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.
Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes including on-trade and off-trade, company and brand shares, distribution and pricing data.
Tables: 154 | 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
Asian speciality drinks; Bottled water; Carbonates; Concentrates; Fruit/vegetable juice; Functional drinks; RTD coffee; RTD tea
Executive summary
Natural products drive sales in soft drinks in 2008
Increased demand for natural products was observed in soft drinks in 2008. This trend strongly influenced all sectors of soft drinks. Consumer demand for purely natural products without artificial flavours, colorants or sweeteners led to growing numbers of new product launches. The segment of organic products benefited from this trend in particular. The search for healthier lifestyles continued to develop in 2008, with consumers increasingly paying attention to product ingredients.
Healthy growth in terms of both volume and value
Healthy growth in terms of volume as well as value was observed across most soft drinks sectors. The strongest growth in terms of both value and volume was registered in RTD coffee and functional drinks. Carbonates and fruit/vegetable juice both saw slight growth in value terms but registered volume decline. Concentrates and RTD tea performed well in terms of value as well as volume.
Domestic players lead, global players follow
The only two sectors of soft drinks led by international players in terms of value sales are carbonates and RTD coffee. The main reason for this is that carbonates have become a synonym for Coca-Cola Austria GmbH brands, while domestic RTD coffee producers are still establishing themselves as RTD coffee emerged on the Austrian market some 10 years ago. In spite of this, domestic players held runner-up positions in these sectors. All other sectors were led by domestic producers and brands in 2008. This indicates that Austrians very much appreciate domestic products, trusting them to use selected ingredients produced locally. Alongside domestic players, private label also performed well.
Off-trade channel dominates distribution of soft drinks
The off-trade channel outsold the on-trade channel across all sectors in volume terms in 2008. Retailers, such as supermarkets/hypermarkets and discounters, accounted for 79% of volume sales in 2008. These two outlet types are the undisputed leaders within the retail channel. Consumers have developed increasing preference for at-home consumption of soft drinks, reflected in a rise in volume share for the off-trade channel. The category of carbonates, among others, performed better in the off-trade channel in value terms, reflecting the consumer shift to home consumption.
Fair performance expected for soft drinks over the forecast period
Although many categories within soft drinks, such as concentrates, fruit/vegetable juice and concentrates are well established and have become relatively saturated, soft drinks are expected to see steady value growth while volume growth is likely to be rather slow. Sectors such as RTD coffee and functional drinks are expected to be the main drivers of growth over the forecast period as these still offer scope for innovation and new product launches as well as the extension of brand ranges.
Table of contents
SOFT DRINKS IN AUSTRIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Natural products drive sales in soft drinks in 2008
Healthy growth in terms of both volume and value
Domestic players lead, global players follow
Off-trade channel dominates distribution of soft drinks
Fair performance expected for soft drinks over the forecast period
KEY TRENDS AND DEVELOPMENTS
Health and Wellness Trend Prevails in Soft Drinks
Growing Influence of Private Label
Growing Demand for Convenience and Added Value
New Product Launches Drive Sales
Growing Importance of Advertising
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2003-2008
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2003-2008
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2003-2008
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2003-2008
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2008
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2008
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2008
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2003-2008
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2003-2008
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2003-2008
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2003-2008
Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2008
Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2005-2008
Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2008
Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2005-2008
Table 17 Company Shares of Off-trade Soft Drinks by Value 2004-2008
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2005-2008
Table 19 Penetration of Private Label (as sold) by Sector by Volume 2003-2008
Table 20 Penetration of Private Label by Sector by Value 2003-2008
Table 21 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2008
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2008-2013
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2008-2013
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2008-2013
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2008-2013
Table 26 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008-2013
Table 27 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2008-2013
Table 28 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2008-2013
Table 29 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2008-2013
APPENDIX
FOUNTAIN SALES IN AUSTRIA
TRENDS
SECTOR DATA
Table 30 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2003-2008
Table 31 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2003-2008
Table 32 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2008
Table 33 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2005-2008
Table 34 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2008
Table 35 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2005-2008
Table 36 Company Shares of Concentrates (RTD) by Off-trade Volume 2004-2008
Table 37 Brand Shares of Concentrates (RTD) by Off-trade Volume 2005-2008
Table 38 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2008-2013
Table 39 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - AUSTRIA
PFANNER GETRäNKE GMBH, HERMANN - SOFT DRINKS - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Hermann Pfanner Getränke GmbH: Key Facts 2008
Summary 3 Hermann Pfanner Getränke GmbH: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Hermann Pfanner Getränke GmbH: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 5 Hermann Pfanner Getränke GmbH: Competitive Position 2008
RAUCH FRUCHTSäFTE GMBH - SOFT DRINKS - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Rauch Fruchtsäfte GmbH: Key Facts 2008
Summary 7 Rauch Fruchtsäfte GmbH: Operational Indicators 2008
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Rauch Fruchtsäfte GmbH: Competitive Position 2008
SPITZ GESMBH, S - SOFT DRINKS - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 9 S Spitz GesmbH: Key Facts 2008
Summary 10 S Spitz GesmbH: Operational Indicators 2008
COMPANY BACKGROUND
PRODUCTION
Summary 11 Spitz GesmbH, S: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 12 S Spitz GesmbH: Competitive Position 2008
STARZINGER GMBH & CO KG - SOFT DRINKS - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Starzinger GmbH & Co KG: Key Facts 2008
COMPANY BACKGROUND
PRODUCTION
Summary 14 Starzinger GmbH & Co KG: Production Statistics 2008
COMPETITIVE POSITIONING
Table 40 Summary3 Starzinger GmbH & Co KG: Competitive Position 2008
VöSLAUER HEILQUELLEN-VERWERTUNG AG - SOFT DRINKS - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Vöslauer Heilquellen-Verwertung AG: Key Facts 2008
Summary 16 Vöslauer Heilquellen-Verwertung AG: Operational Indicators 2008
COMPANY BACKGROUND
PRODUCTION
Summary 17 Vöslauer Heilquellen-Verwertung AG: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 18 Vöslauer Heilquellen-Verwertung AG: Competitive Position 2008
CARBONATES IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 41 Low Calorie Carbonates by Subsector
Table 42 Off-trade Sales of Carbonates by Subsector: Volume 2003-2008
Table 43 Off-trade Sales of Carbonates by Subsector: Value 2003-2008
Table 44 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2003-2008
Table 45 Off-trade Sales of Carbonates by Subsector: % Value Growth 2003-2008
Table 46 On-trade vs Off-trade Sales of Carbonates: Volume 2003-2008
Table 47 On-trade vs Off-trade Sales of Carbonates: Value 2003-2008
Table 48 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2003-2008
Table 49 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2003-2008
Table 50 Company Shares of Carbonates by Off-trade Volume 2004-2008
Table 51 Brand Shares of Carbonates by Off-trade Volume 2005-2008
Table 52 Company Shares of Carbonates by Off-trade Value 2004-2008
Table 53 Brand Shares of Carbonates by Off-trade Value 2005-2008
Table 54 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2008-2013
Table 55 Forecast Off-trade Sales of Carbonates by Subsector: Value 2008-2013
Table 56 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2008-2013
Table 57 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2008-2013
FRUIT/VEGETABLE JUICE IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2003-2008
Table 59 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2003-2008
Table 60 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2003-2008
Table 61 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2003-2008
Table 62 Leading Flavours for 100% Juice: % Volume Breakdown 2003-2008
Table 63 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2003-2008
Table 64 Leading Flavours for Juice Drinks (up to 24% Juice): % Volume Breakdown 2003-2008
Table 65 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2008
Table 66 Chilled Vs Ambient Not From Concentrate 100% Juice: % Analysis 2003-2008
Table 67 Chilled Vs Ambient Reconstituted 100% Juice: % Analysis 2003-2008
Table 68 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2008
Table 69 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2005-2008
Table 70 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2008
Table 71 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2005-2008
Table 72 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2008-2013
Table 73 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2008-2013
Table 74 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2008-2013
Table 75 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2008-2013
BOTTLED WATER IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Institutional Bottled Water Sales
Table 76 Sales of Bottled Water to Institutional Channel 2004-2008
Table 77 Off-trade Sales of Bottled Water: Volume 2003-2008
Table 78 Off-trade Sales of Bottled Water: Value 2003-2008
Table 79 Off-trade Sales of Bottled Water: % Volume Growth 2003-2008
Table 80 Off-trade Sales of Bottled Water: % Value Growth 2003-2008
Table 81 Company Shares of Bottled Water by Off-trade Volume 2004-2008
Table 82 Brand Shares of Bottled Water by Off-trade Volume 2005-2008
Table 83 Company Shares of Bottled Water by Off-trade Value 2004-2008
Table 84 Brand Shares of Bottled Water by Off-trade Value 2005-2008
Table 85 Forecast Off-trade Sales of Bottled Water: Volume 2008-2013
Table 86 Forecast Off-trade Sales of Bottled Water: Value 2008-2013
Table 87 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2008-2013
Table 88 Forecast Off-trade Sales of Bottled Water: % Value Growth 2008-2013
FUNCTIONAL DRINKS IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 89 Off-trade Sales of Functional Drinks by Subsector: Volume 2003-2008
Table 90 Off-trade Sales of Functional Drinks by Subsector: Value 2003-2008
Table 91 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2003-2008
Table 92 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2003-2008
Table 93 Company Shares of Functional Drinks by Off-trade Volume 2004-2008
Table 94 Brand Shares of Functional Drinks by Off-trade Volume 2005-2008
Table 95 Company Shares of Functional Drinks by Off-trade Value 2004-2008
Table 96 Brand Shares of Functional Drinks by Off-trade Value 2005-2008
Table 97 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2008-2013
Table 98 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2008-2013
Table 99 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2008-2013
Table 100 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2008-2013
CONCENTRATES IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Concentrates Conversions
Table 101 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 102 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2003-2008
Table 103 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2003-2008
Table 104 Off-trade Sales of Concentrates by Subsector: Value 2003-2008
Table 105 Off-trade Sales of Concentrates by Subsector: % Value Growth 2003-2008
Table 106 Company Shares of Concentrates by Off-trade Value 2004-2008
Table 107 Brand Shares of Concentrates by Off-trade Value 2005-2008
Table 108 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2008-2013
Table 109 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2008-2013
Table 110 Forecast Off-trade Sales of Concentrates by Subsector: Value 2008-2013
Table 111 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2008-2013
RTD TEA IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 112 Off-trade Sales of RTD Tea by Subsector: Volume 2003-2008
Table 113 Off-trade Sales of RTD Tea by Subsector: Value 2003-2008
Table 114 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2003-2008
Table 115 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2003-2008
Table 116 Leading Flavours for RTD Tea: % Volume Breakdown 2005-2008
Table 117 Company Shares of RTD Tea by Off-trade Volume 2004-2008
Table 118 Brand Shares of RTD Tea by Off-trade Volume 2005-2008
Table 119 Company Shares of RTD Tea by Off-trade Value 2004-2008
Table 120 Brand Shares of RTD Tea by Off-trade Value 2005-2008
Table 121 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2008-2013
Table 122 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2008-2013
Table 123 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2008-2013
Table 124 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2008-2013
RTD COFFEE IN AUSTRIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 125 Off-trade Sales of RTD Coffee: Volume 2003-2008
Table 126 Off-trade Sales of RTD Coffee: Value 2003-2008
Table 127 Off-trade Sales of RTD Coffee: % Volume Growth 2003-2008
Table 128 Off-trade Sales of RTD Coffee: % Value Growth 2003-2008
Table 129 Company Shares of RTD Coffee by Off-trade Volume 2004-2008
Table 130 Brand Shares of RTD Coffee by Off-trade Volume 2005-2008
Table 131 Company Shares of RTD Coffee by Off-trade Value 2004-2008
Table 132 Brand Shares of RTD Coffee by Off-trade Value 2005-2008
Table 133 Forecast Off-trade Sales of RTD Coffee: Volume 2008-2013
Table 134 Forecast Off-trade Sales of RTD Coffee: Value 2008-2013
Table 135 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2008-2013
Table 136 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2008-2013