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New product launches to continue to support sales
In 2018, cheese manufacturers focused on introducing new products in order to keep consumers interested. These were mainly premium offerings produced using milk from cows fed on only the best hay as well as products made according to old traditional recipes, for example with a ripening period of at least nine months.
Consumers set to increasingly look for quality reassurance through certification
Another trend observed in cheese in 2018, especially among domestic manufacturers, was a greater focus on communicating the provenance of cheese on product packaging. Producers thus heavily emphasised their products’ certifications.
Innovative cheese flavours set to remain in strong demand
Another noticeable trend in cheese is towards distinctive and zesty flavours. This was apparent in new product launches, with many producers offering cheese flavoured with smoked paprika, green pepper, truffles, mushrooms or even nettle.
Domestic producers continue to command a large share of sales
Cheese continued to be led by domestic producers in 2018. The leading two players were Berglandmilch and Gebr Woerle, with their well-known Schärdinger and Woerle brands, respectively.
Large global players set to continue to dominate unprocessed and soft cheese
While domestic manufacturers mainly focused on packaged and unpackaged hard cheese, international producers such as Mondelez Österreich (Philadelphia), Lactalis Deutschland (Galbani), Karwendel-Werke Huber (Exquisa) and others mainly focused on spreadable processed cheese and soft cheese. These producers and their brands generally profit from the fact that domestic manufacturers tend not to be very active in these areas, as well as their global prominence.
Private label likely to continue to pose a serious threat to brand manufacturers
Private label continued to play an important role in cheese in Austria in 2018. In addition to an ongoing focus on premiumisation and competitive prices, private label also profited from being present and doing equally well across the various cheese categories, which was not the case with domestic and international players.
Growing demand for dairy alternatives is expected to continue
In 2018, drinking milk products continued to benefit from a growing consumer focus on leading healthier lifestyles. With more information on food ingredients available on the internet, many consumers are increasingly realising that the excessive consumption of cow’s milk products may be rather unhealthy.
Vegan seals of approval to become increasingly popular
Rising consumer demand for healthier nutrition and environmental and animal welfare concerns are also expected to lead to an increasing number of people in Austria opting for vegan lifestyles. Producers are thus anticipated to better communicate the vegan attributes of their products on packaging.
Mild lactose intolerance set to remain a hot topic
Lactose intolerance is anticipated to remain a significant topic in drinking milk products in the future. While the number of people who are buying lactose-free products is increasing, believing them to be generally healthier than conventional products, in reality only some will be truly affected by this condition.
Domestic consumers appreciate milk products from domestic farmers
Drinking milk products was led by domestic producers in 2018, with this being largely attributed to the number of domestic farmers which supply local dairy producers such as Berglandmilch, Nöm, Tirol Milch Wörgl and SalzburgMilch, among others. In addition to a strong focus on new product launches and advertising, the fact that they source raw milk from local farmers is their key selling point.
Large global players predicted to face more pressure from domestic producers in the future
Large global players are expected to continue to struggle to compete for share with domestic players due to their lack of cooperation with local farmers. They are therefore expected to focus on flavoured milk drinks and milk alternatives.
Private label likely to remain a threat to both domestic and global players
Private label continued to play an important role in drinking milk products in 2018, posing a strong threat to both domestic and global brand manufacturers. Thanks to a successful strategy of investing in premiumisation while still offering products at reasonable prices, private label players managed to attract and maintain a notable consumer base.
Yoghurt suffering from consumers looking to reduce their daily sugar intake
Due to the growing health concerns of Austrian consumers, awareness about the importance of healthy nutrition is rising. Austrians are increasingly looking to reduce their daily intake of meat products, cow’s milk as well as sugar.
More superfruits and naturally healthy features
Yoghurt manufacturers are expected to continue to invest in adding some sort of health attribute to their products in order to compensate for the presence of sugar. Recently launched products include drinking yoghurt and smoothie combinations such as Schärdinger Smoojo, which comes in Antioxidant and Energy variants, as well as Yoothie in Raspberry, Mango-Passion Fruit and Black Currant flavours, all launched in March 2018.
Less sugar and smaller pack sizes
The leading producers such as Danone and Nöm focused on both superfruits and reducing sugar content and pack sizes. For instance, Danone added two new flavours to the Activia range in February 2018 (peach passion fruit and wild berries pomegranate) but also changed the formulation to reduce its sugar content by 15%.
Fierce competition between domestic and global players set to continue
Competition between the leading global players and domestic producers remained fierce in yoghurt and sour milk products in 2018. The leading position was thus shared by the international manufacturer Danone and the domestic company Nöm.
Private label players to increasingly focus on the development of yoghurt alternatives
Private label players are expected to remain very strong in yoghurt and sour milk products, benefiting from the offer of good quality products at favourable prices. The leading private label companies, such as Hofer, Rewe International and Spar Österreichische Warenhandels, are anticipated to invest further in improving the quality and overall sophistication of their ranges in order to continue to take share from global and domestic brand manufacturers.
More innovative small start-ups likely to emerge in yoghurt
Demand for innovative products which provide added health benefits is predicted to increase in the future. This development is expected to lead to the emergence of new players, albeit small ones.
Other dairy records solid growth in 2018 but faces an uncertain future
In 2018, other dairy benefited from international manufacturers investing in new product innovation in order to maintain their consumer base. Next to cheese, other dairy saw the highest number of new products over 2017/2018, with many consumers opting to try these.
Portioned indulgent treats to remain in demand in spite of the “less sugar” trend
While chilled dairy desserts and flavoured fromage frais and quark are expected to face many obstacles over the forecast period due to a growing consumer focus on reducing one’s sugar and dairy intake, 2018 saw several new product launches which were able to keep consumers interested. Some of the most notable examples from 2018 included Nestlé Gold Knackige Mousse in chocolate and vanilla flavours, offered in pack sizes of four cups of 57g and launched in September 2017, and the Ehrmann American Dream range in Salted Caramel, Fruity Strawberry, Creamy Chocolate and Sweet Vanilla flavours, introduced in February 2018.
Healthy savoury snacks a potentially lucrative niche
In line with the consumer focus on healthier lifestyles and nutrition, savoury fromage frais and quark is anticipated to perform well over the forecast period, benefiting from its naturally low fat and sugar content. Savoury fromage frais and quark is increasingly being seen as a very healthy and protein-rich snack which can be combined with vegetables or fruits and consumed for breakfast or in between meals.
Large global producers set to remain strong in other dairy
Danone continued to lead other dairy in 2018, largely thanks to its strength in chilled dairy desserts and flavoured fromage frais and quark through its brands Danone, Dany Sahne and Danone Obstgarten. The company continued to focus on new product launches and heavy advertising activity in order to support its brands, with this helping it to register positive value sales growth.
Domestic players profit from cooperation with local farmers and dairies
Even though they were unable to overtake the large global players in other dairy in 2018, domestic manufacturers still managed to hold their own thanks to their strength in cream and condensed milk as well as plain and savoury fromage frais and quark. This situation is not expected to change in the future.
Good prospects for private label
Private label, which performed well in 2018, is expected to continue to gain ground over the forecast period, benefiting from its presence in all other dairy categories and being able to successfully compete with both large global players and domestic manufacturers. In addition to a focus on low prices, efforts to make private label products more sophisticated are expected to lead to more and more consumers turning to these alternatives in Austria.
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Discover the latest market trends and uncover sources of future market growth for the Dairy industry in Austria with research from Euromonitor's team of in-country analysts.
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The Dairy 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 Dairy in Austria?
What are the major brands in Austria?
How has the economic downturn impacted sales performance given its staple food status?
Given mounting obesity concerns, are consumers moving from full-fat to reduced fat/fat-free offerings?
How are volatile farmgate prices for milk impacting retail prices and sales performance?
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
Packaged food continues to record a good overall performance in 2018
Consumers opt for less meat, less sugar and for more superfoods
Intense competition and some new niche players
Discounters, supermarkets and hypermarkets dominate distribution
Steady course for packaged food over the forecast period
Sales to Foodservice
Foodservice to profit from consumer willingness to both eat out and order in The trend towards consuming less meat also visible in foodservice Domestic suppliers to continue to profit
The race between independent and chained players to adjust to changes in consumer preferences Innovative concepts from retail – a more favourable option to eating out Potential in food trucks and pop-up restaurants
Table 1 Foodservice Sales of Packaged Food by Category: Volume 2013-2018 Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018 Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023 Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 5 Sales of Packaged Food by Category: Volume 2013-2018 Table 6 Sales of Packaged Food by Category: Value 2013-2018 Table 7 Sales of Packaged Food by Category: % Volume Growth 2013-2018 Table 8 Sales of Packaged Food by Category: % Value Growth 2013-2018 Table 9 GBO Company Shares of Packaged Food: % Value 2014-2018 Table 10 NBO Company Shares of Packaged Food: % Value 2014-2018 Table 11 LBN Brand Shares of Packaged Food: % Value 2015-2018 Table 12 Penetration of Private Label by Category: % Value 2013-2018 Table 13 Distribution of Packaged Food by Format: % Value 2013-2018 Table 14 Distribution of Packaged Food by Format and Category: % Value 2018 Table 15 Forecast Sales of Packaged Food by Category: Volume 2018-2023 Table 16 Forecast Sales of Packaged Food by Category: Value 2018-2023 Table 17 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023 Table 18 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023
Summary 1 Research Sources
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.