Better For You Packaged Food in Austria

PROSPECTS

Austrian Nutritional Report recommends cut down on sugar

Better for you packaged food is being strongly influenced by the increasing number of consumers opting to cut back on daily sugar intake. This was mainly influenced by the Austrian Nutritional Report published by the Austrian Ministry of Health in early 2017.

Producers exploit focus on reducing sugar consumption among children

A growing number of parents are making efforts to keep their children away from products that have a high amount of sugar, not only snacks or sweets. This has led to many producers reworking formulations and placing “no added sugar” or “% less sugar” on packaging, with this trend expected to continue.

Greater focus on rising obesity rates fuel demand

According to Euromonitor International, 35% of the Austrian population was overweight in 2018 and 15% was obese. Over the forecast period, these percentages are expected to remain fairly stable, even though there will likely be a small increase in the percentage of the obese population.

COMPETITIVE LANDSCAPE

Domestic producers continue to lead sales

Better for you packaged food is expected to continue to be strongly influenced by domestic manufacturers, which are mainly active in dairy and milk alternatives since better-for-you dairy products account for the majority of sales. These domestic producers include leading player Berglandmilch, as well as Privatkäserei Rupp - Rupp AG.

Good potential for start-ups

Better for you packaged food is expected to see an increasing number of start-up companies offering innovative and unique products that could potentially create their own niches in the future. One example that best illustrates this is a new countline under the brand NEOH launched in December 2017.

Retailers to continue to campaign for reduced sugar products

Leading retailer Rewe International AG launched a campaign in July 2018 that aims to raise awareness among Austrians about sugar intake. The campaign, under the slogan “Du bist Zucker.

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