Organic Beverages in Austria

PROSPECTS

Healthy growth mainly due to hot drinks

Organic beverages off-trade sales recorded another year of healthy value growth in 2018, driven particularly by rising demand for organic varieties in hot drinks. As more and more Austrian consumers come to expect organic tea and coffee, organic hot drinks sales will continue to boost demand for organic beverages over the forecast period.

Organic varieties relatively strong in tea and coffee

Given that volume sales in tea are expected to see only weak growth, premiumisation will remain important for driving value sales. One way of achieving premiumisation is by launching new organic varieties.

Smaller soft drinks categories to offer added dynamism

While the majority of organic beverage sales will continue to come from hot drinks and juice, other, smaller soft drinks areas will likely offer greater dynamism over the forecast period. A case in point is non-cola carbonates, where organic sparkling juice has witnessed a healthy rise in demand in recent years.

COMPETITIVE LANDSCAPE

Tea specialist Teekanne remains in first position

Teekanne remained the leader in organic beverages in Austria in 2018 thanks to its unchallenged position in tea. The company offers Teekanne, which is the best-established brand in tea in Austria, while Willi Dungl is also highly successful.

Organic tea specialists alongside large tea 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 varieties increasingly popular in organic RTD tea

Besides non-cola carbonates, especially carbonated juiced drinks, another relatively dynamic growth area for organic varieties is premium RTD tea. An example is Viennese start-up “all I need”, which specialises in organic, Fairtrade-sourced RTD sencha green and white tea mixed with juice from superfruits such as acai and aronia berries.

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