Competitive Landscape
Rewe Strengthens Lead as Salzburgmilch Merger Reshapes Competition
The competitive environment for drinking milk products demonstrates a moderate level of concentration, with the top three players, Rewe International AG, Hofer KG, and Berglandmilch GmbH, projectet to collectively account for 49% of all retail value sales in 2026. Over the period from 2021 to 2026, concentration has increased, as Rewe expands its lead from a 16% share in 2021 to 19% in 2026, driven by the extensive reach of its supermarket and hypermarket outlets under Billa and Billa Plus, as well as the popularity of its private label ranges Clever and Ja! Natürlich.
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Overview:
Understand the latest market trends and future growth opportunities for the Drinking Milk Products 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.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Drinking Milk Products 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.
The Drinking Milk Products in Austria report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Drinking Milk Products in Austria?
- Which are the leading brands in Drinking Milk Products in Austria?
- How are products distributed in Drinking Milk Products in Austria?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Drinking Milk Products?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Austria?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Drinking Milk Products in Austria - Category analysis
Key Data Insights
Drinking Milk Products Summary
Anovona Medsupps and Niemetz Drive Functional Dairy Innovation
Fresh Milk and Premiumisation Support Category Growth
Regional Sourcing and Protein Enrichment Reshape Consumer Preferences
Flavoured Milk Drinks to Be the Fastest Growing through 2031
Clean Label and Sustainability Drive Differentiation and Loyalty
Rewe Strengthens Lead as Salzburgmilch Merger Reshapes Competition
Spar and Billa Intensify Promotions as Supermarkets Retain Leadership
Discounters Gain Share While E-Commerce Remains Niche
Dairy Products and Alternatives in Austria - Industry Overview
2026 Developments
Key Data Insights
Schärdinger and Nöm Drive Innovation with Functional Launches
Protein-Rich Dairy and Plant-Based Options Capture Consumer Interest
Demographic Shifts and Economic Context Shape Future Demand
Regional Provenance and Health-Focused Innovation Shape the Future of Austria's Dairy
Sustainability and Health Trends Drive Growth in Plant-Based Dairy
Berglandmilch Sustains Leadership through Innovation and Trust
Salzburgmilch and Pinzgau Milch Combine to Strengthen Local Supply
Discounters Capture Share as Supermarkets Intensify Promotions
Gurkel.At Attracts Online Shoppers with Convenience and Reliability
Wellness-Driven Innovation Reshapes Dairy Products and Alternatives
Schärdinger Protein Cottage Cheese and Nöm Vital + Cholest Shots Highlight Emerging Opportunities
Product Innovation Strengthens Value Growth and Competitive Differentiation
Country Reports Disclaimer
The following categories and subcategories are included:
Drinking Milk Products
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- Dairy Only Flavoured Milk Drinks
- Flavoured Milk Drinks with Fruit Juice
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- Fat-free Fresh Milk
- Semi Skimmed Fresh Milk
- Full Fat Fresh Milk
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- Fat-free Shelf Stable Milk
- Semi Skimmed Shelf Stable Milk
- Full Fat Shelf Stable Milk
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- Goat Milk
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- Powder Milk
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- Soy Drinks
- Other Milk Alternatives
Drinking Milk Products
This is the aggregation of flavoured milk drinks, milk and powder milk. Note: Plant-based drinking milk products should be excluded from this category and tracked under plant-based milk. Except for plant-based powder milk that should be tracked within the core dairy category of powder milk.
See all of our definitionsWhy 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 report originates from Passport, our Drinking Milk Products research and analysis database.
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