Savoury Snacks in Austria

PROSPECTS

Savoury snacks to be perceived as a healthy alternative to confectionery

With easy access to information and consumers becoming more knowledgeable about the food they eat nowadays, many are realising that excessive consumption of sugar can lead to overweight and obesity as well as to undesired spikes in energy throughout the day. This is expected to lead to many consumers increasingly looking to refrain from sugar in the future.

Interesting flavour combinations of sweet and savoury increasingly attract consumers’ attention

Another trend that is expected to influence savoury snacks in the future is that towards sweet and savoury combinations that are seen as good substitutes for chocolate and sugar confectionery. This is already observable in new product launches in popcorn and trail mixes in 2018.

Ethical and healthy ingredients and super grains – main future trends

Consumers continued to go for tortilla chips and vegetable, pulse and bread chips in 2018, perceiving these varieties as healthier compared to potato chips, for instance. In addition, the offer of puffed snacks with super grains and natural ingredients continued to increase in new product launches in 2018 and is predicted to continue increasing in the future.

COMPETITIVE LANDSCAPE

Kelly remains the leader in savoury snacks in Austria

With Kelly and The Lorenz Bahlsen Snack-World occupying the top two positions, savoury snacks was dominated by big global players and brands in 2018. Both companies profited from global prominence of their brands like Kelly’s and Lorenz as well as from their strong focus on new product launches and advertising activity to promote these new launches.

Domestic producers focus on premium products in niche segments

Domestic manufacturers like Winkelbauer, GM Pesendorfer, Maresi Austria and others mainly focused on niche segments since they were not able to really compete with big global brands like Kelly’s and Lorenz. They were thus mainly active in nuts and seeds, trail mixes, other savoury snacks as well as vegetable chips.

Private label to remain strong competition to branded producers

Overall private label continued to increase its value share in savoury snacks in 2018, thus bringing strong competition to leading global players. Private label products enjoy a high level of popularity and trust in Austria, which is chiefly attributable to efforts to improve the quality of the private label brands whilst maintaining their low price.

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