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: 50 | Publication date: Nov 2007
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
Strong increase in coffee value sales
Sales of hot drinks stagnated in volume terms for coffee, saw a slight increase for tea, but declined for other hot drinks. In value terms, coffee saw a significant increase, while tea sales stagnated and other hot drinks declined. Coffee saw a higher price level compared to the previous year, although most price increases were introduced in the second half of 2005, but value sales growth in 2006 continued to benefit from fewer promotions and an ongoing shift to higher-priced specialities. Tea saw some price increases at the end of 2005, but value sales in 2006 were under pressure as a result of increasing discounter shares in tea retailing.
Coffee pods and cappuccino make further inroads
Coffee pods and cappuccino were the main winners in coffee, posting triple-digit and double-digit growth, respectively. Coffee pods benefited from the novelty of the product, its convenience positioning as well as more new product launches, most notably in 2006 with the introduction of Kraft Foods’ Tassimo system. Cappuccino sales benefited from a further increase in the household penetration of cappuccino makers and greater diversity in coffee consumption habits. Instant coffee saw a decline in sales of traditional varieties, as well as a slowdown in growth in specialities due to more difficult year-on-year comparisons after fast growth in 2005.
Comeback of green tea
Green tea was by some way the fastest-growing area in tea, benefiting from a number of new launches of products with a wellness positioning, as well as manufacturer attempts to establish white tea as a new premium segment. The only other area seeing positive growth was herbal tea, which increased its share to more than half of total fruit/herbal tea sales, by far the largest product area in tea in the Austrian market. Growth of herbal tea was underpinned by a shift in demand from aromatised products towards natural products, new product launches and the health and wellness positioning of herbal tea.
Other hot drinks suffers from lack of growth drivers
Sales of other hot drinks continued their long-term decline, due to the absence of major new growth drivers. In particular, sales of chocolate-based hot drinks and other plant-based hot drinks, the two largest areas, were negatively affected by changes in breakfast habits, switches in consumer preferences to other products and a declining consumer base. With no major new launches, this development was not reversed in 2006, while attempts to establish premium hot chocolate as a new segment were not sufficient to have an effect on overall sector sales.
Limited potential for further increases in consumption
There is only extremely limited potential for further volume growth in the hot drinks market. Per capita consumption of coffee is among the highest in Europe, representing a barrier to significant volume growth, although value sales could benefit from further share gains in overall coffee sales of coffee pods, espressos and specialities. While consumption of black tea is below the European average, it has no tradition in Austria and Austrians are not expected to develop the habit of black tea consumption over the forecast period. By contrast, consumption of herbal and fruit tea is among the highest in Europe, precluding further volume growth, with herbal tea expected to make further share gains at the expense of fruit tea.
Table of contents
HOT DRINKS IN AUSTRIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Strong increase in coffee value sales
Coffee pods and cappuccino make further inroads
Comeback of green tea
Other hot drinks suffers from lack of growth drivers
Limited potential for further increases in consumption
KEY TRENDS AND DEVELOPMENTS
Tourism does not provide potential for significant growth in the hot drinks market
Strong increase in sale of Fairtrade products
Coffee on the go increasing, but only slow growth for stand-alone chained coffee shop formats
Rewe purchases 24.9% stake in ADEG
Discounters make further share gains
MARKET DATA
Table 1 Sales of Hot Drinks by Sector: Volume 2001-2006
Table 2 Sales of Hot Drinks by Sector: Value 2001-2006
Table 3 Sales of Hot Drinks by Sector: % Volume Growth 2001-2006
Table 4 Sales of Hot Drinks by Sector: % Value Growth 2001-2006
Table 5 Hot Drinks Company Shares by Value 2002-2006
Table 6 Hot Drinks Brand Shares by Value 2003-2006
Table 7 Penetration of Private Label by Sector 2002-2006
Table 8 Sales of Hot Drinks by Distribution Format: % Analysis 2001/2006
Table 9 Sales of Hot Drinks by Sector and Distribution Format: % Analysis 2006
Table 10 Forecast Sales of Hot Drinks by Sector: Volume 2006-2011
Table 11 Forecast Sales of Hot Drinks by Sector: Value 2006-2011
Table 12 Forecast Sales of Hot Drinks by Sector: % Volume Growth 2006-2011
Table 13 Forecast Sales of Hot Drinks by Sector: % Value Growth 2006-2011
APPENDIX
Published Data Comparisons
DEFINITIONS
LOCAL COMPANY PROFILES - AUSTRIA
HORNIG, J & CO GMBH - HOT DRINKS - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 1 J Hornig GmbH: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
JULIUS MEINL AG - HOT DRINKS - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Julius Meinl AG: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
MARESI MARKENARTIKELVERTRIEB AG & CO KG - HOT DRINKS - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Maresi Markenartikelvertrieb AG & Co KG: Key Facts
Summary 4 Vivatis AG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
MILFORD TEE AUSTRIA GMBH - HOT DRINKS - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Milford Tee Austria GmbH: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
COFFEE IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 14 Sales of Coffee by Type: Volume 2001-2006
Table 15 Sales of Coffee by Type: Value 2001-2006
Table 16 Sales of Coffee by Type: % Volume Growth 2001-2006
Table 17 Sales of Coffee by Type: % Value Growth 2001-2006
Table 18 Standard Vs Coffee Pods 2004-2006
Table 19 Coffee Company Shares 2002-2006
Table 20 Coffee Brand Shares 2003-2006
Table 21 Foodservice Sales of Coffee by Distribution Format 2001/2006
Table 22 Forecast Sales of Coffee by Type: Volume 2006-2011
Table 23 Forecast Sales of Coffee by Type: Value 2006-2011
Table 24 Forecast Sales of Coffee by Type: % Volume Growth 2006-2011
Table 25 Forecast Sales of Coffee by Type: % Value Growth 2006-2011
TEA IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 26 Sales of Tea by Subsector: Volume 2001-2006
Table 27 Sales of Tea by Subsector: Value 2001-2006
Table 28 Sales of Tea by Subsector: % Volume Growth 2001-2006
Table 29 Sales of Tea by Subsector: % Value Growth 2001-2006
Table 30 Tea Company Shares 2002-2006
Table 31 Tea Brand Shares 2003-2006
Table 32 Forecast Sales of Tea by Subsector: Volume 2006-2011
Table 33 Forecast Sales of Tea by Subsector: Value 2006-2011
Table 34 Forecast Sales of Tea by Subsector: % Volume Growth 2006-2011
Table 35 Forecast Sales of Tea by Subsector: % Value Growth 2006-2011
OTHER HOT DRINKS IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 36 Sales of Other Hot Drinks by Subsector: Volume 2001-2006
Table 37 Sales of Other Hot Drinks by Subsector: Value 2001-2006
Table 38 Sales of Other Hot Drinks by Subsector: % Volume Growth 2001-2006
Table 39 Sales of Other Hot Drinks by Subsector: % Value Growth 2001-2006
Table 40 Other Hot Drinks Company Shares 2002-2006
Table 41 Other Hot Drinks Brand Shares 2003-2006
Table 42 Forecast Sales of Other Hot Drinks by Subsector: Volume 2006-2011
Table 43 Forecast Sales of Other Hot Drinks by Subsector: Value 2006-2011
Table 44 Forecast Sales of Other Hot Drinks by Subsector: % Volume Growth 2006-2011
Table 45 Forecast Sales of Other Hot Drinks by Subsector: % Value Growth 2006-2011