Juice in Austria

PROSPECTS

Declining volume sales due to concerns about sugar content

Juice suffered further declines in off-trade volume sales in 2018 and thus managed to benefit only marginally from the improved retailing environment and the temporary spike in population growth. The increasing health consciousness of consumers raises concerns about the high sugar levels in juice, which was particularly felt in 100% juice and nectars due to their higher fruit content.

Premiumisation through fresh and health and wellness varieties

While juice volume sales overall will likely continue to fall, the trend towards premiumisation, particularly evident in not from concentrate 100% juice, is set to strengthen. Consumers will be increasingly prepared to pay a premium price for chilled, fresh juice as distrust of reconstituted varieties increases.

Juice drinks less exposed to sugar concerns

Juice drinks (up to 24% juice) performed better than nectars and 100% juice in 2018 and is expected to return to marginal growth over the forecast period, due to the relatively low fruit content, with high sugar content less on the minds of consumers. Juice drinks (up to 24% juice) will also likely benefit disproportionately from the on-the-go consumption trend as these products are already diluted and thus easier to consume.

COMPETITIVE LANDSCAPE

Rauch Fruchtsäfte remains ahead thanks to its wide presence

Rauch Fruchtsäfte remained the unchallenged leader in juice in 2018. The company is one of the largest domestic soft drinks manufacturers and accordingly enjoys a strong reputation in its Austrian home market.

Hermann Pfanner Getränke aims to blur the boundary with energy drinks

Apart from international players such as Eckes-Granini Austria and Pago International, Hermann Pfanner Getränke is another example of a strong traditionalist, domestic soft drinks manufacturer. While juice still forms its mainstay, the company has been increasingly trying to blur the boundaries between juice and younger, more dynamic categories, such as energy drinks.

innocent Alps remains in second place due to its presence in dynamic categories

innocent Alps remained in second place in juice in 2018, and, unlike Rauch Fruchtsäfte, it owes its position to its strong presence in the two most dynamic juice categories: smoothies (part of not from concentrate 100% juice) and coconut and other plant waters.

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