Hot drinks in Austria recorded solid volume growth in 2024, mainly driven by coffee sales, with fresh coffee beans and instant coffee performing well. Average unit prices rose at a more moderate level as the economy gradually started to improve.
Health and wellness trends continue to influence sales of hot drinks in Austria. More consumers opted to reduce their overall caffeine intake by reducing the amount of coffee consumed in a day.
Considering the high per capita consumption and importance of coffee in Austria, it comes as no surprise that the leading hot drinks manufacturers in 2024 were coffee producers Nestlé Österreich GmbH, Jacobs Douwe Egberts AT GmbH and Tchibo-Eduscho (Austria) GmbH. In addition, Nestlé also has a strong leading position within chocolate-based powdered drinks.
With consumers having fully returned to their pre-pandemic shopping habits, supermarkets remain the preferred distribution channel due to accessibility, product variety, and the availability of promotions, special editions and new launches. In supermarkets, the two leading retail chains Spar and Billa maintained their lead with a total share of over 50%, followed at some distance by discounters and hypermarkets.
With consumers still spending increasing amounts of time away from home, foodservice volumes increased ahead of retail volume sales. With the economy improving slightly and prices rising at a more moderate level, consumers were more likely to visit cafés, coffeeshops and other foodservice outlets, increasing the growth potential for hot drinks through on-trade channels.
Hot drinks will continue to mature in the upcoming period and thus faces limited possibilities in terms of volume and constant value growth. Further recovery of hospitality and tourism in general, and the improving economic situation in Austria and other parts of Europe, will result in stronger growth potential for on-trade sales, although at a moderate pace.
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Hot Drinks
This report originates from Passport, our Hot Drinks research and analysis database.
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