Bottled Water - Austria

The Bottled Water market in Austria has seen significant growth in recent years, driven by changing customer preferences and a number of market trends.

Customer preferences: Customers in Austria have shown a growing preference for bottled water over other beverages. This can be attributed to factors such as increasing health consciousness, concerns about the quality of tap water, and the convenience of bottled water. In addition, the trend towards healthier lifestyles and the popularity of fitness activities have also contributed to the growing demand for bottled water.

Trends in the market: One of the key trends in the bottled water market in Austria is the increasing popularity of flavored and functional waters. Flavored waters, such as those infused with fruit flavors or natural extracts, have gained popularity among consumers looking for a more refreshing and flavorful alternative to plain water. Functional waters, which are enhanced with vitamins, minerals, or other beneficial ingredients, have also seen growing demand as consumers seek out products that offer additional health benefits. Another trend in the market is the rise of premium bottled water brands. These brands often position themselves as offering superior quality and purity, and target consumers who are willing to pay a premium for a premium product. The demand for premium bottled water is driven by factors such as the perception of higher quality, the desire for a more luxurious drinking experience, and the willingness to pay for a product that is seen as a status symbol.

Local special circumstances: Austria has a high standard of tap water quality, which has traditionally been a deterrent to the growth of the bottled water market. However, concerns about the presence of contaminants in tap water, such as heavy metals or pesticides, have led to an increase in the consumption of bottled water. Additionally, the convenience of bottled water, especially for on-the-go consumption, has also contributed to its popularity.

Underlying macroeconomic factors: The growing bottled water market in Austria can also be attributed to underlying macroeconomic factors. The country has a strong economy and high disposable income levels, which have allowed consumers to spend more on premium products, including bottled water. In addition, the tourism industry in Austria has also played a role in driving the demand for bottled water, as tourists often prefer to consume bottled water for safety and convenience reasons. In conclusion, the Bottled Water market in Austria has experienced significant growth due to changing customer preferences, market trends, local special circumstances, and underlying macroeconomic factors. The increasing popularity of flavored and functional waters, as well as the rise of premium bottled water brands, have contributed to the growth of the market. Additionally, concerns about tap water quality and the convenience of bottled water have also played a role in driving the demand for bottled water in Austria.

Data coverage:

The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:

Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on Non-Alcoholic Drinks, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Non-Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year.