Executive Summary

Mar 2019
PROSPECTS
Sports drinks retail volume growth driven by the popularity of sports and warmer weather

Off-trade sales of sports drinks continued to witness healthy volume and value growth in 2018, making it one of the most dynamic categories in the relatively mature Austrian soft drinks market. One key demand driver remained the uninterrupted popularity of sports and outdoor activities in Austria.

Health awareness to further stimulate growth

Sports and outdoor activities are expected to remain highly popular in Austria over the forecast period. The country’s landscape offers plenty of opportunities for outdoor activities, such as climbing and hiking, while the general trend towards greater health awareness among many Austrian consumers is resulting in a growing number of people exercising in fitness centres or participating in running events.

Rising competition from bottled water and juice drinks

The major obstacle to sports drinks making further inroads in future comes from rising competition from bottled water and juice drinks (up to 24% juice) brands. Bottled water and juice drinks are increasingly offering additional functional ingredients, which promise to emulate some of the regenerative, performance-enhancing effects of sports drinks.

COMPETITIVE LANDSCAPE
Sports drinks brand landscape remains highly concentrated

Sports drinks remained one of the soft drinks categories in Austria with a high degree of concentration among a few major brands in 2018. The only brands with a notable presence were Gatorade, Isostar and Powerade.

Mautner Markhof Feinkost stays ahead

Mautner Markhof Feinkost, which holds the national distribution rights for Gatorade, the country’s leading brand, remained the unchallenged frontrunner in 2018. The company offers Gatorade in a fairly narrow and stable range of four different flavours sold in 500ml and 750ml PET bottles, including one with reduced sugar.

Little product innovation expected

Maresi, which acts as the exclusive distributor for Isostar in the Austrian market, and Coca-Cola Austria, through its Powerade brand, remained the main rivals of Mautner Markhof Feinkost in 2018. Overall, there has been little product innovation in recent years in sports drinks, and it is not considered an important area of investment by any of the companies behind the leading brands.

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Sports Drinks in Austria

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sports 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 Sports and Energy Drinks industry in Austria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sports 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  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Sports Drinks in Austria?
  • What are the major brands in Austria?
  • What are key new sports drinks launches and what impact impact did they have on #category#?
  • Who are the key consumers of sports drinks in Austria?
  • What time of day are sports drinks most commonly consumed?
  • What trends motivate people to drink sports drinks in Austria?

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.

Sports Drinks in Austria - Category analysis

HEADLINES

PROSPECTS

Sports drinks retail volume growth driven by the popularity of sports and warmer weather
Health awareness to further stimulate growth
Rising competition from bottled water and juice drinks

COMPETITIVE LANDSCAPE

Sports drinks brand landscape remains highly concentrated
Mautner Markhof Feinkost stays ahead
Little product innovation expected

CATEGORY DATA

Table 1 Off-trade Sales of Sports Drinks: Volume 2013-2018
Table 2 Off-trade Sales of Sports Drinks: Value 2013-2018
Table 3 Off-trade Sales of Sports Drinks: % Volume Growth 2013-2018
Table 4 Off-trade Sales of Sports Drinks: % Value Growth 2013-2018
Table 5 NBO Company Shares of Off-trade Sports Drinks: % Volume 2014-2018
Table 6 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2015-2018
Table 7 NBO Company Shares of Off-trade Sports Drinks: % Value 2014-2018
Table 8 LBN Brand Shares of Off-trade Sports Drinks: % Value 2015-2018
Table 9 Forecast Off-trade Sales of Sports Drinks: Volume 2018-2023
Table 10 Forecast Off-trade Sales of Sports Drinks: Value 2018-2023
Table 11 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2018-2023
Table 12 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2018-2023

Soft Drinks in Austria - Industry Overview

EXECUTIVE SUMMARY

Soft drinks records retail value growth as higher unit prices offset volume stagnation
Enduring shift towards higher added-value lifestyle beverages
Coca-Cola Austria and Red Bull continue to lead
Health and wellness and limited editions at the forefront of innovation
Stable moderately positive retail value forecast for soft drinks

MARKET DATA

Table 13 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 15 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 17 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 19 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 21 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 23 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 24 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 25 Total Sales of Soft Drinks by Fountain On-trade: Volume 2013-2018
Table 26 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2013-2018
Table 27 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 28 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 29 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 30 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 31 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 32 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 33 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 34 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 35 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 36 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 37 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 38 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 39 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 40 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 41 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 42 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 43 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 44 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2018-2023
Table 45 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2018-2023

APPENDIX

Fountain sales in Austria
Trends

SOURCES

Summary 1 Research Sources