Dairy products and alternatives has seen healthy growth in current value terms in 2025. This growth is attributed to a moderate increase in volume sales and an increase in average unit prices. Dairy products and alternatives continues to be strongly shaped by health and wellness. Whether baby food, dairy, or plant-based dairy, a large number of new launches in 2024/2025 have been health and wellness focused. Functional/fortified products, but also organic and natural, remain a strong focus area for consumers. Traditionally, Austrians like dairy products including cow’s milk, cheese and yoghurt with there being a solid presence of local dairies in the country. As a result, dairy continues to account for the largest share of value and volume sales within dairy products and alternatives.
As the impact of climate change becomes more visible consumer concerns around issues of sustainability are becoming more pronounced. This is leading to a preference for locally sourced dairy while it is also prompting major players to adopt eco-friendly strategies. Austrians are very proud of their landscape including the Alpine mountains and the large number of pastures and meadows. In Austria, there are traditionally many pastures and mountain meadows that are used to keep cattle. In early summer, the cattle move from the valleys to the alpine pastures to graze on mountain meadows. Grazing is not only important for the cattle, but also for the preservation of diverse plant and animal species in these landscapes. However, in recent years, Austria has been impacted by storms, floods and record temperatures. More flooding and storms are expected in 2025. As a result, consumers in Austria are becoming more concerned about their environment and are aware of the importance of preserving natural resources through various measures, including establishing protected areas, restoring wild river landscapes, and managing Alpine pastures sustainably. Austria's commitment to environmental protection extends to encouraging organic farming and ensuring environmentally compatible use of soil and water.
Berglandmilch is Austria’s largest dairy manufacturer and thus the company continues to lead dairy products and alternatives in 2025. The company’s brands have a long tradition in the country and are well known and popular with consumers. Berglandmilch is the country’s number one cheese company with it also leading sales in other dairy. The company invests heavily in research and development and regularly launches new products or extends lines, as well as launching limited editions.
Supermarkets is the leading distribution channel for dairy products and alternatives in Austria in 2025. There are a large number of supermarkets outlets in Austria considering the relatively small size of the country. As a result, most consumers in the country have a supermarket close by. A special feature of Austria is the exceptionally high density of supermarkets. This leads to increased competition among supermarkets. Many supermarkets respond with promotions to attract consumer awareness and interest. Spar and Billa are the most popular chains of supermarkets with these having the largest number of outlets. Other chains of supermarkets include Nah&Frisch, MPREIS and ADEG. Supermarkets are highly convenient as they provide significant shelf space and offer a wide range of brands and private label options in dairy products and alternatives. Consumers favour the wide choice of products, brands and private label and the different price levels.
Demand for dairy products and alternatives will remain high in Austria over the forecast period. Traditionally, Austria is a dairy manufacturing and consuming country and this will unlikely change over the forecast period. Cheese will remain popular with a stable performance predicted the forecast period, with the category accounting for the largest share of overall value sales. Cow’s milk is expected to suffer slightly from declining volume sales, due in part to increasing competition from plant-based milk, with consumers seen to be consuming less cow’s milk. Most consumers will however continue to opt for fresh cow’s milk rather than shelf-stable variants. The popularity of yoghurt and sour milk products is also expected to continue growing. Indulgence, convenience and health and wellness will likely shape demand for yoghurt and sour milk products. Austrian households will likely also continue to be interested in cream, butter, fromage frais and quark, and chilled desserts.
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Dairy Products and Alternatives
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