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