Executive Summary

Nov 2019
PROSPECTS
Improving performance for sweet spreads, with niche of nut and seed based spreads addressing health trend and alternative lifestyles

Sweet spreads made a marginal recovery in 2019 following declines in both retail volume and current value terms the previous year. This improvement in growth rates was supported by the positive performances of the largest categories, jams and preserves, and chocolate spreads.

Home-made produce and farmers’ markets offer competition to retail sales

The performance of locally-produced jams and preserves is often dependent on the weather during the summer months; if the weather is particularly warm and not too wet, crops will produce plenty of fruit at affordable prices. However, this also has a negative influence as many Austrians also like to make their own jams and preserves at home, either by growing their own fruit or by being to buy cheaply-priced fruit from markets.

Producers begin to address concerns over high sugar content of sweet spreads

Media coverage regarding the high levels of sugar in packaged food is also having an impact on jams and preserves in Austria. Consumers are becoming increasingly aware of the high content of sugar that these products contain, while reports over additional sugar in packaged honey and chocolate spreads is also of concern, which has had a somewhat negative influence over the performance of these products with slowing or declining demand towards the end of the review period.

COMPETITIVE LANDSCAPE
Intense competition for leading players

Sweet spreads remained a fairly consolidated competitive landscape in 2019, led by two large players, and a strong presence of private label due to products from Spar, Rewe and Hofer, as they continued to invest in greater sophistication and addressing the premiumisation trend by offering specific value such as reduced sugar, and using naturally healthy ingredients such as chia seeds or acai berries. However, Adolf Darbo retained its overall leadership due to its strength in the largest category of jams and preserves with its Darbo brand, in addition to honey.

Nutella is synonymous with chocolate spreads, supporting its dominance

Multinational Ferrero retained its second position in overall sweet spreads in 2019, continuing to benefit from the domination of its chocolate spreads brand Nutella. The brand is synonymous with chocolate spreads due to its long-standing presence in the category and in Austria, and is particularly popular with children, although adults also appreciate it to be eaten as a snack or for breakfast on bread or croissants.

Niche of nut and seed based spreads enables smaller players to attract consumers

Although nut and seed based spreads is likely to remain a niche within sweet spreads over the forecast period, it will continue to record good growth rates and is therefore attractive to smaller brands that may want to attract consumers who are searching for alternatives to traditional sweet spreads due to health concerns, or that address certain lifestyles such as vegetarians, due to its high protein content. The category continued to be led by Unilever’s Skippy brand, while private label lost value share due to second-ranked Hofer losing ground to Alnatura Macadamia Crème, although Billa, Merkur Immer Gut and Spar performed well.

Want to find out more about this report?
Request more information
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.

Your Recently Viewed Reports

Sweet Spreads in Austria

Samples: FAQs about samples

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

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

The Spreads 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 Spreads in Austria?
  • What are the major brands in Austria?
  • How are manufacturers leveraging health and wellness trends like reduced sugar or organic sourcing?

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 Packaged Food market research database.

Sweet Spreads in Austria - Category analysis

HEADLINES

PROSPECTS

Improving performance for sweet spreads, with niche of nut and seed based spreads addressing health trend and alternative lifestyles
Home-made produce and farmers’ markets offer competition to retail sales
Producers begin to address concerns over high sugar content of sweet spreads

COMPETITIVE LANDSCAPE

Intense competition for leading players
Nutella is synonymous with chocolate spreads, supporting its dominance
Niche of nut and seed based spreads enables smaller players to attract consumers

CATEGORY DATA

Table 1 Sales of Sweet Spreads by Category: Volume 2014-2019
Table 2 Sales of Sweet Spreads by Category: Value 2014-2019
Table 3 Sales of Sweet Spreads by Category: % Volume Growth 2014-2019
Table 4 Sales of Sweet Spreads by Category: % Value Growth 2014-2019
Table 5 Sales of Jams and Preserves by Leading Flavours: Rankings 2014-2019
Table 6 NBO Company Shares of Sweet Spreads: % Value 2015-2019
Table 7 LBN Brand Shares of Sweet Spreads: % Value 2016-2019
Table 8 Distribution of Sweet Spreads by Format: % Value 2014-2019
Table 9 Forecast Sales of Sweet Spreads by Category: Volume 2019-2024
Table 10 Forecast Sales of Sweet Spreads by Category: Value 2019-2024
Table 11 Forecast Sales of Sweet Spreads by Category: % Volume Growth 2019-2024
Table 12 Forecast Sales of Sweet Spreads by Category: % Value Growth 2019-2024

Packaged Food in Austria - Industry Overview

EXECUTIVE SUMMARY

Convenience supports packaged food but consumers also demand healthier, local products
Health trends continue to support demand for organic and plant-based products
Intense competitive landscape led by artisanal and private label
Dominant modern grocery retailers offers convenience but consumers still partial to indulgence, benefiting artisanal bakeries
Higher current value growth supported by demand for perceived healthier products for which consumers are willing to pay

FOODSERVICE

Sales to Foodservice
Foodservice suppliers must increasingly be able to offer convenient, healthy and local meal solutions to outlets
Flexitarian lifestyles mean that suppliers must also be flexible in their foodservice options
Increasing popularity of takeaway and delivery services offer food service providers chance to capture wider audience
Consumer Foodservice
Food trucks address demand for on-the-go fresh innovative meal options
Foodservice providers must look to new opportunities to expand target audience
Time-restricted consumers increasingly turn to retailers’ on-the-go meal solutions offering competition to foodservice
Category Data
Table 13 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 14 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 15 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 16 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 17 Sales of Packaged Food by Category: Volume 2014-2019
Table 18 Sales of Packaged Food by Category: Value 2014-2019
Table 19 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 20 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 21 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 22 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 23 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 24 Penetration of Private Label by Category: % Value 2014-2019
Table 25 Distribution of Packaged Food by Format: % Value 2014-2019
Table 26 Distribution of Packaged Food by Format and Category: % Value 2019
Table 27 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 28 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 29 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 30 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources