Comprising of textual analysis and data tables, this in-depth and exclusive country report from Canadean provides a comprehensive view of the cider industry structure including analysis and profiles on trade mark owners and local operators. Brand volumes and market share are given by price segment, alcoholic strength and type (e.g. apple, pear). Consumption volumes are provided by pack mix (type, material, refill ability, pack size) and distribution channel (on- and off-premise). Other information includes market valuation/pricing data. All supported by market commentary.
Introduction and Landscape
Why was the report written?
The 2013 Austria Cider Market Insights report is a high level market research report on the Austrian cider industry. Published by Canadean, this report provides an excellent way of gaining an in-depth understanding of the dynamics and structure of the market. The report covers total market (on- and off-premise) and includes valuable insight and analysis on cider market trends, brands, brewers, packaging, distribution channels, market valuation and pricing.
What is the current market landscape and what is changing?
The cider category is not yet established in Austria and volumes are very low. This fledgling category experienced minor growth in 2012 but it was not significant. There were some launches in 2012 of new brands.
What are the key drivers behind recent market changes?
A few companies are seeing an opportunity in the, as yet un-established, Austrian cider market which is why some new launches were seen.
What makes this report unique and essential to read?
The Austria Cider Market Insight report is designed for clients needing a quality in-depth understanding of the dynamics and structure of the cider market. The report provides a much more granular and detailed data set than our competitors.
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 cider market.
- This report provides readers with in-depth data on market segmentation: mainstream, premium, super premium, discount; alcoholic strength; type.
- This report provides data and analysis of the performance of both domestic and imported brands and reports on new product activity in 2012.
- This report provides an analysis of industry structure, reports on company volumes and selected company profiles
- 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. Market valuation data and selected pricing data are also included.
Key Market Issues
- Local cider is not particularly trendy, and is sold at the farm gate. Any growth in the tiny market comes from imported brands.
- One of the new brands, Goldkehlchen, is trying to reach out to city dwellers and bar customers, this brand available in 33cl nr glass bottles is positioned for the trendy summer after work drinks market.
- The two new brands, Goldkehlchen aimed at trendy city dweller and Manfred Fauster selling cider directly from the producer, may be able to create some much needed buzz for the category.
- Cider is seen as an alternative to beer and the launches of beer mixes, which are aimed towards female drinkers, could provide competition for the very small cider category.
- Some effort has been made to adapt local ciders to better match modern day consumer audience demands. Pear Dream (from Mostviertler), for example, is a lighter (3.5% Abv), more fruity cider with soft carbonation. It is targeted at female drinkers and younger consumers.
- Imported international brands drove the modest growth seen in 2012. These tend to be seen in urban areas and is reliant on pub sales.
- Summer 2013 could see the category progress as imported cider is seen as an alternative to beer and efforts are being made to attract female drinkers.
- In terms of brands Austria does not have a lot of variety to offer. Strongbow and Magners are pretty much the only big brands available.
- Most of Austria's cider volume comes from local cider makers, which are usually included within domestic farms, who's name they carry.