Cider/perry in Austria is the sum of the traditional Most variant and conventional cider and perry drinks. Overall volume sales in the on-trade remained low in 2021 because of the government’s anti-COVID-19 measures.
Domestic producers invested more heavily in promoting a better image of traditional Most which is widely considered an unsophisticated, cheap drink although this had only negligible success in 2021. Measures had highlighted its higher quality standards and single-origin Most along with new brand and packaging creations, launch events and social media activities.
Since the rise of Stibitzer, new entrants in conventional cider have become rare in Austria and in 2021 there was an absence of new launches. Brau-Union Österreich AG’ dominance in Austria’s has ensured the brand has a strong presence in the off-trade and in the on-trade, whilst its competitive price compared to smaller domestic brands and imported brands has helped Stibitzer to strengthen its leading position during the pandemic.
Driven by conventional cider, cider/perry is expected to see good growth in the forecast period and will continue to gain slight volume share from beer and wine. In fact, cider/perry is anticipated to reap the benefits from the strong horeca recovery in 2022 when growth in on-trade sales should easily compensate for the simultaneous cooling off in off-trade sales.
The traditional Most variant is a threat to growth in overall cider/perry. Efforts to revitalise Most were of little success in the review period and it is in danger of suffering increasingly from an outdated image.
Higher unit prices in cider/perry was a positive contributor to growth in the review period, due to the growing share of conventional cider with much higher unit price compared to traditional Most. At the same time, the rise of the Stibitzer brand with its highly competitive pricing exerted downward pressure on price.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Cider/Perry industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Cider/Perry industry in Austria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
Cider is made from fermented apple juice while perry is made from fermented pear juice. Both artisanal and industrial cider/perry are included.See All of Our Definitions
This report originates from Passport, our Cider/Perry research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!