Retail values sales of better for you beverages are set to see value growth in current terms more than double in 2020. This is almost entirely a result of the shuttering of foodservice outlets, as well as other places that sell these products such as sports grounds, schools, universities and entertainment venues, at the beginning of pandemic between March and May.
BFY reduced sugar beverages is set to be the most dynamic category in better for you beverages in 2020. This is broadly in line with historic trends, as Austrian consumers sought to reduce sugar consumption over the review period.
The Austrian government’s response to the pandemic and the circumstances of the lockdown have forced several manufacturers to postpone product launches in 2020. This has been an obstruction to sales development in 2020; historically, soft drinks producers have used spring to launch new products for summer consumption.
Consumer health awareness is set to accelerate in the wake of the pandemic, driving retail value sales in both constant and current terms. Growth will slow in 2021 as foodservice outlets reopen, but remain positive.
Austria, like other regional countries, has seen infection rates surge again at the end of 2020, and faces a struggle to bring the virus under control. At the end of the year, the government introduced a second lockdown in response to this rapid rise, and the prospect of further restrictions in 2021 are high.
Better for you beverages that offer function and are more impulse aligned such as reduced sugar RTD Tea are set to deliver strong growth over the forecast period. Energy drinks are a key part of soft drinks, especially for on-the-go consumption, and better for you beverages that can deliver the same function but from a healthier position are set to see strong innovation from manufacturers.
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This report originates from Passport, our Better For You Beverages research and analysis database.
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