Better For You Packaged Food in Austria

PROSPECTS

Consumers continue to cut down on sugar

Better for you packaged food is strongly shaped by the increasing number of consumers opting to cut back on daily sugar intake. Media coverage on the harmful impact of sugar content in packaged food continued throughout 2019, with several manufacturers announcing reduced sugar in their products.

Concerns about obesity drive demand for BFY

Towards the end of the review period, it was reported that 35% of the Austrian population was overweight, and 15% was obese. Those figures are likely to remain reasonably stable over the forecast period, with a slight increase in obesity rates.

Reduced fat loses out, as fat is now is now in favour

Better for you reduced fat dairy saw a decline in growth in 2019. Consumers are returning to full-fat products versions of foods when it comes to some dairy, such as cream and yoghurt, as they perceive them to be more natural and to contain less sugar than reduced fat alternatives.

COMPETITIVE LANDSCAPE

Leading players reduce sugar content further in line with regulations

In 2019 Wrigley Austria GesmbH continued to be the number one company in better for you packaged food products, followed by Berglandmilch GmbH and Unilever Austria GmbH. Berglandmilch saw significant growth in 2019, and its brand Schärdinger retained the greatest brand share.

Start-ups see potential to create new niches

Better for you packaged food can expect to see an increasing number of start-up companies offering innovative and unique products creating new niches in the future. The review period saw some examples of this, such as NEOH’s launch in countlines.

Rewe continues its anti-sugar campaign

Leading retailer Rewe International AG launched a campaign towards the end of the review period. The campaign, under the slogan “Du bist Zucker.

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