Ready-to-Drink (RTD) Coffee & Tea - Austria

The Ready-to-Drink (RTD) Coffee & Tea market in Austria has been experiencing significant growth in recent years.

Customer preferences: Austrian consumers have shown a growing preference for convenience and on-the-go products, which has contributed to the increasing popularity of RTD coffee and tea in the country. The busy lifestyles of modern consumers have led to a higher demand for ready-to-drink beverages that can be consumed quickly and easily. Additionally, the younger generation in Austria, who are more open to trying new and innovative products, have embraced the convenience and variety offered by RTD coffee and tea.

Trends in the market: One of the key trends in the RTD coffee and tea market in Austria is the shift towards healthier and more natural products. Consumers are becoming more health-conscious and are looking for beverages that are low in sugar and free from artificial additives. As a result, there has been a rise in the demand for RTD coffee and tea products that are made with natural ingredients and have reduced sugar content. This trend is also driven by the increasing popularity of plant-based and organic products in Austria. Another trend in the market is the growing popularity of premium and specialty RTD coffee and tea products. Austrian consumers are willing to pay a premium for high-quality and unique beverages. This has led to the emergence of artisanal and craft RTD coffee and tea brands that offer a wide range of flavors and blends. The demand for specialty products is also driven by the desire for a more personalized and unique drinking experience.

Local special circumstances: Austria has a strong coffee culture, with coffee being an integral part of the country's social fabric. The traditional Viennese coffee houses are famous worldwide and have a long history in Austria. This coffee culture has influenced the preferences of Austrian consumers and has contributed to the popularity of RTD coffee in the country. Many consumers in Austria still prefer the taste and experience of freshly brewed coffee, but the convenience and portability of RTD coffee have made it a popular alternative.

Underlying macroeconomic factors: The growing economy in Austria has played a significant role in the development of the RTD coffee and tea market. As disposable incomes have increased, consumers have more purchasing power to spend on convenience products like RTD beverages. Additionally, the rising urbanization and changing demographics in Austria have created a larger consumer base for RTD coffee and tea. In conclusion, the Ready-to-Drink (RTD) Coffee & Tea market in Austria is experiencing growth due to the increasing preference for convenience, the demand for healthier and more natural products, the popularity of premium and specialty beverages, the strong coffee culture in the country, and the underlying macroeconomic factors such as the growing economy and changing demographics.

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.