Coffee in Austria

PROSPECTS

Fresh coffee beans driving coffee growth

In Austria, fully automatic coffee machines that use fresh coffee beans are driving growth in coffee. Austria is known for having a coffee house culture that is thriving in its capital Vienna.

Premium instant coffee mixes made for both off-trade and on-trade consumption

Instant coffee mixes is seeing emerging trends. For example, Nestlé’s “frappé” is becoming more popular in summer as an iced coffee and as a cold brew coffee consumed at home, with instant coffee mixes used as a key ingredient in such drinks.

Plastic-free future and coffee capsules

While coffee pods are increasingly under fire for being a threat to the environment, as these cause even more plastic and aluminium waste, coffee pads are becoming more popular. Sustainability is increasingly affecting consumption patterns, although most Austrians are still on the look-out for convenient solutions.

COMPETITIVE LANDSCAPE

Competition comes from cold, RTD coffee

The biggest threat to coffee in Austria comes from cold, RTD coffee. In recent years, RTD coffee has become increasingly popular as a convenient way to consume caffeine.

Vegan boom set to reach coffee capsules?

In the soft drinks category, Alpro has launched a vegan RTD coffee that is based on soy, almond and oat. It is expected that coffee capsule providers will launch their own dairy alternative products going forward.

New coffee pods and eco capsules introduced

The Viennese coffee brewer Julius Meinl has been successful in the premium coffee segment, positioning its Meinl brand as a premium coffee and offering coffee pods that are Nespresso-machine compatible. Starbucks has also launched its own coffee capsules in the retail channel.

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