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Soft Drinks in Austria

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    Report

  • 86 Pages
  • January 2024
  • Region: Austria
  • Euromonitor International
  • ID: 2702991
In 2023, soft drinks volume sales witnessed an ongoing recovery following negative results noted during the outbreak of COVID-19. Consumers continued to spend time outside the home, in foodservice outlets and leisure locations, and this behaviour contributed to a growing demand for soft drinks, driven by on-trade sales. Despite these positive results for the on-trade, off-trade volume sales stagnated.

The Soft Drinks in Austria report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2019-2023), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution, packaging or pricing issues. Forecasts to 2028 illustrate how the market is set to change.

Product coverage: Asian Speciality Drinks, Bottled Water, Carbonates, Concentrates, Energy Drinks, Juice, RTD Coffee, RTD Tea, Sports Drinks.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Soft Drinks market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

EXECUTIVE SUMMARY
  • Soft drinks in 2023: The big picture
  • 2023 key trends
  • Competitive landscape
  • Retailing developments
  • Foodservice vs retail split
  • What next for soft drinks?
MARKET DATA
  • Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
  • Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
  • Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
  • Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
  • Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2023
  • Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2023
  • Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2023
  • Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2023
  • Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
  • Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
  • Table 11 Off-trade Sales of Soft Drinks by Category: Value 2018-2023
  • Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
  • Table 13 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2019-2023
  • Table 14 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2020-2023
  • Table 15 NBO Company Shares of Off-trade Soft Drinks: % Value 2019-2023
  • Table 16 LBN Brand Shares of Off-trade Soft Drinks: % Value 2020-2023
  • Table 17 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2018-2023
  • Table 18 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2018-2023
  • Table 19 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2018-2023
  • Table 20 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2023
  • Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2023-2028
  • Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2023-2028
  • Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2023-2028
  • Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2023-2028
  • Table 25 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2023-2028
  • Table 26 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2023-2028
  • Table 27 Forecast Off-trade Sales of Soft Drinks by Category: Value 2023-2028
  • Table 28 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2023-2028
  • Table 29 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2023-2028
  • Table 30 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2023-2028
APPENDIX
  • Fountain sales in Austria
DISCLAIMER
SOURCES
  • Summary 1 Research Sources
CARBONATES IN AUSTRIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Changing consumer behaviour leads to a decline in off-trade retail value sales
  • Wellness trends challenge sales as consumers reach for healthier alternatives
  • Rising price points and product innovations drive retail value growth
PROSPECTS AND OPPORTUNITIES
  • Functional products and rising competition from other drinks dampens sales
  • Innovation aligns with the demand for healthier, sustainable products
  • E-commerce sales remain challenged by delivery times and fees
CATEGORY DATA
  • Table 31 Off-trade vs On-trade Sales of Carbonates: Volume 2018-2023
  • Table 32 Off-trade vs On-trade Sales of Carbonates: Value 2018-2023
  • Table 33 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2018-2023
  • Table 34 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2018-2023
  • Table 35 Off-trade Sales of Carbonates by Category: Volume 2018-2023
  • Table 36 Off-trade Sales of Carbonates by Category: Value 2018-2023
  • Table 37 Off-trade Sales of Carbonates by Category: % Volume Growth 2018-2023
  • Table 38 Off-trade Sales of Carbonates by Category: % Value Growth 2018-2023
  • Table 39 Total Sales of Carbonates by Fountain On-trade: Volume 2018-2023
  • Table 40 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2018-2023
  • Table 41 NBO Company Shares of Off-trade Carbonates: % Volume 2019-2023
  • Table 42 LBN Brand Shares of Off-trade Carbonates: % Volume 2020-2023
  • Table 43 NBO Company Shares of Off-trade Carbonates: % Value 2019-2023
  • Table 44 LBN Brand Shares of Off-trade Carbonates: % Value 2020-2023
  • Table 45 Forecast Off-trade Sales of Carbonates by Category: Volume 2023-2028
  • Table 46 Forecast Off-trade Sales of Carbonates by Category: Value 2023-2028
  • Table 47 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2023-2028
  • Table 48 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2023-2028
  • Table 49 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2023-2028
  • Table 50 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2023-2028
JUICE IN AUSTRIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • A shift to on-trade sales dampens retail volume growth in 2023
  • Innovations aligned to functionality and health drive up unit prices
  • Rauch Fruchtsäfte leads sales, offering a wide variety of functional products
PROSPECTS AND OPPORTUNITIES
  • Healthier alternatives challenge retail volume sales of juice products
  • Retail value is bolstered by innovation, with consumers shifting to quality
  • Supermarkets continue to drive sales, with a wide variety of products and prices
CATEGORY DATA
  • Table 51 Off-trade Sales of Juice by Category: Volume 2018-2023
  • Table 52 Off-trade Sales of Juice by Category: Value 2018-2023
  • Table 53 Off-trade Sales of Juice by Category: % Volume Growth 2018-2023
  • Table 54 Off-trade Sales of Juice by Category: % Value Growth 2018-2023
  • Table 55 NBO Company Shares of Off-trade Juice: % Volume 2019-2023
  • Table 56 LBN Brand Shares of Off-trade Juice: % Volume 2020-2023
  • Table 57 NBO Company Shares of Off-trade Juice: % Value 2019-2023
  • Table 58 LBN Brand Shares of Off-trade Juice: % Value 2020-2023
  • Table 59 Forecast Off-trade Sales of Juice by Category: Volume 2023-2028
  • Table 60 Forecast Off-trade Sales of Juice by Category: Value 2023-2028
  • Table 61 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2023-2028
  • Table 62 Forecast Off-trade Sales of Juice by Category: % Value Growth 2023-2028
BOTTLED WATER IN AUSTRIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Off-trade volume sales decline due to rising competition and the use of tap water
  • Reusable bottles and rising eco-awareness challenge sales of bottled water
  • Innovation supports growth for flavoured and still bottled water
PROSPECTS AND OPPORTUNITIES
  • Health trends that encourage hydration boost growth potential for bottled water
  • Vöslauer retains its lead while local brands perform well
  • Wide variety and price points lead supermarkets to drive sales over the forecast period
CATEGORY DATA
  • Table 63 Off-trade Sales of Bottled Water by Category: Volume 2018-2023
  • Table 64 Off-trade Sales of Bottled Water by Category: Value 2018-2023
  • Table 65 Off-trade Sales of Bottled Water by Category: % Volume Growth 2018-2023
  • Table 66 Off-trade Sales of Bottled Water by Category: % Value Growth 2018-2023
  • Table 67 NBO Company Shares of Off-trade Bottled Water: % Volume 2019-2023
  • Table 68 LBN Brand Shares of Off-trade Bottled Water: % Volume 2020-2023
  • Table 69 NBO Company Shares of Off-trade Bottled Water: % Value 2019-2023
  • Table 70 LBN Brand Shares of Off-trade Bottled Water: % Value 2020-2023
  • Table 71 Forecast Off-trade Sales of Bottled Water by Category: Volume 2023-2028
  • Table 72 Forecast Off-trade Sales of Bottled Water by Category: Value 2023-2028
  • Table 73 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2023-2028
  • Table 74 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2023-2028
SPORTS DRINKS IN AUSTRIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Fitness trends drive sales, while sports retailers boost on-trade growth
  • Reduced sugar sports drinks remain expensive and limited
  • Key players sponsor sports events to grow brand awareness
PROSPECTS AND OPPORTUNITIES
  • Rising interest in health and increased availability boosts sales of sports drinks
  • Blurring lines between drink categories challenges growth over the future
  • Local players innovate while availability increases across retailers
CATEGORY DATA
  • Table 75 Off-trade Sales of Sports Drinks: Volume 2018-2023
  • Table 76 Off-trade Sales of Sports Drinks: Value 2018-2023
  • Table 77 Off-trade Sales of Sports Drinks: % Volume Growth 2018-2023
  • Table 78 Off-trade Sales of Sports Drinks: % Value Growth 2018-2023
  • Table 79 NBO Company Shares of Off-trade Sports Drinks: % Volume 2019-2023
  • Table 80 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2020-2023
  • Table 81 NBO Company Shares of Off-trade Sports Drinks: % Value 2019-2023
  • Table 82 LBN Brand Shares of Off-trade Sports Drinks: % Value 2020-2023
  • Table 83 Forecast Off-trade Sales of Sports Drinks: Volume 2023-2028
  • Table 84 Forecast Off-trade Sales of Sports Drinks: Value 2023-2028
  • Table 85 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2023-2028
  • Table 86 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2023-2028
ENERGY DRINKS IN AUSTRIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Positive off-trade sales, while the on-trade is boosted by evening consumption
  • Limiting caffeine intake for health reasons challenges sales of energy drinks
  • Red Bull continues to lead, being a pioneer on the landscape
PROSPECTS AND OPPORTUNITIES
  • Growth potential for reduced sugar energy drinks as variety increases
  • Health trends and concerns surrounding ingredients challenge sales
  • Leading brands are set to retain their positions; however, private label rises
CATEGORY DATA
  • Table 87 Off-trade Sales of Energy Drinks: Volume 2018-2023
  • Table 88 Off-trade Sales of Energy Drinks: Value 2018-2023
  • Table 89 Off-trade Sales of Energy Drinks: % Volume Growth 2018-2023
  • Table 90 Off-trade Sales of Energy Drinks: % Value Growth 2018-2023
  • Table 91 NBO Company Shares of Off-trade Energy Drinks: % Volume 2019-2023
  • Table 92 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2020-2023
  • Table 93 NBO Company Shares of Off-trade Energy Drinks: % Value 2019-2023
  • Table 94 LBN Brand Shares of Off-trade Energy Drinks: % Value 2020-2023
  • Table 95 Forecast Off-trade Sales of Energy Drinks: Volume 2023-2028
  • Table 96 Forecast Off-trade Sales of Energy Drinks: Value 2023-2028
  • Table 97 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2023-2028
  • Table 98 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2023-2028
CONCENTRATES IN AUSTRIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • On-trade records growth as cocktails and mixed drinks are consumed out of the home
  • Premium options with natural and organic ingredients boost retail value
  • Mautner Markhof retains its lead, focused on ongoing product innovation
PROSPECTS AND OPPORTUNITIES
  • Busier lifestyles lead some consumers to preference RTD products, limiting growth
  • Powder concentrates offer potential for growth as start-up players launch
  • New product launches to focus on flavour and natural ingredients
CATEGORY DATA
  • Concentrates Conversions
  • Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
  • Table 99 Off-trade Sales of Concentrates (RTD) by Category: Volume 2018-2023
  • Table 100 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2018-2023
  • Table 101 Off-trade Sales of Concentrates by Category: Value 2018-2023
  • Table 102 Off-trade Sales of Concentrates by Category: % Value Growth 2018-2023
  • Table 103 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2020-2023
  • Table 104 NBO Company Shares of Off-trade Concentrates: % Value 2019-2023
  • Table 105 LBN Brand Shares of Off-trade Concentrates: % Value 2020-2023
  • Table 106 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2019-2023
  • Table 107 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2020-2023
  • Table 108 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2019-2023
  • Table 109 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2020-2023
  • Table 110 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2023-2028
  • Table 111 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2023-2028
  • Table 112 Forecast Off-trade Sales of Concentrates by Category: Value 2023-2028
  • Table 113 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2023-2028
RTD TEA IN AUSTRIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Rising on-the-go sales and impulse purchases drive growth for RTD tea
  • New products and innovative flavour offerings support value growth
  • Rauch Fruchtsäfte retains its leads; however, private label gains ground
PROSPECTS AND OPPORTUNITIES
  • Growth potential is high as consumers migrate to healthier drinks, such as RTD tea
  • Flavour and quality ingredients shape new product developments
  • Reduced sugar variants will remain low as consumers focus on added benefits
CATEGORY DATA
  • Table 114 Off-trade Sales of RTD Tea by Category: Volume 2018-2023
  • Table 115 Off-trade Sales of RTD Tea by Category: Value 2018-2023
  • Table 116 Off-trade Sales of RTD Tea by Category: % Volume Growth 2018-2023
  • Table 117 Off-trade Sales of RTD Tea by Category: % Value Growth 2018-2023
  • Table 118 Leading Flavours for Off-trade RTD Tea: % Volume 2018-2023
  • Table 119 NBO Company Shares of Off-trade RTD Tea: % Volume 2019-2023
  • Table 120 LBN Brand Shares of Off-trade RTD Tea: % Volume 2020-2023
  • Table 121 NBO Company Shares of Off-trade RTD Tea: % Value 2019-2023
  • Table 122 LBN Brand Shares of Off-trade RTD Tea: % Value 2020-2023
  • Table 123 Forecast Off-trade Sales of RTD Tea by Category: Volume 2023-2028
  • Table 124 Forecast Off-trade Sales of RTD Tea by Category: Value 2023-2028
  • Table 125 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2023-2028
  • Table 126 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2023-2028
RTD COFFEE IN AUSTRIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • On-the-go consumption boosts retail volume sales of RTD coffee
  • Product launches focus on variety, flavour and non-dairy alternatives
  • Emmi Austria retains its lead, offering a wide variety to consumers
PROSPECTS AND OPPORTUNITIES
  • Lower prices compared to coffeeshop offerings aid the growth of RTD coffee
  • Demand for wellness offerings and fortified/functional RTD coffee shapes innovation
  • International players retain the lead, while local premium offerings add value
CATEGORY DATA
  • Table 127 Off-trade Sales of RTD Coffee: Volume 2018-2023
  • Table 128 Off-trade Sales of RTD Coffee: Value 2018-2023
  • Table 129 Off-trade Sales of RTD Coffee: % Volume Growth 2018-2023
  • Table 130 Off-trade Sales of RTD Coffee: % Value Growth 2018-2023
  • Table 131 NBO Company Shares of Off-trade RTD Coffee: % Volume 2019-2023
  • Table 132 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2020-2023
  • Table 133 NBO Company Shares of Off-trade RTD Coffee: % Value 2019-2023
  • Table 134 LBN Brand Shares of Off-trade RTD Coffee: % Value 2020-2023
  • Table 135 Forecast Off-trade Sales of RTD Coffee: Volume 2023-2028
  • Table 136 Forecast Off-trade Sales of RTD Coffee: Value 2023-2028
  • Table 137 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2023-2028
  • Table 138 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2023-2028