COMPETITIVE LANDSCAPE
Red Bull uses limited editions to capture attention and retain its lead
Domestic player Red Bull GmbH remains the leading company in energy drinks in 2025. Thanks to its pioneering role and its constant, massive marketing efforts, Red Bull still enjoys a unique, unassailable standing in the energy drinks market.
Hofer cuts the price of its Flying Power energy drinks to drive volume growth
Private label has seen strong growth in energy drinks in 2025 with consumers remaining price sensitive despite the slight improvement seen in the Austrian economy. While private label has seen strong growth in general, the most dynamic growth has been seen from the Flying Power private label line from Hofer, which operates the leading chain of discounters in the country.
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Overview:
Understand the latest market trends and future growth opportunities for the Energy Drinks 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 Energy Drinks 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 Energy Drinks 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 Energy Drinks in Austria?
- To what extent are health considerations impacting consumption of Energy Drinks in Austria?
- How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Energy Drinks in Austria?
- Which are the leading brands in Energy Drinks in Austria?
- What potential exists for multinational or domestic soft drinks companies to expand in Austria?
- How are products distributed in Energy Drinks in Austria?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How have home seclusion and social distancing measures following COVID-19 impacted sales of Energy Drinks?
- How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
- Where is future growth expected to be most dynamic?
Energy Drinks in Austria - Category analysis
KEY DATA FINDINGS
Energy drinks continues to deliver positive results despite challenges
Deposit scheme fails to curb the rise of energy drinks in Austria
New product development adds fuel to the category’s growth
Steady growth predicted for energy drinks despite rising health consciousness
Powder concentrates present a new threat to energy drinks
Debates on youth protection laws will continue
Red Bull uses limited editions to capture attention and retain its lead
Hofer cuts the price of its Flying Power energy drinks to drive volume growth
Supermarkets benefit from accessibility and reach
Vending and e-commerce tap into the demand for convenience
Soft Drinks in Austria - Industry Overview
New bottle deposit regulation deals a short-term blow to sales of soft drinks
KEY DATA FINDINGS
Mixed performances seen across soft drinks but overall sales decline in 2025
New bottle deposit scheme has a big impact on the market
On-trade sales continue to recover thanks to improving consumer sentiment
Players likely to respond to deposit scheme with new packaging innovations
Tap water could pose a threat to sales of soft drinks
New product development likely to focus on healthier options
Coca-Cola retains the lead but loses share in 2025
Competition heats up with private label making further inroads
Supermarkets dominate thanks to the channel’s strong reach
Vending and e-commerce continue to win share but challenges remain
Fountain sales in Austria
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Energy Drinks
- Regular Energy Drinks
- Reduced Sugar Energy Drinks
Energy Drinks
These are the aggregated total of regular and reduced sugar functional drinks designed to boost energy levels. Often lightly carbonated, these contain high levels of caffeine and a number of added water-soluble vitamins, most often a selection of B vitamins including niacin, pantothenic acid, vitamin B6, and vitamin B12. Ingredients can also include amino acids such as taurine and glucuronolactone, as well as herbal products such as guarana and ginseng. Can be carbonated or still. Leading brands in off-trade volume include Red Bull, Monster and RockStar. Glucose-based energy beverages such as Lucozade Energy are included here.
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 Energy Drinks research and analysis database.
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