Following the outbreak of COVID-19, Austrians' lifestyles are once again becoming more active, hectic and stressful. This is set to continue over the forecast period, driving demand in energy drinks, with the landscape set to gradually increase at a low single-digit year-on-year rate.
As the health and wellness trend exerts an ever greater and more refined influence on consumer demand across soft drinks, manufacturers are expected to launch more reduced-sugar energy drinks based on natural and organic ingredients. This will help to address concerns about issues such as sugar intake and the effects of artificial ingredients amongst health-conscious consumers.
Due to the high level of popularity of energy drinks in the Austrian market and the expected continued frequent consumption of these products - especially with consumers being more active again, new players are expected to emerge over the forecast period. At the same time, existing brands and manufacturers are set to try to expand their portfolios, further intensifying competition within the category and contributing to growing pressure on the dominant player, Red Bull.
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Understand the latest market trends and future growth opportunities for the Energy Drinks 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.
If you're in the Energy Drinks 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.
These are functional drinks designed to boost energy levels. Often lightly carbonated, these contain high levels of caffeine and a number of added water-soluble vitamins, most often a selection of B vitamins including niacin, pantothenic acid, vitamin B6, and vitamin B12. Ingredients can also include amino acids such as taurine and glucuronolactone, as well as herbal products such as guarana and ginseng. Can be carbonated or still. Leading brands in off-trade volume include Red Bull, Monster and RockStar. Glucose-based energy beverages such as Lucozade Energy are included here.See All of Our Definitions
This report originates from Passport, our Energy Drinks research and analysis database.
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