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.
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
SOURCES
- Summary 1 Research Sources
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
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
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
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
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
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
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
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