Country Profile: Spirits Sector in Austria

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Published: August 31, 2017 Report Code: CS4740MF-ST

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GlobalData’s "Country Profile: Spirits Sector in Austria", provides insights on high growth markets to target, trends in the usage of packaging materials, category level distribution channel data and market share of brands.

The Austrian Spirits sector is being led by the Liqueurs category in both value and volume terms. Of the eight markets, Gin & Genever is forecast to register the fastest growth during 2016-2021, in value terms. Glass is the most commonly used package material in the sector while Rigid Plastics is forecast to register the fastest growth during 2016-2021. Bacardi Limited and Diageo PLC are the leading market players in the Spirits sector.

What else is contained?
– Market data: Overall market value and volume data with growth analysis for 2011-2021. The overall market value and volume included in the report is split on the basis of On-trade and Off-trade
– Category coverage: Value and growth analysis for Brandy, Gin & Genever, Liqueurs, Rum, Specialty Spirits, Tequila & Mezcal, Vodka, and Whiskey with inputs on individual category share within each market and the change in their market share forecast for 2016-2021
– Leading players: Market share of brands and private labels, including private label growth analysis from 2011-2016
– Distribution data: Percentage of sales within each market through distribution channels such as On-trade, Hypermarkets & Supermarkets, Convenience Stores, Food & Drinks Specialists, eRetailers and others
– Packaging data: consumption breakdown for package materials and pack types in each market, in terms of percentage share of number of units sold. Package material data for Glass, Flexible Packaging, Rigid Metal and others; pack type data for: Bottle and Stand Up Pouch.

Scope

– The Spirits sector in Austria is forecast to grow at 2.4% CAGR in value terms during 2016-2021

– The Gin & Genever market is forecast to register the fastest growth during 2016-2021

– On-trade transactions accounted for the leading share in the distribution of Spirits in Austria

– Eristoff accounts for the leading share in the Austrian Spirits sector

– Glass is the most commonly used package material in the Austrian Spirits sector.

Reasons to Buy

– Identify high potential categories and explore further market opportunities based on detailed value and volume analysis

– Existing and new players can analyze key distribution channels to identify and evaluate trends and opportunities

– Gain an understanding of the total competitive landscape based on detailed brand share analysis to plan effective market positioning

– Access the key and most influential consumer trends driving Spirits consumption, and how they influence consumer behavior in the market which will help determine the best audiences to target

– Our team of analysts have placed a significant emphasis on changes expected in the market that will provide a clear picture of the opportunities that can be tapped over the next five years, resulting in revenue expansion

– The packaging analysis report helps manufacturers, in identifying the most commonly used packaging materials in the sector

– Analysis on key macro-economic indicators such as GDP per capita, population (overall and breakdown by age), and consumer price index. It also covers a comparative analysis of political, economic, socio-demographic, and technological indicators (PEST) across 50 countries.

Bacardi-Martini GmbH
Diageo Capital plc
Henkell & Co. Sektkellerei KG
Hofer KG
Kirin Holdings
Lidl Austria GmbH
MARKANT CORP
Pernod Ricard S.A.
REWE Austria Touristik GmbH

Table of Contents

1. Report Scope 1

2. Executive summary 2

3. Austria in the global and regional context 3

3.1. Austria’s share in the Global and Western European Spirits sector 3

3.2. Austria compared to other leading countries in Western Europe 4

4. Market size analysis – Spirits sector 5

4.1. Value and volume analysis – Spirits sector in Austria 5

4.2. Per capita consumption – Austria compared to Western Europe and globally 6

4.3. Extent to which consumers are trading up/down 7

4.4. Value and volume analysis of markets in the Spirits sector 8

4.5. Growth analysis by markets 9

5. Market and category analysis 10

5.1. Per capita consumption analysis by markets 10

5.2. Market analysis: Brandy 11

5.3. Market analysis: Gin & Genever 14

5.4. Market analysis: Liqueurs 15

5.5. Market analysis: Rum 18

5.6. Market analysis: Specialty Spirits 21

5.7. Market analysis: Tequila & Mezcal 24

5.8. Market analysis: Vodka 25

5.9. Market analysis: Whiskey 28

6. Distribution analysis 31

6.1. Distribution channel share analysis: Spirits 31

6.2. Distribution channel share analysis: Brandy 32

6.3. Distribution channel share analysis: Gin & Genever 33

6.4. Distribution channel share analysis: Liqueurs 34

6.5. Distribution channel share analysis: Rum 35

6.6. Distribution channel share analysis: Specialty Spirits 36

6.7. Distribution channel share analysis: Tequila & Mezcal 37

6.8. Distribution channel share analysis: Vodka 38

6.9. Distribution channel share analysis: Whiskey 39

7. Competitive landscape 40

7.1. Brand share analysis by sector 40

7.2. Brand share analysis by markets 44

7.3. Brand share analysis by category 54

7.3.1. Brandy 54

7.3.2. Liqueurs 56

7.3.3. Rum 58

7.3.4. Specialty Spirits 59

7.3.5. Vodka 61

7.3.6. Whiskey 62

7.4. Private label share analysis 64

8. Packaging analysis 66

8.1. Packaging share and growth analysis by package material 66

8.2. Packaging share analysis by package material 67

8.3. Packaging share and growth analysis by pack type 68

8.4. Packaging share analysis by pack type 69

8.5. Packaging share and growth analysis by closure type 70

8.6. Packaging share analysis by closure type 71

8.7. Packaging share and growth analysis by primary outer type 72

8.8. Packaging share analysis by primary outer type 73

9. Macroeconomic analysis 74

9.1. GDP per Capita 77

9.2. Population and population growth 78

9.3. Consumer Price Index 79

9.4. Population breakdown by age 80

10. Consumergraphics 81

10.1. Consumption by Gender 81

10.2. Consumption by Age 82

10.3. Consumption by Education 83

10.4. Consumption by Urbanization 84

11. Methodology 85

12. Appendix 86

13. Definitions 86

14. About GlobalData 105

15. Disclaimer 106

16. Contact Us 107

Table

List of Tables

Table 1: Volume share of Austria in the global and Western Europe Spirits sector, 2011-2021 3

Table 2: Growth analysis by markets, 2016-2021 9

Table 3: Value analysis of Brandy market by categories, 2011-2021 12

Table 4: Volume analysis of Brandy market by categories, 2011-2021 13

Table 5: Value analysis of Liqueurs market by categories, 2011-2021 16

Table 6: Volume analysis of Liqueurs market by categories, 2011-2021 17

Table 7: Value analysis by of Rum market categories, 2011-2021 19

Table 8: Volume analysis of Rum market by categories, 2011-2021 20

Table 9: Value analysis of Specialty Spirits market by categories, 2011-2021 22

Table 10: Volume analysis of Specialty Spirits market by categories, 2011-2021 23

Table 11: Value analysis by of Vodka market categories, 2011-2021 26

Table 12: Volume analysis of Vodka market by categories, 2011-2021 27

Table 13: Value analysis of Whiskey market by categories, 2011-2021 29

Table 14: Volume analysis of Whiskey market by categories, 2011-2021 30

Table 15: Brand Volume – Spirits sector, 2016 41

Table 16: Brand Volume – Brandy market, 2016 44

Table 17: Brand Volume – Gin & Genever market, 2016 45

Table 18: Brand Volume – Liqueurs market, 2016 46

Table 19: Brand Volume – Rum market, 2016 48

Table 20: Brand Volume – Specialty Spirits market, 2016 49

Table 21: Brand Volume – Tequila & Mezcal market, 2016 50

Table 22: Brand Volume – Vodka market, 2016 51

Table 23: Brand Volume – Whiskey market, 2016 52

Table 24: Brand Volume – Armagnac category 54

Table 25: Brand Volume – Cognac category 54

Table 26: Brand Volume – Fruit Brandy category 54

Table 27: Brand Volume – Other Grape Brandy category, 2016 55

Table 28: Brand Volume – Bitters category, 2016 56

Table 29: Brand Volume – Cream Liqueurs category, 2016 56

Table 30: Brand Volume – Fruit Liqueurs category, 2016 56

Table 31: Brand Volume – Other Liqueurs category, 2016 57

Table 32: Brand Volume – Dark Rum category, 2016 58

Table 33: Brand Volume – Light Rum category, 2016 58

Table 34: Brand Volume – Ouzo category, 2016 59

Table 35: Brand Volume – Raki category, 2016 59

Table 36: Brand Volume – Rice-Based Spirits category, 2016 59

Table 37: Brand Volume – Sake category, 2016 59

Table 38: Brand Volume – Shochu category, 2016 59

Table 39: Brand Volume – Other Specialty Spirits category, 2016 60

Table 40: Brand Volume – Flavored Vodka category, 2016 61

Table 41: Brand Volume – Unflavored Vodka category, 2016 61

Table 42: Brand Volume – American Whiskey category, 2016 62

Table 43: Brand Volume – Canadian Whiskey category, 2016 62

Table 44: Brand Volume – Irish Whiskey category, 2016 62

Table 45: Brand Volume – Scotch Whisky category, 2016 63

Table 46: Brand Volume – Other Whiskey category, 2016 63

Table 47: Consumption of Spirits by Gender and markets (Million Liters, 2016) 81

Table 48: Consumption of Spirits by age and markets (Million Liters, 2016) 82

Table 49: Consumption of Spirits by education and markets (Million Liters, 2016) 83

Table 50: Consumption of Spirits by urbanization and markets (Million Liters, 2016) 84

Table 80: Market Definitions 86

Table 81: Category Definitions 87

Table 82: Channel Definitions 89

Table 51: Market Value for Brandy – by category (€ Million) 2011-2021 90

Table 52: Market Value for Brandy – by category (US$ Million) 2011-2021 90

Table 53: Market Volume for Brandy – by category (Million Liters) 2011-2021 91

Table 54: Market Value for Liqueurs – by category (€ Million) 2011-2021 91

Table 55: Market Value for Liqueurs – by category (US$ Million) 2011-2021 92

Table 56: Market Volume for Liqueurs – by category (Million Liters) 2011-2021 92

Table 57: Market Value for Rum – by category (€ Million) 2011-2021 93

Table 58: Market Value for Rum – by category (US$ Million) 2011-2021 93

Table 59: Market Volume for Rum – by category (Million Liters) 2011-2021 94

Table 60: Market Value for Specialty Spirits – by category (€ Million) 2011-2021 94

Table 61: Market Value for Specialty Spirits – by category (US$ Million) 2011-2021 95

Table 62: Market Volume for Specialty Spirits – by category (Million Liters) 2011-2021 96

Table 63: Market Value for Vodka – by category (€ Million) 2011-2021 96

Table 64: Market Value for Vodka – by category (US$ Million) 2011-2021 97

Table 65: Market Volume for Vodka – by category (Million Liters) 2011-2021 97

Table 66: Market Value for Whiskey – by category (€ Million) 2011-2021 98

Table 67: Market Value for Whiskey – by category (US$ Million) 2011-2021 98

Table 68: Market Volume for Whiskey – by category (Million Liters) 2011-2021 99

Table 69: Components of change – by Market 99

Table 70: Spirits Sales Distribution in Austria – by Markets (€ Million), 2016 100

Table 71: Package Material (in Million pack units) 101

Table 72: Pack Type (in Million pack units) 102

Table 73: Closure Type (in Million pack units) 102

Table 74: Primary Outer Type (in Million pack units) 102

Table 75: Exchange Rates: (US$-€), 2011-2021 103

Table 76: GDP Per Capita (€) 103

Table 77: Population 103

Table 78: Consumer Price Index 103

Table 79: Age Profile (Millions of Persons) 104

Figures

List of Figures

Figure 1: Austria compared to other top four countries in Western Europe – market size, growth, and competitive landscape 4

Figure 2: Market size analysis by value and volume, Spirits sector, 2011-2021 5

Figure 3: Per capita consumption in Austria compared to global and Western European average, 2011-2021 6

Figure 4: Degree of trading up/down in the Austrian Spirits sector, 2015-2016 7

Figure 5: Value and volume growth analysis by markets, 2016-2021 8

Figure 6: Per capita consumption (by markets) in Austria compared to global and Western European average, 2016 10

Figure 7: Value and volume growth analysis, Brandy market, 2011-2021 11

Figure 8: Value and volume growth analysis, Gin & Genever market, 2011-2021 14

Figure 9: Value and volume growth analysis, Liqueurs market, 2011-2021 15

Figure 10: Value and volume growth analysis, Rum market, 2011-2021 18

Figure 11: Value and volume growth analysis, Specialty Spirits market, 2011-2021 21

Figure 12: Value and volume growth analysis, Tequila & Mezcal market, 2011-2021 24

Figure 13: Value and volume growth analysis, Vodka market, 2011-2021 25

Figure 14: Value and volume growth analysis, Whiskey market, 2011-2021 28

Figure 15: Distribution channel share (Volume), Spirits, 2011-2016 31

Figure 16: Distribution channel share (Volume), Brandy market, 2011-2016 32

Figure 17: Distribution channel share (Volume), Gin & Genever market, 2011-2016 33

Figure 18: Distribution channel share (Volume), Liqueurs market, 2011-2016 34

Figure 19: Distribution channel share (Volume), Rum market, 2011-2016 35

Figure 20: Distribution channel share (Volume), Specialty Spirits market, 2011-2016 36

Figure 21: Distribution channel share (Volume), Tequila & Mezcal market, 2011-2016 37

Figure 22: Distribution channel share (Volume), Vodka market, 2011-2016 38

Figure 23: Distribution channel share (Volume), Whiskey market, 2011-2016 39

Figure 24: Leading brands in the Austrian Spirits sector, volume share, 2016 40

Figure 25: Leading brands in the Brandy market, volume share, 2016 44

Figure 26: Leading brands in the Gin & Genever market, volume share, 2016 45

Figure 27: Leading brands in the Liqueurs market, volume share, 2016 46

Figure 28: Leading brands in the Rum market, volume share, 2016 48

Figure 29: Leading brands in the Specialty Spirits market, volume share, 2016 49

Figure 30: Leading brands in the Tequila & Mezcal market, volume share, 2016 50

Figure 31: Leading brands in the Vodka market, volume share, 2016 51

Figure 32: Leading brands in the Whiskey market, volume share, 2016 52

Figure 33: Private label penetration by markets (value terms), 2016 64

Figure 34: Growth analysis, private label and brands, (2011-2016) 65

Figure 35: Packaging share and growth analysis by package material, 2011-2021 66

Figure 36: Use of package material by markets (in pack units), 2016 67

Figure 37: Packaging share and growth analysis by pack type, 2011-2021 68

Figure 38: Use of pack type by markets (in pack units), 2016 69

Figure 39: Packaging share and growth analysis by closure type, 2011-2021 70

Figure 40: Use of closure type by markets (in pack units), 2016 71

Figure 41: Packaging share and growth analysis by primary outer type, 2011-2021 72

Figure 42: Use of primary outer type by markets (in pack units), 2016 73

Figure 43: Relative comparison of countries based on PEST analysis 74

Figure 44: Austria’s GDP per capita, 2011-2016 77

Figure 45: Population growth in Austria, 2011-2016 78

Figure 46: Consumer Price Index, Austria, 2010-2016 79

Figure 47: Age Profile, Austria, 2016 80

Figure 48: Consumption of Spirits by Gender, Austria, 2016 81

Figure 49: Consumption of Spirits by age, Austria, 2016 82

Figure 50: Consumption of Spirits by education, Austria, 2016 83

Figure 51: Consumption of Spirits by urbanization, Austria, 2016 84

Figure 52: About GlobalData 105

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