Bottled Water in Austria

PROSPECTS

High quality of domestic water means consumers favour domestic natural mineral options

In Austria, domestic natural mineral bottled water is key. There is no interest in purified water for a simple reason: Austria has high-quality water and is a country very rich in water resources.

More heatwaves, more water needed

The changing climate and changing weather locally impacts not only soft drinks sales but also consumption behaviour. Bottled water is one of the categories that carries hope for the soft drinks industry as there is an increasing demand.

CBD in water

Cannabis has been a topic of interest for several years now. Slowly but surely it is becoming part of the daily diets at least of some consumers, as it can be found in a widening range of products.

COMPETITIVE LANDSCAPE

Regional brands dominate in their home regions

In Austria, regionally sourced water is mostly successful in its own region. For example, water that comes from a Western region in Austria will not sell very well in the Eastern parts of the country.

Waldquelle, Römerquelle & Hanfwasser – no sugar, but CBD?

Hanfwasser is a recent start-up that has been launched with added CBD, while other brands are exploring reduced sugar and sugar-free options. Römerquelle is owned by Coca-Cola but offers domestic natural mineral water while Waldquelle also focuses on this area but is owned by a domestic player, with each launching flavoured bottled water containing either no added sugar or in the case of Waldquelle only a small quantity of added sugar.

Flavoured bottled water offers chance for non-regional players

Regionality is very important in Austria and the regional origin of water plays a key role for consumers when buying natural mineral water. However, there is a chance players in flavoured bottled water when it comes to crossing interregional borders within the country.

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