Fortified/Functional Beverages in Austria

2020 IMPACT

Retail sales lift thanks to fall in out-of-home consumption, though dominance of FF energy drinks shapes slower growth trend

Retail values sales of fortified/functional beverages are set to see value growth in current terms lift in 2020, although not markedly out of line with trends over the review period. The category has benefited less than other products from the restrictions on foodservice that led consumers to retail, although the shutdown of gyms, universities and workplaces helped lift retail volumes.

Health positions strengthen as virus worries accelerate consumer switch

Consumer health awareness has unsurprisingly sharpened in Austria as a result of the pandemic, and as a result, consumers are looking to switch to healthier options where possible. Sugar reduction is key.

Early growth spike driven by supply chain concerns and changes in consumption patterns

Fortified/functional beverages saw a sharp acceleration in growth at the beginning of 2020, as consumers stockpiled products in the early stages of lockdown. This was driven by consumer concerns about the supply chain, in particular from consumers of FF energy drinkers, who are often likely to be habitual drinkers of these products as an alternative to hot drinks.

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