Soft Drinks in Austria
Euromonitor International's Soft 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: 143 | Publication date: May 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
Asian speciality drinks; Bottled water; Carbonates; Concentrates; Fruit/vegetable juice; Functional drinks; RTD coffee; RTD tea
Executive summary
Soft drinks grows in both volume and value terms
Although two of the largest three sectors of the Austrian soft drinks market – carbonates and fruit/vegetable juice – saw a decline of volume sales in 2007, overall the soft drinks market in Austria developed positively in 2007, mostly thanks to the nice weather helping to create demand and new product developments, which stimulated sales. Despite the volume decline in some sectors, all product groups of non-alcoholic drinks saw value growth. Nevertheless, the clear winners with double-digit growth were energy drinks and RTD coffee, for those categories turned out some real innovations, although they have been present in Austria for quite a while.
Health and wellness
When it comes to nutrition, consumers around the globe, as well as in Austria, are focusing on two major concerns: on one hand, taste, health and naturalness and on the other, comfort, convenience and practicality. The tendency to pursue health-conscious nutrition and lifestyles is obvious, but until relatively recently consumers have been paying less attention to healthy drinking than to healthy eating. The obvious consequence of the trend is seen in carbonates. Due to increasing health consciousness, Austrians have been reducing their sugar intake; this resulted in declining sales of carbonates over the review period, although in 2007 carbonates developed positively due to good weather and increased consumption of low-calorie varieties.
Domestic companies are main players on the market
Coca-Cola Austria GmbH leads in the Austrian soft drinks market. Apart from a few German companies such as Eckes AG, all the key players in soft drinks are domestic companies. Domestic companies are also quite successful internationally, as Red Bull, for example, demonstrates. Private label penetration of soft drinks in Austria is very high, having garnered 9% of off-trade volume sales in 2007.
Supermarkets/hypermarkets and discounters lead sales of soft drinks in Austria
More than three quarters of volume sales of soft drinks on the Austrian market are made through supermarkets/hypermarkets and discounters, and in 2007 the former channel dominated Austrian retail sales with a nearly 72% volume share. Those two channels offer a wide choice of products, extended opening hours – and something that is very appealing to Austrian consumers – frequent price promotions. Due to their convenience and low prices (especially through discounters), these two channels are expected to gain even more shares over the forecast period, at the expense of small grocery retailers and independent grocers. Non-store retailing in Austria is mostly achieved through vending, but this is not a very popular distribution channel, and it held only a 1% volume share in 2007. Home shopping and internet retailing are not common distribution channels for soft drinks in Austria.
Although slow, still good forecast performance for soft drinks
As many sectors of the Austrian soft drinks market are mature and have reached their peak (for example, carbonates, fruit/vegetable juices and concentrates) overall growth of soft drinks is likely to be rather slow, at least in volume terms. Although the novelty factor of such categories as functional drinks, RTD tea and RTD coffee is wearing off, there is still a lot of room for growth in these sectors, and they will be the main growth drivers over the forecast period. Growth of the soft drinks market will be driven by the health and wellness trend and new product launches.
Table of contents
SOFT DRINKS IN AUSTRIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Soft drinks grows in both volume and value terms
Health and wellness
Domestic companies are main players on the market
Supermarkets/hypermarkets and discounters lead sales of soft drinks in Austria
Although slow, still good forecast performance for soft drinks
KEY TRENDS AND DEVELOPMENTS
Health and wellness
Hectic lifestyles cause more demand for convenience and energy boosts
Private label grows stronger and stronger
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2002-2007
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2002-2007
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2002-2007
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2002-2007
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2007
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2007
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2007
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2002-2007
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2002-2007
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2002-2007
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2002-2007
Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2003-2007
Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2007
Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2003-2007
Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2007
Table 17 Company Shares of Off-trade Soft Drinks by Value 2003-2007
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2004-2007
Table 19 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2007
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2007-2012
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2007-2012
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2007-2012
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2007-2012
Table 24 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007-2012
Table 25 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2007-2012
Table 26 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2007-2012
Table 27 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2007-2012
APPENDIX
Published Data Comparisons
Table 28 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2002-2007
Table 29 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2002-2007
Table 30 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2003-2007
Table 31 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2007
Table 32 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2003-2007
Table 33 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2007
Table 34 Company Shares of Concentrates (RTD) by Off-trade Volume 2003-2007
Table 35 Brand Shares of Concentrates (RTD) by Off-trade Volume 2004-2007
Table 36 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2007-2012
Table 37 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2007-2012
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - AUSTRIA
ALMDUDLER LIMONADE A & S KLEIN KG - SOFT DRINKS - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Almdudler Limonade A & S Klein KG: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Almdudler Limonade A & S Klein KG: Competitive Position 2007
PFANNER GETRäNKE GMBH, HERMANN - SOFT DRINKS - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Hermann Pfanner Getränke GmbH: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Hermann Pfanner Getränke GmbH: Competitive Position 2007
RAUCH FRUCHTSäFTE GMBH - SOFT DRINKS - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Rauch Fruchtsäfte GmbH: Key Facts
Summary 7 Rauch Fruchtsäfte GmbH: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Rauch Fruchtsäfte GmbH: Competitive Position 2007
VöSLAUER MINERALWASSER AG - SOFT DRINKS - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Vöslauer Mineralwasser AG: Key Facts
Summary 10 Vöslauer Mineralwasser AG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Vöslauer Mineralwasser AG: Competitive Position 2007
CARBONATES IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 38 Low Calorie Carbonates by Subsector
SECTOR DATA
Table 39 Off-trade Sales of Carbonates by Subsector: Volume 2002-2007
Table 40 Off-trade Sales of Carbonates by Subsector: Value 2002-2007
Table 41 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2002-2007
Table 42 Off-trade Sales of Carbonates by Subsector: % Value Growth 2002-2007
Table 43 On-trade vs Off-trade Sales of Carbonates: Volume 2002-2007
Table 44 On-trade vs Off-trade Sales of Carbonates: Value 2002-2007
Table 45 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2002-2007
Table 46 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2002-2007
Table 47 Company Shares of Carbonates by Off-trade Volume 2003-2007
Table 48 Brand Shares of Carbonates by Off-trade Volume 2004-2007
Table 49 Company Shares of Carbonates by Off-trade Value 2003-2007
Table 50 Brand Shares of Carbonates by Off-trade Value 2004-2007
Table 51 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2007-2012
Table 52 Forecast Off-trade Sales of Carbonates by Subsector: Value 2007-2012
Table 53 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2007-2012
Table 54 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2007-2012
FRUIT/VEGETABLE JUICE IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 55 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2002-2007
Table 56 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2002-2007
Table 57 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2002-2007
Table 58 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2002-2007
Table 59 Leading Flavours for 100% Juice: % Volume Breakdown 2003-2007
Table 60 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2003-2007
Table 61 Leading Flavours for Juice Drinks (up to 24% Juice): % Volume Breakdown 2003-2007
Table 62 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2006
Table 63 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2003-2007
Table 64 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2007
Table 65 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2003-2007
Table 66 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2007
Table 67 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2007-2012
Table 68 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2007-2012
Table 69 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2007-2012
Table 70 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2007-2012
BOTTLED WATER IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR APPENDIX
Institutional Bottled Water Sales
Table 71 Sales of Bottled Water to Institutional Channel 2001-2006
SECTOR DATA
Table 72 Off-trade Sales of Bottled Water: Volume 2002-2007
Table 73 Off-trade Sales of Bottled Water: Value 2002-2007
Table 74 Off-trade Sales of Bottled Water: % Volume Growth 2002-2007
Table 75 Off-trade Sales of Bottled Water: % Value Growth 2002-2007
Table 76 Company Shares of Bottled Water by Off-trade Volume 2003-2007
Table 77 Brand Shares of Bottled Water by Off-trade Volume 2004-2007
Table 78 Company Shares of Bottled Water by Off-trade Value 2003-2007
Table 79 Brand Shares of Bottled Water by Off-trade Value 2004-2007
Table 80 Forecast Off-trade Sales of Bottled Water: Volume 2007-2012
Table 81 Forecast Off-trade Sales of Bottled Water: Value 2007-2012
Table 82 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2007-2012
Table 83 Forecast Off-trade Sales of Bottled Water: % Value Growth 2007-2012
FUNCTIONAL DRINKS IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 84 Off-trade Sales of Functional Drinks by Subsector: Volume 2002-2007
Table 85 Off-trade Sales of Functional Drinks by Subsector: Value 2002-2007
Table 86 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2002-2007
Table 87 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2002-2007
Table 88 Company Shares of Functional Drinks by Off-trade Volume 2003-2007
Table 89 Brand Shares of Functional Drinks by Off-trade Volume 2004-2007
Table 90 Company Shares of Functional Drinks by Off-trade Value 2003-2007
Table 91 Brand Shares of Functional Drinks by Off-trade Value 2004-2007
Table 92 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2007-2012
Table 93 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2007-2012
Table 94 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2007-2012
Table 95 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2007-2012
CONCENTRATES IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR APPENDIX
Concentrates Conversions
Table 96 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
SECTOR DATA
Table 97 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2002-2007
Table 98 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2002-2007
Table 99 Off-trade Sales of Concentrates by Subsector: Value 2002-2007
Table 100 Off-trade Sales of Concentrates by Subsector: % Value Growth 2002-2007
Table 101 Company Shares of Concentrates by Off-trade Value 2003-2007
Table 102 Brand Shares of Concentrates by Off-trade Value 2004-2007
Table 103 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2007-2012
Table 104 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2007-2012
Table 105 Forecast Off-trade Sales of Concentrates by Subsector: Value 2007-2012
Table 106 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2007-2012
RTD TEA IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 107 Flavours/Types of RTD Tea % Off-trade Volume 2005-2007
SECTOR DATA
Table 108 Off-trade Sales of RTD Tea by Subsector: Volume 2002-2007
Table 109 Off-trade Sales of RTD Tea by Subsector: Value 2002-2007
Table 110 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2002-2007
Table 111 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2002-2007
Table 112 Leading Flavours for RTD Tea: % Volume Breakdown 2005-2007
Table 113 Company Shares of RTD Tea by Off-trade Volume 2003-2007
Table 114 Brand Shares of RTD Tea by Off-trade Volume 2003-2007
Table 115 Company Shares of RTD Tea by Off-trade Value 2003-2007
Table 116 Brand Shares of RTD Tea by Off-trade Value 2004-2007
Table 117 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2007-2012
Table 118 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2007-2012
Table 119 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2007-2012
Table 120 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2007-2012
RTD COFFEE IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 121 Off-trade Sales of RTD Coffee: Volume 2002-2007
Table 122 Off-trade Sales of RTD Coffee: Value 2002-2007
Table 123 Off-trade Sales of RTD Coffee: % Volume Growth 2002-2007
Table 124 Off-trade Sales of RTD Coffee: % Value Growth 2002-2007
Table 125 Company Shares of RTD Coffee by Off-trade Volume 2003-2007
Table 126 Brand Shares of RTD Coffee by Off-trade Volume 2004-2007
Table 127 Company Shares of RTD Coffee by Off-trade Value 2003-2007
Table 128 Brand Shares of RTD Coffee by Off-trade Value 2004-2007
Table 129 Forecast Off-trade Sales of RTD Coffee: Volume 2007-2012
Table 130 Forecast Off-trade Sales of RTD Coffee: Value 2007-2012
Table 131 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2007-2012
Table 132 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2007-2012