Other Hot Drinks in Austria

PROSPECTS

Reduction in sugar seen in other hot drinks for children

Drinks that target younger consumer groups have been under scrutiny in recent years. These include other hot drinks such as malt-based hot drinks and chocolate-based flavoured powder drinks.

Clean labels and added value both key

In light of growing concerns regarding high sugar levels and artificial additives seen in other hot drinks, which mainly target younger consumer groups, clean labels seem to be key to gaining consumer trust. Furthermore, consumers are looking for added-value products, containing added minerals or proteins.

Other plant-based hot drinks could grow in future

With growing demand for dairy alternatives, this trend is expected to carry across to other hot drinks too. The milk powder used in other hot drinks could be replaced with milk alternatives, such as soy, almond and oat.

COMPETITIVE LANDSCAPE

Nestlé remains in the lead, with very little change in the competitive landscape

In other hot drinks, the competitive landscape remains mostly unchanged. The leader Nestlé remains unchallenged, with its Caro and Nesquik brands.

Nesquik focuses on less sugar and more fibre

In light of the ongoing sugar debate, Nesquik has offered a reduced sugar version of its popular other hot drink. This product contains 30% less sugar than its classic counterpart and has added fibre and vitamins.

Premium products more popular than private label

In other hot drinks, private label does not pose a serious threat to major brands such as Caro and Ovomaltine. Companies such as Mondelez are able to benefit from the premiumisation trend within this category and from offering a blend of various tastes, such as a mixture of coffee and chocolate-based flavoured powder drinks, meaning that there is limited demand for private label products.

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