Executive Summary

Mar 2019
PROSPECTS
On-trade value sales increase thanks to warm weather in July and August

Total value sales of carbonates increased in 2018, mainly on the strength of summer sales, which after a relatively cool June picked up during a warmer July-August period with several heat spells (defined as two or more successive days with temperatures above 30 degrees Celsius).

Focus on sugar reduction unlikely to reverse the negative trend

Given that the negative health outcomes associated with high sugar consumption deter consumers from buying more carbonates, manufacturers will likely continue to reduce calorie count and sugar content in their portfolios. For example, more than half of Coca-Cola’s portfolio in Austria consists of zero-calorie or calorie-reduced varieties.

Advertising on social media increasingly prominent

Advertising campaigns are becoming increasingly important for carbonates producers to drive demand and create brand loyalty. In an overall declining category, positioning a brand prominently enables customer retention.

COMPETITIVE LANDSCAPE
Coca-Cola Austria remains the unchallenged leader

Coca-Cola Austria remained the undisputed leader in carbonates in 2018, mainly thanks to the enduring popularity of its Coca-Cola brand. While the company has in recent years been shifting its strategy away from carbonates towards more dynamic products (such as RTD tea), it continued to reshape its carbonates portfolio by launching new reduced sugar varieties.

Schweppes benefits from demand for gin mixers

Schweppes was one of the main beneficiaries of how current lifestyle trends can increase demand for particular products. Its flagship Schweppes brand in tonic water/other bitters witnessed strong retail value sales growth in 2018, amid strong demand for mixers as a result of the current gin trend among younger consumers.

Innovative niche players such as Pona sonst nix thrive

Apart from larger players, the high degree of innovation and changing lifestyle trends ensure that smaller players can successfully carve out niches for themselves. A case in point is domestic start-up Pone sonst nix.

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Carbonates in Austria

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Overview

Discover the latest market trends and uncover sources of future market growth for the Carbonates industry in Austria with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Carbonates industry in Austria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Carbonates in Austria market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Carbonates in Austria?
  • What are the major brands in Austria?
  • Who are the key consumers of carbonates in Austria?
  • How do premium vs. standard vs. economy brands compete for sales and market share?
  • How does the sales performance of domestic manufacturers compare to international brands/manufacturers?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Soft Drinks market research database.

Carbonates in Austria - Category analysis

HEADLINES

PROSPECTS

On-trade value sales increase thanks to warm weather in July and August
Focus on sugar reduction unlikely to reverse the negative trend
Advertising on social media increasingly prominent

COMPETITIVE LANDSCAPE

Coca-Cola Austria remains the unchallenged leader
Schweppes benefits from demand for gin mixers
Innovative niche players such as Pona sonst nix thrive

CATEGORY DATA

Table 1 Off-trade vs On-trade Sales of Carbonates: Volume 2013-2018
Table 2 Off-trade vs On-trade Sales of Carbonates: Value 2013-2018
Table 3 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2013-2018
Table 4 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2013-2018
Table 5 Off-trade Sales of Carbonates by Category: Volume 2013-2018
Table 6 Off-trade Sales of Carbonates by Category: Value 2013-2018
Table 7 Off-trade Sales of Carbonates by Category: % Volume Growth 2013-2018
Table 8 Off-trade Sales of Carbonates by Category: % Value Growth 2013-2018
Table 9 Total Sales of Carbonates by Fountain On-trade: Volume 2013-2018
Table 10 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2013-2018
Table 11 Leading Flavours for Non-cola Carbonates: % Volume 2013-2018
Table 12 NBO Company Shares of Off-trade Carbonates: % Volume 2014-2018
Table 13 LBN Brand Shares of Off-trade Carbonates: % Volume 2015-2018
Table 14 NBO Company Shares of Off-trade Carbonates: % Value 2014-2018
Table 15 LBN Brand Shares of Off-trade Carbonates: % Value 2015-2018
Table 16 Forecast Off-trade Sales of Carbonates by Category: Volume 2018-2023
Table 17 Forecast Off-trade Sales of Carbonates by Category: Value 2018-2023
Table 18 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2018-2023
Table 19 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2018-2023
Table 20 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2018-2023
Table 21 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2018-2023

Soft Drinks in Austria - Industry Overview

EXECUTIVE SUMMARY

Soft drinks records retail value growth as higher unit prices offset volume stagnation
Enduring shift towards higher added-value lifestyle beverages
Coca-Cola Austria and Red Bull continue to lead
Health and wellness and limited editions at the forefront of innovation
Stable moderately positive retail value forecast for soft drinks

MARKET DATA

Table 22 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 23 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 24 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 25 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 26 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 27 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 28 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 29 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 30 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 31 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 32 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 33 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 34 Total Sales of Soft Drinks by Fountain On-trade: Volume 2013-2018
Table 35 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2013-2018
Table 36 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 37 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 38 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 39 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 40 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 41 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 42 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 43 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 44 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 45 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 46 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 47 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 48 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 49 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 50 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 51 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 52 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 53 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2018-2023
Table 54 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2018-2023

APPENDIX

Fountain sales in Austria
Trends

SOURCES

Summary 1 Research Sources