Total beer consumption in Austria is projected to exhibit slight recovery potential in the coming years but ultimately show a slow downward trend in the forecast period. The ongoing trend towards healthier lifestyles and a preference for lighter and non alcoholic beverages is anticipated, which does not necessarily spell bad news for beer due to its relatively low alcohol content and the availability of low-alcohol and non alcoholic alternatives.
Non alcoholic beer is projected to continue experiencing above-average growth rates during the forecast period, without necessarily negatively impacting alcoholic beer consumption. The reputation of alcoholic beer in terms of taste and social acceptance has witnessed a significant boost in recent years, making it an increasingly popular choice even when individuals have the option of consuming non alcoholic beverages due to reasons such as roadworthiness or pregnancy.
While market leader Brau-Union successfully gained market volume share with the shift towards home consumption during the pandemic due to its array of household brand names, defending its dominance in the forecast period is expected to be challenging. Growing numbers of consumers express fundamental scepticism towards multinational corporations, including concerns about the dominance of Brau-Union as a subsidiary of Heineken NV, which raises worries about the diversity of breweries and beer varieties in Austria.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Beer 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.
If you're in the Beer 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
An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.See All of Our Definitions
This report originates from Passport, our Beer research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!