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Soft Drinks in Austria

Publisher Euromonitor International
Published Nov 27, 2025
Length 94 Pages
SKU # EP20639420

Description

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.

Euromonitor International's Soft Drinks in Austria report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2020-2024), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they legislative, distribution, packaging or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Asian Speciality Drinks, Bottled Water, Carbonates, Concentrates, Energy Drinks, Juice, RTD Coffee, RTD Tea, Sports Drinks.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report??
* Get a detailed picture of the Soft Drinks market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

94 Pages
Soft Drinks in Austria
Euromonitor International
December 2025
List Of Contents And Tables
SOFT DRINKS IN AUSTRIA
EXECUTIVE SUMMARY
New bottle deposit regulation deals a short-term blow to sales of soft drinks
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
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
WHAT’S NEXT?
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
COMPETITIVE LANDSCAPE
Coca-Cola retains the lead but loses share in 2025
Competition heats up with private label making further inroads
CHANNELS
Supermarkets dominate thanks to the channel’s strong reach
Vending and e-commerce continue to win share but challenges remain
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2020-2025
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2020-2025
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2020-2025
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2020-2025
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2025
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2025
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2025
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2025
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2020-2025
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2020-2025
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2020-2025
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2020-2025
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2020-2025
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2020-2025
Table 15 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2021-2025
Table 16 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2022-2025
Table 17 NBO Company Shares of On-trade Soft Drinks (RTD): % Volume 2021-2025
Table 18 LBN Brand Shares of On-trade Soft Drinks (RTD): % Volume 2022-2025
Table 19 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2021-2025
Table 20 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2022-2025
Table 21 NBO Company Shares of Off-trade Soft Drinks: % Value 2021-2025
Table 22 LBN Brand Shares of Off-trade Soft Drinks: % Value 2022-2025
Table 23 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2020-2025
Table 24 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2020-2025
Table 25 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2020-2025
Table 26 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2025
Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2025-2030
Table 28 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2025-2030
Table 29 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2025-2030
Table 30 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2025-2030
Table 31 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2025-2030
Table 32 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2025-2030
Table 33 Forecast Off-trade Sales of Soft Drinks by Category: Value 2025-2030
Table 34 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2025-2030
Table 35 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2025-2030
Table 36 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2025-2030
APPENDIX
Fountain sales in Austria
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources
CARBONATES IN AUSTRIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
Sales of carbonates negatively impacted by deposit scheme
INDUSTRY PERFORMANCE
New deposit system hits sales of carbonates
Reduced sugar carbonates outperform regular options
WHAT’S NEXT?
Rising health awareness set to limit demand for carbonates
New deposit system might still play a role
E-commerce expected to win share
COMPETITIVE LANDSCAPE
Coca-Cola cements its dominance in carbonates with new product launches
Tonic water/mixers/other bitters a hotbed of activity and competition
CHANNELS
Supermarkets continue to dominate sales of carbonates
Vending and forecourt retailers tapping into the demand for round-the-clock access
CATEGORY DATA
Table 37 Off-trade vs On-trade Sales of Carbonates: Volume 2020-2025
Table 38 Off-trade vs On-trade Sales of Carbonates: Value 2020-2025
Table 39 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2020-2025
Table 40 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2020-2025
Table 41 Off-trade Sales of Carbonates by Category: Volume 2020-2025
Table 42 Off-trade Sales of Carbonates by Category: Value 2020-2025
Table 43 Off-trade Sales of Carbonates by Category: % Volume Growth 2020-2025
Table 44 Off-trade Sales of Carbonates by Category: % Value Growth 2020-2025
Table 45 Total Sales of Carbonates by Fountain On-trade: Volume 2020-2025
Table 46 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2020-2025
Table 47 NBO Company Shares of Off-trade Carbonates: % Volume 2021-2025
Table 48 LBN Brand Shares of Off-trade Carbonates: % Volume 2022-2025
Table 49 NBO Company Shares of Off-trade Carbonates: % Value 2021-2025
Table 50 LBN Brand Shares of Off-trade Carbonates: % Value 2022-2025
Table 51 Forecast Off-trade Sales of Carbonates by Category: Volume 2025-2030
Table 52 Forecast Off-trade Sales of Carbonates by Category: Value 2025-2030
Table 53 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2025-2030
Table 54 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2025-2030
Table 55 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2025-2030
Table 56 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
JUICE IN AUSTRIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
Juice bounces back thanks to price stability and new deposit scheme
INDUSTRY PERFORMANCE
Juice experiences a recovery in 2025 as prices stabilise
Economic considerations continue to influence demand
WHAT’S NEXT?
Growing health concerns set to have a mixed impact on demand for juice
Lasting impact of new deposit system not a problem for juice
Forecourt retailers and e-commerce set to win share thanks to their accessibility
COMPETITIVE LANDSCAPE
Rauch increases its lead through new product development
Innocent and Pfanner find success with healthier juice products
CHANNELS
Supermarkets continue to dominate sales of juice
The search for convenience benefits e-commerce and forecourt retailers
CATEGORY DATA
Table 133 Off-trade Sales of Juice by Category: Volume 2020-2025
Table 134 Off-trade Sales of Juice by Category: Value 2020-2025
Table 135 Off-trade Sales of Juice by Category: % Volume Growth 2020-2025
Table 136 Off-trade Sales of Juice by Category: % Value Growth 2020-2025
Table 137 NBO Company Shares of Off-trade Juice: % Volume 2021-2025
Table 138 LBN Brand Shares of Off-trade Juice: % Volume 2022-2025
Table 139 NBO Company Shares of Off-trade Juice: % Value 2021-2025
Table 140 LBN Brand Shares of Off-trade Juice: % Value 2022-2025
Table 141 Forecast Off-trade Sales of Juice by Category: Volume 2025-2030
Table 142 Forecast Off-trade Sales of Juice by Category: Value 2025-2030
Table 143 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2025-2030
Table 144 Forecast Off-trade Sales of Juice by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
BOTTLED WATER IN AUSTRIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
New deposit scheme puts a dent in sales of bottled water
INDUSTRY PERFORMANCE
Trend Bottled water suffers from new, extended deposit regulations
Flavoured and functional bottled water the standout performers in 2025
WHAT’S NEXT?
Sales of bottled water set to rebound due to increasing health awareness
Long-term impact of new bottle deposit still difficult to assess
No breakthrough in sight for retail e-commerce in bottled water
COMPETITIVE LANDSCAPE
Vöslauer increases its lead in 2025 despite challenging conditions
Producers of functional bottled water and private label among the winners in 2025
CHANNELS
Supermarkets dominate sales of bottled water
Convenience is key as e-commerce, forecourt retailers and vending win share
CATEGORY DATA
Table 57 Off-trade Sales of Bottled Water by Category: Volume 2020-2025
Table 58 Off-trade Sales of Bottled Water by Category: Value 2020-2025
Table 59 Off-trade Sales of Bottled Water by Category: % Volume Growth 2020-2025
Table 60 Off-trade Sales of Bottled Water by Category: % Value Growth 2020-2025
Table 61 NBO Company Shares of Off-trade Bottled Water: % Volume 2021-2025
Table 62 LBN Brand Shares of Off-trade Bottled Water: % Volume 2022-2025
Table 63 NBO Company Shares of Off-trade Bottled Water: % Value 2021-2025
Table 64 LBN Brand Shares of Off-trade Bottled Water: % Value 2022-2025
Table 65 Forecast Off-trade Sales of Bottled Water by Category: Volume 2025-2030
Table 66 Forecast Off-trade Sales of Bottled Water by Category: Value 2025-2030
Table 67 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2025-2030
Table 68 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
SPORTS DRINKS IN AUSTRIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
Sales slump as the Prime boom comes to an end
INDUSTRY PERFORMANCE
Sales in sports drinks are levelling off again
Reduced sugar products see growth but remain a niche area
WHAT’S NEXT?
Positive outlook for sports drinks
Sports drinks faces increasing competition from powder concentrates
The competitive environment is set to become increasingly polarised
COMPETITIVE LANDSCAPE
Gatorade remains clear leader
Private label wins share thanks to competitively priced products
CHANNELS
Supermarkets remains the leading distribution channel
E-commerce and vending benefit from their convenience and specialised offering
CATEGORY DATA
Table 69 Off-trade Sales of Sports Drinks: Volume 2020-2025
Table 70 Off-trade Sales of Sports Drinks: Value 2020-2025
Table 71 Off-trade Sales of Sports Drinks: % Volume Growth 2020-2025
Table 72 Off-trade Sales of Sports Drinks: % Value Growth 2020-2025
Table 73 NBO Company Shares of Off-trade Sports Drinks: % Volume 2021-2025
Table 74 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2022-2025
Table 75 NBO Company Shares of Off-trade Sports Drinks: % Value 2021-2025
Table 76 LBN Brand Shares of Off-trade Sports Drinks: % Value 2022-2025
Table 77 Forecast Off-trade Sales of Sports Drinks: Volume 2025-2030
Table 78 Forecast Off-trade Sales of Sports Drinks: Value 2025-2030
Table 79 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2025-2030
Table 80 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
ENERGY DRINKS IN AUSTRIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
Energy drinks continues to deliver positive results despite challenges
INDUSTRY PERFORMANCE
Deposit scheme fails to curb the rise of energy drinks in Austria
New product development adds fuel to the category’s growth
WHAT’S NEXT?
Steady growth predicted for energy drinks despite rising health consciousness
Powder concentrates present a new threat to energy drinks
Debates on youth protection laws will continue
COMPETITIVE LANDSCAPE
Red Bull uses limited editions to capture attention and retain its lead
Hofer cuts the price of its Flying Power energy drinks to drive volume growth
CHANNELS
Supermarkets benefit from accessibility and reach
Vending and e-commerce tap into the demand for convenience
CATEGORY DATA
Table 81 Off-trade Sales of Energy Drinks: Volume 2020-2025
Table 82 Off-trade Sales of Energy Drinks: Value 2020-2025
Table 83 Off-trade Sales of Energy Drinks: % Volume Growth 2020-2025
Table 84 Off-trade Sales of Energy Drinks: % Value Growth 2020-2025
Table 85 NBO Company Shares of Off-trade Energy Drinks: % Volume 2021-2025
Table 86 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2022-2025
Table 87 NBO Company Shares of Off-trade Energy Drinks: % Value 2021-2025
Table 88 LBN Brand Shares of Off-trade Energy Drinks: % Value 2022-2025
Table 89 Forecast Off-trade Sales of Energy Drinks: Volume 2025-2030
Table 90 Forecast Off-trade Sales of Energy Drinks: Value 2025-2030
Table 91 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2025-2030
Table 92 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
CONCENTRATES IN AUSTRIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
Concentrates benefits from new deposit scheme
INDUSTRY PERFORMANCE
Concentrates benefits from new bottle deposit regulations
Liquid concentrates gaining appeal in the on-trade and off-trade
WHAT’S NEXT?
Upward trend in concentrates expected to continue
Plenty of untapped potential for new flavour variants in concentrates
Domestic brands and private label both pivotal to category growth
COMPETITIVE LANDSCAPE
Mautner Markhof extends its lead with a wide range of variants
Adolf Darbo finds success by promoting the premium quality of its syrups
CHANNELS
Supermarkets quick to respond to the impact of the new deposit scheme
E-commerce picks up share
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
CATEGORY DATA
Table 93 Off-trade Sales of Concentrates (RTD) by Category: Volume 2020-2025
Table 94 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2020-2025
Table 95 Off-trade Sales of Concentrates by Category: Value 2020-2025
Table 96 Off-trade Sales of Concentrates by Category: % Value Growth 2020-2025
Table 97 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2022-2025
Table 98 NBO Company Shares of Off-trade Concentrates: % Value 2021-2025
Table 99 LBN Brand Shares of Off-trade Concentrates: % Value 2022-2025
Table 100 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2021-2025
Table 101 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2022-2025
Table 102 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2021-2025
Table 103 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2022-2025
Table 104 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2025-2030
Table 105 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2025-2030
Table 106 Forecast Off-trade Sales of Concentrates by Category: Value 2025-2030
Table 107 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
RTD TEA IN AUSTRIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
RTD tea benefits from use of Tetra Pak packaging
INDUSTRY PERFORMANCE
RTD tea benefits from new deposit system and new product launches
Health and convenience inform performances within RTD tea
WHAT’S NEXT?
Positive outlook for RTD tea
Concentrates could present new competition to RTD tea
E-commerce set for further gains but from a small base
COMPETITIVE LANDSCAPE
Leader Rauch drives sales with new flavours and new packaging
Pfanner benefits from its use of Tetra Pak while Teekanne feeds off its healthy image
CHANNELS
Supermarkets remains the most popular distribution channel
Vending and e-commerce see further expansion but from a low base
CATEGORY DATA
Table 108 Off-trade Sales of RTD Tea by Category: Volume 2020-2025
Table 109 Off-trade Sales of RTD Tea by Category: Value 2020-2025
Table 110 Off-trade Sales of RTD Tea by Category: % Volume Growth 2020-2025
Table 111 Off-trade Sales of RTD Tea by Category: % Value Growth 2020-2025
Table 112 Leading Flavours for Off-trade RTD Tea: % Volume 2020-2025
Table 113 NBO Company Shares of Off-trade RTD Tea: % Volume 2021-2025
Table 114 LBN Brand Shares of Off-trade RTD Tea: % Volume 2022-2025
Table 115 NBO Company Shares of Off-trade RTD Tea: % Value 2021-2025
Table 116 LBN Brand Shares of Off-trade RTD Tea: % Value 2022-2025
Table 117 Forecast Off-trade Sales of RTD Tea by Category: Volume 2025-2030
Table 118 Forecast Off-trade Sales of RTD Tea by Category: Value 2025-2030
Table 119 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2025-2030
Table 120 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
RTD COFFEE IN AUSTRIA
KEY DATA FINDINGS
2025 DEVELOPMENTS
RTD coffee benefits from its convenience
INDUSTRY PERFORMANCE
On-the-go lifestyles drive demand for RTD coffee in Austria
More choice helping to fuel demand
WHAT’S NEXT?
Differentiation expected to drive demand for RTD coffee
The popularity of energy drinks is not expected to impact sales
Concentrates does not present serious competition for RTD coffee
COMPETITIVE LANDSCAPE
Emmi Austria defends its lead in RTD coffee with new product launches
Private label the big winner thanks to differentiated offering and low pricing
CHANNELS
Supermarkets dominate sales
E-commerce continues to make slow progress
CATEGORY DATA
Table 121 Off-trade Sales of RTD Coffee: Volume 2020-2025
Table 122 Off-trade Sales of RTD Coffee: Value 2020-2025
Table 123 Off-trade Sales of RTD Coffee: % Volume Growth 2020-2025
Table 124 Off-trade Sales of RTD Coffee: % Value Growth 2020-2025
Table 125 NBO Company Shares of Off-trade RTD Coffee: % Volume 2021-2025
Table 126 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2022-2025
Table 127 NBO Company Shares of Off-trade RTD Coffee: % Value 2021-2025
Table 128 LBN Brand Shares of Off-trade RTD Coffee: % Value 2022-2025
Table 129 Forecast Off-trade Sales of RTD Coffee: Volume 2025-2030
Table 130 Forecast Off-trade Sales of RTD Coffee: Value 2025-2030
Table 131 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2025-2030
Table 132 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER

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