Soft Drinks in Austria

January 2024
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Overview:

Understand the latest market trends and future growth opportunities for the Soft Drinks industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Bottled Water
  • Carbonates
  • Concentrates
  • Juice
  • RTD Coffee
  • RTD Tea
  • Energy Drinks
  • Sports Drinks
  • Asian Speciality Drinks

If you're in the Soft Drinks industry in Austria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Soft Drinks in Austria report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Soft Drinks in Austria?
  • To what extent are health considerations impacting consumption of Soft Drinks in Austria?
  • How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
  • How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Soft Drinks in Austria?
  • Which are the leading brands in Soft Drinks in Austria?
  • What potential exists for multinational or domestic soft drinks companies to expand in Austria?
  • How are products distributed in Soft Drinks in Austria?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How have home seclusion and social distancing measures following COVID-19 impacted sales of Soft Drinks?
  • How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
  • Where is future growth expected to be most dynamic?
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Soft Drinks in Austria

Soft drinks in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2022
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2022
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2022
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2022
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 13 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2019-2023
Table 14 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2020-2023
Table 15 NBO Company Shares of Off-trade Soft Drinks: % Value 2019-2023
Table 16 LBN Brand Shares of Off-trade Soft Drinks: % Value 2020-2023
Table 17 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2018-2023
Table 18 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2018-2023
Table 19 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2018-2023
Table 20 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2023
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2023-2028
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2023-2028
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2023-2028
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2023-2028
Table 25 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2023-2028
Table 26 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2023-2028
Table 27 Forecast Off-trade Sales of Soft Drinks by Category: Value 2023-2028
Table 28 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2023-2028
Table 29 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2023-2028
Table 30 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2023-2028
Fountain sales in Austria

DISCLAIMER

Summary 1 Research Sources

Bottled Water in Austria

KEY DATA FINDINGS

Off-trade volume sales decline due to rising competition and the use of tap water
Reusable bottles and rising eco-awareness challenge sales of bottled water
Innovation supports growth for flavoured and still bottled water
Health trends that encourage hydration boost growth potential for bottled water
Vöslauer retains its lead while local brands perform well
Wide variety and price points lead supermarkets to drive sales over the forecast period
Table 31 Off-trade Sales of Bottled Water by Category: Volume 2018-2023
Table 32 Off-trade Sales of Bottled Water by Category: Value 2018-2023
Table 33 Off-trade Sales of Bottled Water by Category: % Volume Growth 2018-2023
Table 34 Off-trade Sales of Bottled Water by Category: % Value Growth 2018-2023
Table 35 NBO Company Shares of Off-trade Bottled Water: % Volume 2019-2023
Table 36 LBN Brand Shares of Off-trade Bottled Water: % Volume 2020-2023
Table 37 NBO Company Shares of Off-trade Bottled Water: % Value 2019-2023
Table 38 LBN Brand Shares of Off-trade Bottled Water: % Value 2020-2023
Table 39 Forecast Off-trade Sales of Bottled Water by Category: Volume 2023-2028
Table 40 Forecast Off-trade Sales of Bottled Water by Category: Value 2023-2028
Table 41 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2023-2028
Table 42 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2023-2028

Carbonates in Austria

KEY DATA FINDINGS

Changing consumer behaviour leads to a decline in off-trade retail value sales
Wellness trends challenge sales as consumers reach for healthier alternatives
Rising price points and product innovations drive retail value growth
Functional products and rising competition from other drinks dampens sales
Innovation aligns with the demand for healthier, sustainable products
E-commerce sales remain challenged by delivery times and fees
Table 43 Off-trade vs On-trade Sales of Carbonates: Volume 2018-2023
Table 44 Off-trade vs On-trade Sales of Carbonates: Value 2018-2023
Table 45 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2018-2023
Table 46 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2018-2023
Table 47 Off-trade Sales of Carbonates by Category: Volume 2018-2023
Table 48 Off-trade Sales of Carbonates by Category: Value 2018-2023
Table 49 Off-trade Sales of Carbonates by Category: % Volume Growth 2018-2023
Table 50 Off-trade Sales of Carbonates by Category: % Value Growth 2018-2023
Table 51 Total Sales of Carbonates by Fountain On-trade: Volume 2018-2023
Table 52 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2018-2023
Table 53 NBO Company Shares of Off-trade Carbonates: % Volume 2019-2023
Table 54 LBN Brand Shares of Off-trade Carbonates: % Volume 2020-2023
Table 55 NBO Company Shares of Off-trade Carbonates: % Value 2019-2023
Table 56 LBN Brand Shares of Off-trade Carbonates: % Value 2020-2023
Table 57 Forecast Off-trade Sales of Carbonates by Category: Volume 2023-2028
Table 58 Forecast Off-trade Sales of Carbonates by Category: Value 2023-2028
Table 59 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2023-2028
Table 60 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2023-2028
Table 61 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2023-2028
Table 62 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2023-2028

Concentrates in Austria

KEY DATA FINDINGS

On-trade records growth as cocktails and mixed drinks are consumed out of the home
Premium options with natural and organic ingredients boost retail value
Mautner Markhof retains its lead, focused on ongoing product innovation
Busier lifestyles lead some consumers to preference RTD products, limiting growth
Powder concentrates offer potential for growth as start-up players launch
New product launches to focus on flavour and natural ingredients
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 63 Off-trade Sales of Concentrates (RTD) by Category: Volume 2018-2023
Table 64 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2018-2023
Table 65 Off-trade Sales of Concentrates by Category: Value 2018-2023
Table 66 Off-trade Sales of Concentrates by Category: % Value Growth 2018-2023
Table 67 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2020-2023
Table 68 NBO Company Shares of Off-trade Concentrates: % Value 2019-2023
Table 69 LBN Brand Shares of Off-trade Concentrates: % Value 2020-2023
Table 70 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2019-2023
Table 71 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2020-2023
Table 72 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2019-2023
Table 73 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2020-2023
Table 74 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2023-2028
Table 75 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2023-2028
Table 76 Forecast Off-trade Sales of Concentrates by Category: Value 2023-2028
Table 77 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2023-2028

Juice in Austria

KEY DATA FINDINGS

A shift to on-trade sales dampens retail volume growth in 2023
Innovations aligned to functionality and health drive up unit prices
Rauch Fruchtsäfte leads sales, offering a wide variety of functional products
Healthier alternatives challenge retail volume sales of juice products
Retail value is bolstered by innovation, with consumers shifting to quality
Supermarkets continue to drive sales, with a wide variety of products and prices
Table 78 Off-trade Sales of Juice by Category: Volume 2018-2023
Table 79 Off-trade Sales of Juice by Category: Value 2018-2023
Table 80 Off-trade Sales of Juice by Category: % Volume Growth 2018-2023
Table 81 Off-trade Sales of Juice by Category: % Value Growth 2018-2023
Table 82 NBO Company Shares of Off-trade Juice: % Volume 2019-2023
Table 83 LBN Brand Shares of Off-trade Juice: % Volume 2020-2023
Table 84 NBO Company Shares of Off-trade Juice: % Value 2019-2023
Table 85 LBN Brand Shares of Off-trade Juice: % Value 2020-2023
Table 86 Forecast Off-trade Sales of Juice by Category: Volume 2023-2028
Table 87 Forecast Off-trade Sales of Juice by Category: Value 2023-2028
Table 88 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2023-2028
Table 89 Forecast Off-trade Sales of Juice by Category: % Value Growth 2023-2028

RTD Coffee in Austria

KEY DATA FINDINGS

On-the-go consumption boosts retail volume sales of RTD coffee
Product launches focus on variety, flavour and non-dairy alternatives
Emmi Austria retains its lead, offering a wide variety to consumers
Lower prices compared to coffeeshop offerings aid the growth of RTD coffee
Demand for wellness offerings and fortified/functional RTD coffee shapes innovation
International players retain the lead, while local premium offerings add value
Table 90 Off-trade Sales of RTD Coffee: Volume 2018-2023
Table 91 Off-trade Sales of RTD Coffee: Value 2018-2023
Table 92 Off-trade Sales of RTD Coffee: % Volume Growth 2018-2023
Table 93 Off-trade Sales of RTD Coffee: % Value Growth 2018-2023
Table 94 NBO Company Shares of Off-trade RTD Coffee: % Volume 2019-2023
Table 95 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2020-2023
Table 96 NBO Company Shares of Off-trade RTD Coffee: % Value 2019-2023
Table 97 LBN Brand Shares of Off-trade RTD Coffee: % Value 2020-2023
Table 98 Forecast Off-trade Sales of RTD Coffee: Volume 2023-2028
Table 99 Forecast Off-trade Sales of RTD Coffee: Value 2023-2028
Table 100 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2023-2028
Table 101 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2023-2028

RTD Tea in Austria

KEY DATA FINDINGS

Rising on-the-go sales and impulse purchases drive growth for RTD tea
New products and innovative flavour offerings support value growth
Rauch Fruchtsäfte retains its leads; however, private label gains ground
Growth potential is high as consumers migrate to healthier drinks, such as RTD tea
Flavour and quality ingredients shape new product developments
Reduced sugar variants will remain low as consumers focus on added benefits
Table 102 Off-trade Sales of RTD Tea by Category: Volume 2018-2023
Table 103 Off-trade Sales of RTD Tea by Category: Value 2018-2023
Table 104 Off-trade Sales of RTD Tea by Category: % Volume Growth 2018-2023
Table 105 Off-trade Sales of RTD Tea by Category: % Value Growth 2018-2023
Table 106 Leading Flavours for Off-trade RTD Tea: % Volume 2018-2023
Table 107 NBO Company Shares of Off-trade RTD Tea: % Volume 2019-2023
Table 108 LBN Brand Shares of Off-trade RTD Tea: % Volume 2020-2023
Table 109 NBO Company Shares of Off-trade RTD Tea: % Value 2019-2023
Table 110 LBN Brand Shares of Off-trade RTD Tea: % Value 2020-2023
Table 111 Forecast Off-trade Sales of RTD Tea by Category: Volume 2023-2028
Table 112 Forecast Off-trade Sales of RTD Tea by Category: Value 2023-2028
Table 113 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2023-2028
Table 114 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2023-2028

Energy Drinks in Austria

KEY DATA FINDINGS

Positive off-trade sales, while the on-trade is boosted by evening consumption
Limiting caffeine intake for health reasons challenges sales of energy drinks
Red Bull continues to lead, being a pioneer on the landscape
Growth potential for reduced sugar energy drinks as variety increases
Health trends and concerns surrounding ingredients challenge sales
Leading brands are set to retain their positions; however, private label rises
Table 115 Off-trade Sales of Energy Drinks: Volume 2018-2023
Table 116 Off-trade Sales of Energy Drinks: Value 2018-2023
Table 117 Off-trade Sales of Energy Drinks: % Volume Growth 2018-2023
Table 118 Off-trade Sales of Energy Drinks: % Value Growth 2018-2023
Table 119 NBO Company Shares of Off-trade Energy Drinks: % Volume 2019-2023
Table 120 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2020-2023
Table 121 NBO Company Shares of Off-trade Energy Drinks: % Value 2019-2023
Table 122 LBN Brand Shares of Off-trade Energy Drinks: % Value 2020-2023
Table 123 Forecast Off-trade Sales of Energy Drinks: Volume 2023-2028
Table 124 Forecast Off-trade Sales of Energy Drinks: Value 2023-2028
Table 125 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2023-2028
Table 126 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2023-2028

Sports Drinks in Austria

KEY DATA FINDINGS

Fitness trends drive sales, while sports retailers boost on-trade growth
Reduced sugar sports drinks remain expensive and limited
Key players sponsor sports events to grow brand awareness
Rising interest in health and increased availability boosts sales of sports drinks
Blurring lines between drink categories challenges growth over the future
Local players innovate while availability increases across retailers
Table 127 Off-trade Sales of Sports Drinks: Volume 2018-2023
Table 128 Off-trade Sales of Sports Drinks: Value 2018-2023
Table 129 Off-trade Sales of Sports Drinks: % Volume Growth 2018-2023
Table 130 Off-trade Sales of Sports Drinks: % Value Growth 2018-2023
Table 131 NBO Company Shares of Off-trade Sports Drinks: % Volume 2019-2023
Table 132 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2020-2023
Table 133 NBO Company Shares of Off-trade Sports Drinks: % Value 2019-2023
Table 134 LBN Brand Shares of Off-trade Sports Drinks: % Value 2020-2023
Table 135 Forecast Off-trade Sales of Sports Drinks: Volume 2023-2028
Table 136 Forecast Off-trade Sales of Sports Drinks: Value 2023-2028
Table 137 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2023-2028
Table 138 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2023-2028
The following categories and subcategories are included:

Soft Drinks

      • Carbonated Natural Mineral Bottled Water
      • Carbonated Spring Bottled Water
      • Carbonated Purified Bottled Water
      • Still Flavoured Bottled Water
      • Sparkling Flavoured Bottled Water
    • Functional Bottled Water
      • Still Natural Mineral Bottled Water
      • Still Spring Bottled Water
      • Still Purified Bottled Water
    • Regular Carbonates
    • Reduced Sugar Carbonates
      • Regular Cola Carbonates
      • Reduced Sugar Cola Carbonates
      • Regular Non-Cola Carbonates
      • Reduced Sugar Non-Cola Carbonates
        • Regular Lemonade/Lime
        • Reduced Sugar Lemonade/Lime
        • Regular Tonic Water/Mixers/Other Bitters
        • Reduced Sugar Tonic Water/Mixers/Other Bitters
        • Regular Orange Carbonates
        • Reduced Sugar Orange Carbonates
        • Regular Other Non-Cola Carbonates
        • Reduced Sugar Other Non-Cola Carbonates
    • Liquid Concentrates
    • Powder Concentrates
      • Not from Concentrate 100% Juice
      • Reconstituted 100% Juice
    • Juice Drinks (up to 24% Juice)
    • Nectars (25-99% Juice)
    • Coconut and Other Plant Waters
  • RTD Coffee
    • Carbonated RTD Tea and Kombucha
      • Regular Still RTD Tea
      • Reduced Sugar Still RTD Tea
    • Regular Energy Drinks
    • Reduced Sugar Energy Drinks
    • Regular Sports Drinks
    • Reduced Sugar Sports Drinks
  • Asian Speciality Drinks

Soft Drinks

This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks.

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