COMPETITIVE LANDSCAPE
Gatorade remains clear leader
PepsiCo Deutschland GmbH remained the leading company in 2025 in sports drinks with its Gatorade brand. The company invests heavily in the brand's image, which is an official partner of the UEFA Champions League.
Private label wins share thanks to competitively priced products
The most dynamic performance within sports drinks was registered by private label in 2025, with these products putting considerable pressure on the leading brands through their aggressive pricing. Particularly noteworthy is the Iso Power private label line from Spar and the Flying Horse Sports Drink private label line from Hoder, which is the leading chain of discounters in Austria.
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Overview:
Understand the latest market trends and future growth opportunities for the Sports 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 Sports 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 Sports 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 Sports Drinks in Austria?
- To what extent are health considerations impacting consumption of Sports 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 Sports Drinks in Austria?
- Which are the leading brands in Sports Drinks in Austria?
- What potential exists for multinational or domestic soft drinks companies to expand in Austria?
- How are products distributed in Sports 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 Sports 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?
Sports Drinks in Austria - Category analysis
KEY DATA FINDINGS
Sales slump as the Prime boom comes to an end
Sales in sports drinks are levelling off again
Reduced sugar products see growth but remain a niche area
Positive outlook for sports drinks
Sports drinks faces increasing competition from powder concentrates
The competitive environment is set to become increasingly polarised
Gatorade remains clear leader
Private label wins share thanks to competitively priced products
Supermarkets remains the leading distribution channel
E-commerce and vending benefit from their convenience and specialised offering
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:
Sports Drinks
- Regular Sports Drinks
- Reduced Sugar Sports Drinks
Sports Drinks
The choice of sports drink usually depends on the provision of fluids, carbohydrates or both. Included into this subsector are isotonic, hypotonic and hypertonic sports drinks. Isotonic are products that replace lost body fluids, electrolytes (sodium, potassium and chlorides) and glucose in similar concentrations to existing body fluid without causing either swelling or shrinkage of cells. These products usually contain about 5-8% carbohydrate and are intended to be consumed during exercise and/or heat exposure. Hypotonic this product is a weaker solution than your body fluid. These drinks contain less carbohydrate and therefore have lower osmolality (fewer dissolved particles than blood). These drinks help the body to speed up water absorption and are best used when you need urgent fluid replacement, as in after exercise. These drinks are not the best for energy replacement. Hypertonic - this drink is a stronger solution than your body fluid. These drinks are designed to replace and maintain energy levels during exercise of at least one hour. They are absorbed slowly and therefore are not appropriate for fluid replacement. Leading brands in off-trade volume include Gatorade, Powerade and Aquarius. This is the aggregated total of regular and reduced sugar Sports Drinks
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 Sports Drinks research and analysis database.
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