Austria Beer Market Insights 2013




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Product Synopsis

A detailed market research report on the Austria beer industry. Researched and published by Canadean.

Introduction and Landscape

Why was the report written?

This report comprises of high level market research data on the Austrian beer industry, published by Canadean. The report covers total market (on- and off-premise) and includes valuable insight and analysis on beer market trends, brands, brewers, packaging, distribution channels, market valuation and pricing. 

What is the current market landscape and what is changing?

Beer consumption increased in 2012. There was little change in market segmentation with lager retaining its commanding position.

What are the key drivers behind recent market changes?

Radlers boosted the category as did the noticeable trend towards the individualization of beer consumption. People like to taste and enjoy different kinds of beers rather than drinking the same brand or even type of beer continuously.

What makes this report unique and essential to read?

The Austria Beer Market Insight report is designed for clients needing a quality in-depth understanding of the dynamics and structure of the Beer market. The report provides a much more granular and detailed data set than our competitors. All data has been researched, brand upwards, by an experienced 'on-the-ground' industry analyst who conducts face-to-face interviews with key producers, leading companies in allied industries, distributors and retailers.

Key Features and Benefits

  • This report provides readers with an excellent way of gaining a thorough understanding of the dynamics and structure of the Austria Beer industry. Data includes volumes from 2008 to 2012 plus forecasts for 2013, enabling historical and current trend analysis.
  • This report provides readers with in-depth market segmentation: mainstream, premium, super premium, discount, alcoholic strength, local segmentation, beer type.
  • This report provides data and analysis of the performance of both domestic and imported brands and reports on new product activity.
  • This report provides an analysis of industry structure, reports on company volumes and contains brewer profiles for major brewers
  • This report provides distribution channel data (on- vs off-premise) and discusses the latest trends in the key sub-channels. Packaging data includes consumption volumes by pack material, type, size, refillable vs non-refillable, multi-serve vs single serve. Market valuation data and pricing data, including beer consumption by price segment/distribution channel and selected consumer beer prices are also included.

Key Market Issues

  • Austria ranks second in the world for levels of per capita beer consumption, exceeded only by the Czech Republic and followed by Germany, Lithuania and Poland.
  • Although Europe is only slowly recovering from the economic crisis, Austria remains as one of the best performing countries despite having unemployment rates at the highest they have been since World War II.
  • Austria has a rich beer tradition. It holds one of the top positions in terms of per capita consumption and in terms of breweries per head of population.
  • Radler variants proving popular
  • The biggest export country remains Italy, taking around 27% of Austria's beer exports and increasing by 6% in 2012

Key Highlights

  • The continuing and all-pervading economic difficulties throughout Europe and most of the rest of the world have had a huge effect on consumer behavior, as people generally have to make their money go further. Private Label products offer a broadly cheaper alternative to brands and the more prolonged the economic situation has become, the more consumers are purchasing them
  • The biggest player in the Austrian beer market, Heineken, enjoyed a reasonably successful year in 2012, recording a gentle volume increase of just over 2%.
  • Refillable and non-refillable glass bottles continue to lead the market, with share of nearly 52%; 50cl refillable glass bottles were the most successful, holding fractionally under 40% of the total market share
  • Beer taxes stayed the same, but are something of a hot topic, since Austria's beer is heavily taxed in comparison to its neighboring countries of the EU
  • Most of Austria's beer is distributed through the off-premise channel, specifically the large modern retail sub channel