Due to having a high sugar content, other hot drinks are often perceived as unhealthy in Austria. This consumer concern, coupled with competition from tea and coffee, resulted in a long-standing declining trend over the review period.
On-trade sales of other hot drinks have performed statically over the review period, suffering against the premiumisation trend within coffee and the rising popularity of tea. Due to COVID-19 restrictions and the closure of foodservice operators for nearly two months from March, and again in November, on-trade volume sales of other hot drinks is set to sharply decline in 2020.
Among the three main product categories, chocolate-based flavoured powder drinks are set to record the highest sales in 2020, with these drinks often being enjoyed by children, who spent more time in the household during the year. However, other plant-based hot drinks are expected to record the highest retail value and volume growth in 2020, benefiting from a healthier perception.
Across the forecast period, retail volume sales are set to decline, with a decline in 2021 being the result of an uplift in sales seen during 2020. As such, once the demand for other hot drinks returns to normal, a volume decline will be registered across the forecast period, with a CAGR of 1% predicted.
Health awareness regarding the sugar content of other hot drinks, especially when it comes to options children enjoy such as chocolate-based flavoured powder drinks, is set to be a barrier to growth for other hot drinks across the forecast period. This is particularly relevant following the outbreak of COVID-19, where consumers interest in health and wellness will be heightened.
Maturity and lack of innovation were two factors that negatively impacted other hot drinks across the review period. Over the next five years, innovation is expected to drive sales, especially when it comes to reduced sugar products and those that offer additional health benefits.
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This report originates from Passport, our Other Hot Drinks research and analysis database.
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