RTD Coffee in Austria

PROSPECTS

Cold brew – hype or trend?

Whether in coffee shops or retail channels, cold brewed coffee is increasingly trendy. This trend is also impacting RTD coffee, where besides established “classics” such as Caffe Latte, Cappuccino or Macchiato there is growing consumer demand for new varieties that promise specialised premium coffee.

Vegan RTD coffee?

Times are changing and so are consumer demands and the soft drinks industry. There is growing demand for vegan dairy alternatives, as not only the vegan population is asking for such drinks.

Coffee competence

There is increasing availability for RTD coffee as more brands enter this area. This means that there is a growing fight for share and consumer attention.

COMPETITIVE LANDSCAPE

Emmi: trusted premium coffee leading the way

Swiss company Emmi is the leading RTD coffee player and has a strong appeal to Austrian consumers. The company’s successful Emmi Caffe Latte range offers a number of varieties including lactose-free versions and vanilla flavours.

Danone Stok and Schärdinger Coffee

After Berglandmilch’s brand Schärdinger launched its Coffee & Cookie variant in 2018, other dairy companies such as Danone are also entering RTD coffee. Danone launched Stok cold brew coffee in Austria in spring 2019, thus stepping into a highly profitable but competitive product clearly led by Emmi.

Brands dominate RTD coffee shares

Many relatively new categories often experience a shift towards private label, as these products tend to be cheaper than branded counterparts. However, due to the premiumisation trend, Austrian RTD coffee consumption continues to be driven by branded products.

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