Hot drinks recorded moderate current value growth in retail sales in 2018, at a similar level to 2017. The growth primarily came from coffee, which remained by far the most important category in hot drinks in both current value and retail volume terms.
In light of weaker volume sales, current value growth in hot drinks is increasingly relying on stronger demand for products offering greater specific value, including premium hot drinks. In coffee, this takes the form of consumer spending shifting from segments with lower unit prices (standard fresh ground coffee and instant coffee) towards those that offer higher unit prices (fresh coffee beans and fresh ground coffee pods).
Hot drinks in Austria continued to remain firmly in the hands of coffee manufacturers; the sole exception is Teekanne GmbH & Co KG, which continued to lead tea’s value sales, largely owing to the particularly strong presence of its Teekanne and Willi Dungl brands in fruit/herbal tea.
With volume growth in both coffee and tea weakening, value sales growth will increasingly rely on manufacturers finding new ways to add value to their products. In coffee, transparent and sustainable sourcing of inputs will become increasingly important: ethical labels, such as Fairtrade and UTZ, will thrive as consumers seek assurance about the origins of ingredients.
Retail sales of hot drinks in Austria are expected to record positive value growth both in current terms and at constant 2018 prices over the forecast period. This will be mainly driven by the continued strong performance in coffee, where higher unit prices of fresh coffee beans and fresh ground coffee pods will sustain value growth.
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This industry report originates from Passport, our Hot Drinks market research database.