Fortified/Functional Beverages in Austria

PROSPECTS

Energy drinks and sports drinks drive sales in F/F

Fortified/functional beverages continued to increase at a healthy pace in 2019 on the back of further sales expansion in energy drinks and fortified/functional sports drinks. Although nearing maturity, energy drinks continues to see value growth thanks to solid unit price growth.

Juice manufacturers expand into F/F products

Fortified/functional fruit/vegetable juice is expected to continue gaining value share throughout the forecast period. Juice manufacturers are increasingly using the appeal of added functionality to blur the boundaries between traditional juice and more dynamic soft drinks.

F/F RTD tea does well out of premium positioning

Prospects remain favourable for fortified/functional RTD tea with an expected increase in growth over the forecast period. Premium versions of fortified/functional RTD tea are becoming more prevalent, and companies are expected to focus on premium positioning over the forecast period by promoting the purported health and wellness benefits of their products.

COMPETITIVE LANDSCAPE

Red Bull stays ahead of the rest

In 2019 Red Bull GmbH continued to lead fortified/functional beverages. Given the predominance of energy drinks, manufacturers in this area continue to figure among the leading players in fortified/functional beverages.

Juice producers add new ingredients to boost energy and enhance moods

In 2019, Rauch Fruchtsäfte GmbH & Co OG took the top spot in fortified/functional/fruit/vegetable juice with its Happy Day brand. Rauch Fruchtsäfte leads 100% juice with Happy Day Multivitaminsaft, and its Rauch Yippy brand leads juice drinks (up to 24%).

Red F/F water falls out of favour

While fortified/functional beverages are expected to continue growing in popularity in soft drinks categories such as fruit juice and RTD tea, fortified/functional bottled water has been falling out of favour among Austrian consumers in recent years. Although bottled water remains highly popular with local consumers, the widespread availability of regular mineral water means there is little demand for fortified/functional bottled water.

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