Soft Drinks - Austria

The Soft Drinks market in Austria has been experiencing steady growth in recent years.

Customer preferences: Austrian consumers have shown a growing preference for healthier beverage options, such as low-sugar or sugar-free soft drinks. This shift in consumer behavior can be attributed to increasing health consciousness and a desire for products that align with a balanced lifestyle. In addition, there is a growing demand for natural and organic soft drinks, as consumers become more aware of the impact of artificial ingredients on their health.

Trends in the market: One of the notable trends in the Soft Drinks market in Austria is the rise of functional beverages. These drinks are formulated with added vitamins, minerals, or other beneficial ingredients to provide specific health benefits. Functional beverages cater to the growing demand for products that offer more than just hydration, appealing to consumers who are looking for added value in their drinks. This trend is in line with the global market, where functional beverages have gained popularity in recent years. Another trend in the market is the increasing popularity of premium soft drinks. Austrian consumers are willing to pay a premium for high-quality, unique, and innovative soft drink options. This trend can be attributed to the desire for a more elevated and sophisticated drinking experience, as well as the growing influence of social media in shaping consumer preferences. Premium soft drinks often feature unique flavors, premium packaging, and are marketed as a lifestyle choice, appealing to consumers who seek a sense of exclusivity and luxury.

Local special circumstances: Austria has a strong tradition of mineral water consumption, which has influenced the soft drinks market in the country. Austrian consumers have a preference for natural and mineral-rich beverages, which has led to the popularity of mineral water-based soft drinks. This preference for natural and mineral-rich beverages aligns with the global trend of health-consciousness and the demand for products with added health benefits.

Underlying macroeconomic factors: The steady growth of the Soft Drinks market in Austria can be attributed to several macroeconomic factors. Austria has a stable and prosperous economy, with a high standard of living. This allows consumers to have higher disposable incomes, which in turn drives consumption of soft drinks. Additionally, Austria has a well-developed retail infrastructure, with a wide range of distribution channels available for soft drink manufacturers. This makes it easier for companies to reach their target consumers and expand their market presence. In conclusion, the Soft Drinks market in Austria is experiencing growth due to changing customer preferences, including a shift towards healthier and more natural options, as well as the rise of functional and premium beverages. The local preference for mineral water-based soft drinks also contributes to the market's development. The underlying macroeconomic factors, such as Austria's stable economy and well-developed retail infrastructure, further support the growth of the market.

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.