The evolving health trend in Austria is expected to drive sales of bottled water, with light/low calorie/low and no sugar alternatives gaining appeal in flavoured water over the forecast period. Consumers will be on the lookout for healthier alternatives to other soft drinks and so new developments in terms of flavour innovations will forge sales growth in volume and value terms.
As in other soft drinks categories, bottled water is and will predominantly be purchased through supermarkets as consumers value the large brand and product selections, frequent promotions and access to newly launched and seasonal products. Being able to conveniently purchase bottled water and/or return empty bottles during their regular grocery shopping trips serves as an added benefit which is likely to support the supermarket channel in bottled water.
Rising sales via the discounter channel could also increase private label share in bottled water, in the forecast period. However, this trend is set to limit future value growth due to the overall reduction in average unit prices and increased price pressures.
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Understand the latest market trends and future growth opportunities for the Bottled Water industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Bottled Water
This category is the aggregation of still bottled water (spring, mineral & purified), carbonated bottled water (spring, mineral & purified), flavoured bottled water and functional bottled water. Bulk bottled water is split out separately. It is defined as packaged drinking water – purified, spring or mineral – that is packaged in a container of 8 litres or larger. The bulk bottled water data types apply to Still Bottled Water and Carbonated Bottled Water but do not apply to functional or flavoured bottled water. Bulk water is classified according to the new Bulk retail volume and Bulk retail value data type regardless of channel of sale: bulk water sold via retail locations and bulk water delivered direct to a consumer’s home is included. Bulk water sold to institutions (offices, schools etc.) remains excluded.
See all of our definitionsThis report originates from Passport, our Bottled Water research and analysis database.
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