Baby food sales have stagnated in current value terms in 2025 while volume sales have declined. Average unit prices have increased slightly which has helped to sustain value sales. The low demand for baby food is largely attributed to the low birth rate in Austria. In 2024, Austria recorded a decreasing birth rate compared to 2023, with this pattern set to continue through 2025. Recognising the demographic challenges facing the market players are increasingly seeking growth opportunities with ad

Drinking milk products has seen steady growth in current value terms in 2025, but the demand for drinking milk products is stagnant with value growth being driven by price increases. As the largest share of sales is accounted for by cow’s milk, this category has a big impact on the overall performance of drinking milk products in Austria. In 2025, volume sales of cow’s milk have declined slightly with this being partly due to the declining demand for shelf stable milk, with volume sales of fresh

Cheese has seen healthy growth in volume and value terms in 2025. Austria is a traditional cheese eating country which supports high volume sales while value growth has been driven by moderate price increases throughout the year. Hard cheese accounts for the largest share of cheese sales in 2025 with Gouda being the most popular type of hard cheese followed by Emmentaler, Großloch and Parmesan. Packaged hard cheese is extremely popular with consumers due to its high convenience factor and lower

Other dairy has seen strong and steady growth in retail value and volume terms in 2025. The strong demand for cream and fromage frais and quark is the major sales driver of other dairy. Within savoury and plain fromage frais and quark there is an apparent trend towards cottage cheese. Protein enriched products are also pushing sales in plain fromage frais and quark, with these products also traditionally used for baking. Cream accounts for the largest share of value sales in other dairy and it h

Yoghurt and sour milk products has seen strong growth in value and volume terms in 2025 with demand strongly shaped by the health and wellness trend. An abundance of new launches in 2025 has created strong consumer interest and pushed sales. Popular yoghurt and sour milk products include functional or fortified products including options with a high protein content or with added vitamins and minerals. Many healthy products have no sugar added or a reduced sugar content. A zero fat content is als

Butter and spreads has seen a stable performance in value and volume terms in 2025. The demand for butter and spreads remains on a high level with value growth being driven in part by unit price increases in 2025. What is interesting is the fact that despite the significant increase in the average unit price of butter and spreads over the review period (from EUR6 per kilogram in 2021 to EUR8 per kilogram in 2025) volume sales has remained fairly stable. This reflects the country’s strong interes

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

Plant-based dairy has recorded strong growth in value and volume terms in 2025. Consumer interest in and demand for plant-based dairy continues to rise, with new product launches and increasing shelf space in retailers helping to boost sales. Growth also stems from the category’s fairly low sales base compared to the overall dairy market. Plant-based milk generates the vast majority of sales for plant-based dairy in 2025, with other plant-based milk made from oats and almonds driving sales. The

Sales of sugar confectionery in Austria are expected to increase in 2025, supported by stable performance in both value and volume terms. A moderate rise in average unit prices will further contribute to overall value growth throughout the year. Gummies and jellies remain the largest subcategory, generating a significant share of both value and volume sales. Strong and consistent consumer demand for these products continues to drive the overall performance of sugar confectionery. Ongoing product

Value sales of gum in Austria are expected to register a moderate increase in 2025. Average unit prices have remained relatively stable, with only a slight upward trend. Value growth is largely underpinned by steady consumer demand for gum products.

Value sales of chocolate confectionery are expected to register a double-digit increase in Austria in 2025, primarily due to sharp rises in average unit prices. These price hikes are driven by soaring raw material costs, particularly cocoa. Cocoa farmers are facing growing challenges such as tree diseases, adverse weather linked to climate change, declining yields, and stricter regulatory requirements factors that are contributing to a global supply deficit and significant price volatility.

Value sales of savoury snacks in Austria are expected to increase in 2025, supported by a modest rise in volume sales. Average unit prices are remaining largely stable, with only a slight upward trend. Potato chips continues to lead sales, generating the largest share of savoury snacks’ value sales, followed by nuts, seeds, and trail mixes.

Value sales of sweet biscuits, snack bars and fruit snacks are set to increase in 2025, attributed largely to price increases as volume sales record a more stable performance. Sweet biscuits, snack bars, and fruit snacks continue to benefit from the growing snackification trend, as consumers increasingly seek convenient, on-the-go options. Among these, sweet biscuits are set to maintain the largest share of value sales in 2025, supported by a wave of innovation, particularly in bite-sized format

Value sales of snacks in Austria are set to record an increase in 2025, supported by a combination of rising average unit prices and a moderate uptick in volume sales. Consumer interest in snacking remains robust, with growth largely driven by the strong performance of chocolate confectionery.

Value sales of ice cream in Austria is set to rise in 2025, attributed to strong consumer interest and demand for ice cream, partnered with an increase in average unit prices. Ice cream continues to thrive on innovation, with new product launches and line extensions, particularly in the form of novel flavours, playing a key role in generating consumer interest and driving sales. Ice cream remains a popular indulgence, and the trend towards snackification is clearly evident in this segment. Take

Spirits in Austria witnessed marginal volume sales decline in 2024, causing by a slowdown in off-trade consumption. Spirits consumption has largely recovered back to pre-pandemic patterns of consumer behaviour following the harsh impact of COVID-19. In alignment with other categories, spirits is also feeling the effects of lower alcohol consumption, driven by rising health awareness and changing mindsets around alcohol. Evolving leisure habits are also bringing about a decline in spirits consump

Volume sales of wine in Austria decreased marginally in 2024 due to lower consumption in both the off-trade and on-trade. The long-term trend towards drinking less alcohol has also impacted wine, primarily led by the changing demands of younger adults. Lighter alcoholic beverages have continued to increase in Austria, which has helped to drive sales of wine-based RTDs at the expense of sparkling wine and still light wine.

Volume sales of beer declined marginally in 2024, with the off-trade being hardest hit in terms of volume sales. By contrast, on-trade consumption was flat following the rebound in post-pandemic sales. The long-term trend towards lower beer consumption and drinking less alcohol is taking its toll on the beer category, driven by rising health awareness, especially among younger generations. Cultural shifts are also underway as alcohol is becoming less socially accepted in many areas of life. Due

Cider/perry in Austria faced a marginal decline in volume sales over 2024. The category is largely driven by regular cider as non-alcoholic cider/perry has yet to make its mark in Austria. On-trade volume sales recorded a small increase in 2024, showing a recovery from the pandemic when consumers avoided going out. However, this was not quite enough to compensate for the falling volume sales in the off-trade. Consumer interest in cider/perry is on the decline after reaching a peak at the beginni

Alcoholic drinks in Austria witnessed a slight decline in volume sales over 2024. Generally, the long-term trend towards lower alcohol consumption has prevailed, driven by rising health awareness, especially among younger adults. The general decline in the social acceptance of heavy alcohol drinking has also led to lower levels of consumption in Austria. Overall inflation and unit price growth returned to healthier levels in alcoholic drinks during 2024, following the problematic hikes seen in r

Volume sales of RTDs in Austria continued to increase significantly in 2024, in contrast to the downward trend in all other major categories. Spirit-based RTDs was the largest category within RTDs in 2024, with sales rising steadily in volume terms, although wine-based RTDs witnessed slightly stronger growth. The popularity of home consumption has supported RTDs since the pandemic, with consumers enjoying these ready-mixed drinks to replicate the mixed drinks consumed in the on-trade. The conven

The trend away from cash payments continued in Austria in 2024. This was mainly in favour of debit cards, especially the Mastercard Debit brand which is a standard payment card for Austrian consumers for all possible occasions. A strong driver towards cards is the increasing social acceptance of card payments for the even small amounts, which is closely linked to the popularity of contactless payment. The use of cards via mobile wallets, such as Apple Pay or Google Pay, has further contributed t

Following the high inflation in recent years, consumer demand for credit in Austria in 2024 still increased only very slowly, and still particularly slowly for durables such as consumer electronics, appliances, furniture, and new cars, which was also reflected in the demand for consumer credit. The relatively conservative and cautious attitude of Austrian consumers towards money and loans has once again been demonstrated by the fact that, in such uncertain phases, there is no run on loans in ord

While the number of charge cards in circulation stagnated in Austria in 2024, charge card transactions saw good growth. This follows the general, ongoing trend from cash to card payments, where there is still a lot of potential in Austria in comparison to many other Western Europe countries. However, debit cards remain the most popular, over both charge cards and credit cards. That said, the growth of contactless payments in general is helping to support all cards — including charge cards. These