Savoury Snacks in Austria

PROSPECTS

Healthier options such as vegetable, pulse and bread chips see fast growth

Despite being generally perceived as unhealthy, savoury snacks continues to perform well in Austria. Indeed, the category is posting the highest volume and value growth in snacks overall, with another strong performance anticipated over the forecast period.

Nuts, seeds and trail mixes fits well with health and lifestyle trends

Austrian consumers are increasingly interested in and knowledgeable about the food they consume. Growing awareness of high sugar intake as a major contributor to overweightness and obesity and diabetes favours savoury snacks.

Differentiation through provenance, health and premiumisation

The wide range of brands, private label offerings and types of savoury snacks encourages manufacturers to differentiate their products. This is leading to a growing focus on unique attributes.

COMPETITIVE LANDSCAPE

Kelly leverages strong local production to enhance its appeal

Positioned as a traditional domestic manufacturer, the leader Kelly is very popular and trusted by local consumers. The company strives to maintain the consumer’s interest by launching new and innovative savoury snacks each year, supported by advertising.

Local players focus on niches to compete with leaders with global reach

Other domestic manufacturers like Winkelbauer, GM Pesendorfer, Maresi Austria and Mona Naturprodukte tend to concentrate on niches, in order to compete with Kelly and The Lorenz Bahlsen Snack-World, which both have a global reach. These local players are most visible in areas like nuts, seeds and trail mixes, “other” savoury snacks and vegetable, pulse and bread chips.

Private label benefits from wide range, good quality and premium options

Private label enjoys strong positioning and a healthy value share in savoury snacks. The private label offer consists of a wide range of products at affordable prices.

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