RTD coffee continues to benefit from the increasingly busy on-the-go lifestyles of consumers in Austria which is fuelling demand for convenience. The fact that the primary packaging used for most products has not yet been affected by Austria’s new deposit scheme is another advantage. New flavours and limited editions have also helped to drive interest in the category.

Austria’s new deposit return scheme has put downward pressure on sales of carbonates in 2025, with some consumers looking to avoid the inconvenience of having to return used bottles. Rising health awareness has also negatively impacted demand, although reduced sugar carbonates have been less affected.

Sales of concentrates benefit from the rollout of the new deposit scheme by reducing the need to return bottles with such frequency. Brands and retailers have responded by expanding the offer of concentrates, including limited edition flavours, as they have looked to capitalise on the uptick in demand.

The rollout of Austria’s new bottle deposit regulation has had a mixed impact on sales of soft drinks, although it has proven detrimental to overall sales in off-trade volume terms. To avoid the inconvenience of returning bottle to a store some consumers have been avoiding impacted categories, although this has benefited others such as concentrates. In the long-term, the focus is on offering healthier and more sustainable soft drinks, although this could see some sales lost to tap water.

RTD tea sees strong growth in off-trade volume terms in 2025 in part thanks to the wider use of Tetra Pak packaging in this category. This type of packaging is not subject to the new deposit scheme and thus has attracted those looking to avoid the inconvenience of returning bottles. Responding to the increased demand key players have been expanding their offer of Tetra Pak products, as well as launching new flavours.

Retail volume sales of bottled water have declined in 2025, although this is perceived to be only a temporary setback caused by the rollout of Austria’s bottle deposit scheme. In the longer term it is expected that bottled water should benefit from the burgeoning health and wellness trend, with functional bottled water showing strong potential.

Sales of juice have seen strong growth in off-trade volume terms in 2025 as prices of key ingredients stabilised. Demand was also buoyed by the rollout of Austria’s expanded bottle deposit scheme, with juice often available in Tetra Pak packaging which is not subject to the scheme. Rising health consciousness is having a mixed impact on the market, with products that are perceived to have a high content of sugar or artificial sweeteners under threat.

Energy drinks remain widely popular in Austria and unlike some other soft drinks categories, the new deposit scheme has failed to prevent it from recording further growth in off-trade volume terms. Health concerns have not made a significant impact on demand, although they have supported a shift towards reduced sugar energy drinks. The main threat could come from proposed legislation which would limit access to energy drinks for younger consumers.

The end of the Prime phenomena took its toll on volume sales of sports drinks in 2025 as consumers returned to more rational purchasing behaviour. Sales were also negatively impacted by the rollout of the bottle deposit scheme which pushed some consumers to powder concentrates. Despite these challenges the market is showing strong growth potential with these products expected to appeal to a wider audience over the forecast period.

Tea continues to see robust growth in 2025 fuelled by its healthy perception and the growing range of options available in the market. The focus has been on tea products with a health and wellness positioning such as green tea, with players across the market investing in new trends such as cold brew tea and matcha to build interest and excitement. Moving forward there is growing pressure to invest in more sustainable tea production, while functional tea is also an area with growing potential.

Despite market maturity and rising prices, sales of hot drinks have seen strong growth in retail volume terms in 2025. This has been fuelled by customer loyalty to established brands, investment in new product development and innovations and an increasing focus on healthy and sustainable products.

Coffee has continued to enjoy steady growth in current value terms in 2025. Austrians remain unwilling to compromise when it comes to their coffee, with many people still willing to pay more for added quality, despite prevailing economic uncertainty and rising prices. Market saturation is pushing players to innovate with healthier, more sustainable and customisable options.

Soaring cocoa prices continue to place downward pressure on volume sales of other hot drinks in 2025. With prices rising producers are under pressure to add value through sustainable and fairtrade claims and by offering higher quality products. Demand remains largely focused on chocolate-based flavoured powder drinks, with Nestlé and Mondelez dominating.

Austria’s regulatory climate strengthened in 2025, performing best in the Labour Freedom Ranking and Property Rights Ranking pillars. In 2025, a new business support package was approved to counter weak economic conditions. FDI remains concentrated in manufacturing, pharmaceuticals, ICT and electronics, among others. Major railway investments signal ongoing commitment to infrastructure and competitiveness. Stricter migration rules have raised salary thresholds for foreign workers.

In 2024, Austria’s GDP fell by 1.0%, contracting for a second consecutive year in a row, weighed down by weak investment and exports. Inflation eased to 2.9%, owing to lower food and energy prices but stayed above target, with a slight uptick expected as energy relief ends. The budget deficit rose to 4.6% of GDP, as spending outpaced revenues, driven by economic services. Fiscal consolidation is set to be slow, while rising US protectionism clouds export prospects.

Retail current value sales of lodging (destination) in Austria are projected to continue to rise in 2025. Despite the absence of a certain proportion of business travellers since the Coronavirus (COVID-19) pandemic, record revenues are again being recorded. This is partly due to a new record in overall overnight stays, and partly as a result of above-average price increases in recent years.

Travel in Austria is projected to record all-high highs in many major indicators in 2025, including inbound arrivals, air passengers and retail current value sales of total bookings. After the catch-up effects following the Coronavirus (COVID-19) pandemic had been largely exhausted, growth naturally slowed at all levels. At the same time, the sharp rise in the general price level has not significantly affected the upward trend. Austria continues to benefit from its central location in the heart

Retail current value sales of airlines in Austria are projected to rise strongly in 2025, albeit at a much slower pace compared to the previous years, when supply and demand rebounded after the Coronavirus (COVID-19) pandemic slump. Driven by the strong performance of the dominant Vienna International Airport, total passenger numbers at airports in Austria are above the pre-pandemic level in 2019. Moreover, the profitability of airports and, above all, the seat load factor are significantly high

Retail current value sales of booking in Austria are projected to increase over 2025, albeit at a slower rate than in 2024. Booking easily exceeded the 2019 pre-Coronavirus (COVID-19) pandemic level of retail current value sales by 2023, as prices for all types of pipelines rose very significantly, especially during the particularly high inflation years of 2022 and 2023. During the pandemic, with all the uncertainties and risks associated with travel at the time, the leading travel agencies noti

Tourism flows in Austria have recovered strongly from the Coronavirus (COVID-19) pandemic. The number of inbound trips exceeded the pre-pandemic level of 2019 in 2024, and numbers continue to rise in 2025. Austria primarily continues to benefit from its central location in Europe, making it an attractive destination for travellers from neighbouring countries, in particular, but also for many long-haul travellers during European trips. Austria is known worldwide as a wonderful ski destination and

In 2024, Austria ranked seventh in Western Europe for average gross income but saw a 0.4% decline in per capita disposable income, driven by higher unemployment and falling labour productivity. Over 2024-2029, per capita disposable income is forecast to grow by 9.9%, outpacing the regional average, with social protection and wage support programmes expected to enhance financial stability.

In 2024, single person households were the leading type in Austria, influenced by younger generations prioritising education and career, and an ageing population. Over 2024-2029, the number of households is forecast to grow by 2.7%, with single person households predicted to increase to 39.8%. The average household size will remain stable at 2.2 persons, despite these demographic shifts.

Austrian consumers continued to demonstrate a strong preference for self-care in 2025, with many turning first to over-the-counter remedies to manage minor respiratory ailments. Surveys by the Austrian Consumer Health Care Association (IGEPHA) showed that a majority of consumers self-medicate when faced with cold or flu symptoms, coughs or sore throats, reflecting both convenience and growing confidence in available products. Information campaigns by IGEPHA, alongside manufacturer-led education

Analgesics remained an essential part of Austrian consumers’ self-care routines in 2025, reflecting rising awareness of minor ailments and the desire for quick, convenient solutions. Everyday issues such as headaches, cold and flu symptoms, muscle aches and stress-related pain continued to drive purchases, with many consumers relying on over-the-counter remedies to avoid unnecessary visits to the doctor. Hectic work schedules, sedentary lifestyles and repetitive movements contributed to tension