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Value-led wellness strengthens, with demand centred on sugar reduction and “cleaner” choices
Health and wellness in Austria continued to develop in 2024, shaped by consumers increasingly prioritising better-for-you choices while remaining cautious with spending. As health awareness becomes more embedded in everyday routines, demand has continued to shift towards products perceived as more natural, less processed and compatible with balanced lifestyles. This has supported growth across a broad range of categories, including dairy, staple foods and cooking ingredients, while also reinforcing demand for reduced sugar beverages and snacks that offer permissible indulgence. At the same time, health and wellness growth is increasingly driven by incremental improvements and product reformulation rather than major consumption changes, with consumers seeking practical ways to reduce sugar intake, improve ingredient quality and accommodate dietary needs such as gluten avoidance or lactose intolerance.
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Overview:
Understand the latest market trends and future growth opportunities for the Health and Wellness industry in Austria with research from Euromonitor International's team of analysts.
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.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food and beverages categories.
If you're in the Health and Wellness 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 Health and Wellness 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 Health and Wellness in Austria?
- What are the key health and wellness concerns driving sales in Health and Wellness?
- Is Health and Wellness a dynamic niche or mainstream concern in Austria?
- Which are the leading brands in Health and Wellness in Austria?
- How are products distributed in Health and Wellness in Austria?
- How has COVID-19 and accordant recession impacted sales? Which categories have seen rising demand? Which are most vulnerable to economic disruption and diminished consumer confidence?
- Where is future growth expected to be most dynamic?
Health and Wellness in Austria
Value-led wellness strengthens, with demand centred on sugar reduction and “cleaner” choices
Sugar reduction and moderation drives healthier beverage choices and reformulation across staples
Clean label, dietary suitability and plant-forward routines reshape everyday food and snacking
Preventative health and functional everyday choices will drive growth, with strong focus on value
HW Hot Drinks in Austria
KEY DATA FINDINGS
Health-driven moderation supports decaffeinated coffee and tea occasions
Tea gains ground as consumers seek lower caffeine options and health reassurance
No caffeine coffee grows as Austrian consumers reduce caffeine without leaving coffee culture behind
Organic and fair-trade tea benefits from wellness culture and demand for higher quality
Health-led premiumisation to continue as consumers seek better quality and functional benefits
No caffeine coffee expected to expand steadily as moderation habits become more established
Organic tea expected to benefit from self-care routines and demand for “natural” health support
Table 1 Sales of Hot Drinks by Health and Wellness Type: Value 2020-2024
Table 2 Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2020-2024
Table 3 Company Shares of Organic Hot Drinks (Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 4 Company Shares of Natural Hot Drinks (2nd Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 5 Company Shares of Gluten Free Hot Drinks (3rd Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 6 Company Shares of Good Source of Vitamins Hot Drinks (4th Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 7 Company Shares of No Allergens Hot Drinks (5th Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 8 Forecast Sales of Hot Drinks by Health and Wellness Type: Value 2024-2029
Table 9 Forecast Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2024-2029
HW Soft Drinks in Austria
KEY DATA FINDINGS
Health-driven switching accelerates, boosting functional choices beyond carbonates
Reduced sugar and lower calorie choices reshape category dynamics
Reduced sugar carbonates gains relevance as consumers moderate intake without abandoning treats
Good source of vitamins and functional benefits expand through water, RTD tea and value-added formats
Health-led switching and functional innovation to support growth beyond carbonates
Reduced sugar carbonates expected to outperform regular variants, but carbonates will remain challenged
Good source of vitamins expected to expand as consumers seek “added value” hydration
Table 10 Sales of Soft Drinks by Health and Wellness Type: Value 2020-2024
Table 11 Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2020-2024
Table 12 Company Shares of No Sugar Soft Drinks (Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 13 Company Shares of Energy Boosting Soft Drinks (2nd Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 14 Company Shares of Natural Soft Drinks (3rd Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 15 Company Shares of Good Source of Vitamins Soft Drinks (4th Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 16 Company Shares of Gluten Free Soft Drinks (5th Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 17 Forecast Sales of Soft Drinks by Health and Wellness Type: Value 2024-2029
Table 18 Forecast Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2024-2029
HW Snacks in Austria
KEY DATA FINDINGS
Plant-based routines support demand, but growth moderates as value for money becomes critical
“Permissible indulgence” and better ingredients shape healthier snacking choices
Gluten free expands beyond medical need as availability and quality improve
Organic snacks benefit from trust and sustainability cues, but remain premium
Value-led wellness and plant-forward innovation to define the next stage of growth
Gluten free expected to rise steadily as dietary suitability becomes more normalised
Organic expected to grow gradually, driven by trust, but limited by affordability pressures
Table 19 Sales of Snacks by Health and Wellness Type: Value 2020-2024
Table 20 Sales of Snacks by Health and Wellness Type: % Value Growth 2020-2024
Table 21 Company Shares of Gluten Free Snacks (Biggest HW Type in Global Snacks): % Value 2020-2024
Table 22 Company Shares of Vegetarian Snacks (2nd Biggest HW Type in Global Snacks): % Value 2020-2024
Table 23 Company Shares of Organic Snacks (3rd Biggest HW Type in Global Snacks): % Value 2020-2024
Table 24 Company Shares of Vegan Snacks (4th Biggest HW Type in Global Snacks): % Value 2020-2024
Table 25 Company Shares of No Allergens Snacks (5th Biggest HW Type in Global Snacks): % Value 2020-2024
Table 26 Forecast Sales of Snacks by Health and Wellness Type: Value 2024-2029
Table 27 Forecast Sales of Snacks by Health and Wellness Type: % Value Growth 2024-2029
HW Dairy Products and Alternatives in Austria
KEY DATA FINDINGS
Natural positioning strengthens as consumers prioritise “simple” dairy and plant-based options
Clean label expectations and “better for you” routines drive value-added dairy
Lactose free benefits from digestive comfort positioning and mainstream adoption
Good source of minerals supports everyday functional nutrition in milk and yoghurt
Naturalness, digestive health and functional benefits to guide future dairy choices
Lactose free expected to rise steadily as dietary comfort remains a priority
Good source of minerals expected to grow gradually through ongoing functionalisation
Table 28 Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2020-2024
Table 29 Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2020-2024
Table 30 Company Shares of Organic Dairy Products and Alternatives (Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-2024
Table 31 Company Shares of Good Source of Minerals Dairy Products and Alternatives (2nd Biggest HW Type in Global Dairy Products and Alternatives): % V
Table 32 Company Shares of Gluten Free Dairy Products and Alternatives (3rd Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-20
Table 33 Company Shares of Lactose Free Dairy Products and Alternatives (4th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-2
Table 34 Company Shares of Low Fat Dairy Products and Alternatives (5th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-2024
Table 35 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2024-2029
Table 36 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2024-2029
HW Cooking Ingredients and Meals in Austria
KEY DATA FINDINGS
Health-led everyday cooking supports free from and clean-label choices
Simple ingredient lists and dietary suitability shape cooking and meal solutions
Organic cooking ingredients grows steadily as “better sourcing” becomes a mainstream expectation
Vegetarian options strengthen as flexitarian routines influence home cooking
Preventative health, flexitarian eating and “cleaner cooking” to shape future demand
Organic expected to rise, but premium pricing will keep growth steady
Vegetarian expected to expand through mainstream meal solutions and wider usage occasions
Table 37 Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2020-2024
Table 38 Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2020-2024
Table 39 Company Shares of Organic Cooking Ingredients and Meals (Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 40 Company Shares of Gluten Free Cooking Ingredients and Meals (2nd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 41 Company Shares of Vegetarian Cooking Ingredients and Meals (3rd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 42 Company Shares of Vegan Cooking Ingredients and Meals (4th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 43 Company Shares of Natural Cooking Ingredients and Meals (5th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 44 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2024-2029
Table 45 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2024-2029
HW Staple Foods in Austria
KEY DATA FINDINGS
Convenience remains essential, while healthier recipes drive new launches
Healthier convenience defines staple foods, alongside sustainability-led packaging improvements
Reduced and no sugar breakfast cereals gain traction as manufacturers reformulate
Gluten free staples expand further, driven by pasta and wider mainstream adoption
Health-led reformulation and sustainable innovation to support stable growth
Reduced/no sugar cereals expected to rise as sugar content remains under pressure
Gluten free expected to grow steadily as product quality and availability improve further
Table 46 Sales of Staple Foods by Health and Wellness Type: Value 2020-2024
Table 47 Sales of Staple Foods by Health and Wellness Type: % Value Growth 2020-2024
Table 48 Company Shares of Gluten Free Staple Foods (Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 49 Company Shares of Organic Staple Foods (2nd Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 50 Company Shares of High Fibre Staple Foods (3rd Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 51 Company Shares of Vegetarian Staple Foods (4th Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 52 Company Shares of No Allergens Staple Foods (5th Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 53 Forecast Sales of Staple Foods by Health and Wellness Type: Value 2024-2029
Table 54 Forecast Sales of Staple Foods by Health and Wellness Type: % Value Growth 2024-2029
COUNTRY REPORTS DISCLAIMER
Health and Wellness
Health and Wellness encompasses a number of key claims made on a food or drink products that suggest a health and/or wellness positioning. It comprises positionings relating to better for you, dietary and free from, fortified/functional, health benefit, natural and organic. Please note that data is not available at this level or other aggregated claim levels.
See all of our definitions
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This report originates from Passport, our Health and Wellness research and analysis database.
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