Organic Beverages in Austria

2020 IMPACT

Foodservice restrictions and more consumers stranded at home lifts retail sales of organic

Like other health and wellness beverages, the shutdown of foodservice outlets between March and May sparked a lift in retail sales of organic beverages, with on-trade sales shifting to the off-trade. The closure of educational institutions and consumers working from home where possible also helped this shift.

Organic promise delivers growth, but increased availability sees average price growth declining

Steeply rising levels of consumer health awareness as the pandemic has taken hold have been significant factors in driving sales in 2020. There is a broadly held perception that more ‘natural’ diets can deliver stronger dietary health and strengthen immunity.

Retail strength underpins security of organic beverage values in 2020

The solidity of organic beverages in Austria is underpinned by an exceptional distribution network, at least in comparison to other regional countries. The rapid success and subsequent expansion of organic grocery retailing chains such as Denn’s have widened consumer access and led to a far greater range of products, including organic beverages, on shelves.

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