Executive Summary

Mar 2019
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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Organic Beverages in Austria

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Overview: Discover the latest market trends and uncover sources of future market growth for the Organic Beverages industry in Austria with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

The Organic Beverages in Austria market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Passport market research database.

Organic Beverages in Austria - Category analysis

HEADLINES

PROSPECTS

Healthy growth mainly due to hot drinks
Organic varieties relatively strong in tea and coffee
Smaller soft drinks categories to offer added dynamism

COMPETITIVE LANDSCAPE

Tea specialist Teekanne remains in first position
Organic tea specialists alongside large tea players
Organic varieties increasingly popular in organic RTD tea

CATEGORY DATA

Table 1 Sales of Organic Beverages by Category: Value 2013-2018
Table 2 Sales of Organic Beverages by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Organic Beverages: % Value 2014-2018
Table 4 LBN Brand Shares of Organic Beverages: % Value 2015-2018
Table 5 Distribution of Organic Beverages by Format: % Value 2013-2018
Table 6 Forecast Sales of Organic Beverages by Category: Value 2018-2023
Table 7 Forecast Sales of Organic Beverages by Category: % Value Growth 2018-2023

Health and Wellness in Austria - Industry Overview

EXECUTIVE SUMMARY

Health and wellness sales continue to grow strongly
Focus on ingredient quality and sugar reduction
Private label leads highly fragmented health and wellness sales
Modern grocery retailers remains preferred distribution channel
Demand for health and wellness expected to keep rising

MARKET DATA

Table 8 Sales of Health and Wellness by Type: Value 2013-2018
Table 9 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 10 Sales of Health and Wellness by Category: Value 2013-2018
Table 11 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 12 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 13 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 14 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 15 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 16 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 17 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 18 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 19 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 20 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 21 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 22 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 23 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources