Juice in Austria

PROSPECTS

Chilled and not from concentrates

Towards the end of the review period, off-trade volume sales of juice declined fairly sharply. This is mainly due to the high sugar content of juice and a situation where consumers are increasingly aware of added sugar in juice drinks.

Sugar and sustainability – what about climate change?

Sustainability can be understood in a variety of ways, including more sustainable resource management and more sustainable diets. Thus, sugar intake and reducing sugar in our diets can be viewed from a sustainability angle.

Competition from other categories?

In the light of health-conscious consumers looking for alternatives in their diets that are tasty yet healthy, juice suffers competition from other categories. Categories that purvey an image of contributing to a healthy diet compete with sugar-heavy drinks, with flavoured bottled water and RTD tea notably having a healthy image and thus competing with juice.

COMPETITIVE LANDSCAPE

Rauch about to top sales from previous years

Austrian company Rauch is seeing strong sales growth in juice. This company positions itself as a “1919 start-up” and is active not only in juice, also being a success in RTD tea.

Austrian brands, regional fruits and domestic production

As mentioned earlier, regionality is one of the key factors when it comes to consumer demand in Austria. Therefore, domestic juice produced from domestic fruits and vegetables is increasingly appealing to consumers.

Private label

Private label remains strong in juice. Although volume sales are declining, private label is also benefiting from the premiumisation trend.

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