Organic Beverages in Austria

PROSPECTS

Soft drinks support sales in organic beverages

Organic beverages sales recorded another year of healthy value growth in 2019, with driven mainly by rising demand for organic varieties in non-cola carbonates and 100 % juice which looks set to continue to boost demand for organic beverages over the forecast period. In soft drinks, organic varieties offer manufacturers a way to directly respond to rising consumer concerns over sugary drinks, by marketing their products as wholesome and natural.

Organic tea and coffee maintain their popularity

Over the forecast period, premiumisation will remain essential for driving value sales. Manufacturers are increasingly investing in launching new organic varieties of tea, as a way to achieve premiumisation of their products.

Non-cola carbonates to provide most dynamism

While the majority of organic beverage sales will continue to come from hot drinks and juice, the smaller non-cola carbonates will likely offer greater dynamism over the forecast period. Organic sparkling orange juice, in particular, witnessed a healthy rise in demand over the preview period, and this looks set to continue.

COMPETITIVE LANDSCAPE

Tea specialist Teekanne continues at the top

Teekanne GmbH & Co KG remained the leader in organic beverages in Austria in 2019 thanks to its unchallenged position in tea. In second place, IMS Höllinger GmbH’s position is supported by its lead in organic soft drinks and organic nectars (25-99% juice), with the Höllinger brand.

Organic tea specialists alongside big players

Given the strong position of organic varieties in tea overall, it comes as no surprise that several organic tea specialists are active in tea in Austria. Organic tea manufacturers comprise both domestic and international players.

Organic carbonate varieties strive for image as health drinks

Non-cola carbonates, especially carbonated juice drinks, remain dynamic in organic beverages. Vöslauer Mineralwasser AG leads organic non-cola carbonates, with its brand Vöslauer Biolimo.

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