Discover the latest market trends and uncover
sources of future market growth for the Soft Drinks industry in Austria
with research from Euromonitor's team of in-country analysts.
The Soft Drinks in Austria market research report includes:
Meagre growth for soft drinks in 2011
The Austrian soft drinks market has been affected by maturity over the review period and 2011 was characterised by only meagre growth in both value and volume terms. 2010 was a recovery year for the industry following 2009 recession, however 2011 showed slower performance once again. The off-trade channel continued to grow at the expense of the on-trade, mainly driven by the on-going cocooning trend. Within the overall soft drinks market, it was RTD coffee, followed by sports and energy drinks that showed the strongest performance in 2011. RTD tea, on the other hand, was the big loser in 2011.
Growing health awareness causes shift within soft drinks
The health and wellness trend continued to affect consumption patterns and fuel demand for healthier beverages in 2011. Increasing health-consciousness due to campaigns sponsored by the government and health professionals, prompted Austrian consumers to switch to healthier dietary alternatives and to increase their intake of fruit and vegetables. While bottled water and fruit/vegetable juice benefitted from this trend, carbonates suffered due to the unhealthy image associated with this type of beverage.
Coca-Cola remains top dog in soft drinks in Austria
The top player in the Austrian soft drinks market remained the multinational Coca-Cola Austria GmbH. The company derives its strong position from its successful brands in almost all niches of carbonates and bottled water. It is also present in other categories, such as RTD tea and fruit/vegetable juice. Coca-Cola continued to fuel consumer demand through constant new product developments and launches, as well as its extensive marketing and sales activities. Furthermore, it benefits from high consumer awareness and great brand loyalty.
Discounters lose share to hypermarkets
Discounters’ bloom seems to have come to an end in 2011, as the channel lost share to hypermarkets for the first time. While the economic recovery was partially responsible for bringing consumers back to branded products, it was mainly heavy price promotions in hypermarkets that undermined discounters’ competitive edge, namely price. This increasingly allowed consumers to buy branded soft drinks products at similar or even the same prices as offered by discounters. Additionally, retailers push on private label development poses another threat to discounters.
Stagnation looms over Austrian soft drinks market
Total volume sales of soft drinks in Austria are expected to struggle to grow over the forecast period due to the high maturity of the market. Total volume sales are even expected to slightly decline towards 2016. There will be limited growth opportunities for soft drinks in terms of volume. Nevertheless, total value growth may still be achieved through value-added, healthier and more premium products. Within overall soft drinks, there will also still be pockets of volume growth for categories that respond to the future key trends of convenience and health, such as bottled water, sports and energy drinks, RTD coffee and concentrates. In general, fortified/functional products are expected to be among the strongest growing over the forecast period.
The Soft 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
- What is the market size of Soft Drinks in Austria?
- What are the major brands in Austria?
- What potential exists for multinational vs. local soft drinks companies looking to increase market share?
- How have changing social attitudes affected soft drink sales?
- How have sustainability issues; such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, affected the soft drink industry?
- 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
Meagre growth for soft drinks in 2011
The Austrian soft drinks market has been affected by maturity over the review period and 2011 was characterised by only meagre growth in both value and volume terms. 2010 was a recovery year for the industry following 2009 recession, however 2011 showed slower performance once again. The off-trade channel continued to grow at the expense of the on-trade, mainly driven by the on-going cocooning trend. Within the overall soft drinks market, it was RTD coffee, followed by sports and energy drinks that showed the strongest performance in 2011. RTD tea, on the other hand, was the big loser in 2011.
Growing health awareness causes shift within soft drinks
The health and wellness trend continued to affect consumption patterns and fuel demand for healthier beverages in 2011. Increasing health-consciousness due to campaigns sponsored by the government and health professionals, prompted Austrian consumers to switch to healthier dietary alternatives and to increase their intake of fruit and vegetables. While bottled water and fruit/vegetable juice benefitted from this trend, carbonates suffered due to the unhealthy image associated with this type of beverage.
Coca-Cola remains top dog in soft drinks in Austria
The top player in the Austrian soft drinks market remained the multinational Coca-Cola Austria GmbH. The company derives its strong position from its successful brands in almost all niches of carbonates and bottled water. It is also present in other categories, such as RTD tea and fruit/vegetable juice. Coca-Cola continued to fuel consumer demand through constant new product developments and launches, as well as its extensive marketing and sales activities. Furthermore, it benefits from high consumer awareness and great brand loyalty.
Discounters lose share to hypermarkets
Discounters’ bloom seems to have come to an end in 2011, as the channel lost share to hypermarkets for the first time. While the economic recovery was partially responsible for bringing consumers back to branded products, it was mainly heavy price promotions in hypermarkets that undermined discounters’ competitive edge, namely price. This increasingly allowed consumers to buy branded soft drinks products at similar or even the same prices as offered by discounters. Additionally, retailers push on private label development poses another threat to discounters.
Stagnation looms over Austrian soft drinks market
Total volume sales of soft drinks in Austria are expected to struggle to grow over the forecast period due to the high maturity of the market. Total volume sales are even expected to slightly decline towards 2016. There will be limited growth opportunities for soft drinks in terms of volume. Nevertheless, total value growth may still be achieved through value-added, healthier and more premium products. Within overall soft drinks, there will also still be pockets of volume growth for categories that respond to the future key trends of convenience and health, such as bottled water, sports and energy drinks, RTD coffee and concentrates. In general, fortified/functional products are expected to be among the strongest growing over the forecast period.
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July 2012
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