Press Release 1st July 2026

Fairness for customers: BILLA always rounds down when VAT is reduced & provides additional relief at the deli counter

BILLA welcomes the reduction in VAT on certain essential food products announced by the Austrian federal government, effective July 1, 2026. At a time of high living costs, this measure sends an important signal of relief for consumers. For BILLA, one thing is clear: the reduction will be implemented accurately to the cent, in full, and transparently – ensuring that the price benefits reach customers directly.

Bouquet of yellow tulips in the foreground with a Billa supermarket in the background under a clear blue sky.

At BILLA, the VAT reduction on essential food products is passed on in full and rounded down to the nearest cent from July 1, 2026. / Copyright: © BILLA AG / Robert Harson, Reproduction for PR purposes free of charge

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Applies to more than 4,000 products and around 90 million bread rolls sold annually

At a glance

Rounding down in the interest of customers. When prices change, they are always rounded down to the lower cent amount.
For essential food products with reduced VAT, BILLA will pass on the savings in full and to the exact cent from July 1, 2026. This naturally also applies to promotional offers.
Same bread roll, same price: For deli products that continue to be subject to the regular 10% VAT rate, BILLA will voluntarily absorb the additional burden itself, keeping the retail price unchanged.

“For all affected products, we will pass on the VAT reduction in full through the retail price, accurate to the cent, and round down every item. This naturally also applies to our numerous promotional offers. Our goal is to pass this relief on to our customers immediately and in a transparent way,” says BILLA CEO Erich Szuchy. The products affected by the measure are clearly defined by law. The product classification is based on the applicable legal requirements.

More than 90 million bread rolls rounded down

In the interest of customers, BILLA will round down to the lower cent amount for all products subject to the VAT reduction from July 1 onward. For example, if a Ja! Natürlich Kaiser roll currently costs €0.45, it will in future cost €0.42 (exact value after the VAT reduction: €0.429).

Additional relief for deli bread rolls

Beyond the legal requirements, BILLA is taking an additional step to demonstrate fairness and price transparency for customers. For deli products such as ham rolls or Leberkäse rolls, which continue to be subject to the regular 10% VAT rate, BILLA will maintain the same retail price as for bread rolls sold from the self-service bakery dispenser. This means there will be no price difference for customers between a bread roll purchased in the self-service area and one freshly prepared at the deli counter. BILLA will voluntarily absorb the additional cost resulting from the higher VAT rate. “It is important to us that our customers feel the benefits of this relief and that the pricing remains transparent. That is why, in certain areas, we are deliberately going beyond the legal requirements – for example with our deli bread rolls,” explains Szuchy.

Consistent approach and transparent pricing

The measure adopted by policymakers is being implemented consistently, with a clear focus on transparency, reliability, and fairness. BILLA’s commitment remains unchanged: fair prices, transparent pricing structures, and a responsible approach to economic conditions in the interest of customers. The VAT reduction will therefore not only be implemented formally, but will be actively used to provide meaningful relief to consumers.