COVID-19 is set to see growth in value sales of organic packaged food more than double over 2020. There are a variety of factors driving this trend, but the most direct cause of it has been the government’s response to the pandemic which has seen most of the Austrian population having to spend far more time at home, and as result preparing and eating most of their meals there.
Organic sales have also benefited from Austrian consumers’ poor perception of the country’s food industry. A series of food scandals, especially in the country’s meat industry, has driven demand for regional and organic food.
Lockdown has affected distinct product groups in different ways, but a key trend driving sales in 2020 is consumer demand for indulgence. Sales of high-priced ready meals, for example, have benefited from this trend – consumers are unable to eat at foodservice outlets, and are seeking to recreate the experience with expensive, high quality ready meals.
Organic packaged food offers substantial opportunity going forward, and sales are expected to strengthen over the forecast period. The main driver will be consumer health awareness.
Increasingly, sustainability trends run in parallel with organic health trends for Austria consumers. Consumer demand for regionality is especially strong in Austria, which directly benefits organic packaged foods thanks to the strong organic operations of domestic producers.
The growing normalisation of organic packaged is set to create price pressure in Austrian retail. Over the review period, private labels including Spar Österreichische Warenhandels NBO AG’s Spar Natur*Pur and Rewe International AG’s Ja! Natürlich upgraded and expanded their organic offering, and have become a serious competitive threat to premium positioned organic brands.
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Understand the latest market trends and future growth opportunities for the Organic Packaged Food industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Organic Packaged Food research and analysis database.
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