Milk is the largest category in drinking milk products in both volume and value terms. Milk sales are set to decline in 2021, having seen a dramatic increase in the previous year as home seclusion and restrictions on the operations of the foodservice industry led to a marked rise in consumption at home.
Dairy only flavoured milk drinks is set to record a very good performance during 2021. On the one hand, sales of products compatible with on-the-go consumption are picking up again as lockdown measures are relaxed.
Berglandmilch is the leading player in drinking milk products in the Austrian market thanks to its strong lead in milk. The company’s Schärdinger brand is extremely popular with Austrian consumers in fresh milk.
Consumer interest in local drinking milk products is expected to increase in Austria during the forecast period, supported by the focus on natural products and authenticity. Over the short term, manufacturers of drinking milk products are expected to increase marketing initiatives and place a growing focus on regional Austrian products.
The private label segment is expected to further increase its presence in drinking milk products during the forecast period. Private label is set to make particularly strong gains in milk, in which it will benefit from the growing demand for organic fresh milk, a segment dominated by private label products.
Milk alternatives is no longer a niche category in Austria. Tapping into strong lifestyle trends founded on rising awareness of environmental issues, increasing interest in animal welfare and the increase in consumer health-consciousness, milk alternatives is expected to record the strongest growth in drinking milk products over the forecast.
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This report originates from Passport, our Drinking Milk Products research and analysis database.
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