Due to the outbreak of COVID-19, in early 2020 Austrians found themselves forced to spend more time at home and, in turn, forced to prepare nearly all of their meals at home. At the same time, school closures early in the year resulted in most children settling in at home and eating their meals at home, as well.
Prior to the pandemic, table sauces posted the greatest value sales amongst segments in the sauces, dressings and condiments category, and that strong performance is set to continue in 2020, with growth advancing even further due to the increased frequency of Austrians dining at home due to pandemic-related restrictions on foodservice and the lingering concern amongst many about leaving the safety of their homes and becoming infected by or spreading the virus. Indeed, the popularity of traditional products such as ketchup, mayonnaise and mustard remains high in 2020, reflected by relatively strong value sales growth.
Unilever Austria is set to post strong double-digit value share in 2020, allowing the company to keep its tight grip on leadership in the fairly fragmented sauces, dressings and condiments category. Unilever Austria has a long tradition in the country with well-known and trusted brands Kuner (table sauces) and Knorr (cooking ingredients).
Value sales of sauces, dressings and condiments are expected to decline in 2021 after their significant growth in 2020. The dip in sales in 2021 is likely to be a result of consumers deciding to first use up sauces, dressings and condiments that they have on hand at home before replacing them.
Buying local products has been a growing consumer trend in Austria and that trend is expected to continue over the forecast period to influence demand for sauces, dressings and condiments. Indeed, local sourcing and the display of the Made in Austria label by domestic players—and sometimes by multinational players—are likely to remain key factors in intensifying competition in the category in coming years.
Private label is a popular option in the sauces, dressings and condiments category, led by Hofer and its popular ranges manufactured for and sold via local grocery retailers. As the forecast period progresses, it is likely that supermarkets, already the most important distribution channel for sauces, dressing and condiments in Austria, will seek to expand their profitable private label ranges, creating opportunities for numerous smaller domestic producers.
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Understand the latest market trends and future growth opportunities for the Sauces, Dressings and Condiments 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 Sauces, Dressings and Condiments research and analysis database.
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