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The outbreak of COVID-19 in Austria led to restrictions being implemented in the country, with the first lockdown in place from March 2020 until May. This required the closure of all non-essential retailers and foodservice outlets and recommended that consumers worked from home where possible. The closure of foodservice venues during this time is expected to lead to a double-digit decline in on-trade volume growth for all areas within soft drinks. Even once venues were open, restrictions on cons...
Euromonitor International's 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 (2016-2020), 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 2025 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
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on soft drinks
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for soft drinks?
CHART 1 Soft Drinks Off-Trade Volume Sales Growth Scenarios: 2018-2025
CHART 2 Soft Drinks On-Trade Volume Sales Growth Scenarios: 2018-2025
CHART 3 Soft Drinks Impact of Drivers on Off-Trade Volume Sales: 2017-2025
CHART 4 Soft Drinks Impact of Drivers on On-Trade Volume Sales: 2017-2025
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2015-2020 Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2015-2020 Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2015-2020 Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2015-2020 Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2019 Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2019 Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2019 Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2019 Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2015-2020 Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2015-2020 Table 11 Off-trade Sales of Soft Drinks by Category: Value 2015-2020 Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2015-2020 Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2015-2020 Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2015-2020 Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2016-2020 Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2020 Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2016-2020 Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2017-2020 Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2015-2020 Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2015-2020 Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2015-2020 Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2020 Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2020-2025 Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2020-2025 Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2020-2025 Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2020-2025 Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2020-2025 Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2020-2025 Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2020-2025 Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2020-2025 Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2020-2025 Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2020-2025APPENDIX
Fountain sales in Austria
Trends
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesKEY DATA FINDINGS
2020 IMPACT
Lockdown periods and home seclusion heighten off-trade growth for carbonates
A fall in on-trade sales results in a decline in total volume and value sales for carbonates
E-commerce and supermarkets record growth, benefiting from the convenience they offer
RECOVERY AND OPPORTUNITIES
Tonic water/other bitters lead growth in the on-trade, as consumers return to foodservice venues
Off-trade volume sales decline due to the competition from foodservice and ongoing health concerns
The growing health and wellness trend shapes product innovation
CATEGORY DATA
Table 33 Off-trade vs On-trade Sales of Carbonates: Volume 2015-2020 Table 34 Off-trade vs On-trade Sales of Carbonates: Value 2015-2020 Table 35 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2015-2020 Table 36 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2015-2020 Table 37 Off-trade Sales of Carbonates by Category: Volume 2015-2020 Table 38 Off-trade Sales of Carbonates by Category: Value 2015-2020 Table 39 Off-trade Sales of Carbonates by Category: % Volume Growth 2015-2020 Table 40 Off-trade Sales of Carbonates by Category: % Value Growth 2015-2020 Table 41 Total Sales of Carbonates by Fountain On-trade: Volume 2015-2020 Table 42 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2015-2020 Table 43 Leading Flavours for Non-cola Carbonates: % Volume 2015-2020 Table 44 NBO Company Shares of Off-trade Carbonates: % Volume 2016-2020 Table 45 LBN Brand Shares of Off-trade Carbonates: % Volume 2017-2020 Table 46 NBO Company Shares of Off-trade Carbonates: % Value 2016-2020 Table 47 LBN Brand Shares of Off-trade Carbonates: % Value 2017-2020 Table 48 Forecast Off-trade Sales of Carbonates by Category: Volume 2020-2025 Table 49 Forecast Off-trade Sales of Carbonates by Category: Value 2020-2025 Table 50 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2020-2025 Table 51 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2020-2025 Table 52 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2020-2025 Table 53 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Foodservice closures lead to a decline in the on-trade, while off-trade sales benefit from home seclusion
The increasing health and wellness trend drives sales of juices in 2020
E-commerce records growth as consumers wary of leaving the home appreciate the channel
RECOVERY AND OPPORTUNITIES
The forecast period records positive on-trade growth, while off-trade sales decline
The health trends shapes sales and developments in juice
E-commerce improves its presence while forecast retailers benefit from the return of on-the-go lifestyles
CATEGORY DATA
Table 54 Off-trade Sales of Juice by Category: Volume 2015-2020 Table 55 Off-trade Sales of Juice by Category: Value 2015-2020 Table 56 Off-trade Sales of Juice by Category: % Volume Growth 2015-2020 Table 57 Off-trade Sales of Juice by Category: % Value Growth 2015-2020 Table 58 Leading Flavours for Off-trade 100% Juice: % Volume 2015-2020 Table 59 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2015-2020 Table 60 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2015-2020 Table 61 NBO Company Shares of Off-trade Juice: % Volume 2016-2020 Table 62 LBN Brand Shares of Off-trade Juice: % Volume 2017-2020 Table 63 NBO Company Shares of Off-trade Juice: % Value 2016-2020 Table 64 LBN Brand Shares of Off-trade Juice: % Value 2017-2020 Table 65 Forecast Off-trade Sales of Juice by Category: Volume 2020-2025 Table 66 Forecast Off-trade Sales of Juice by Category: Value 2020-2025 Table 67 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2020-2025 Table 68 Forecast Off-trade Sales of Juice by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Consumers stockpiling behaviour boosts sales of bottled water during lockdown periods
The closures of foodservice outlets leads to a double-digit decline in on-trade growth
Regional brands dominate in their home regions in bottled water
RECOVERY AND OPPORTUNITIES
Off-trade value sales benefit from rising prices, while volume sales remain positive
On-the-go consumption returns, boosting sales across the forecast period
The health and wellness trend boosts sales of flavoured bottled water and functional bottled water
CATEGORY DATA
Table 69 Off-trade Sales of Bottled Water by Category: Volume 2015-2020 Table 70 Off-trade Sales of Bottled Water by Category: Value 2015-2020 Table 71 Off-trade Sales of Bottled Water by Category: % Volume Growth 2015-2020 Table 72 Off-trade Sales of Bottled Water by Category: % Value Growth 2015-2020 Table 73 NBO Company Shares of Off-trade Bottled Water: % Volume 2016-2020 Table 74 LBN Brand Shares of Off-trade Bottled Water: % Volume 2017-2020 Table 75 NBO Company Shares of Off-trade Bottled Water: % Value 2016-2020 Table 76 LBN Brand Shares of Off-trade Bottled Water: % Value 2017-2020 Table 77 Forecast Off-trade Sales of Bottled Water by Category: Volume 2020-2025 Table 78 Forecast Off-trade Sales of Bottled Water by Category: Value 2020-2025 Table 79 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2020-2025 Table 80 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Restrictions to sports activities dampens growth for sports drinks
Lockdown and ongoing restrictions lead to a decline in the on-trade
Lack of innovation and ongoing restrictions lead to a decline on the on-trade
RECOVERY AND OPPORTUNITIES
A return to out-of-home activities and exercise, boosts growth for sports drinks
Growing competition from healthier launches challenges growth for sports drinks
Competitors focus on healthier launches, as energy drinks merge with sports drinks
CATEGORY DATA
Table 81 Off-trade Sales of Sports Drinks: Volume 2015-2020 Table 82 Off-trade Sales of Sports Drinks: Value 2015-2020 Table 83 Off-trade Sales of Sports Drinks: % Volume Growth 2015-2020 Table 84 Off-trade Sales of Sports Drinks: % Value Growth 2015-2020 Table 85 NBO Company Shares of Off-trade Sports Drinks: % Volume 2016-2020 Table 86 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2017-2020 Table 87 NBO Company Shares of Off-trade Sports Drinks: % Value 2016-2020 Table 88 LBN Brand Shares of Off-trade Sports Drinks: % Value 2017-2020 Table 89 Forecast Off-trade Sales of Sports Drinks: Volume 2020-2025 Table 90 Forecast Off-trade Sales of Sports Drinks: Value 2020-2025 Table 91 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2020-2025 Table 92 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Despite new launches, growth is stifled by a lack of on-the-go consumption moments
Energy drinks records an on-trade decline as venue closures severely impact sales
Coca-Cola Austria launches Coca-Cola Energy: an energy drink with the Coca-Cola taste
RECOVERY AND OPPORTUNITIES
On-trade and off-trade growth remains positive, with on-the-go consumption boosting sales
Innovation focuses on natural caffeine and low sugar content
Energy drinks continue to merge with sports drinks and carbonates
CATEGORY DATA
Table 93 Off-trade Sales of Energy Drinks: Volume 2015-2020 Table 94 Off-trade Sales of Energy Drinks: Value 2015-2020 Table 95 Off-trade Sales of Energy Drinks: % Volume Growth 2015-2020 Table 96 Off-trade Sales of Energy Drinks: % Value Growth 2015-2020 Table 97 NBO Company Shares of Off-trade Energy Drinks: % Volume 2016-2020 Table 98 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2017-2020 Table 99 NBO Company Shares of Off-trade Energy Drinks: % Value 2016-2020 Table 100 LBN Brand Shares of Off-trade Energy Drinks: % Value 2017-2020 Table 101 Forecast Off-trade Sales of Energy Drinks: Volume 2020-2025 Table 102 Forecast Off-trade Sales of Energy Drinks: Value 2020-2025 Table 103 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2020-2025 Table 104 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
The closure of nightlife and evening venues leads to a decline in sales
Concentrates record an uplift in growth as consumers stockpile shelf-stable goods
Concentrates are increasingly used for home-made cocktails, boosting retail sales
RECOVERY AND OPPORTUNITIES
The return to nightlife boosts on-trade sales of concentrates over the forecast period
Product innovations align with the growing health and wellness trend
Lack of innovation in powder concentrates stifles growth across the forecast period
CATEGORY DATA
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format Table 105 Off-trade Sales of Concentrates (RTD) by Category: Volume 2015-2020 Table 106 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2015-2020 Table 107 Off-trade Sales of Concentrates by Category: Value 2015-2020 Table 108 Off-trade Sales of Concentrates by Category: % Value Growth 2015-2020 Table 109 Leading Flavours for Off-trade Liquid Concentrates: % Volume 2015-2020 Table 110 Leading Flavours for Off-trade Powder Concentrates: % Volume 2015-2020 Table 111 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2016-2020 Table 112 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2017-2020 Table 113 NBO Company Shares of Off-trade Concentrates: % Value 2016-2020 Table 114 LBN Brand Shares of Off-trade Concentrates: % Value 2017-2020 Table 115 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2016-2020 Table 116 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2017-2020 Table 117 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2016-2020 Table 118 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2017-2020 Table 119 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2020-2025 Table 120 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2020-2025 Table 121 Forecast Off-trade Sales of Concentrates by Category: Value 2020-2025 Table 122 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
A decline of on-the-go consumption moments stifles off-trade sales
Players launch new health and wellness offerings during 2020
RTD tea blurs the lines with energy drinks and flavoured water
RECOVERY AND OPPORTUNITIES
Foodservice venues open and on-the-go consumption moments return, boosting growth
Competitors focus on exotic flavours and health offerings, as competition rises from juices
Cannabis in RTD tea could be a growing trend across the forecast period
CATEGORY DATA
Table 123 Off-trade Sales of RTD Tea by Category: Volume 2015-2020 Table 124 Off-trade Sales of RTD Tea by Category: Value 2015-2020 Table 125 Off-trade Sales of RTD Tea by Category: % Volume Growth 2015-2020 Table 126 Off-trade Sales of RTD Tea by Category: % Value Growth 2015-2020 Table 127 Leading Flavours for Off-trade RTD Tea: % Volume 2015-2020 Table 128 NBO Company Shares of Off-trade RTD Tea: % Volume 2016-2020 Table 129 LBN Brand Shares of Off-trade RTD Tea: % Volume 2017-2020 Table 130 NBO Company Shares of Off-trade RTD Tea: % Value 2016-2020 Table 131 LBN Brand Shares of Off-trade RTD Tea: % Value 2017-2020 Table 132 Forecast Off-trade Sales of RTD Tea by Category: Volume 2020-2025 Table 133 Forecast Off-trade Sales of RTD Tea by Category: Value 2020-2025 Table 134 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2020-2025 Table 135 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
A reduction in on-the-go and impulse purchases leads to negative off-trade growth
Due to the impact COVID-19 has on purchasing behaviour, players hold off on new launches
Leader Emmi Caffe Latte launches the first fortified RTD coffee in Austria
RECOVERY AND OPPORTUNITIES
Positive value and volume growth is linked to the return of on-the-go consumption
Product launches focus on premium and health and wellness offerings
Players focus on strengthening distribution within forecourt retailers and convenience stores
CATEGORY DATA
Table 136 Off-trade Sales of RTD Coffee: Volume 2015-2020 Table 137 Off-trade Sales of RTD Coffee: Value 2015-2020 Table 138 Off-trade Sales of RTD Coffee: % Volume Growth 2015-2020 Table 139 Off-trade Sales of RTD Coffee: % Value Growth 2015-2020 Table 140 NBO Company Shares of Off-trade RTD Coffee: % Volume 2016-2020 Table 141 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2017-2020 Table 142 NBO Company Shares of Off-trade RTD Coffee: % Value 2016-2020 Table 143 LBN Brand Shares of Off-trade RTD Coffee: % Value 2017-2020 Table 144 Forecast Off-trade Sales of RTD Coffee: Volume 2020-2025 Table 145 Forecast Off-trade Sales of RTD Coffee: Value 2020-2025 Table 146 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2020-2025 Table 147 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2020-2025