Executive Summary

Jul 2019
PROSPECTS
Traditional variants and modern variants go in different directions

Cider/perry continued to see good growth in Austria in 2018 thanks to the increasing popularity of modern cider and perry. On the other hand, the performance remained hampered by the decreasing popularity of Most, which is the traditional cider variant in Austria.

Overall unit price growth shaped by shift towards modern brands

Unit prices in cider/perry continued to increase considerably in 2018 driven by the shift from traditional Most to modern cider/perry, as the latter is characterised by a comparably high unit price. However, at the same time, the strong growth of domestic beer giant Brau-Union Österreich’s recently launched Stibitzer cider brand with its comparably low unit price slowed down price growth in overall cider/perry in 2018.

Rising quality awareness in traditional Most

For traditional Most, the typical bottle format in the off-trade in 2018 was a 1-litre bottle, usually costly less than EUR3 with economy variants starting at less than EUR2 per litre. However, here a notable premiumisation trend continued as many domestic manufacturers were looking for higher profit margins in the face of a declining market.

COMPETITIVE LANDSCAPE
Domestic beer giant takes the lead

In 2018, Brau-Union Österreich’s Stibitzer brand took the lead in cider/perry in Austria in overall volume terms. Its taste is reminiscent of international brands from the Irish pub around the corner, but the brand emphasises its domestic roots with its name and by making use of Austrian apples only.

Lots of movement in a dynamic category

Most other modern cider/perry brands such as Somersby and Strongbow lost some volume share in 2018 in favour of the expanding Stibitzer brand, but many still registered growing actual sales due to the strongly growing overall demand. Volume share losses were usually higher in the on-trade, whilst the brands performed well in the off-trade due to improving availability.

Market consolidation expected

Major retailers only introduced international cider brands in their product ranges during the review period following the pioneer work of Brandzup Vertriebs, with the Somersby brand in the on-trade from 2012. Prior to the success of Somersby and its expansion to a wider variety of types of outlets in the on-trade, modern cider/perry brands largely were limited to a manageable number of Irish or English pubs.

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Cider/Perry in Austria

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Overview

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

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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 Cider/Perry industry in Austria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Cider/Perry 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 volume 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 Cider/Perry in Austria?
  • What are the major brands in Austria?
  • Is premiumisation expected to continue to be an important driver in cider?
  • Who are the key consumers of cider: men, women, younger or older consumers?
  • Where is cider mainly consumed- at home or away from home?

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

Cider/Perry in Austria - Category analysis

HEADLINES

PROSPECTS

Traditional variants and modern variants go in different directions
Overall unit price growth shaped by shift towards modern brands
Rising quality awareness in traditional Most

COMPETITIVE LANDSCAPE

Domestic beer giant takes the lead
Lots of movement in a dynamic category
Market consolidation expected

CATEGORY DATA

Table 1 Sales of Cider/Perry: Total Volume 2013-2018
Table 2 Sales of Cider/Perry: Total Value 2013-2018
Table 3 Sales of Cider/Perry: % Total Volume Growth 2013-2018
Table 4 Sales of Cider/Perry: % Total Value Growth 2013-2018
Table 5 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2013-2018
Table 6 Sales of Cider/Perry by Off-trade vs On-trade: Value 2013-2018
Table 7 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 8 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2013-2018
Table 9 GBO Company Shares of Cider/Perry: % Total Volume 2014-2018
Table 10 NBO Company Shares of Cider/Perry: % Total Volume 2014-2018
Table 11 LBN Brand Shares of Cider/Perry: % Total Volume 2015-2018
Table 12 Forecast Sales of Cider/Perry: Total Volume 2018-2023
Table 13 Forecast Sales of Cider/Perry: Total Value 2018-2023
Table 14 Forecast Sales of Cider/Perry: % Total Volume Growth 2018-2023
Table 15 Forecast Sales of Cider/Perry: % Total Value Growth 2018-2023

Alcoholic Drinks in Austria - Industry Overview

EXECUTIVE SUMMARY

Stable alcohol consumption in Austria
Gin and cider remain the most dynamic categories
Beer giant leads alcoholic drinks
Few changes in alcoholic drinks distribution
Solid overall performance projected

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 16 Number of On-trade Establishments by Type 2013-2018

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2018

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 17 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 18 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 19 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 20 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 21 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 22 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2018
Table 23 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2018
Table 24 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2018
Table 25 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2018
Table 26 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 27 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 28 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 29 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 30 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 31 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 32 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources