Hot Drinks in Austria
Euromonitor International's Hot Drinks in Austria market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 69 | Publication date: May 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Coffee; Other hot drinks; Tea
Executive summary
Good performance of hot drinks in 2008
Value sales of hot drinks saw positive growth in 2008 whereas volume sales declined by almost 1%. Coffee showed the strongest performance, with 4% growth in value terms, although retail volume sales declined marginally. Tea showed positive development in terms of volume sales but registered a decline in value sales due to the strong influence of private label products, which placed downward pressure on prices of branded products. Other hot drinks saw a poor performance in 2008. However, compared to the previous year, the decline in retail value sales had slowed. The reason behind this weak performance is a shrinking consumer base combined with the negative image of the category.
Innovations, convenience and natural ingredients
Several trends were observed in hot drinks in 2008. Increased consumer demand for products that contain natural ingredients and do not contain any artificial additives was more than evident, with organic products benefiting in particular. Another key factor was convenience. Practical products that can be easily consumed on the go are in demand as many consumers are faced with time constraints. Innovations were also important for hot drinks. Within other hot drinks, innovations and new product launches were responsible for the slight slowing of the longer term decline in sales.
Private label leads sales of hot drinks
Private label products, including the major private label brand by Hofer GmbH & Co KG, demonstrated considerable influence in hot drinks in 2008, for example coffee was led by private label products. With a combined value share, private label products outperformed strong international players such as Kraft Foods Österreich GmbH and Nestlé Österreich GmbH as well as domestic players such as Julius Meinl AG and Karl Struppe GmbH.
Within tea, private label products were ranked third, continuing to close in on Milford Tee Austria GmbH. In other hot drinks the influence of private label products was the weakest, being ranked fourth. In all three categories, private label products saw an increase compared to the previous year, thus serving to threaten manufacturers of branded products.
Supermarkets/hypermarkets – the leading distribution channel
As observed with other non-alcoholic drinks, supermarkets/hypermarkets remained the most successful distribution channel, followed by convenience stores and then discounters, which continue to grow in popularity. Just below 50% of all hot drinks were distributed through supermarkets/hypermarkets. Many consumers prefer these distribution channels as they can find all the products they need in one place. The share of discounters is constantly increasing as these channels offer significantly lower prices. Convenience stores saw a slight rise in share.
Good performance expected for hot drinks over the forecast period.
Over the forecast period, sales of hot drinks are expected to see growth in total volume and retail value terms. In volume terms the on-trade channel will register a stronger performance mainly due to the growing preference for drinking coffee in cafés/bars, restaurants and specialist coffee shops. Trends that influenced hot drinks in 2008 are predicted to continue to influence sales over the forecast period. The most important trends will be convenience, natural ingredients and innovation, with new product launches expected to significantly contribute to the growth of hot drinks.
Table of contents
HOT DRINKS IN AUSTRIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Good performance of hot drinks in 2008
Innovations, convenience and natural ingredients
Private label leads sales of hot drinks
Supermarkets/hypermarkets – the leading distribution channel
Good performance expected for hot drinks over the forecast period.
KEY TRENDS AND DEVELOPMENTS
Private label seen in more favourable light
Lifestyle change increases demand for convenience
Austrians are longing for (small) changes
Demand for organic products and natural ingredients
Consumer faced with information overload
MARKET DATA
Table 1 Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2003-2008
Table 2 Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2003-2008
Table 3 Retail Sales of Hot Drinks by Sector: Volume 2003-2008
Table 4 Retail Sales of Hot Drinks by Sector: Value 2003-2008
Table 5 Retail Sales of Hot Drinks by Sector: % Volume Growth 2003-2008
Table 6 Retail Sales of Hot Drinks by Sector: % Value Growth 2003-2008
Table 7 Foodservice Sales of Hot Drinks by Sector: Volume 2003-2008
Table 8 Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2003-2008
Table 9 Total Sales of Hot Drinks by Sector: Total Volume 2003-2008
Table 10 Total Sales of Hot Drinks by Sector: % Total Volume Growth 2003-2008
Table 11 Hot Drinks Company Shares by Value 2004-2008
Table 12 Hot Drinks Brand Shares by Value 2005-2008
Table 13 Penetration of Private Label by Sector 2004-2008
Table 14 Sales of Hot Drinks by Distribution Format: % Analysis 2003-2008
Table 15 Sales of Hot Drinks by Sector and Distribution Format: % Analysis 2008
Table 16 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2008-2013
Table 17 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2008-2013
Table 18 Forecast Retail Sales of Hot Drinks by Sector: Volume 2008-2013
Table 19 Forecast Retail Sales of Hot Drinks by Sector: Value 2008-2013
Table 20 Forecast Retail Sales of Hot Drinks by Sector: % Volume Growth 2008-2013
Table 21 Forecast Retail Sales of Hot Drinks by Sector: % Value Growth 2008-2013
Table 22 Forecast Foodservice Sales of Hot Drinks by Sector: Volume 2008-2013
Table 23 Forecast Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2008-2013
Table 24 Forecast Total Sales of Hot Drinks by Sector: Total Volume 2008-2013
Table 25 Forecast Total Sales of Hot Drinks by Sector: % Total Volume Growth 2008-2013
APPENDIX
Published Data Comparisons
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - AUSTRIA
HORNIG, J & CO GMBH - HOT DRINKS - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 J Hornig GmbH: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 3 J Hornig GmbH: Production Statistics 2007
COMPETITIVE POSITIONING
JULIUS MEINL AG - HOT DRINKS - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Julius Meinl AG: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Julius Meinl AG: Competitive Position 2008
MILFORD TEE AUSTRIA GMBH - HOT DRINKS - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Milford Tee Austria GmbH: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 7 Milford Tee Austria GmbH: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 8 Milford Tee Austria GmbH: Competitive Position 2008
TEEKANNE GMBH - HOT DRINKS - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Teekanne GmbH: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 10 Teekanne GmbH: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 11 Teekanne GmbH: Competitive Position 2008
COFFEE IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 26 Coffee Machine Sales: 2002-2007
Table 27 Retail Sales of Coffee by Type: Volume 2003-2008
Table 28 Retail Sales of Coffee by Type: Value 2003-2008
Table 29 Retail Sales of Coffee by Type: % Volume Growth 2003-2008
Table 30 Retail Sales of Coffee by Type: % Value Growth 2003-2008
Table 31 Standard Vs Coffee Pods 2004-2008
Table 32 Coffee Company Shares 2004-2008
Table 33 Coffee Brand Shares 2005-2008
Table 34 Forecast Retail Sales of Coffee by Type: Volume 2008-2013
Table 35 Forecast Retail Sales of Coffee by Type: Value 2008-2013
Table 36 Forecast Retail Sales of Coffee by Type: % Volume Growth 2008-2013
Table 37 Forecast Retail Sales of Coffee by Type: % Value Growth 2008-2013
TEA IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 38 Fruit/Herbal Tea by Type: % Off-trade Volume 2005-2008
Table 39 Retail Sales of Tea by Subsector: Volume 2003-2008
Table 40 Retail Sales of Tea by Subsector: Value 2003-2008
Table 41 Retail Sales of Tea by Subsector: % Volume Growth 2003-2008
Table 42 Retail Sales of Tea by Subsector: % Value Growth 2003-2008
Table 43 Tea Company Shares 2004-2008
Table 44 Tea Brand Shares 2005-2008
Table 45 Forecast Retail Sales of Tea by Subsector: Volume 2008-2013
Table 46 Forecast Retail Sales of Tea by Subsector: Value 2008-2013
Table 47 Forecast Retail Sales of Tea by Subsector: % Volume Growth 2008-2013
Table 48 Forecast Retail Sales of Tea by Subsector: % Value Growth 2008-2013
OTHER HOT DRINKS IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 49 Retail Sales of Other Hot Drinks by Subsector: Volume 2003-2008
Table 50 Retail Sales of Other Hot Drinks by Subsector: Value 2003-2008
Table 51 Retail Sales of Other Hot Drinks by Subsector: % Volume Growth 2003-2008
Table 52 Retail Sales of Other Hot Drinks by Subsector: % Value Growth 2003-2008
Table 53 Other Hot Drinks Company Shares 2004-2008
Table 54 Other Hot Drinks Brand Shares 2005-2008
Table 55 Forecast Retail Sales of Other Hot Drinks by Subsector: Volume 2008-2013
Table 56 Forecast Retail Sales of Other Hot Drinks by Subsector: Value 2008-2013
Table 57 Forecast Retail Sales of Other Hot Drinks by Subsector: % Volume Growth 2008-2013
Table 58 Forecast Retail Sales of Other Hot Drinks by Subsector: % Value Growth 2008-2013