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Country Report

Soft Drinks in

Soft Drinks in Austria

Jan 2021

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Executive Summary

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COVID-19 impact on soft drinks

The outbreak of COVID-19 in Austria led to restrictions being implemented in the country, with the first lockdown in place from March 2020 until May. This required the closure of all non-essential retailers and foodservice outlets and recommended that consumers worked from home where possible.

COVID-19 country impact

Austria went into lockdown from 16 March, when people were only allowed to leave home to commute to work, to obtain essential goods, to help others or to exercise and get some fresh air. All non-essential stores were closed from 16 March, while outlets including food and pet care stores, pharmacies and banks remained open.

Company response

Due to the outbreak of COVID-19, several manufacturers chose to delay product launches in 2020, with the virus having adapted consumers purchasing behaviours, making it an unsuitable time to launch new innovations. However, there were two notable exceptions to this.

Retailing shift

The outbreak of COVID-19 is leading to a substantial rise of sales through supermarkets and, conversely, the decline of smaller channels, such as forecourt retailers and convenience stores. This is due to fewer people travelling and stopping in these locations, with a strong decline of on-the-go consumption noted for the year.

Foodservice vs retail split

Foodservice was forced to close during March 2020, which was significantly damaging for on-trade venues such as bars and restaurants, which were forced to close for two months. In addition, a second lockdown was implemented in Austria from November 2020, which once again, required foodservice establishments across the country to close.

What next for soft drinks?

Following a deep decline in 2020, on-trade sales of soft drinks are expected to begin recovering from 2021, aligned to the roll-out of a COVID-19 vaccine, or a time when cases are low enough that consumers feel confident to socialise in public once more. This will lead to a double-digit on-trade volume and value growth for 2021 and 2022, as consumers return to foodservice venues, and the industry recovers from its fall in 2020.

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Soft Drinks Sample Report Soft Drinks Sample Data

Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Soft Drinks industry in Austria with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Soft Drinks industry in Austria, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Austria for free:

The Soft Drinks in Austria market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Production, imports by origin, exports by destination
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Soft Drinks in Austria?
What are the major brands in Austria?
What potential exists for multinational vs. local soft drinks companies looking to increase market share?
How have changing social attitudes affected soft drink sales?
How have sustainability issues; such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, affected the soft drink industry?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Soft Drinks market research database.

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Soft Drinks in Austria

EXECUTIVE SUMMARY

COVID-19 impact on soft drinks

COVID-19 country impact

Company response

Retailing shift

Foodservice vs retail split

What next for soft drinks?

Chart 1 Soft Drinks Off-Trade Volume Sales Growth Scenarios: 2018-2025
Chart 2 Soft Drinks On-Trade Volume Sales Growth Scenarios: 2018-2025
Chart 3 Soft Drinks Impact of Drivers on Off-Trade Volume Sales: 2017-2025
Chart 4 Soft Drinks Impact of Drivers on On-Trade Volume Sales: 2017-2025

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2015-2020
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2015-2020
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2015-2020
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2015-2020
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2019
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2019
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2019
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2019
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2015-2020
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2015-2020
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2015-2020
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2015-2020
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2015-2020
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2015-2020
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2016-2020
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2020
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2016-2020
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2017-2020
Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2015-2020
Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2015-2020
Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2015-2020
Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2020
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2020-2025
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2020-2025
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2020-2025
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2020-2025
Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2020-2025
Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2020-2025
Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2020-2025
Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2020-2025
Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2020-2025
Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2020-2025

APPENDIX

Fountain sales in Austria

Trends

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Carbonates in Austria

KEY DATA FINDINGS

2020 IMPACT

Lockdown periods and home seclusion heighten off-trade growth for carbonates

A fall in on-trade sales results in a decline in total volume and value sales for carbonates

E-commerce and supermarkets record growth, benefiting from the convenience they offer

RECOVERY AND OPPORTUNITIES

Tonic water/other bitters lead growth in the on-trade, as consumers return to foodservice venues

Off-trade volume sales decline due to the competition from foodservice and ongoing health concerns

The growing health and wellness trend shapes product innovation

CATEGORY DATA

Table 33 Off-trade vs On-trade Sales of Carbonates: Volume 2015-2020
Table 34 Off-trade vs On-trade Sales of Carbonates: Value 2015-2020
Table 35 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2015-2020
Table 36 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2015-2020
Table 37 Off-trade Sales of Carbonates by Category: Volume 2015-2020
Table 38 Off-trade Sales of Carbonates by Category: Value 2015-2020
Table 39 Off-trade Sales of Carbonates by Category: % Volume Growth 2015-2020
Table 40 Off-trade Sales of Carbonates by Category: % Value Growth 2015-2020
Table 41 Total Sales of Carbonates by Fountain On-trade: Volume 2015-2020
Table 42 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2015-2020
Table 43 Leading Flavours for Non-cola Carbonates: % Volume 2015-2020
Table 44 NBO Company Shares of Off-trade Carbonates: % Volume 2016-2020
Table 45 LBN Brand Shares of Off-trade Carbonates: % Volume 2017-2020
Table 46 NBO Company Shares of Off-trade Carbonates: % Value 2016-2020
Table 47 LBN Brand Shares of Off-trade Carbonates: % Value 2017-2020
Table 48 Forecast Off-trade Sales of Carbonates by Category: Volume 2020-2025
Table 49 Forecast Off-trade Sales of Carbonates by Category: Value 2020-2025
Table 50 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2020-2025
Table 51 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2020-2025
Table 52 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2020-2025
Table 53 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2020-2025

Juice in Austria

KEY DATA FINDINGS

2020 IMPACT

Foodservice closures lead to a decline in the on-trade, while off-trade sales benefit from home seclusion

The increasing health and wellness trend drives sales of juices in 2020

E-commerce records growth as consumers wary of leaving the home appreciate the channel

RECOVERY AND OPPORTUNITIES

The forecast period records positive on-trade growth, while off-trade sales decline

The health trends shapes sales and developments in juice

E-commerce improves its presence while forecast retailers benefit from the return of on-the-go lifestyles

CATEGORY DATA

Table 54 Off-trade Sales of Juice by Category: Volume 2015-2020
Table 55 Off-trade Sales of Juice by Category: Value 2015-2020
Table 56 Off-trade Sales of Juice by Category: % Volume Growth 2015-2020
Table 57 Off-trade Sales of Juice by Category: % Value Growth 2015-2020
Table 58 Leading Flavours for Off-trade 100% Juice: % Volume 2015-2020
Table 59 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2015-2020
Table 60 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2015-2020
Table 61 NBO Company Shares of Off-trade Juice: % Volume 2016-2020
Table 62 LBN Brand Shares of Off-trade Juice: % Volume 2017-2020
Table 63 NBO Company Shares of Off-trade Juice: % Value 2016-2020
Table 64 LBN Brand Shares of Off-trade Juice: % Value 2017-2020
Table 65 Forecast Off-trade Sales of Juice by Category: Volume 2020-2025
Table 66 Forecast Off-trade Sales of Juice by Category: Value 2020-2025
Table 67 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2020-2025
Table 68 Forecast Off-trade Sales of Juice by Category: % Value Growth 2020-2025

Bottled Water in Austria

KEY DATA FINDINGS

2020 IMPACT

Consumers stockpiling behaviour boosts sales of bottled water during lockdown periods

The closures of foodservice outlets leads to a double-digit decline in on-trade growth

Regional brands dominate in their home regions in bottled water

RECOVERY AND OPPORTUNITIES

Off-trade value sales benefit from rising prices, while volume sales remain positive

On-the-go consumption returns, boosting sales across the forecast period

The health and wellness trend boosts sales of flavoured bottled water and functional bottled water

CATEGORY DATA

Table 69 Off-trade Sales of Bottled Water by Category: Volume 2015-2020
Table 70 Off-trade Sales of Bottled Water by Category: Value 2015-2020
Table 71 Off-trade Sales of Bottled Water by Category: % Volume Growth 2015-2020
Table 72 Off-trade Sales of Bottled Water by Category: % Value Growth 2015-2020
Table 73 NBO Company Shares of Off-trade Bottled Water: % Volume 2016-2020
Table 74 LBN Brand Shares of Off-trade Bottled Water: % Volume 2017-2020
Table 75 NBO Company Shares of Off-trade Bottled Water: % Value 2016-2020
Table 76 LBN Brand Shares of Off-trade Bottled Water: % Value 2017-2020
Table 77 Forecast Off-trade Sales of Bottled Water by Category: Volume 2020-2025
Table 78 Forecast Off-trade Sales of Bottled Water by Category: Value 2020-2025
Table 79 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2020-2025
Table 80 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2020-2025

Sports Drinks in Austria

KEY DATA FINDINGS

2020 IMPACT

Restrictions to sports activities dampens growth for sports drinks

Lockdown and ongoing restrictions lead to a decline in the on-trade

Lack of innovation and ongoing restrictions lead to a decline on the on-trade

RECOVERY AND OPPORTUNITIES

A return to out-of-home activities and exercise, boosts growth for sports drinks

Growing competition from healthier launches challenges growth for sports drinks

Competitors focus on healthier launches, as energy drinks merge with sports drinks

CATEGORY DATA

Table 81 Off-trade Sales of Sports Drinks: Volume 2015-2020
Table 82 Off-trade Sales of Sports Drinks: Value 2015-2020
Table 83 Off-trade Sales of Sports Drinks: % Volume Growth 2015-2020
Table 84 Off-trade Sales of Sports Drinks: % Value Growth 2015-2020
Table 85 NBO Company Shares of Off-trade Sports Drinks: % Volume 2016-2020
Table 86 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2017-2020
Table 87 NBO Company Shares of Off-trade Sports Drinks: % Value 2016-2020
Table 88 LBN Brand Shares of Off-trade Sports Drinks: % Value 2017-2020
Table 89 Forecast Off-trade Sales of Sports Drinks: Volume 2020-2025
Table 90 Forecast Off-trade Sales of Sports Drinks: Value 2020-2025
Table 91 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2020-2025
Table 92 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2020-2025

Energy Drinks in Austria

KEY DATA FINDINGS

2020 IMPACT

Despite new launches, growth is stifled by a lack of on-the-go consumption moments

Energy drinks records an on-trade decline as venue closures severely impact sales

Coca-Cola Austria launches Coca-Cola Energy: an energy drink with the Coca-Cola taste

RECOVERY AND OPPORTUNITIES

On-trade and off-trade growth remains positive, with on-the-go consumption boosting sales

Innovation focuses on natural caffeine and low sugar content

Energy drinks continue to merge with sports drinks and carbonates

CATEGORY DATA

Table 93 Off-trade Sales of Energy Drinks: Volume 2015-2020
Table 94 Off-trade Sales of Energy Drinks: Value 2015-2020
Table 95 Off-trade Sales of Energy Drinks: % Volume Growth 2015-2020
Table 96 Off-trade Sales of Energy Drinks: % Value Growth 2015-2020
Table 97 NBO Company Shares of Off-trade Energy Drinks: % Volume 2016-2020
Table 98 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2017-2020
Table 99 NBO Company Shares of Off-trade Energy Drinks: % Value 2016-2020
Table 100 LBN Brand Shares of Off-trade Energy Drinks: % Value 2017-2020
Table 101 Forecast Off-trade Sales of Energy Drinks: Volume 2020-2025
Table 102 Forecast Off-trade Sales of Energy Drinks: Value 2020-2025
Table 103 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2020-2025
Table 104 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2020-2025

Concentrates in Austria

KEY DATA FINDINGS

2020 IMPACT

The closure of nightlife and evening venues leads to a decline in sales

Concentrates record an uplift in growth as consumers stockpile shelf-stable goods

Concentrates are increasingly used for home-made cocktails, boosting retail sales

RECOVERY AND OPPORTUNITIES

The return to nightlife boosts on-trade sales of concentrates over the forecast period

Product innovations align with the growing health and wellness trend

Lack of innovation in powder concentrates stifles growth across the forecast period

CATEGORY DATA

Concentrates Conversions

Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 105 Off-trade Sales of Concentrates (RTD) by Category: Volume 2015-2020
Table 106 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2015-2020
Table 107 Off-trade Sales of Concentrates by Category: Value 2015-2020
Table 108 Off-trade Sales of Concentrates by Category: % Value Growth 2015-2020
Table 109 Leading Flavours for Off-trade Liquid Concentrates: % Volume 2015-2020
Table 110 Leading Flavours for Off-trade Powder Concentrates: % Volume 2015-2020
Table 111 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2016-2020
Table 112 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2017-2020
Table 113 NBO Company Shares of Off-trade Concentrates: % Value 2016-2020
Table 114 LBN Brand Shares of Off-trade Concentrates: % Value 2017-2020
Table 115 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2016-2020
Table 116 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2017-2020
Table 117 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2016-2020
Table 118 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2017-2020
Table 119 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2020-2025
Table 120 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2020-2025
Table 121 Forecast Off-trade Sales of Concentrates by Category: Value 2020-2025
Table 122 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2020-2025

RTD Tea in Austria

KEY DATA FINDINGS

2020 IMPACT

A decline of on-the-go consumption moments stifles off-trade sales

Players launch new health and wellness offerings during 2020

RTD tea blurs the lines with energy drinks and flavoured water

RECOVERY AND OPPORTUNITIES

Foodservice venues open and on-the-go consumption moments return, boosting growth

Competitors focus on exotic flavours and health offerings, as competition rises from juices

Cannabis in RTD tea could be a growing trend across the forecast period

CATEGORY DATA

Table 123 Off-trade Sales of RTD Tea by Category: Volume 2015-2020
Table 124 Off-trade Sales of RTD Tea by Category: Value 2015-2020
Table 125 Off-trade Sales of RTD Tea by Category: % Volume Growth 2015-2020
Table 126 Off-trade Sales of RTD Tea by Category: % Value Growth 2015-2020
Table 127 Leading Flavours for Off-trade RTD Tea: % Volume 2015-2020
Table 128 NBO Company Shares of Off-trade RTD Tea: % Volume 2016-2020
Table 129 LBN Brand Shares of Off-trade RTD Tea: % Volume 2017-2020
Table 130 NBO Company Shares of Off-trade RTD Tea: % Value 2016-2020
Table 131 LBN Brand Shares of Off-trade RTD Tea: % Value 2017-2020
Table 132 Forecast Off-trade Sales of RTD Tea by Category: Volume 2020-2025
Table 133 Forecast Off-trade Sales of RTD Tea by Category: Value 2020-2025
Table 134 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2020-2025
Table 135 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2020-2025

RTD Coffee in Austria

KEY DATA FINDINGS

2020 IMPACT

A reduction in on-the-go and impulse purchases leads to negative off-trade growth

Due to the impact COVID-19 has on purchasing behaviour, players hold off on new launches

Leader Emmi Caffè Latte launches the first fortified RTD coffee in Austria

RECOVERY AND OPPORTUNITIES

Positive value and volume growth is linked to the return of on-the-go consumption

Product launches focus on premium and health and wellness offerings

Players focus on strengthening distribution within forecourt retailers and convenience stores

CATEGORY DATA

Table 136 Off-trade Sales of RTD Coffee: Volume 2015-2020
Table 137 Off-trade Sales of RTD Coffee: Value 2015-2020
Table 138 Off-trade Sales of RTD Coffee: % Volume Growth 2015-2020
Table 139 Off-trade Sales of RTD Coffee: % Value Growth 2015-2020
Table 140 NBO Company Shares of Off-trade RTD Coffee: % Volume 2016-2020
Table 141 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2017-2020
Table 142 NBO Company Shares of Off-trade RTD Coffee: % Value 2016-2020
Table 143 LBN Brand Shares of Off-trade RTD Coffee: % Value 2017-2020
Table 144 Forecast Off-trade Sales of RTD Coffee: Volume 2020-2025
Table 145 Forecast Off-trade Sales of RTD Coffee: Value 2020-2025
Table 146 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2020-2025
Table 147 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2020-2025

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Megatrends

Country Report

Soft Drinks in Austria

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on soft drinks

COVID-19 country impact

Company response

Retailing shift

Foodservice vs retail split

What next for soft drinks?

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Soft Drinks in Austria

EXECUTIVE SUMMARY

COVID-19 impact on soft drinks

COVID-19 country impact

Company response

Retailing shift

Foodservice vs retail split

What next for soft drinks?

MARKET DATA

APPENDIX

Fountain sales in Austria

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Carbonates in Austria

KEY DATA FINDINGS

2020 IMPACT

Lockdown periods and home seclusion heighten off-trade growth for carbonates

A fall in on-trade sales results in a decline in total volume and value sales for carbonates

E-commerce and supermarkets record growth, benefiting from the convenience they offer

RECOVERY AND OPPORTUNITIES

Tonic water/other bitters lead growth in the on-trade, as consumers return to foodservice venues

Off-trade volume sales decline due to the competition from foodservice and ongoing health concerns

The growing health and wellness trend shapes product innovation

CATEGORY DATA

Juice in Austria

KEY DATA FINDINGS

2020 IMPACT

Foodservice closures lead to a decline in the on-trade, while off-trade sales benefit from home seclusion

The increasing health and wellness trend drives sales of juices in 2020

E-commerce records growth as consumers wary of leaving the home appreciate the channel

RECOVERY AND OPPORTUNITIES

The forecast period records positive on-trade growth, while off-trade sales decline

The health trends shapes sales and developments in juice

E-commerce improves its presence while forecast retailers benefit from the return of on-the-go lifestyles

CATEGORY DATA

Bottled Water in Austria

KEY DATA FINDINGS

2020 IMPACT

Consumers stockpiling behaviour boosts sales of bottled water during lockdown periods

The closures of foodservice outlets leads to a double-digit decline in on-trade growth

Regional brands dominate in their home regions in bottled water

RECOVERY AND OPPORTUNITIES

Off-trade value sales benefit from rising prices, while volume sales remain positive

On-the-go consumption returns, boosting sales across the forecast period

The health and wellness trend boosts sales of flavoured bottled water and functional bottled water

CATEGORY DATA

Sports Drinks in Austria

KEY DATA FINDINGS

2020 IMPACT

Restrictions to sports activities dampens growth for sports drinks

Lockdown and ongoing restrictions lead to a decline in the on-trade

Lack of innovation and ongoing restrictions lead to a decline on the on-trade

RECOVERY AND OPPORTUNITIES

A return to out-of-home activities and exercise, boosts growth for sports drinks

Growing competition from healthier launches challenges growth for sports drinks

Competitors focus on healthier launches, as energy drinks merge with sports drinks

CATEGORY DATA

Energy Drinks in Austria

KEY DATA FINDINGS

2020 IMPACT