Health and Wellness in Austria
Health and wellness in 2021: The big picture
What next for health and wellness?
Table 1 Sales of Health and Wellness by Type: Value 2016-2021
Table 2 Sales of Health and Wellness by Type: % Value Growth 2016-2021
Table 3 Sales of Health and Wellness by Category: Value 2016-2021
Table 4 Sales of Health and Wellness by Category: % Value Growth 2016-2021
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2016-2021
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2016-2021
Table 7 NBO Company Shares of Health and Wellness: % Value 2017-2021
Table 8 LBN Brand Shares of Health and Wellness: % Value 2018-2021
Table 9 Distribution of Health and Wellness by Format: % Value 2016-2021
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2021
Table 11 Forecast Sales of Health and Wellness by Type: Value 2021-2026
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2021-2026
Table 13 Forecast Sales of Health and Wellness by Category: Value 2021-2026
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2021-2026
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2021-2026
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2021-2026
Summary 1 Research Sources
Better For You Beverages in Austria
Further demand for better for you beverages in 2021, driven by ongoing health consciousness amongst Austrians
Home seclusion maintains focus on reducing caffeine intake
BFY reduced sugar beverages remains most dynamic performer
Stable but overall undynamic performance for better for you beverages over forecast period
BFY reduced sugar beverages to remain leading growth driver
Return to busy lifestyles to subdue demand for BFY reduced caffeine beverages
Table 17 Sales of BFY Beverages by Category: Value 2016-2021
Table 18 Sales of BFY Beverages by Category: % Value Growth 2016-2021
Table 19 NBO Company Shares of BFY Beverages: % Value 2017-2021
Table 20 LBN Brand Shares of BFY Beverages: % Value 2018-2021
Table 21 Distribution of BFY Beverages by Format: % Value 2016-2021
Table 22 Forecast Sales of BFY Beverages by Category: Value 2021-2026
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2021-2026
Better For You Packaged Food in Austria
Focus on reduced fat dairy
Established packaged food players expand BFY offer
Shift in attention towards sugar
Reduced sugar innovations expected to perform well in sweet spreads
Opportunities, but also challenges
Increasing emphasis on environmental issues
Table 24 Sales of BFY Packaged Food by Category: Value 2016-2021
Table 25 Sales of BFY Packaged Food by Category: % Value Growth 2016-2021
Table 26 NBO Company Shares of BFY Packaged Food: % Value 2017-2021
Table 27 LBN Brand Shares of BFY Packaged Food: % Value 2018-2021
Table 28 Distribution of BFY Packaged Food by Format: % Value 2016-2021
Table 29 Forecast Sales of BFY Packaged Food by Category: Value 2021-2026
Table 30 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2021-2026
Fortified/Functional Beverages in Austria
Fortified/functional beverages continues to benefit from rising health awareness
FF energy drinks remains dominant offer
Additional vitamins and the search for immune-boosting solutions benefit FF fruit/vegetable juice
Stable demand for fortified/functional beverages, while niche of FF RTD coffee to record further dynamism
Higher price points likely to encourage players to further invest in expanding portfolios
Certain FF categories to benefit from greater out-of-home consumption occasions
Table 31 Sales of Fortified/Functional Beverages by Category: Value 2016-2021
Table 32 Sales of Fortified/Functional Beverages by Category: % Value Growth 2016-2021
Table 33 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2016-2021
Table 34 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2016-2021
Table 35 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2016-2021
Table 36 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2016-2021
Table 37 Key Functional Ingredients in Fortified/Functional RTD Tea: % Value 2016-2021
Table 38 NBO Company Shares of Fortified/Functional Beverages: % Value 2017-2021
Table 39 LBN Brand Shares of Fortified/Functional Beverages: % Value 2018-2021
Table 40 Distribution of Fortified/Functional Beverages by Format: % Value 2016-2021
Table 41 Forecast Sales of Fortified/Functional Beverages by Category: Value 2021-2026
Table 42 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2021-2026
Fortified/Functional Packaged Food in Austria
Demand for probiotic yoghurt and protein-enriched dairy
Emergence of interest in protein-enriched bread
COVID-19 concerns boost consumer interest in added vitamins
Continuing interest in “superfoods”
Improved performance for FF gum
Fitness and body-consciousness to support demand for protein-enriched products
Table 43 Sales of Fortified/Functional Packaged Food by Category: Value 2016-2021
Table 44 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2016-2021
Table 45 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2016-2021
Table 46 Key Functional Ingredients in Fortified/Functional Bread: % Value 2016-2021
Table 47 Key Functional Ingredients in Fortified/Functional Chocolate Confectionery: % Value 2016-2021
Table 48 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2016-2021
Table 49 Key Functional Ingredients in Fortified/Functional Milk: % Value 2016-2021
Table 50 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2016-2021
Table 51 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2016-2021
Table 52 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2017-2021
Table 53 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2018-2021
Table 54 LBN Brand Shares of Fortified/Functional Bread: % Value 2018-2021
Table 55 Distribution of Fortified/Functional Packaged Food by Format: % Value 2016-2021
Table 56 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2021-2026
Table 57 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2021-2026
Free From in Austria
Free from gaining in popularity
Increasing interest in free from dairy
Crisis boosts demand for indulgence
Potential for further development in free from gluten
Building on success of dairy milk alternatives
Opportunities to target rising concern about sugar consumption
Table 58 Sales of Free From by Category: Value 2016-2021
Table 59 Sales of Free From by Category: % Value Growth 2016-2021
Table 60 NBO Company Shares of Free From: % Value 2017-2021
Table 61 LBN Brand Shares of Free From: % Value 2018-2021
Table 62 Distribution of Free From by Format: % Value 2016-2021
Table 63 Forecast Sales of Free From by Category: Value 2021-2026
Table 64 Forecast Sales of Free From by Category: % Value Growth 2021-2026
Naturally Healthy Beverages in Austria
Search for immune-boosting properties continue to benefit some areas of naturally healthy beverages despite overall declining demand
NH hot drinks remains positive performer in 2021
Innovation and new product launches remain essential for the mature NH soft drinks
Subdued performance due to competing categories
Health and wellness aspect should retain some consumers, while on-trade likely to regain advantage in terms of NH soft drinks sales
Innovation imperative to compete within the market
Table 65 Sales of NH Beverages by Category: Value 2016-2021
Table 66 Sales of NH Beverages by Category: % Value Growth 2016-2021
Table 67 NBO Company Shares of NH Beverages: % Value 2017-2021
Table 68 LBN Brand Shares of NH Beverages: % Value 2018-2021
Table 69 Distribution of NH Beverages by Format: % Value 2016-2021
Table 70 Forecast Sales of NH Beverages by Category: Value 2021-2026
Table 71 Forecast Sales of NH Beverages by Category: % Value Growth 2021-2026
Naturally Healthy Packaged Food in Austria
NH products well established in Austrian market
Flavoured yoghurt looking to bring image in line with natural trend
Trend for local goods goes hand-in-hand with demand for NH products
Natural ingredients increasingly seen as standard
Linking sustainability and naturally healthy positioning
Growth forecast for NH honey
Table 72 Sales of NH Packaged Food by Category: Value 2016-2021
Table 73 Sales of NH Packaged Food by Category: % Value Growth 2016-2021
Table 74 NBO Company Shares of NH Packaged Food: % Value 2017-2021
Table 75 LBN Brand Shares of NH Packaged Food: % Value 2018-2021
Table 76 Distribution of NH Packaged Food by Format: % Value 2016-2021
Table 77 Forecast Sales of NH Packaged Food by Category: Value 2021-2026
Table 78 Forecast Sales of NH Packaged Food by Category: % Value Growth 2021-2026
Organic Beverages in Austria
Organic beverages remains small due to limited offer and lack of consumer awareness
Producers continue to invest in expansion
High and rising prices during unstable economy lead to stagnating demand
Positive performance predicted for organic beverages due to clean living trend
Higher margins likely to attract increasing number of players to organic beverages
Sustainability and Fairtrade to support organic hot drinks, but organic soft drinks will remain leading growth driver
Table 79 Sales of Organic Beverages by Category: Value 2016-2021
Table 80 Sales of Organic Beverages by Category: % Value Growth 2016-2021
Table 81 NBO Company Shares of Organic Beverages: % Value 2017-2021
Table 82 LBN Brand Shares of Organic Beverages: % Value 2018-2021
Table 83 Distribution of Organic Beverages by Format: % Value 2016-2021
Table 84 Forecast Sales of Organic Beverages by Category: Value 2021-2026
Table 85 Forecast Sales of Organic Beverages by Category: % Value Growth 2021-2026
Organic Packaged Food in Austria
Interest in organic supported by consumer concerns about food industry
Gaining attention across categories
Rising interest in dairy and baby food
Organic to remain a key driver of growth in health and wellness market
Organic compatible with eco trend
Retailers’ commitment to organic to expand access
Table 86 Sales of Organic Packaged Food by Category: Value 2016-2021
Table 87 NBO Company Shares of Organic Packaged Food: % Value 2017-2021
Table 88 LBN Brand Shares of Organic Packaged Food: % Value 2018-2021
Table 89 Distribution of Organic Packaged Food by Format: % Value 2016-2021
Table 90 Forecast Sales of Organic Packaged Food by Category: Value 2021-2026
Table 91 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2021-2026