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Report
Health and Wellness in Austria
Market Direction I 2022-06-20 I 98 Pages I Euromonitor
For many Austrians, the emergence of COVID-19 was an additional motivator for them to pay closer attention to personal health, wellness and diets. Consumers' health concerns remained heightened as a result of the pandemic, and while overall demand marginally declined in 2021 compared to the surge in demand in 2020 driven by initial stockpiling, retail volume sales remained higher than pre-pandemic levels during the year. Austria already has in place very strong health and wellness trends - it ha...
Euromonitor International's Health and Wellness in Austria report tracks the developments of health-associated product types and the healthy-option positioning of competing brands across different food sectors. It provides the latest retail sales data 2017-2021, allowing you to compare health and wellness categories with each other or in the context of the total market for a sector. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, legislative context or lifestyle influences. Forecasts to 2026 illustrate how the market is set to change.
Product coverage: Focus Categories by Key Functional Ingredients, Health and Wellness by Category, Health and Wellness by Type, Health Wellness by Prime Positioning.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Health and Wellness 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.
Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.
Health and Wellness in Austria
Euromonitor International
June 2022
List Of Contents And Tables
HEALTH AND WELLNESS IN AUSTRIA
EXECUTIVE SUMMARY
Health and wellness in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for health and wellness?
MARKET DATA
Table 1 Sales of Health and Wellness by Type: Value 2016-2021
Table 2 Sales of Health and Wellness by Type: % Value Growth 2016-2021
Table 3 Sales of Health and Wellness by Category: Value 2016-2021
Table 4 Sales of Health and Wellness by Category: % Value Growth 2016-2021
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2016-2021
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2016-2021
Table 7 NBO Company Shares of Health and Wellness: % Value 2017-2021
Table 8 LBN Brand Shares of Health and Wellness: % Value 2018-2021
Table 9 Distribution of Health and Wellness by Format: % Value 2016-2021
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2021
Table 11 Forecast Sales of Health and Wellness by Type: Value 2021-2026
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2021-2026
Table 13 Forecast Sales of Health and Wellness by Category: Value 2021-2026
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2021-2026
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2021-2026
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
BETTER FOR YOU BEVERAGES IN AUSTRIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Further demand for better for you beverages in 2021, driven by ongoing health consciousness amongst Austrians
Home seclusion maintains focus on reducing caffeine intake
BFY reduced sugar beverages remains most dynamic performer
PROSPECTS AND OPPORTUNITIES
Stable but overall undynamic performance for better for you beverages over forecast period
BFY reduced sugar beverages to remain leading growth driver
Return to busy lifestyles to subdue demand for BFY reduced caffeine beverages
CATEGORY DATA
Table 17 Sales of BFY Beverages by Category: Value 2016-2021
Table 18 Sales of BFY Beverages by Category: % Value Growth 2016-2021
Table 19 NBO Company Shares of BFY Beverages: % Value 2017-2021
Table 20 LBN Brand Shares of BFY Beverages: % Value 2018-2021
Table 21 Distribution of BFY Beverages by Format: % Value 2016-2021
Table 22 Forecast Sales of BFY Beverages by Category: Value 2021-2026
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2021-2026
FORTIFIED/FUNCTIONAL BEVERAGES IN AUSTRIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Fortified/functional beverages continues to benefit from rising health awareness
FF energy drinks remains dominant offer
Additional vitamins and the search for immune-boosting solutions benefit FF fruit/vegetable juice
PROSPECTS AND OPPORTUNITIES
Stable demand for fortified/functional beverages, while niche of FF RTD coffee to record further dynamism
Higher price points likely to encourage players to further invest in expanding portfolios
Certain FF categories to benefit from greater out-of-home consumption occasions
CATEGORY DATA
Table 24 Sales of Fortified/Functional Beverages by Category: Value 2016-2021
Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2016-2021
Table 26 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2016-2021
Table 27 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2016-2021
Table 28 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2016-2021
Table 29 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2016-2021
Table 30 Key Functional Ingredients in Fortified/Functional RTD Tea: % Value 2016-2021
Table 31 NBO Company Shares of Fortified/Functional Beverages: % Value 2017-2021
Table 32 LBN Brand Shares of Fortified/Functional Beverages: % Value 2018-2021
Table 33 Distribution of Fortified/Functional Beverages by Format: % Value 2016-2021
Table 34 Forecast Sales of Fortified/Functional Beverages by Category: Value 2021-2026
Table 35 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2021-2026
NATURALLY HEALTHY BEVERAGES IN AUSTRIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Search for immune-boosting properties continue to benefit some areas of naturally healthy beverages despite overall declining demand
NH hot drinks remains positive performer in 2021
Innovation and new product launches remain essential for the mature NH soft drinks
PROSPECTS AND OPPORTUNITIES
Subdued performance due to competing categories
Health and wellness aspect should retain some consumers, while on-trade likely to regain advantage in terms of NH soft drinks sales
Innovation imperative to compete within the market
CATEGORY DATA
Table 36 Sales of NH Beverages by Category: Value 2016-2021
Table 37 Sales of NH Beverages by Category: % Value Growth 2016-2021
Table 38 NBO Company Shares of NH Beverages: % Value 2017-2021
Table 39 LBN Brand Shares of NH Beverages: % Value 2018-2021
Table 40 Distribution of NH Beverages by Format: % Value 2016-2021
Table 41 Forecast Sales of NH Beverages by Category: Value 2021-2026
Table 42 Forecast Sales of NH Beverages by Category: % Value Growth 2021-2026
ORGANIC BEVERAGES IN AUSTRIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Organic beverages remains small due to limited offer and lack of consumer awareness
Producers continue to invest in expansion
High and rising prices during unstable economy lead to stagnating demand
PROSPECTS AND OPPORTUNITIES
Positive performance predicted for organic beverages due to clean living trend
Higher margins likely to attract increasing number of players to organic beverages
Sustainability and Fairtrade to support organic hot drinks, but organic soft drinks will remain leading growth driver
CATEGORY DATA
Table 43 Sales of Organic Beverages by Category: Value 2016-2021
Table 44 Sales of Organic Beverages by Category: % Value Growth 2016-2021
Table 45 NBO Company Shares of Organic Beverages: % Value 2017-2021
Table 46 LBN Brand Shares of Organic Beverages: % Value 2018-2021
Table 47 Distribution of Organic Beverages by Format: % Value 2016-2021
Table 48 Forecast Sales of Organic Beverages by Category: Value 2021-2026
Table 49 Forecast Sales of Organic Beverages by Category: % Value Growth 2021-2026
BETTER FOR YOU PACKAGED FOOD IN AUSTRIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Focus on reduced fat dairy
Established packaged food players expand BFY offer
Shift in attention towards sugar
PROSPECTS AND OPPORTUNITIES
Reduced sugar innovations expected to perform well in sweet spreads
Opportunities, but also challenges
Increasing emphasis on environmental issues
CATEGORY DATA
Table 50 Sales of BFY Packaged Food by Category: Value 2016-2021
Table 51 Sales of BFY Packaged Food by Category: % Value Growth 2016-2021
Table 52 NBO Company Shares of BFY Packaged Food: % Value 2017-2021
Table 53 LBN Brand Shares of BFY Packaged Food: % Value 2018-2021
Table 54 Distribution of BFY Packaged Food by Format: % Value 2016-2021
Table 55 Forecast Sales of BFY Packaged Food by Category: Value 2021-2026
Table 56 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2021-2026
FREE FROM IN AUSTRIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Free from gaining in popularity
Increasing interest in free from dairy
Crisis boosts demand for indulgence
PROSPECTS AND OPPORTUNITIES
Potential for further development in free from gluten
Building on success of dairy milk alternatives
Opportunities to target rising concern about sugar consumption
CATEGORY DATA
Table 57 Sales of Free From by Category: Value 2016-2021
Table 58 Sales of Free From by Category: % Value Growth 2016-2021
Table 59 NBO Company Shares of Free From: % Value 2017-2021
Table 60 LBN Brand Shares of Free From: % Value 2018-2021
Table 61 Distribution of Free From by Format: % Value 2016-2021
Table 62 Forecast Sales of Free From by Category: Value 2021-2026
Table 63 Forecast Sales of Free From by Category: % Value Growth 2021-2026
FORTIFIED/FUNCTIONAL PACKAGED FOOD IN AUSTRIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Demand for probiotic yoghurt and protein-enriched dairy
Emergence of interest in protein-enriched bread
COVID-19 concerns boost consumer interest in added vitamins
PROSPECTS AND OPPORTUNITIES
Continuing interest in superfoods
Improved performance for FF gum
Fitness and body-consciousness to support demand for protein-enriched products
CATEGORY DATA
Table 64 Sales of Fortified/Functional Packaged Food by Category: Value 2016-2021
Table 65 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2016-2021
Table 66 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2016-2021
Table 67 Key Functional Ingredients in Fortified/Functional Bread: % Value 2016-2021
Table 68 Key Functional Ingredients in Fortified/Functional Chocolate Confectionery: % Value 2016-2021
Table 69 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2016-2021
Table 70 Key Functional Ingredients in Fortified/Functional Milk: % Value 2016-2021
Table 71 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2016-2021
Table 72 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2016-2021
Table 73 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2017-2021
Table 74 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2018-2021
Table 75 LBN Brand Shares of Fortified/Functional Bread: % Value 2018-2021
Table 76 Distribution of Fortified/Functional Packaged Food by Format: % Value 2016-2021
Table 77 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2021-2026
Table 78 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2021-2026
NATURALLY HEALTHY PACKAGED FOOD IN AUSTRIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
NH products well established in Austrian market
Flavoured yoghurt looking to bring image in line with natural trend
Trend for local goods goes hand-in-hand with demand for NH products
PROSPECTS AND OPPORTUNITIES
Natural ingredients increasingly seen as standard
Linking sustainability and naturally healthy positioning
Growth forecast for NH honey
CATEGORY DATA
Table 79 Sales of NH Packaged Food by Category: Value 2016-2021
Table 80 Sales of NH Packaged Food by Category: % Value Growth 2016-2021
Table 81 NBO Company Shares of NH Packaged Food: % Value 2017-2021
Table 82 LBN Brand Shares of NH Packaged Food: % Value 2018-2021
Table 83 Distribution of NH Packaged Food by Format: % Value 2016-2021
Table 84 Forecast Sales of NH Packaged Food by Category: Value 2021-2026
Table 85 Forecast Sales of NH Packaged Food by Category: % Value Growth 2021-2026
ORGANIC PACKAGED FOOD IN AUSTRIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Interest in organic supported by consumer concerns about food industry
Gaining attention across categories
Rising interest in dairy and baby food
PROSPECTS AND OPPORTUNITIES
Organic to remain a key driver of growth in health and wellness market
Organic compatible with eco trend
Retailers commitment to organic to expand access
CATEGORY DATA
Table 86 Sales of Organic Packaged Food by Category: Value 2016-2021
Table 87 NBO Company Shares of Organic Packaged Food: % Value 2017-2021
Table 88 LBN Brand Shares of Organic Packaged Food: % Value 2018-2021
Table 89 Distribution of Organic Packaged Food by Format: % Value 2016-2021
Table 90 Forecast Sales of Organic Packaged Food by Category: Value 2021-2026
Table 91 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2021-2026
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