"BILLA has been an important part of this country for 67 years and we are passionate about helping our customers with their shopping. In doing so, it is essential for us to listen carefully to how they feel, what concerns them, what things give them strength, what worries they face and what wishes and hopes they have for the future. Only this way we can be even closer to our customers and respond to their needs in the best possible way," says Elke Wilgmann, BILLA MERKUR Austria CEO, explaining the motives behind the study, which was conducted for the second time by the market and opinion research institute marketmind.
Well-being in Austria at a high level
The people in the country are doing better than expected, as a look at the well-being index shows: for example, Austria scores 60.7 out of 100 well-being points in 2020 (2019: 64.4 points). This value is determined using a statistical model that takes into account the strengths of influence from different areas of life. According to this, the meaning of life - which includes goals, beliefs and values - has the strongest influence (17%) on well-being. But everyday activities, the job as well as love and family also shape this value. Leisure and hobbies (-2.8 points) as well as physical fitness and health (-2.6 points) have lost importance, whereas nutrition (+2.5 points) has gained the most influence.
And although overall well-being has fallen slightly year-on-year, Austrians perceive their personal mood to be much more positive than that of others. While people see themselves as rather optimistic and cheerful, their fellow human beings are primarily perceived as full of worries, dissatisfied and angry.
"Despite Corona, the emotional situation in this country has not radically changed for the worse - we are all more resilient than one would like to assume," says happiness trainer and mental coach Katharina Mühl, and adds: "Mrs. and Mr. Austrians are often said to like to whine and complain, but the study results show that we can actually assess and put our own situation into perspective quite well. If we compare ourselves with others or with the perceived mood in the country, we become optimistic realists."
Family and partnerships as sources of security
People in this country find security and satisfaction above all in their families and partnerships - the areas of life with the most well-being points (67 and 64 points). But here, as in all other areas of their lives, Austrians feel less comfortable than in the previous year, according to Stefan Schiel, Managing Director at marketmind: "The result is not a big surprise in view of the Corona pandemic and the resulting restrictions and challenges. One can clearly see where there are the biggest cuts, namely in leisure time and among friends - this is where well-being fell by 11 respective 6 points and thus the most. Leisure but also physical fitness and health are at the lowest end of the scale."
Life satisfaction increases with age, Corona is more of a problem for young people
People between 50 and 65 years of age feel best about their lives. They achieve a well-being index of 64.6 points (-2.7 points) and are thus clearly above the Austrian average. While life satisfaction increases with age, 18- to 29-year-olds find themselves at the lowest end of the scale with 56.5 points (-6 points). They are the ones who feel the Corona measures the most, which is clearly reflected in the decline of well-being in the areas of leisure time (-13 points), everyday activities (-9 points) and circle of friends (-8 points). These are also challenging times for apprentices. They score 56 points (-6.4 points) and feel more stressed, demotivated, tense and full of worries.
More worried about the economy and health of others than about themselves
In uncertain times like these, Austrians are most worried about the economic situation in the country (2020: 57% vs. 2019: 22%). This is followed by concerns about conflicts in the world (2020: 47% vs. 2019: 46%) and about money and finances (2020: 39% vs. 2019: 43%). Surprisingly, people are comparatively less concerned about their health (33 %) and this sentiment has not changed year-on-year. However, Austrians are full of empathy and compassion - this is shown by the fact that concern for the health of others has moved into focus (2020: 39 % vs. 2019: 31 %) and is clearly ahead of concern for one's own health. While people over 50 are more concerned about the economy and their health, 18-29 year olds are more concerned about education and friendships.
Focus on the essentials: It's the small moments of joy that count
Asked which things and moments in life bring them the most joy, family (27%) and friends (17%) are clearly in first place for Austrians. Exercise and activity, nature, time with the family, conversations and one's own home are gaining in importance year-on-year as a result of the Corona pandemic. Differences between the age groups are again evident here: While for Austrians up to 29 years of age a fulfilling and at the same time successful job, self-realisation and travelling are further relevant factors for their well-being, health as well as social and financial security are more important for the generation 50+.
Wishes for the future: making up for lost time, enjoying life and respectful coexistence
The current limitations inspire the Austrians' desire to make up for lost time in the future. The areas of life with the least well-being - i.e. leisure time as well as physical fitness and health - are to be given more time as soon as it is possible again. 64 % of the respondents want to make the most of their free time again, 66 % want to invest more in fitness and health.
Corona has not shaken the Austrians' life dreams: asked about wishes and goals, more than half say they would like to enjoy life more consciously (54 %). 4 out of 10 would like to travel to distant countries and discover foreign cultures (45 %) or lose weight (41 %). If they had a special wish, 16% would most like to change their living situation (2019: 10%), 15% would like to have more money (2019: 11%) and also 15% would like to stay healthy (2019: 17%). New additions are the desire to successfully fight Corona or to return to normality (13 %) and the aspiration to live together with respect (5 %).
Federal state results: Vorarlberg and Styria are the feel-good oases
Overall, the west-east divide from the previous year remains, but the federal states are moving closer together. There is a change of place at the top: in 2020, people feel most comfortable in Vorarlberg and Styria - the two federal states share the first place on the podium. Last year's winner Tyrol slips to 5th place, as well as Upper Austria (2020: 7th place, 2019: 5th place). The reasons for these declines include lower well-being in the areas of leisure time, circle of friends and everyday life. Bringing up the rear are Vienna (8th place) and Burgenland (9th place), which have swapped places in a year-on-year comparison. Compared to Austria as a whole, the Burgenlanders feel least well in the areas of leisure, work and love.
Styria is not only in first place in the federal state ranking, it also has 7 out of 10 of the happiest districts. Liezen, Sankt Johann im Pongau and Leoben were successful in staying in the top 10. Among the high performers that have moved up in the rankings are Deutschlandsberg (+43 ranks), Weiz (+35 ranks) and Bludenz (+30 ranks). The bottom 10 districts are largely in eastern Austria: the district of Eisenstadt-Stadt has lost 27 ranks and is now in last place, after Eisenstadt-Umgebung and Mattersburg.
In the provincial capital ranking, Bregenz comes out on top - the only provincial capital not to show a decline this year. Last year's winner Innsbruck slips to 5th place.
Food and enjoyment lift the mood
A conscious, enjoyable diet and small culinary sins in between are gaining in importance for well-being. Thus, 53 % of Austrians pay attention to balanced meals (2019: 48 %) and 70 % like to treat themselves to a glass of wine, chocolate or crisps (2019: 67 %). 68 % consider shared meals with the family important (2019: 67 %) and for 56 % it is a matter of course to buy regional products (2019: 54 %). Austrians are also rediscovering their passion for home-cooking: 59 % enjoy cooking with regional products and preparing typical specialities from home (+4 points), 53 % do so almost every day (+7 points).
"Even though this study is primarily about feeling good, we are of course particularly pleased that nutrition plays its part and can be interpreted as an anchor in times of crisis that conveys stability and security. Good food lifts the spirits and a balanced diet is an essential factor for physical and mental well-being. We therefore want to support our clients as much as possible in their individual diet and in different life situations: Be it exotic cooking adventures and trying out the hottest Instagram recipes or preparing a quick meal for the family when there is little time between homeschooling and home office," explains Elke Wilgmann.
Basically, every second person has learned to appreciate Austria more in the past year (52 %). On the way to a more sustainable lifestyle, more than half of the respondents would like to buy (more) regional products in the future (54 %), avoid waste (54 %) and recycle as much food leftovers as possible (53 %). "The results of the study are a clear mandate for us to continue to focus on the topics of regionality and sustainability. Even though we already offer 100 per cent Austria in many areas, we still have a lot of plans and are pleased to be able to follow this path together with our customers," Wilgmann concludes.
About the study
The BILLA Austria Report 2021 was conducted for the second time by the market and opinion research institute marketmind. A total of 3,065 women and men aged between 18 and 65 were surveyed in the period from November 26th to December 18th, 2020 (period of the previous year: November 26th to December 18th, 2019). The large sample makes it possible to break down the results to federal state, district and municipality level and also to survey age, gender and occupational group differences. The BILLA Austria Report is the largest study ever conducted on the topic of well-being in Austria. Further information can be found under this link.
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