Organic beverages remains a comparably small category in Austria, as its selection is still limited and local consumers do not always understand the immediate benefits of organic products in relation to their health and wellbeing. The higher than average unit price is another negative factor, limiting its greater consumer reach.
One factor that is benefiting demand for organic beverages, is the constantly growing selection across various products. Many tea manufacturers have entirely switched their portfolios to organic products, particularly benefiting sales of organic green tea, while the expanding selection of organic concentrates and organic nectars (25-99% juice) supports growing awareness and accessibility.
As consumer awareness of Fairtrade and organic products continues to grow in Austria, especially within coffee and tea, with a strong and continuously growing presence of renowned and popular brands including Eza and Dallmayr, value sales of organic hot drinks recorded a more dynamic growth in 2021 than overall soft drinks. However, rising unit prices also supported this trend, with overall retail volume sales stagnating.
As part of the clean living trend, embedded within overall health and wellness, an increasing number of Austrians are starting to seek out more natural products with clean labels, as they take greater notice of what they consume. Organic beverages are perceived to offer exactly what they promise in terms of ingredients that are grown naturally without the use of potentially harmful pesticides or additional preservatives.
With further growth potential offered by greater consumer demand and awareness, an increasing number of manufacturers will likely place a stronger focus on developing natural and organic products. Therefore, the offer and accessibility are likely to continue growing, thereby increasing visibility and consumer acceptance.
Current trends within hot drinks, especially coffee and tea, will see producers focus more on Fairtrade options that use ethically- and sustainably-sourced ingredients, supporting further demand for organic hot drinks. However, the larger and more established category of organic soft drinks is predicted to record a stronger performance.
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Understand the latest market trends and future growth opportunities for the Organic 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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Organic Beverages
Certified organic products are those which have been produced, stored, processed, handled and marketed in accordance with precise technical specifications (standards) and certified as "organic" by a certification body such as the Soil Association in the UK, the European Union or the US Department of Agriculture. It is important to note that an organic label applies to the production process, ensuring that the product has been produced and processed in an ecologically sound manner. The organic label is therefore a production process claim as opposed to a product quality claim. Note: For organic products to be included, the organic aspect needs to form a significant part of the overall positioning/marketing of the product, including the organic certification label in the packaging. 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 DefinitionsThis report originates from Passport, our Organic Beverages research and analysis database.
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