Naturally healthy is the largest product group (in retail volume terms) within health and wellness beverages in Austria as a result of its large selection of products in NH soft drinks. The largest share and selection of products can be found, unsurprisingly, in NH juice, (in particular NH superfruit nectars (25-99% juice) and NH 100% juice).
The most dynamic developments were witnessed within NH hot drinks in 2021. This was not only because it is a much smaller category compared to the dominant, but overall declining, NH soft drinks, but also due to the growing popularity and selection of NH green tea.
Innovation and new product launches were among the main growth drivers for NH soft drinks at the end of the review period. This was particularly relevant for new products by renowned, trusted and established brands such as Rauch (Juice Bar) or Teekanne (Fresh), which continued to drive demand.
Despite predictions for a marginal upturn in demand in 2022, naturally healthy beverages is set to record an overall weak performance over the forecast period, leading to declines in both demand terms and in value sales terms (at constant 2021 prices). This will be driven by intensifying competition with other beverages such as fortified/functional and better for you, in addition to the more expensive organic beverages, as these soft drinks may be perceived as healthier or offer stronger health-related functionality.
Continuously evolving health and wellness trends will generally some demand for naturally healthy beverages, with producers likely to underline the functional aspects of their products, although natural positioning remains a potent one for many consumers. However, with consumers returning to more active lives, including greater time spent in gyms, playing sports, in addition to foodservice options such as restaurants and cafés due to pent-up demand following prolonged home seclusion, much of the consumption associated with naturally healthy beverages will shift away from pure at-home consumption to on-trade sales.
The key to the future success of brands within naturally healthy beverages overall will remain the level of innovation and frequency of new products launched. As competition grows both within and outside of the category, sales are set to remain stagnant due to decreasing demand (depending on the product) and therefore, manufacturers must identify ways to differentiate themselves.
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Understand the latest market trends and future growth opportunities for the Naturally Healthy Beverages industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Naturally Healthy Beverages
This category includes products on the basis of naturally containing a substance that improves health and wellbeing beyond the product’s pure calorific value. These products are usually a healthier alternative within a certain sector/subsector. High fibre food (wholegrain/wholemeal/brown), soy products, sour milk drinks, nuts, seeds and trail mixes, honey, fruit and nut bars and olive oil are considered NH foods and 100% fruit/vegetable juice, superfruit juice, natural mineral water, spring water, RTD green tea etc. are considerd NH beverages. While many of these products are marketed on a health basis, this might not always be the case. Naturally healthy food and beverages that are additionally fortified fall into the 'fortified/functional' category. For product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Packaged Food, Hot Drinks, Soft Drinks.See All of Our Definitions
This report originates from Passport, our Naturally Healthy Beverages research and analysis database.
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