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: 63 | Publication date: Aug 2008
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
Sales of hot drinks increased in 2007
Volume sales of hot drinks stagnated in 2007 whilst value sales saw positive development. Coffee is a common drink in Austria and has the longest tradition amongst all hot drinks. Nevertheless, off-trade volume sales of coffee declined slightly in 2007, due to already high per capita consumption in Austria. Value sales increased due to the increasing trend towards coffee specialities and coffee pods, which are offered at higher prices. Austrians are not strong tea drinkers and a tradition of drinking tea is only slowly evolving, mainly due to the health and wellness trend. Numerous new product developments underpinned volume growth. Sales of other hot drinks declined because of changing eating and drinking habits and the shrinking size of its main consumer base: children.
Health and wellness and convenience drive sales in Austria
Convenience and health and wellness are the major trends in Austrian hot drinks. Whilst coffee is mainly affected by the convenience trend, tea is definitely ruled by health and wellness. There is a rising demand for herbal tea, as consumers are searching for products which are more beneficial to health than black standard tea, such as natural herbal combinations. Green tea has been rediscovered because of its antioxidant properties, although it is still a niche category. Nevertheless, it is helping drive tea growth. Still, the health and wellness trend did not influence coffee to that degree. Caffeine does not seem to represent a big issue in Austria – most Austrian consumers are not concerned about caffeine intake. Even though decaffeinated coffee is healthier, it represents a small niche within coffee (less than 2% of total volume) and its share of coffee sales has been declining.
Global players rule Austrian hot drinks
Kraft Foods Österreich GmbH leads Austrian hot drinks due to its strong share of coffee. It is followed by Karl Struppe GmbH and Nestlé Österreich SA. The second leading player, Karl Struppe GmbH, offers its products only in coffee, where it also holds the number two position, closely following the leader. Nestlé is the leader of instant coffee and other hot drinks. The leaders of tea, Teekanne GesmbH and Milford Tee Austria GmbH, hold the fifth and seventh leading positions in hot drinks because tea accounts for only 4% of total volume sales of hot drinks (whilst coffee held 83% in 2007), so that the leaders of coffee dominate hot drinks. Private label succeeded in increasing its share once again in 2007, mostly at the cost of smaller companies, but also it seriously threatened branded manufacturers. Private label held an 11% value share in 2007 in Austrian hot drinks; only two companies had higher shares. Private label is strongest in coffee.
Supermarkets/hypermarkets lead hot drinks sales
Store-based retailing is the most common way of selling hot drinks. Supermarkets/hypermarkets, with 50% of volume sales in 2007, is the most successful retail channel, although it lost slightly in share due to the price advantages offered by hard discounters. The volume share of supermarkets/hypermarkets was even higher in tea. The supremacy of these two channels negatively impacted independent food stores, which lost share. Independent small grocers and forecourt retailers held only a 4% combined volume share in 2007.
Positive development over the forecast period
Sales of hot drinks will continue to rise in both volume and value terms over the forecast period. Volume growth will be driven by the growth in the on-trade channel as consumers turn to this channel due to its convenience and the re-established café culture. The health and wellness and convenience trends are forecast to remain the main trends influencing Austrian hot drinks. Volume sales of green tea and herbal tea (as distinct from fruit tea) will develop positively due to their health features such as antioxidant content, and coffee sales will be driven by rising demand for convenient products such as coffee pods (which is far from saturation) and trends towards further diversification. Other hot drinks is expected to suffer from the shrinking consumer base and is expected to decline further.
Table of contents
HOT DRINKS IN AUSTRIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Sales of hot drinks increased in 2007
Health and wellness and convenience drive sales in Austria
Global players rule Austrian hot drinks
Supermarkets/hypermarkets lead hot drinks sales
Positive development over the forecast period
KEY TRENDS AND DEVELOPMENTS
Convenience and rising number of single-person households
Private label represents a serious threat to Austrian branded manufacturers
Health and wellness
MARKET DATA
Table 1 Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2002-2007
Table 2 Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2002-2007
Table 3 Retail Sales of Hot Drinks by Sector: Volume 2002-2007
Table 4 Retail Sales of Hot Drinks by Sector: Value 2002-2007
Table 5 Retail Sales of Hot Drinks by Sector: % Volume Growth 2002-2007
Table 6 Retail Sales of Hot Drinks by Sector: % Value Growth 2002-2007
Table 7 Foodservice Sales of Hot Drinks by Sector: Volume 2002-2007
Table 8 Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2002-2007
Table 9 Total Sales of Hot Drinks by Sector: Total Volume 2002-2007
Table 10 Total Sales of Hot Drinks by Sector: % Total Volume Growth 2002-2007
Table 11 Hot Drinks Company Shares by Value 2003-2007
Table 12 Hot Drinks Brand Shares by Value 2004-2007
Table 13 Penetration of Private Label by Sector 2003-2007
Table 14 Sales of Hot Drinks by Distribution Format: % Analysis 2002/2007
Table 15 Sales of Hot Drinks by Sector and Distribution Format: % Analysis 2007
Table 16 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2007-2012
Table 17 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2007-2012
Table 18 Forecast Retail Sales of Hot Drinks by Sector: Volume 2007-2012
Table 19 Forecast Retail Sales of Hot Drinks by Sector: Value 2007-2012
Table 20 Forecast Retail Sales of Hot Drinks by Sector: % Volume Growth 2007-2012
Table 21 Forecast Retail Sales of Hot Drinks by Sector: % Value Growth 2007-2012
Table 22 Forecast Foodservice Sales of Hot Drinks by Sector: Volume 2007-2012
Table 23 Forecast Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2007-2012
Table 24 Forecast Total Sales of Hot Drinks by Sector: Total Volume 2007-2012
Table 25 Forecast Total Sales of Hot Drinks by Sector: % Total Volume Growth 2007-2012
APPENDIX
Published Data Comparisons
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - AUSTRIA
JULIUS MEINL AG - HOT DRINKS - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Julius Meinl AG: Key Facts
Summary 3 Julius Meinl AG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Julius Meinl AG: Competitive Position 2007
MILFORD TEE AUSTRIA GMBH - HOT DRINKS - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Milford Tee Austria GmbH: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Milford Tee Austria GmbH: Competitive Position 2007
COFFEE IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 26 Sales of Coffee by Type: Volume 2002-2007
Table 27 Sales of Coffee by Type: Value 2002-2007
Table 28 Sales of Coffee by Type: % Volume Growth 2002-2007
Table 29 Sales of Coffee by Type: % Value Growth 2002-2007
Table 30 Standard Vs Coffee Pods 2004-2007
Table 31 Coffee Company Shares 2003-2007
Table 32 Coffee Brand Shares 2004-2007
Table 33 Foodservice Sales of Coffee by Distribution Format 2002/2007
Table 34 Forecast Sales of Coffee by Type: Volume 2007-2012
Table 35 Forecast Sales of Coffee by Type: Value 2007-2012
Table 36 Forecast Sales of Coffee by Type: % Volume Growth 2007-2012
Table 37 Forecast Sales of Coffee by Type: % Value Growth 2007-2012
TEA IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 38 Sales of Tea by Subsector: Volume 2002-2007
Table 39 Sales of Tea by Subsector: Value 2002-2007
Table 40 Sales of Tea by Subsector: % Volume Growth 2002-2007
Table 41 Sales of Tea by Subsector: % Value Growth 2002-2007
Table 42 Tea Company Shares 2003-2007
Table 43 Tea Brand Shares 2004-2007
Table 44 Forecast Sales of Tea by Subsector: Volume 2007-2012
Table 45 Forecast Sales of Tea by Subsector: Value 2007-2012
Table 46 Forecast Sales of Tea by Subsector: % Volume Growth 2007-2012
Table 47 Forecast Sales of Tea by Subsector: % Value Growth 2007-2012
OTHER HOT DRINKS IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
DATA
Table 48 Sales of Other Hot Drinks by Subsector: Volume 2002-2007
Table 49 Sales of Other Hot Drinks by Subsector: Value 2002-2007
Table 50 Sales of Other Hot Drinks by Subsector: % Volume Growth 2002-2007
Table 51 Sales of Other Hot Drinks by Subsector: % Value Growth 2002-2007
Table 52 Other Hot Drinks Company Shares 2003-2007
Table 53 Other Hot Drinks Brand Shares 2004-2007
Table 54 Forecast Sales of Other Hot Drinks by Subsector: Volume 2007-2012
Table 55 Forecast Sales of Other Hot Drinks by Subsector: Value 2007-2012
Table 56 Forecast Sales of Other Hot Drinks by Subsector: % Volume Growth 2007-2012
Table 57 Forecast Sales of Other Hot Drinks by Subsector: % Value Growth 2007-2012