Ready-to-Drink (RTD) Coffee - Austria

The Ready-to-Drink (RTD) Coffee market in Austria has been experiencing significant growth in recent years.

Customer preferences: Austrian consumers have shown a growing preference for convenience and on-the-go consumption, which has contributed to the rise in popularity of RTD coffee. The busy lifestyles of consumers in Austria have led to an increased demand for ready-to-drink beverages that can be easily consumed while commuting or during work breaks. Additionally, the younger generation in Austria, who are more open to trying new and innovative products, have embraced RTD coffee as a trendy and convenient beverage option.

Trends in the market: One of the key trends in the RTD coffee market in Austria is the increasing demand for healthier and more natural options. Consumers are becoming more health-conscious and are seeking beverages that are low in sugar, fat, and calories. As a result, there has been a rise in the availability of RTD coffee products that are made with natural ingredients and are free from artificial additives. Another trend in the market is the growing popularity of premium and specialty RTD coffee. Austrian consumers are willing to pay a premium for high-quality and unique coffee flavors. This has led to the introduction of a wide range of specialty RTD coffee products in the market, including cold brews, flavored lattes, and organic options.

Local special circumstances: Austria has a strong coffee culture, with coffee consumption being deeply ingrained in the daily routines of its citizens. The country is known for its high-quality coffee and has a long history of coffeehouse culture. This cultural affinity for coffee has created a favorable environment for the growth of the RTD coffee market in Austria. Furthermore, Austria is a popular tourist destination, attracting visitors from all over the world. Tourists often seek out local food and beverage experiences, including trying different types of coffee. This has created a demand for RTD coffee products that offer a taste of the traditional Austrian coffee culture.

Underlying macroeconomic factors: The strong economy in Austria has contributed to the growth of the RTD coffee market. With a high GDP per capita and low unemployment rates, consumers in Austria have more disposable income to spend on convenience products like RTD coffee. This economic stability has created a favorable market environment for the growth of the RTD coffee industry. In conclusion, the Ready-to-Drink (RTD) Coffee market in Austria is experiencing growth due to changing customer preferences towards convenience and on-the-go consumption. The increasing demand for healthier and more natural options, as well as the popularity of premium and specialty RTD coffee, are key trends in the market. The strong coffee culture and the popularity of Austria as a tourist destination also contribute to the growth of the RTD coffee market. The country's strong economy and high disposable income levels further support the growth of the industry.

Data coverage:

The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:

Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on Non-Alcoholic Drinks, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Non-Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year.