called “Austria-Lit” among consumer goods, which disproportionately burdens consumers in Austria compared to other EU countries. This topic was dealt with at a meeting of the EU finance ministers in Copenhagen, while the ministers also discussed the 19th sanction package against Russia.

Marterbauer criticized the excessive prices for branded items in Austria, which are up to 20 percent more expensive compared to Germany. These price differences are primarily due to territorial delivery restrictions that limit the flow of goods between the countries. It is estimated that the annual additional costs for EU consumers amount to around 14 billion euros due to such restrictions.

EU Commission is planning ban on TSCS

The EU Commission has announced that the law proposal against territorial delivery restrictions (TSCS) have been introduced by the end of 2026. These have allowed international producers to offer products in different markets at different prices, which in particular harms regional trading companies. Rainer Will, Managing Director of the Trade Association, advocated this measure and found that the creation of uniform purchasing conditions for dealers in all member states was essential.

A practical example illustrates the problem: an Austrian dealer pays 3.20 euros for a hairspray, while a German colleague only has to pay 2 euros. The trade association calls for a rapid implementation of the ban at the EU and national level. An EU study predicts that consumers could save up to 14 billion euros annually by abolishing the TSCs.

Background and effects

Under the current conditions, Austrian retailers pay up to 60 percent more for products than their colleagues in Germany. The Federal Competition Authority (BWB) has noticed that the "Austria-based service" in branded items is around 15 to 20 percent. The demands for the end of the country -specific price strategies of multinational manufacturers are supported by the GPA union and the trade association. These measures can also be seen against the background of a high inflation of 3.3 percent in Austria in June, which is additionally reinforced by TSCS.

With this initiative, Marterbauer, supported by the EU, wants to ensure more equality and fairer prizes. A close cooperation between the trade association, the trade union and the government could be decisive when implementing the internal market strategy in order to put an end to the "Austria-based" and create fair competitive conditions. The Draghi report on the competitiveness of Europe has already pointed out the need for future investments, especially in the area of ​​infrastructure.