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
SOFT DRINKS IN AUSTRIADISCLAIMERCARBONATES IN AUSTRIAKEY DATA FINDINGSJUICE IN AUSTRIAKEY DATA FINDINGSBOTTLED WATER IN AUSTRIAKEY DATA FINDINGSSPORTS DRINKS IN AUSTRIAKEY DATA FINDINGSENERGY DRINKS IN AUSTRIAKEY DATA FINDINGSCONCENTRATES IN AUSTRIAKEY DATA FINDINGSRTD TEA IN AUSTRIAKEY DATA FINDINGSRTD COFFEE IN AUSTRIAKEY DATA FINDINGS
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 2022
- Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2022
- Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2022
- Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2022
- 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