The Per capita consumption of Beer segment in Austria reached 101.04 Litres in 2022
The indicator recorded a historical decline (CAGR) of 1.59% between 2019 to 2022, and is expected to grow by...
GlobalData projects the indicator to decline at a CAGR of...
Beer segment in Austria
The beer & cider market consists of the retail sale of beer and cider. The beer segment consists of ale, dark beer, lager, stout, flavored beer, wheat beer, beer mixes, and seasonal beer. The cider segment consists of apple cider, flavored cider, pear cider, and seasonal cider.
The pandemic hampered consumers’ purchasing power immensely. However, it was the lower-price discount segment that registered the steepest decline in volumes in 2020. In large modern retail stores, the premium and super-premium price segments gained volumes, while the discount segment lost volumes, indicating that consumers scaled up their purchases in these stores. When on-premise channels were closed in 2020 amid the pandemic, consumers were driven to shop in retail stores where prices of beers and ciders were significantly lower compared to those in on-premise channels.
Category segmentation
The Beer market is categorized into five major segments – Standard lager, Premium lager, Low/no alcohol, Ales, stouts & bitters, and Specialty beer. Lager remained the most popular beer subcategory in Austria, followed by beer mixes and wheat beer. Volumes of wheat beer are mainly driven by consumption in the Salzburg region. Stout and ale registered steep declines, with consumers opting for beverages with unique formulations, which are often found within the beer mix category.
New product launches
Although the COVID-19 pandemic hampered sector volumes, manufacturers continued to introduce new products, underlining their commitment to expanding their assortments. For instance, Ottakringer alone introduced three new products, two of them being non-alcoholic beers. It also launched a strong beer, called Ottakringer Bock in 2020.
Amid the pandemic, e-commerce volumes surged in Austria. Home delivery and pick-up services grew. For instance, Schnips, a mobile application that was initially developed to suggest new restaurants and bars to its users, was redesigned to enable restaurant operators to serve consumers with pick-up and delivery services. Consumers order from an online menu, pay online and have their order delivered to their door.
Price segmentation
The discount segment lost volumes at a higher rate compared to other segments, suggesting a migration from it to other segments of Consumers moved towards premium and mainstream brands from discount brands as they shopped in off-premise channels more, driven by the closure of on-premise channels. Much lower prices in retail channels compared to on-premise channels encouraged them to scale up their product choices to higher-quality products, taking volumes away from the discount segment. On-trade forms the leading distribution channel in the Belgian beer market.
Who are the leading players?
Brau Union AG
Brau Union is the largest local operator in Austria, with volumes much higher than all other operators. It manufactures many major brands such as Goesser, Puntigamer, Zipfer, and Heineken.
Stieglbrauerei
Stiegl Goldbrau, the trademark brand that accounted for the majority of the company’s volumes in 2020. However, the combined volume of the company’s no-alcohol drinks grew in 2020. The company also launched a new regular strength beer, named Stiegl Hell in 2020.
Egger Getraenke
Egger Getraenke is a beer manufacturer that deals predominantly with discount beers. Egger derives a notable share of volumes from low-alcohol brands. Egger Radler, one of these brands and a beer mix in the discount price segment, was the company’s most resilient brand. Almradler is its only mainstream brand. The company’s volumes declined at a double-digit rate (YoY) in 2020. Egger Maerzen, the company’s largest brand, lost volumes in the year.
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