PROSPECTS AND OPPORTUNITIES
Beer consumption set to follow the downward trend
Volume sales of beer is expected to gradually decline over the forecast period as part of the long-term trend towards lower beer consumption. The trend towards drinking less alcohol is expected to gain momentum in Austria due to rising health awareness, especially among younger adults.
New deposit system in 2025 will have several effects on beer industry
Starting on January 1, 2025, Austria will implement a renewed deposit return system for single-use beverage containers. The system will be expanded to all PET bottles and aluminium cans with volumes between 0.
While big innovations are unlikely, organic beer has untapped growth potential
Consumer experimentation with craft beer and more exotic beer styles has proven to be unsustainable in recent years. The traditional Märzen beer has dominated the category in 2024 and no major shifts in beer consumption is expected in the forecast period.
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Overview:
Understand the latest market trends and future growth opportunities for the Beer industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Beer industry in Austria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Beer in Austria report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Beer in Austria?
- Where is consumer demand for Beer focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Austria?
- How are products distributed in Austria?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Beer in Austria - Category analysis
KEY DATA FINDINGS
Ongoing decline in off-trade beer consumption
Large number of consumers are sceptical about leading player Brau-Union Österreich AG
Supermarkets remain the leading channel while e-commerce gathers momentum
Beer consumption set to follow the downward trend
New deposit system in 2025 will have several effects on beer industry
While big innovations are unlikely, organic beer has untapped growth potential
Lager price band methodology
Alcoholic Drinks in Austria - Industry Overview
Alcoholic drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
TAXATION AND DUTY LEVIES
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
DISCLAIMER
The following categories and subcategories are included:
Beer
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
- Non Alcoholic Beer
- Stout
Beer
An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders.
- Track key industry trends, opportunities and threats.
- Inform your marketing, brand, strategy and market development, sales and supply functions.
This report originates from Passport, our Beer research and analysis database.
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