Executive Summary

Mar 2019
PROSPECTS
Growing consumer concerns over daily vitamin intake, but below average growth

Fortified/functional packaged food is on the rise but is displaying lower growth than other health and wellness areas or packaged food overall. While fortified/functional packaged food continues to profit from an increasing number of consumers who are realising that they are potentially not taking in enough vitamins and nutrients on a daily basis, many Austrian consumers are turning to food that is perceived as being less processed or naturally-healthy.

Fortified/functional turning more natural

As they become more knowledgeable about the food they consume, Austrians are expected to increasingly opt for products that bring as much health benefits as possible. This is expected to result in growing demand for products that are not only fortified/functional but also contain superfruits and ancient grains or less sugar.

Potential threats to growth

Fortified/functional packaged food is also expected to face potential threats over the forecast period. The recent results of the Austrian Nutritional Report 2017 could trigger a growing number of consumers to focus on purchasing more fruit and vegetables and thus taking in more vitamins and fibre, rather than opting for fortified/functional packaged food.

COMPETITIVE LANDSCAPE
International manufacturers to continue focusing on new launches

With the top four positions being held by big global players, fortified/functional packaged food was dominated by foreign brands in 2018. Given domestic manufacturers are placing more emphasis on products other than fortified/functional, this trend is expected to continue over the coming years.

Domestic players to remain focused on niche areas

Domestic manufacturers, while present in fortified/functional packaged food, were not able to successfully compete with global producers in 2018. Regional manufacturers were mainly active in FF (fortified functional) dairy and FF vegetable and seed oil.

FF packaged food to become less important in health and wellness

While FF packaged food is expected to register continued growth as the general health and wellness trend continues to flourish, in a relative sense it will diminish in importance due to growing competition from organic, free from and naturally healthy packaged food. Consequently, multinationals that typically played a leading role in introducing these products may, in the even longer term, choose to divert their research and development resources elsewhere.

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Fortified/Functional Packaged Food in Austria

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Overview: Discover the latest market trends and uncover sources of future market growth for the Fortified/Functional Packaged Food industry in Austria with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

The Fortified/Functional Packaged Food in Austria market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Why 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 industry report originates from Passport, our Passport market research database.

Fortified/Functional Packaged Food in Austria - Category analysis

HEADLINES

PROSPECTS

Growing consumer concerns over daily vitamin intake, but below average growth
Fortified/functional turning more natural
Potential threats to growth

COMPETITIVE LANDSCAPE

International manufacturers to continue focusing on new launches
Domestic players to remain focused on niche areas
FF packaged food to become less important in health and wellness

CATEGORY DATA

Table 1 Sales of Fortified/Functional Packaged Food by Category: Value 2013-2018
Table 2 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2013-2018
Table 3 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2013-2018
Table 4 Key Functional Ingredients in Fortified/Functional Bread: % Value 2013-2018
Table 5 Key Functional Ingredients in Fortified/Functional Chocolate Confectionery: % Value 2013-2018
Table 6 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2013-2018
Table 7 Key Functional Ingredients in Fortified/Functional Milk: % Value 2013-2018
Table 8 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2013-2018
Table 9 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2013-2018
Table 10 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2014-2018
Table 11 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2015-2018
Table 12 LBN Brand Shares of Fortified/Functional Bread: % Value 2015-2018
Table 13 Distribution of Fortified/Functional Packaged Food by Format: % Value 2013-2018
Table 14 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2018-2023
Table 15 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2018-2023

Health and Wellness in Austria - Industry Overview

EXECUTIVE SUMMARY

Health and wellness sales continue to grow strongly
Focus on ingredient quality and sugar reduction
Private label leads highly fragmented health and wellness sales
Modern grocery retailers remains preferred distribution channel
Demand for health and wellness expected to keep rising

MARKET DATA

Table 16 Sales of Health and Wellness by Type: Value 2013-2018
Table 17 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 18 Sales of Health and Wellness by Category: Value 2013-2018
Table 19 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 20 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 21 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 22 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 23 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 24 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 25 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 26 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 27 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 28 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 29 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 30 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 31 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources