Table of Contents
Packaged Food in Austria - Industry Overview
EXECUTIVE SUMMARY
Growth set to peak in 2011 for packaged food in Austria
Convenience and healthy food the dominant themes in 2011
Domestic players threatened by international competitors
Discounters feel the pinch as consumer confidence picks up
Slow growth forecast
KEY TRENDS AND DEVELOPMENTS
Austria struggles with rising obesity rate
Fragmentation prevails despite small gains for international companies
Return to home cooking
Austrian consumers branch out from traditional cuisines
Improving employment rate symbolises end of the crisis
FOODSERVICE – KEY TRENDS AND DEVELOPMENTS
Headlines
Trends
Competitive Landscape
Prospects
Category Data
IMPULSE AND INDULGENCE PRODUCTS – KEY TRENDS AND DEVELOPMENTS
Headlines
Trends
Competitive Landscape
Prospects
Category Data
NUTRITION/STAPLES – KEY TRENDS AND DEVELOPMENTS
Headlines
Trends
Competitive Landscape
Prospects
Category Data
MEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTS
Headlines
Trends
Competitive Landscape
Prospects
Category Data
MARKET DATA
Table 35Sales of Packaged Food by Category: Volume 2006-2011
Table 36Sales of Packaged Food by Category: Value 2006-2011
Table 37Sales of Packaged Food by Category: % Volume Growth 2006-2011
Table 38Sales of Packaged Food by Category: % Value Growth 2006-2011
Table 39GBO Shares of Packaged Food 2006-2010
Table 40NBO Shares of Packaged Food 2006-2010
Table 41NBO Brand Shares of Packaged Food 2007-2010
Table 42Penetration of Private Label by Category 2006-2011
Table 43Sales of Packaged Food by Distribution Format: % Analysis 2006-2011
Table 44Sales of Packaged Food by Category and Distribution Format: % Analysis 2011
Table 45Forecast Sales of Packaged Food by Category: Volume 2011-2016
Table 46Forecast Sales of Packaged Food by Category: Value 2011-2016
Table 47Forecast Sales of Packaged Food by Category: % Volume Growth 2011-2016
Table 48Forecast Sales of Packaged Food by Category: % Value Growth 2011-2016
DEFINITIONS
SOURCES
Summary 1Research Sources
Packaged Food in Austria - Company Profiles
Berglandmilch GmbH in Packaged Food (Austria)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 4Berglandmilch GmbH: Production Statistics 2010
COMPETITIVE POSITIONING
Summary 5Berglandmilch GmbH: Competitive Position 2010
Felix Austria GmbH in Packaged Food (Austria)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 8Felix Austria GmbH: Production Statistics 2010
COMPETITIVE POSITIONING
Summary 9Felix Austria GmbH: Competitive Position 2010
Frisch & Frost Nahrungsmittel GmbH in Packaged Food (Austria)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 12Frisch & Frost Nahrungsmittel GmbH: Processing Statistics 2010
COMPETITIVE POSITIONING
Summary 13Frisch & Frost Nahrungsmittel GmbH: Competitive Position 2010
Kelly GmbH in Packaged Food (Austria)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 16Kelly GmbH: Production Statistics 2010
COMPETITIVE POSITIONING
Summary 17Kelly GmbH: Competitive Position 2010
KRÖSWANG GmbH in Packaged Food (Austria)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Manner & Comp AG, Josef in Packaged Food (Austria)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 22Josef Manner & Comp AG: Production Statistics 2010
COMPETITIVE POSITIONING
Summary 23Josef Manner & Comp AG: Competitive Position 2010
Maresi Austria GmbH in Packaged Food (Austria)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 26Maresi Austria GmbH: Competitive Position 2010
Pizza & Baguette GmbH in Packaged Food (Austria)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 29Pizza & Baguette GmbH: Production Processing Statistics 2010
COMPETITIVE POSITIONING
Resch & Frisch Franchise GmbH in Packaged Food (Austria)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Wiesbauer Gourmet Gastro GmbH in Packaged Food (Austria)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 34Wiesbauer Holding: Distribution Statistics 2010
COMPETITIVE POSITIONING
Baby Food in Austria - Category Analysis
HEADLINES
TRENDS
The value growth of baby food in Austria is expected to remain positive in 2011. This is likely to be caused by a series of new product launches of drinking milk products, snacks and meals for children from three years on and further developments of drinking milk to correspond best to breast milk.
COMPETITIVE LANDSCAPE
Hipp Gmbh led baby food in 2010 with its brand Hipp, closely followed by Milupa GmbH with the brands Milumil, Milupa and Aptamil. Both companies enjoy wide acceptance and confidence within the consumers’ opinion. Milupa GmbH saw the biggest increase in value sales due to new products launched for children from two and three years on.
PROSPECTS
Baby food is expected to see a constant value CAGR of 2% in the forecast period. The category is developing positively due to new product developments for children from two and three years on. Parents demand the best for their babies and accordingly children.
CATEGORY DATA
Table 49Sales of Baby Food by Category: Volume 2006-2011
Table 50Sales of Baby Food by Category: Value 2006-2011
Table 51Sales of Baby Food by Category: % Volume Growth 2006-2011
Table 52Sales of Baby Food by Category: % Value Growth 2006-2011
Table 53Soy-based Vs Dairy-based Special Baby Milk Formula % Breakdown 2010
Table 54Baby Food Company Shares 2006-2010
Table 55Baby Food Brand Shares 2007-2010
Table 56Sales of Baby Food by Distribution Format: % Analysis 2006-2011
Table 57Forecast Sales of Baby Food by Category: Volume 2011-2016
Table 58Forecast Sales of Baby Food by Category: Value 2011-2016
Table 59Forecast Sales of Baby Food by Category: % Volume Growth 2011-2016
Table 60Forecast Sales of Baby Food by Category: % Value Growth 2011-2016
Baked Goods in Austria - Category Analysis
HEADLINES
TRENDS
All-time high commodity prices were the biggest concern for manufacturers of baked goods in 2011. Against industry-wide assumptions, the situation deteriorated compared with late 2010. Prices of several raw materials, including wheat, sugar and cocoa, peaked in early 2011, and left manufacturers facing a dilemma. Because prices had already increased by 5% in late 2010, manufacturers were wary of passing on higher production costs to consumers, for fear of losing custom. Whilst bigger players could at least partially absorb higher costs through an increase in productivity and efficiency, smaller manufacturers were faced with yet another threat to their profitability.
COMPETITIVE LANDSCAPE
In 2010 baked goods continued to be dominated by artisanal products, with a share of 83%. Whilst the Austrian bakery industry is still highly fragmented, and dominated by independent small manufacturers, bakery chains have continuously strengthened their presence. Amongst the most successful chained bakeries are Anker by Ankerbrot, Der Mann by Bäckerei & Konditorei, Ströck by Ströck-Brot and Der Bäcker Ruetz by Bäcker Ruetz. The second biggest player in baked goods in 2010 was Ankerbrot with a 3% value share, followed by Rudolf Ölz Meisterbäcker with 2%. Both manufacturers produce packaged bread, cakes and pastries.
PROSPECTS
The future development of commodity prices is uncertain. It is, however, expected that prices will remain high, at least in the short term. Even if the currently fierce situation in commodity markets cools off again, it is likely that manufacturers will have to face increased volatility and uncertainty in the long term. This is expected to have a major impact on the future retail landscape for baked goods, as rising commodity prices are unlikely to be directly reflected in higher retail prices. Whilst large manufacturers are more likely to withstand this development thanks to their economies of scale and their stronger bargaining power when it comes to the negotiation of commodity contracts, smaller and independent players will suffer. It is therefore expected that the already ongoing extinction of traditional bakeries will accelerate over the forecast period. Chained bakeries and in-store bakeries supplied by large manufacturers are expected to prosper, on the other hand.
CATEGORY DATA
Table 61Sales of Baked Goods by Category: Volume 2006-2011
Table 62Sales of Baked Goods by Category: Value 2006-2011
Table 63Sales of Baked Goods by Category: % Volume Growth 2006-2011
Table 64Sales of Baked Goods by Category: % Value Growth 2006-2011
Table 65Packaged/Industrial Bread by Type: % Value Breakdown 2006-2011
Table 66Packaged/Industrial Cakes: Single Portion vs Multi-pack % Breakdown by Type 2006-2011
Table 67Baked Goods Company Shares 2006-2010
Table 68Baked Goods Brand Shares 2007-2010
Table 69Sales of Baked Goods by Distribution Format: % Analysis 2006-2011
Table 70Forecast Sales of Baked Goods by Category: Volume 2011-2016
Table 71Forecast Sales of Baked Goods by Category: Value 2011-2016
Table 72Forecast Sales of Baked Goods by Category: % Volume Growth 2011-2016
Table 73Forecast Sales of Baked Goods by Category: % Value Growth 2011-2016
Biscuits in Austria - Category Analysis
HEADLINES
TRENDS
Sales of biscuits are expected to be driven by cookies in 2011, which is experiencing great popularity due to Milka Cookies from Kraft Foods. The success of Milka ChocoCookies stems from both consumers’ curiosity for international flavours and products, and Milka’s strong brand reputation in Austria.
COMPETITIVE LANDSCAPE
Bahlsen continued to lead biscuits with a 19% share of value sales in 2010, followed by Josef Manner in second place with 15% and Kraft Foods in third place with 6%. Bahlsen derives its leading position from its strong presence in sweet biscuits. In 2010 it led sandwich biscuits with a 39% value share, plain biscuits with a 38% share and chocolate-coated biscuits with a 19% share. Josef Manner’s second place stemmed from its leading position in filled biscuits, in which it held a value share of 36% with its popular Manner Schnitten.
PROSPECTS
The prevalent health trend in Austria is likely to impact the consumption of biscuits over the forecast period. Whilst consumers are unlikely to abstain from purchasing sweet and savoury biscuits completely, it is expected that a shift from quantity to quality will take place, and Austrians will consume biscuits more consciously. Therefore, retail volume sales of biscuits are anticipated to decline slightly by the end of the forecast period, with value sales remaining stagnant. With the health trend likely to become increasingly evident over the next few years, the expected performance of biscuits in volume terms represents a decline compared with the review period CAGR.
CATEGORY DATA
Table 74Sales of Biscuits by Category: Volume 2006-2011
Table 75Sales of Biscuits by Category: Value 2006-2011
Table 76Sales of Biscuits by Category: % Volume Growth 2006-2011
Table 77Sales of Biscuits by Category: % Value Growth 2006-2011
Table 78Biscuits Company Shares 2006-2010
Table 79Biscuits Brand Shares 2007-2010
Table 80Sales of Biscuits by Distribution Format: % Analysis 2006-2011
Table 81Forecast Sales of Biscuits by Category: Volume 2011-2016
Table 82Forecast Sales of Biscuits by Category: Value 2011-2016
Table 83Forecast Sales of Biscuits by Category: % Volume Growth 2011-2016
Table 84Forecast Sales of Biscuits by Category: % Value Growth 2011-2016
Breakfast Cereals in Austria - Category Analysis
HEADLINES
TRENDS
Although taste remains the most important criterion in the purchasing decision for breakfast cereals, health is another important factor. As the rates of people who are overweight and obese are rising in Austria, so are health campaigns and consulting services by nutritionists and health professionals. Many of them are questioning the nutritional composition of cereals, as the majority contain high levels of sugar, salt and fat. Numerous product tests by consumer protection organisations confirmed this concern. As families is a key consumer group for breakfast cereals, and most parents want to ensure that their children start the day with a healthy meal, products targeted towards children were hit strongest by this criticism. However, it seems manufacturers have already responded to this concern, as more and more product launches contain reduced levels of salt and sugar.
COMPETITIVE LANDSCAPE
In 2010 a change in leadership took place in breakfast cereals: Nestlé managed to outperform Kellogg for the first time, leading the category with a 20% value share. However, Nestlé’s margin over Kellogg was only minimal. Apparently, Nestlé’s focus on health, reflected in its wholemeal guarantee across all its cereal products, and the good balance between taste and health, gave the company the edge over its main rival.
PROSPECTS
It is expected that the health trend will continue to influence developments in breakfast cereals over the forecast period, particularly following the negative press received towards the end of the review period with regard to the unhealthy properties of traditional cereals. Natural, less processed and functional products, in the sense of offering great taste and health benefits at the same time, are therefore expected to drive sales over the forecast period.
CATEGORY DATA
Table 85Sales of Breakfast Cereals by Category: Volume 2006-2011
Table 86Sales of Breakfast Cereals by Category: Value 2006-2011
Table 87Sales of Breakfast Cereals by Category: % Volume Growth 2006-2011
Table 88Sales of Breakfast Cereals by Category: % Value Growth 2006-2011
Table 89Breakfast Cereals Company Shares 2006-2010
Table 90Breakfast Cereals Brand Shares 2007-2010
Table 91Sales of Breakfast Cereals by Distribution Format: % Analysis 2006-2011
Table 92Forecast Sales of Breakfast Cereals by Category: Volume 2011-2016
Table 93Forecast Sales of Breakfast Cereals by Category: Value 2011-2016
Table 94Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2011-2016
Table 95Forecast Sales of Breakfast Cereals by Category: % Value Growth 2011-2016
Canned/Preserved Food in Austria - Category Analysis
HEADLINES
TRENDS
Convenience remains the main trend impacting growth in canned/preserved food as this type of product is very easy to store and quick to prepare. However, consumers have started demanding more natural ingredients in packaged food overall and in canned/preserved food specifically. As manufacturers have successfully responded to this trend, current value sales of canned/preserved food are expected to increase by 3% and volume sales by 2% to reach €219 million and 49,800 tonnes in 2011.
COMPETITIVE LANDSCAPE
Maresi Austria led canned/preserved food in 2010 with an 18% value share, followed at a distance by Transagent Lehag with a 9% share. Maresi Austria ranked first with its brand Inzersdorfer, featuring a wide range of mainly traditional Austrian canned/preserved food. Transagent Lehag’s strength is in its canned/preserved fish brand Vier Diamanten. With a 7% value share, Bonduelle ranks third with its beans and vegetables products.
PROSPECTS
As manufacturers of canned/preserved foods invent new packaging that resembles chilled processed food, the category is expected to continue growing at 2% constant value and volume CAGRs to reach €240 million and 53,700 tonnes in 2016. Many canned/preserved food manufacturers expecting to face the strong competition from chilled processed food already became active in chilled processed food segment food over the review period and are likely to focus even more on chilled processed food over the forecast period.
CATEGORY DATA
Table 96Sales of Canned/Preserved Food by Category: Volume 2006-2011
Table 97Sales of Canned/Preserved Food by Category: Value 2006-2011
Table 98Sales of Canned/Preserved Food by Category: % Volume Growth 2006-2011
Table 99Sales of Canned/Preserved Food by Category: % Value Growth 2006-2011
Table 100Canned/Preserved Food Company Shares 2006-2010
Table 101Canned/Preserved Food Brand Shares 2007-2010
Table 102Sales of Canned/Preserved Food by Distribution Format: % Analysis 2006-2011
Table 103Forecast Sales of Canned/Preserved Food by Category: Volume 2011-2016
Table 104Forecast Sales of Canned/Preserved Food by Category: Value 2011-2016
Table 105Forecast Sales of Canned/Preserved Food by Category: % Volume Growth 2011-2016
Table 106Forecast Sales of Canned/Preserved Food by Category: % Value Growth 2011-2016
Summary 35Other Canned/Preserved Food: Product Types
Cheese in Austria - Category Analysis
HEADLINES
TRENDS
In 2011, the value sales decline is expected to be less significant compared to 2010 for cheese in Austria, while volume sales are likely to grow very slightly. Continuous sales promotions on different products are raising sales in general and affecting positively the development of retail volume, although competitive pricing will continue to pressurise value sales.
COMPETITIVE LANDSCAPE
Berglandmilch GmbH led cheese with a 31% value share in 2010, followed by Gebrüder Woerle GesmbH with 13%. Berglandmilch GmbH is launching regularly new products and activating consumers through marketing campaigns. Furthermore, it strengthened its position in buying Tirol Milch GmbH in 2011.
PROSPECTS
The cheese category is expected to grow. The manufacturers are developing innovative products and different flavours that address consumers on different levels and according to different trends. The strongest trend is convenience and low fat due to a rising number of single households. Packaging of products is changing and adapting to the needs of single households. Meanwhile, cheese’s prices are expected to rise in the forecast period, but at rather slow rate in total due to continuous sales promotions and the competition from private label products.
CATEGORY DATA
Table 107Sales of Cheese by Category: Volume 2006-2011
Table 108Sales of Cheese by Category: Value 2006-2011
Table 109Sales of Cheese by Category: % Volume Growth 2006-2011
Table 110Sales of Cheese by Category: % Value Growth 2006-2011
Table 111Spreadable Processed Cheese by Type: % Value Breakdown 2006-2011
Table 112Unprocessed Cheese by Type: % Value Breakdown 2009-2010
Table 113Cheese Company Shares 2006-2010
Table 114Cheese Brand Shares 2007-2010
Table 115Sales of Cheese by Distribution Format: % Analysis 2006-2011
Table 116Forecast Sales of Cheese by Category: Volume 2011-2016
Table 117Forecast Sales of Cheese by Category: Value 2011-2016
Table 118Forecast Sales of Cheese by Category: % Volume Growth 2011-2016
Table 119Forecast Sales of Cheese by Category: % Value Growth 2011-2016
Chilled Processed Food in Austria - Category Analysis
HEADLINES
TRENDS
Just as with other packaged food categories, chilled processed food is also affected by the trend towards healthy ingredients and sustainable processes. When it comes to chilled processed fish/seafood and processed meat, consumers pay attention to what these animals are being fed and the conditions under which they are being kept. As the economic crisis ended in 2011, consumers have prioritised quality over their budget and therefore tend to read the food label before examining the price tag.
COMPETITIVE LANDSCAPE
Hofer was the leader in chilled processed food with a 12% value share followed by Tann Fleischwarenindustrie- & Handels with 8%. The discounter Hofer gathered its share from different private label products in chilled fish/seafood, chilled processed meat, chilled/fresh pasta as well as chilled ready meals. Tann Fleischwarenindustrie- & Handels derived its second rank purely due to its products in chilled processed meat.
PROSPECTS
As the amount of consumers who would wish to lose weight but, at the same time, do not want to relinquish their favourite foods is expected to increase, sales of chilled processed food are expected to continue increasing at a constant value CAGR of 3% and a volume CAGR of 2%, to reach €924 million and 97,600 tonnes in 2016. For example, the Weight Watcher “Was ich will” (translates to ‘what I want’) product range is likely to expand in chilled processed as well as other types of processed and preserved foods.
CATEGORY DATA
Table 120Sales of Chilled Processed Food by Category: Volume 2006-2011
Table 121Sales of Chilled Processed Food by Category: Value 2006-2011
Table 122Sales of Chilled Processed Food by Category: % Volume Growth 2006-2011
Table 123Sales of Chilled Processed Food by Category: % Value Growth 2006-2011
Table 124Chilled Processed Meat by Type: % Value Breakdown 2006-2011
Table 125Chilled Processed Meat: % Share of Chilled Meat Substitute 2006-2011
Table 126Chilled Processed Food Company Shares 2006-2010
Table 127Chilled Processed Food Brand Shares 2007-2010
Table 128Sales of Chilled Processed Food by Distribution Format: % Analysis 2006-2011
Table 129Forecast Sales of Chilled Processed Food by Category: Volume 2011-2016
Table 130Forecast Sales of Chilled Processed Food by Category: Value 2011-2016
Table 131Forecast Sales of Chilled Processed Food by Category: % Volume Growth 2011-2016
Table 132Forecast Sales of Chilled Processed Food by Category: % Value Growth 2011-2016
Chocolate Confectionery in Austria - Category Analysis
HEADLINES
TRENDS
Chocolate confectionery was faced with a number of challenges in 2011, including all-time high prices for most key ingredients, such as cocoa, sugar, milk and soy. This forced players to increase unit prices. However, in order to avoid consumers turning to cheaper products, the industry-wide trend of reducing pack sizes rather than the actual price on the shelf continued. In addition, value growth was positively impacted by consumers’ increasing demand for premium products.
COMPETITIVE LANDSCAPE
Kraft Foods maintained its leading position in chocolate confectionery in 2010, far ahead of Ferrero and Lindt & Sprüngli. The success of Kraft Foods builds on its iconic brand Milka, through which the company has managed to establish a broad and loyal customer base. Given the prevalent trend of authenticity and regionality, the brand’s strong focus on provenance and quality seems to be more relevant than ever.
PROSPECTS
The prices of many key ingredients for chocolate confectionery, and particularly those of cocoa, are expected to increase further, at least over the short term. According to trade sources, cocoa prices are likely to peak by mid-2012, before settling down at a still higher level than in 2011. As the majority of manufacturers will be unable to bear the increasing costs to the full extent, most chocolate confectionery, especially products with high chocolate content, such as pralines, is likely to become noticeably more expensive for consumers over the forecast period.
CATEGORY DATA
Table 133Sales of Chocolate Confectionery by Category: Volume 2006-2011
Table 134Sales of Chocolate Confectionery by Category: Value 2006-2011
Table 135Sales of Chocolate Confectionery by Category: % Volume Growth 2006-2011
Table 136Sales of Chocolate Confectionery by Category: % Value Growth 2006-2011
Table 137Chocolate Tablets by Type: % Value Breakdown 2006-2011
Table 138Chocolate Confectionery Company Shares 2006-2010
Table 139Chocolate Confectionery Brand Shares 2007-2010
Table 140Sales of Chocolate Confectionery by Distribution Format: % Analysis 2006-2011
Table 141Forecast Sales of Chocolate Confectionery by Category: Volume 2011-2016
Table 142Forecast Sales of Chocolate Confectionery by Category: Value 2011-2016
Table 143Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2011-2016
Table 144Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2011-2016
Summary 36Other Chocolate Confectionery: Product Types
Dried Processed Food in Austria - Category Analysis
HEADLINES
TRENDS
The main trend in 2011 toward more consumption of Asian food including dried rice and noodle products. Most consumers get their first interest in Asian food from travelling to the Far East or due to the reputation of Asian food to be healthy. However, most consumers lack cooking skills, especially for Asian food, and therefore consumer-processed products are especially attractive. This has led dried processed food sales to see an expected 3% rise in value and 2% rise in volume to reach €230 million and 56,100 tonnes in 2011.
COMPETITIVE LANDSCAPE
Unilever Austria led dried processed food in 2010 with a 23% value share followed by Nestlé Österreich with 13%. The leader gained its position from its presence and innovations in dehydrated soups, dried ready meals, instant noodles and instant soups with Knorr. The second ranked company relies on strong brands in dehydrated soups, dried pasta, dried ready meals and instant noodles.
PROSPECTS
As manufacturers are expected to continue launching even healthier and more convenient dried processed food products, sales of dried processed food are expected to continue increasing at constant value and volume CAGRs of 2% to reach €250 million and 61,800 tonnes in 2016. There is still market potential in this category within the rather mature packaged food market.
CATEGORY DATA
Table 145Sales of Dried Processed Food by Category: Volume 2006-2011
Table 146Sales of Dried Processed Food by Category: Value 2006-2011
Table 147Sales of Dried Processed Food by Category: % Volume Growth 2006-2011
Table 148Sales of Dried Processed Food by Category: % Value Growth 2006-2011
Table 149Dried Processed Food Company Shares 2006-2010
Table 150Dried Processed Food Brand Shares 2007-2010
Table 151Sales of Dried Processed Food by Distribution Format: % Analysis 2006-2011
Table 152Forecast Sales of Dried Processed Food by Category: Volume 2011-2016
Table 153Forecast Sales of Dried Processed Food by Category: Value 2011-2016
Table 154Forecast Sales of Dried Processed Food by Category: % Volume Growth 2011-2016
Table 155Forecast Sales of Dried Processed Food by Category: % Value Growth 2011-2016
Drinking Milk Products in Austria - Category Analysis
HEADLINES
TRENDS
Drinking milk products is already mature in Austria and volume growth in general slowed down or even went into a decline towards 2011. Nonetheless, the decrease of drinking milk products slowed down in the review period due to an increasing demand for organic and lactose-free products as well as soy-based dairy. Furthermore, the industry started an initiative and marketing activities for hay dairy from Austria. Value growth therefore is expected to decline less strongly in 2011. Meanwhile, volume growth is predicted to improve for products deemed healthier such as soy milk and milk, and decline or stay negative for products such as powder milk and long-life/UHT milk.
COMPETITIVE LANDSCAPE
Berglandmilch GmbH led branded drinking milk products in 2010 with an 18% value share, followed by Niederösterreichische Milch Holding AG. However, in total GBO terms, private label held the highest share starting with Hofer GmbH & Co KG, followed by Billa AG and Spar Österreichische Warenhandels AG.
PROSPECTS
New initiatives and marketing campaigns to strengthen the position of regional and traditional Austrian drinking milk products, especially hay dairy, will keep the category stable within the forecast period. Consumers are likely to demand more and more natural organic or regional drinking milk products. The industry will develop more organic drinking milk products to address the consumer interest.
CATEGORY DATA
Table 156Sales of Drinking Milk Products by Category: Volume 2006-2011
Table 157Sales of Drinking Milk Products by Category: Value 2006-2011
Table 158Sales of Drinking Milk Products by Category: % Volume Growth 2006-2011
Table 159Sales of Drinking Milk Products by Category: % Value Growth 2006-2011
Table 160Chilled Vs Ambient Flavoured Milk Drinks: % Volume Analysis 2007-2010
Table 161Milk by Type: % Value Breakdown 2007-2010
Table 162Drinking Milk Products Company Shares 2006-2010
Table 163Drinking Milk Products Brand Shares 2007-2010
Table 164Sales of Drinking Milk Products by Distribution Format: % Analysis 2006-2011
Table 165Forecast Sales of Drinking Milk Products Products by Category: Volume 2011-2016
Table 166Forecast Sales of Drinking Milk Products Products by Category: Value 2011-2016
Table 167Forecast Sales of Drinking Milk Products Products by Category: % Volume Growth 2011-2016
Table 168Forecast Sales of Drinking Milk Products Products by Category: % Value Growth 2011-2016
Frozen Processed Food in Austria - Category Analysis
HEADLINES
TRENDS
New product launches remain the reason for the strong value growth in frozen processed food. The average time for product development is estimated to be between six and nine months. On average, each competitor launches 8-15 new products per year. In 2011, there is a trend towards healthy food and consumers want to know where the products come from and for them to be free from artificial colorants, preservatives and flavours.
COMPETITIVE LANDSCAPE
Iglo Austria remained the uncontested leader in frozen processed food shares in 2010 with a strong 40% value share and is present in many different frozen processed food categories. Furthermore, the company proved itself again as a very strong leading inventor. The second ranked company Dr August Oetker Nahrungsmittel only reached an 8% share in 2010 with its Oetker brand, mainly based on frozen pizza sales.
PROSPECTS
As companies are likely to continue inventing but consumers are expected to flock around a certain range and specific types of new product developments, growth of frozen processed food sales is expected to slow down to reach a constant value CAGR of 2% and a volume CAGR of 1%, amounting to €579 million and 89,900 tonnes in 2016. Additionally, new product developments are likely to be copied by private label manufacturers that offer food similar in quality but lower in price.
CATEGORY DATA
Table 169Sales of Frozen Processed Food by Category: Volume 2006-2011
Table 170Sales of Frozen Processed Food by Category: Value 2006-2011
Table 171Sales of Frozen Processed Food by Category: % Volume Growth 2006-2011
Table 172Sales of Frozen Processed Food by Category: % Value Growth 2006-2011
Table 173Frozen Processed Fish/Seafood by Type: % Value Breakdown 2006-2011
Table 174Frozen Processed Poultry by Type: % Value Breakdown 2006-2011
Table 175Frozen Processed Red Meat by Type: % Value Breakdown 2006-2011
Table 176Frozen Processed Vegetables by Type: % Value Breakdown 2006-2011
Table 177Other Frozen Processed Food by Type: % Value Breakdown 2006-2011
Table 178Frozen Processed Food Company Shares 2006-2010
Table 179Frozen Processed Food Brand Shares 2007-2010
Table 180Sales of Frozen Processed Food by Distribution Format: % Analysis 2006-2011
Table 181Forecast Sales of Frozen Processed Food by Category: Volume 2011-2016
Table 182Forecast Sales of Frozen Processed Food by Category: Value 2011-2016
Table 183Forecast Sales of Frozen Processed Food by Category: % Volume Growth 2011-2016
Table 184Forecast Sales of Frozen Processed Food by Category: % Value Growth 2011-2016
Summary 37Other Frozen Processed Food: Product Types
Gum in Austria - Category Analysis
HEADLINES
TRENDS
Current value growth of gum in 2011 is expected to be significantly stronger than the CAGR in the review period. This better performance stems from the growing number of premium products being launched. Gum is no longer just to prevent bad breath, but has become a lifestyle product with added-value, which in turn is reflected in higher retail sales and higher unit prices. For instance, functional gum is expected to be priced at €40/kg in 2011, in comparison with just €19/kg for sugar-free gum.
COMPETITIVE LANDSCAPE
Gum remains dominated by the international player Wrigley, which held an 82% share of value sales in 2010. By comparison, Unilever ranked second with a 4% share of value sales. Wrigley’s success is based on the fact that it enjoys strong brand loyalty, and on its continuous focus on product and packaging innovations.
PROSPECTS
Whilst the continuous health and functionality trends are expected to benefit functional and sugar-free gum, this is anticipated to be detrimental to sales of bubble gum and sugarised gum. Gum is expected to benefit from a continuing focus on health and wellness, consumers’ increasing desire for indulgent, exotic flavours, and chewing for pleasure. These trends are expected to spur the growth of new launches, as seen in Wrigley’s 5 gum range.
CATEGORY DATA
Table 185Sales of Gum by Category: Volume 2006-2011
Table 186Sales of Gum by Category: Value 2006-2011
Table 187Sales of Gum by Category: % Volume Growth 2006-2011
Table 188Sales of Gum by Category: % Value Growth 2006-2011
Table 189Leading Flavours for Gum 2006-2011
Table 190Gum Company Shares 2006-2010
Table 191Gum Brand Shares 2007-2010
Table 192Sales of Gum by Distribution Format: % Analysis 2006-2011
Table 193Forecast Sales of Gum by Category: Volume 2011-2016
Table 194Forecast Sales of Gum by Category: Value 2011-2016
Table 195Forecast Sales of Gum by Category: % Volume Growth 2011-2016
Table 196Forecast Sales of Gum by Category: % Value Growth 2011-2016
Ice Cream in Austria - Category Analysis
HEADLINES
TRENDS
The development of ice cream in Austria is expected to show a faster value growth compared to 2010 although the summer was relatively mild. It is a result of inevitable price increases due to higher milk prices in 2010 combined with the general annual price increases in the category of ice cream. Retail volume sales are still expected to decline in 2011, although not as strongly as they did in 2010.
COMPETITIVE LANDSCAPE
Two companies owned by Unilever Group dominated ice cream with 67% value shares together in 2010. Eskimo Iglo GmbH had a commanding lead with 43% and Unilever Austria GmbH with 24%. Artisanal operators are also quite visible, with ice cream parlours putting in more efforts to stay competitive such as by opening in winter as well.
PROSPECTS
Ice cream will increase in value due to the expectation that the industry players will remain active in coming up with more novel products, accompanied by advertising campaigns and packaging innovations. All these will help boost prices of ice cream, as well as the growing trend towards higher-end ice cream such as organic ice cream. Therefore, although volume sales are still to continue the declining trend, with the already mature status of this product in Austria, value sales are likely to be stagnant and not declining as strongly as the volume sales.
CATEGORY DATA
Table 197Sales of Ice Cream by Category: Volume 2006-2011
Table 198Sales of Ice Cream by Category: Value 2006-2011
Table 199Sales of Ice Cream by Category: % Volume Growth 2006-2011
Table 200Sales of Ice Cream by Category: % Value Growth 2006-2011
Table 201Leading Flavours for Ice Cream 2006-2011
Table 202Ice Cream Company Shares 2006-2010
Table 203Ice Cream Brand Shares 2007-2010
Table 204Impulse Ice Cream Company Shares 2006-2010
Table 205Impulse Ice Cream Brand Shares 2007-2010
Table 206Take-home Ice Cream Company Shares 2006-2010
Table 207Take-home Ice Cream Brand Shares 2007-2010
Table 208Sales of Ice Cream by Distribution Format: % Analysis 2006-2011
Table 209Forecast Sales of Ice Cream by Category: Volume 2011-2016
Table 210Forecast Sales of Ice Cream by Category: Value 2011-2016
Table 211Forecast Sales of Ice Cream by Category: % Volume Growth 2011-2016
Table 212Forecast Sales of Ice Cream by Category: % Value Growth 2011-2016
Meal Replacement in Austria - Category Analysis
HEADLINES
TRENDS
Given the rising tide of nutrition-related diseases in Austria, and their considerable impact on public health expenses, the focus on healthy living has recently seen significant reinforcement by public entities. In early 2010, for instance, the Austrian Ministry for Health developed the Austrian National Nutrition Action Plan, which aims to reduce malnutrition as well as the rising number of people who are overweight and obese by 2020. In addition to public health campaigns and policies, healthy lifestyles are being pushed more than ever by health professionals and nutritionists, putting a particular focus on weight management.
COMPETITIVE LANDSCAPE
Herbalife International continued to lead meal replacement in 2010, far ahead of Allpharm and Aktivkost, and was also the company which saw the strongest increase in value sales. The company benefits from its longstanding presence and loyal consumer base, mainly established through direct selling. Herbalife does not only offer a vast product range, including beverages, bars, powders and capsules, which caters to a wide range of consumers’ needs, but also offers themed all-inclusive packages, such as “Basis-Wellness-Programm” or “Frühstücksprogramm”, perfectly responding to consumers’ demand for convenience.
PROSPECTS
Public attention on healthy lifestyles in general, and weight management in particular, is expected to rise over the next few years, and is likely to put increasing social pressure on people who are overweight or obese. The rising obesity rates in Austria prove that many consumers either do not have the knowledge or the necessary discipline to lose weight in a natural way. Because meal replacement products are often perceived as a panacea for quick and easy weight loss, they are expected to grow in both value and volume terms over the forecast period.
CATEGORY DATA
Table 213Sales of Meal Replacement by Category: Volume 2006-2011
Table 214Sales of Meal Replacement by Category: Value 2006-2011
Table 215Sales of Meal Replacement by Category: % Volume Growth 2006-2011
Table 216Sales of Meal Replacement by Category: % Value Growth 2006-2011
Table 217Meal Replacement Slimming by Type: % Value Breakdown 2006-2011
Table 218Meal Replacement Company Shares 2006-2010
Table 219Meal Replacement Brand Shares 2007-2010
Table 220Sales of Meal Replacement by Distribution Format: % Analysis 2006-2011
Table 221Forecast Sales of Meal Replacement by Category: Volume 2011-2016
Table 222Forecast Sales of Meal Replacement by Category: Value 2011-2016
Table 223Forecast Sales of Meal Replacement by Category: % Volume Growth 2011-2016
Table 224Forecast Sales of Meal Replacement by Category: % Value Growth 2011-2016
Noodles in Austria - Category Analysis
HEADLINES
TRENDS
The consumers’ affinity with Asian food has been increasing over the review period due to a strong decrease in flight prices and frequent long-distance travelling. However, many consumers do not know at all how to create their own Asian dishes. With the availability of cooking shows and online recipes and instructions on different company websites, noodle sales are expected to increase by 7% in value and 5% in volume terms to €11 million and 1,570 tonnes in 2011.
COMPETITIVE LANDSCAPE
Nestlé Österreich GmbH led sales in 2010 with a 39% value share followed by Interfoods GmbH with 19%. This was clearly linked to the brand awareness and recognition of the respective brands. Whilst Nestlé Österreich GmbH could count on its brand Maggi Magic Asia, Interfoods GmbH relied on Thai Reisnudeln. Unilever Austria GmbH followed with Knorr and 17% share.
PROSPECTS
Noodle sales growth is likely to slow down to a 1% value CAGR to €12 million and a 2% CAGR in volume terms to 1,500 tonnes in 2016. Over the forecast period, noodles is expected to see an interesting turn with slower growth but declining unit prices due to the saturation of the category and the expected influx of private label products towards the end of the forecast period.
CATEGORY DATA
Table 225Sales of Noodles by Category: Volume 2006-2011
Table 226Sales of Noodles by Category: Value 2006-2011
Table 227Sales of Noodles by Category: % Volume Growth 2006-2011
Table 228Sales of Noodles by Category: % Value Growth 2006-2011
Table 229Leading Instant Noodle Flavours 2006-2011
Table 230Noodles Company Shares 2006-2010
Table 231Noodles Brand Shares 2007-2010
Table 232Sales of Noodles by Distribution Format: % Analysis 2006-2011
Table 233Forecast Sales of Noodles by Category: Volume 2011-2016
Table 234Forecast Sales of Noodles by Category: Value 2011-2016
Table 235Forecast Sales of Noodles by Category: % Volume Growth 2011-2016
Table 236Forecast Sales of Noodles by Category: % Value Growth 2011-2016
Oils and Fats in Austria - Category Analysis
HEADLINES
TRENDS
The growth rate of oils and fats is developing positively in the context of the review period in 2011 after a period of bad weather in 2010. New packaging innovations, packaging redesigns and products with more convenience are pushing sales in volume. Consumers are curious to try new oils and functional products.
COMPETITIVE LANDSCAPE
Unilever Austria GmbH is leading oils and fats with the brands Thea and Rama. Thea has the highest value share in the category of cooking fats and the brand Rama is in second position in the category of margarine. Unilever Austria GmbH is leading the Austrian market with strong brand positioning through marketing activities, new packaging, redesigns and development of new flavours and new varieties as well as with the only brand of functional spreadable oils and fats, Becel pro activ.
PROSPECTS
Oils and fats is expected to have a 3% value CAGR and a 1% volume CAGR in the forecast period. Butter, the biggest sales contributor to oils and fats, is expected to clock strong value performance to push up overall value sales of oils and fats. It is expected that new products will innovate this category and therefore push sales and keep them growing.
CATEGORY DATA
Table 237Sales of Oils and Fats by Category: Volume 2006-2011
Table 238Sales of Oils and Fats by Category: Value 2006-2011
Table 239Sales of Oils and Fats by Category: % Volume Growth 2006-2011
Table 240Sales of Oils and Fats by Category: % Value Growth 2006-2011
Table 241Vegetable and Seed Oil by Type: % Value Breakdown 2006-2011
Table 242Oils and Fats Company Shares 2006-2010
Table 243Oils and Fats Brand Shares 2007-2010
Table 244Sales of Oils and Fats by Distribution Format: % Analysis 2006-2011
Table 245Forecast Sales of Oils and Fats by Category: Volume 2011-2016
Table 246Forecast Sales of Oils and Fats by Category: Value 2011-2016
Table 247Forecast Sales of Oils and Fats by Category: % Volume Growth 2011-2016
Table 248Forecast Sales of Oils and Fats by Category: % Value Growth 2011-2016
Other Dairy in Austria - Category Analysis
HEADLINES
TRENDS
Current value growth in value terms in 2011 is developing faster than in 2010 as other dairy products is being stimulated through new products as well as new flavours. Furthermore, soy-based products are getting more accepted and demanded by the consumers. Coffee whiteners is expected to experience the highest decrease in value and volume sales as the consumers appreciate fresh and healthy food. Condensed milk is closely following the development of coffee whiteners.
COMPETITIVE LANDSCAPE
Danone GesmbH Austria is the overall leader of other dairy products, leading with strong brands in different categories. Danone GesmbH Austria is top in flavoured fromage frais and quark with the following brands: Danone Topfencreme, Fruchtzwerge, Obstgarten and Vitalinea Topfensnack. Chilled dairy-based desserts is the second category where Danone GesmbH Austria is leading in the market with the brand Dany plus Sahne and Danette.
PROSPECTS
Other dairy products is expected to see a stable value CAGR in the forecast period. The manufacturers are expected to introduce new products and different product line extensions according to the demands of the consumers. Convenience products and new flavours will keep on stimulating the category, as well as the demand for high quality products from an industry that the consumers can trust in. Additionally, due to health reasons the demand for lower-fat products, soy-based products and lactose-free products will increase.
CATEGORY DATA
Table 249Sales of Other Dairy by Category: Volume 2006-2011
Table 250Sales of Other Dairy by Category: Value 2006-2011
Table 251Sales of Other Dairy by Category: % Volume Growth 2006-2011
Table 252Sales of Other Dairy by Category: % Value Growth 2006-2011
Table 253Cream by Type: % Value Breakdown 2006-2011
Table 254Sales of Other Dairy by Distribution Format: % Analysis 2006-2011
Table 255Forecast Sales of Other Dairy by Category: Volume 2011-2016
Table 256Forecast Sales of Other Dairy by Category: Value 2011-2016
Table 257Forecast Sales of Other Dairy by Category: % Volume Growth 2011-2016
Table 258Forecast Sales of Other Dairy by Category: % Value Growth 2011-2016
Pasta in Austria - Category Analysis
HEADLINES
TRENDS
Consumers’ interest in Italian products like pasta remains intact despite the increasing unit prices driven up by growing commodity prices. Together with the health trend that was already important over the review period, consumers have investigated and found out that Mediterranean cuisine in general is very healthy as it uses olive oil instead of butter, for example. Additionally, Italian products please Austrian palates.
COMPETITIVE LANDSCAPE
Josef Recheis GmbH led sales in 2010 with a 21% value share, followed by the two private label manufacturers Rewe International AG with 16% and Spar Österreichische Warenhandels AG with 13% share. The leader kept its share due to the great brand recognition and loyalty. Early in 2011, Reader’s Digest actually declared Recheis the most trusted brand in foods in Austria.
PROSPECTS
The popularity of pasta is likely to persist over the forecast period, leading pasta sales to an estimated increase of a 3% value CAGR to €157 million and of a 2% volume CAGR to 54,820 tonnes in 2016. On top of an affinity for pasta, consumers are also likely to increasingly be aware of which type of pasta goes best with which type of meal and therefore keep a wider variety of pasta products at home.
CATEGORY DATA
Table 259Sales of Pasta by Category: Volume 2006-2011
Table 260Sales of Pasta by Category: Value 2006-2011
Table 261Sales of Pasta by Category: % Volume Growth 2006-2011
Table 262Sales of Pasta by Category: % Value Growth 2006-2011
Table 263Pasta Company Shares 2006-2010
Table 264Pasta Brand Shares 2007-2010
Table 265Sales of Pasta by Distribution Format: % Analysis 2006-2011
Table 266Forecast Sales of Pasta by Category: Volume 2011-2016
Table 267Forecast Sales of Pasta by Category: Value 2011-2016
Table 268Forecast Sales of Pasta by Category: % Volume Growth 2011-2016
Table 269Forecast Sales of Pasta by Category: % Value Growth 2011-2016
Ready Meals in Austria - Category Analysis
HEADLINES
TRENDS
Austrian consumers are looking for healthy, convenient food. As the convenience trend persists, value and volume sales of ready meals continue to increase; sales are expected to increase by 3% and 2%, respectively to reach €277 million and 39,900 tonnes in 2011. However, health concerns have also started to become stronger – not only for reasons of necessity of overweight consumers, but also for health-conscious consumers who care for healthy ingredients and even sustainable processes.
COMPETITIVE LANDSCAPE
Three companies are fighting for leadership in ready meals due to a strong position in different categories; in ready meals overall they held a 14% value share each in 2010. Iglo Austria ranked first in ready meals shares due to its strong leadership with 51% in frozen ready meals. Dr August Oetker Nahrungsmittel followed closely, mainly due to its leadership in frozen pizza with a 49% value share in 2010. Rewe International ranked third with a 14% value share based on its chilled pizza, canned/preserved ready meals and prepared salad sales.
PROSPECTS
As consumer lifestyles are expected to continue becoming busier, ready meals is likely to experience steadily increasing demand over the forecast period. Therefore, both volume and constant value sales of ready meals are predicted to increase at a CAGR of 2% to reach €300 million and 43,400 tonnes in 2016. Within ready meals, a further slight shift towards healthier and leaner formulas is likely to happen, such as the 2011 introduction of Hofer’s light chilled ready meals branded Le Gourmet.
CATEGORY DATA
Table 270Sales of Ready Meals by Category: Volume 2006-2011
Table 271Sales of Ready Meals by Category: Value 2006-2011
Table 272Sales of Ready Meals by Category: % Volume Growth 2006-2011
Table 273Sales of Ready Meals by Category: % Value Growth 2006-2011
Table 274Ready Meals: Vegetarian Vs Non-vegetarian % Breakdown by Type 2011
Table 275Frozen Ready Meals % Breakdown by Ethnicity 2006-2011
Table 276Chilled Ready Meals % Breakdown by Ethnicity 2006-2011
Table 277Ready Meals Company Shares 2006-2010
Table 278Ready Meals Brand Shares 2007-2010
Table 279Sales of Ready Meals by Distribution Format: % Analysis 2006-2011
Table 280Forecast Sales of Ready Meals by Category: Volume 2011-2016
Table 281Forecast Sales of Ready Meals by Category: Value 2011-2016
Table 282Forecast Sales of Ready Meals by Category: % Volume Growth 2011-2016
Table 283Forecast Sales of Ready Meals by Category: % Value Growth 2011-2016
Sauces, Dressings and Condiments in Austria - Category Analysis
HEADLINES
TRENDS
As consumers are developing their cooking skills to prepare tasty and healthy meals quickly and conveniently, sauces, dressings and condiments that assist in cooking healthy and tasty dishes are keeping consumers interested in this category. This is why sales of sauces, dressings and condiments are expected to grow by 4% in value and 3% in volume terms to €404 million and 84,130 tonnes in 2011.
COMPETITIVE LANDSCAPE
Unilever Austria GmbH led sales in sauces, dressings and condiments with a 20% value share and its brands Kuner and Knorr in 2010. Felix Austria GmbH followed with 15% share and its brand Felix. Unilever Austria GmbH could maintain its leadership due to its presence in a wide range of sauces, dressings and condiments categories in cooking sauces, dips and table sauces. Felix was also present in these categories and offered pickled products and tomato pastes on top of that.
PROSPECTS
As the industry is likely to keep new interesting, healthier and convenient products over the forecast period, sales of sauces, dressings and condiments are predicted to increase at a 3% value over the forecast period. Whilst there is still a major emphasis on traditional flavours and dishes that could be supported by sauces, dressings and condiments, the forecast period is likely to see a shift to healthy products.
CATEGORY DATA
Table 284Sales of Sauces, Dressings and Condiments by Category: Volume 2006-2011
Table 285Sales of Sauces, Dressings and Condiments by Category: Value 2006-2011
Table 286Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2006-2011
Table 287Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2006-2011
Table 288Wet/Cooking Sauces by Type: % Value Breakdown 2006-2011
Table 289Sauces, Dressings and Condiments Company Shares 2006-2010
Table 290Sauces, Dressings and Condiments Brand Shares 2007-2010
Table 291Sales of Sauces, Dressings and Condiments by Distribution Format: % Analysis 2006-2011
Table 292Forecast Sales of Sauces, Dressings and Condiments by Category: Volume 2011-2016
Table 293Forecast Sales of Sauces, Dressings and Condiments by Category: Value 2011-2016
Table 294Forecast Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2011-2016
Table 295Forecast Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2011-2016
Summary 38Other Sauces, Dressings and Condiments: Product Types
Snack Bars in Austria - Category Analysis
HEADLINES
TRENDS
Health concerns, convenience and functionality continued to be the main drivers of growth in snack bars, as consumers looked for alternative snacks to calorific chocolate confectionery or savoury snacks. However, with volume growth of 3% expected in 2011, demand for snack bars remained relatively stable when compared with the review period CAGR. Current value growth, on the other hand, is expected to be higher in 2011 compared with the review period. This is mainly due to higher unit prices resulting from soaring raw materials costs in 2011.
COMPETITIVE LANDSCAPE
Bahlsen led snack bars with a 28% value share in 2010, deriving its leading position from the successful muesli bar Kornland, which accounted for a 46% share of value sales in granola/muesli bars. Schwartauer Werke ranked second with its brand Corny, holding a 16% value share in snack bars and 26% in granola/muesli bars in 2010.
PROSPECTS
The health trend is expected to continue to dominate snack bars during the forecast period. Players are, however, expected to increasingly focus on specific lifestyle groups, such as active women or “young night owls”, as seen in the latest product launches by Wasa and Schwartau. Flavours are set to become more innovative during the forecast period, and functionality is expected to increase in importance. Wasa has already picked up this trend with Crisp&Cereals, which combines several health benefits especially relevant to women: its high fibre content aids digestion, vitamin E fights free radicals to prevent early skin ageing, and the 30% lower sugar content supports weight management.
CATEGORY DATA
Table 296Sales of Snack Bars by Category: Volume 2006-2011
Table 297Sales of Snack Bars by Category: Value 2006-2011
Table 298Sales of Snack Bars by Category: Value 2006-2011
Table 299Snack Bars Company Shares 2006-2010
Table 300Snack Bars Brand Shares 2007-2010
Table 301Sales of Snack Bars by Distribution Format: % Analysis 2006-2011
Table 302Forecast Sales of Snack Bars by Category: Volume 2011-2016
Table 303Forecast Sales of Snack Bars by Category: Value 2011-2016
Table 304Forecast Sales of Snack Bars by Category: % Volume Growth 2011-2016
Table 305Forecast Sales of Snack Bars by Category: % Value Growth 2011-2016
Soup in Austria - Category Analysis
HEADLINES
TRENDS
Outweighed by the still important convenience trend, soup sales increased despite the rather limited amount of new product developments in comparison to other packaged food products and to previous years in soup. Consumers purchasing packaged soups to avoid spending time in the kitchen for this rather time-consuming type of dish is expected to cause soup sales to grew by 2% in value and 3% in volume terms to €89 million and 12,040 tonnes in 2011.
COMPETITIVE LANDSCAPE
Unilever Austria GmbH clearly led soup with its brand Knorr and a 57% value share in 2010. The second ranked company Nestlé Österreich GmbH only followed with a 17% value share with the brand Maggi. Hofer KG was ranked third with its private label products and a 7% share. Unilever Austria GmbH managed to remain first due to its product innovations.
PROSPECTS
Over the forecast period, with the increasingly diverse offer of healthy, convenient and well-demanded flavours increasing, pricing competition is likely to stiffen. Therefore, soup sales are expected to stagnate at a CAGR slightly above 0% in value terms to reach €90 million but increase by 2% in volume terms to 13,150 tonnes in 2016.
CATEGORY DATA
Table 306Sales of Soup by Category: Volume 2006-2011
Table 307Sales of Soup by Category: Value 2006-2011
Table 308Sales of Soup by Category: % Volume Growth 2006-2011
Table 309Sales of Soup by Category: % Value Growth 2006-2011
Table 310Leading Soup Flavours 2006-2011
Table 311Soup Company Shares 2006-2010
Table 312Soup Brand Shares 2007-2010
Table 313Sales of Soup by Distribution Format: % Analysis 2006-2011
Table 314Forecast Sales of Soup by Category: Volume 2011-2016
Table 315Forecast Sales of Soup by Category: Value 2011-2016
Table 316Forecast Sales of Soup by Category: % Volume Growth 2011-2016
Table 317Forecast Sales of Soup by Category: % Value Growth 2011-2016
Spreads in Austria - Category Analysis
HEADLINES
TRENDS
Spreads was affected by the globally fierce commodity price situation, resulting in noticeably rising unit prices throughout the category. An adverse fruit harvest in 2010 and declining bee population – due to increasing monocultural farming – added to unit price increases, especially in jams and preserves and honey, respectively. These increases, in turn, were at least partially passed on to consumers in 2011.
COMPETITIVE LANDSCAPE
Adolf Darbo led spreads with a 33% share of value sales in 2010, followed by Ferrero in second place with 24%, private label player Hofer in third and Julius Meinl in fourth. Darbo obtained its strong position from its leading presence in both jams and preserves and honey. Ferrero, on the other hand, benefits from its strong Nutella brand in chocolate spreads. Both brands are associated with high-quality products, and enjoy strong brand recognition.
PROSPECTS
Spreads is expected to continue to perform well over the forecast period in both constant value and volume terms, with CAGRs of 2% and 1% respectively. This is because breakfast will remain a very important meal for Austrian consumers, for whom spreads on bread will continue to be the most popular breakfast option over the next few years. It is expected that its popularity will further increase over the forecast period, especially due to the surge of nutritionists and health professionals who promote breakfast to be crucial for a healthy and balanced lifestyle. Rising demand for functional and healthy products will be one of the major drivers of growth in spreads. Companies will therefore have to ensure they offer products which allow consumers to indulge, and simultaneously eat healthily.
CATEGORY DATA
Table 318Sales of Spreads by Category: Volume 2006-2011
Table 319Sales of Spreads by Category: Value 2006-2011
Table 320Sales of Spreads by Category: % Volume Growth 2006-2011
Table 321Sales of Spreads by Category: % Value Growth 2006-2011
Table 322Leading Flavours for Jams and Preserves 2006-2011
Table 323Spreads Company Shares 2006-2010
Table 324Spreads Brand Shares 2007-2010
Table 325Sales of Spreads by Distribution Format: % Analysis 2006-2011
Table 326Forecast Sales of Spreads by Category: Volume 2011-2016
Table 327Forecast Sales of Spreads by Category: Value 2011-2016
Table 328Forecast Sales of Spreads by Category: % Volume Growth 2011-2016
Table 329Forecast Sales of Spreads by Category: % Value Growth 2011-2016
Sugar Confectionery in Austria - Category Analysis
HEADLINES
TRENDS
Growth in the saturated sugar confectionery category in 2011 is expected to be mainly driven by the categories in which Storck is present. Whilst the launch of Werther’s Original Schokoladen Toffees in early 2011 stimulated sales of toffees, caramels and nougat, the launch in 2008 of Nimm2 and Campino lollies continued to fuel both value and volume growth in lollipops in 2011.
COMPETITIVE LANDSCAPE
Haribo continued to lead sugar confectionery in 2010 with a value share of 25%, closely followed by Storck, which claimed a 21% share of value sales. Plagemann Lebensmittelhandels GmbH was ranked third, although far behind, holding a 4% value share.
PROSPECTS
The further increase in health concerns will create a battleground for sugar confectionery, with more manufacturers creating new ways to make their products appeal to health-conscious consumers. It is expected that the trend not only for sugar-free products, but also preservative- and additive-free products, along with natural flavourings, will become more commonplace. Also, the ongoing doubt about artificial sweeteners amongst consumers is anticipated to prompt manufacturers to use alternative, more natural sweeteners. It is quite likely that once stevia is approved for food production in the whole of the European Union, it will become a popular alternative to sugar and artificial sweeteners.
CATEGORY DATA
Table 330Sales of Sugar Confectionery by Category: Volume 2006-2011
Table 331Sales of Sugar Confectionery by Category: Value 2006-2011
Table 332Sales of Sugar Confectionery by Category: % Volume Growth 2006-2011
Table 333Sales of Sugar Confectionery by Category: % Value Growth 2006-2011
Table 334Sugarised Vs Sugar-free Sugar Confectionery % Breakdown by Type 2011
Table 335Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown 2006-2011
Table 336Sugar Confectionery Company Shares 2006-2010
Table 337Sugar Confectionery Brand Shares 2007-2010
Table 338Sales of Sugar Confectionery by Distribution Format: % Analysis 2006-2011
Table 339Forecast Sales of Sugar Confectionery by Category: Volume 2011-2016
Table 340Forecast Sales of Sugar Confectionery by Category: Value 2011-2016
Table 341Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2011-2016
Table 342Forecast Sales of Sugar Confectionery by Category: % Value Growth 2011-2016
Summary 39Other Sugar Confectionery: Product Types
Sweet and Savoury Snacks in Austria - Category Analysis
HEADLINES
TRENDS
Health concerns and the obesity epidemic are motivating consumers to cut down slightly on their sweet and savoury snacks consumption. Despite all weight problems, consumers still want to indulge in their favourite sweet and savoury snacks but chose more natural and lower-calorie products. Domestic and international companies also assist consumers with the purchase decision by listing nutritional information and using increasingly more natural ingredients.
COMPETITIVE LANDSCAPE
The sweet and savoury snacks category was dominated by Kelly GmbH with a 34% value share in 2010. Lorenz Bahlsen Snack-World GmbH & Co followed with 7% and Hofer KG with 5% share. Kelly GmbH’s success was based on a range of brands present in different sweet and savoury snacks categories such as Kelly’s and Chio in chips/crisps, Pom Bär in extruded snacks and Soletti in pretzels.
PROSPECTS
As private label manufacturers are quick to convert the best innovations by brand manufacturers into sometimes even more elaborated and interesting products, value growth is expected to trail volume growth in the forecast period with continued pressure on the unit prices. More precisely, sweet and savoury snacks is predicted to increase by 2% in value and volume terms to reach €271 million and 29,640 tonnes in 2016.
CATEGORY DATA
Table 343Sales of Sweet and Savoury Snacks by Category: Volume 2006-2011
Table 344Sales of Sweet and Savoury Snacks by Category: Value 2006-2011
Table 345Sales of Sweet and Savoury Snacks by Category: % Volume Growth 2006-2011
Table 346Sales of Sweet and Savoury Snacks by Category: % Value Growth 2006-2011
Table 347Popcorn by Type: % Value Breakdown 2006-2011
Table 348Sweet and Savoury Snacks Company Shares 2006-2010
Table 349Sweet and Savoury Snacks Brand Shares 2007-2010
Table 350Sales of Sweet and Savoury Snacks by Distribution Format: % Analysis 2006-2011
Table 351Forecast Sales of Sweet and Savoury Snacks by Category: Volume 2011-2016
Table 352Forecast Sales of Sweet and Savoury Snacks by Category: Value 2011-2016
Table 353Forecast Sales of Sweet and Savoury Snacks by Category: % Volume Growth 2011-2016
Table 354Forecast Sales of Sweet and Savoury Snacks by Category: % Value Growth 2011-2016
Summary 40Other Sweet and Savoury Snacks: Product Types
Yoghurt and Sour Milk Drinks in Austria - Category Analysis
HEADLINES
TRENDS
The category of yoghurt and sour milk drinks is expected to experience a faster decrease in 2011 than in 2010. Due to higher producer prices for milk, the prices for yoghurt and sour milk drinks are increasing so that the sales in value and volume are expected to decrease.
COMPETITIVE LANDSCAPE
Yoghurt and sour milk drinks was led by Danone GesmbH Austria due to high spending on marketing activities as well as developing new innovations, flavours and limited editions for the market. Furthermore, the company started to sell its top brands Actimel and Activia at the discounter Hofer GesmbH & Co KG in February 2011.
PROSPECTS
The discussion about special effects and value-added features of pro/pre biotic yoghurt will keep on influencing yoghurt and sour milk drinks. Danone GesmbH Austria has started to change its marketing strategy for its brands Actimel and Activia as they lost trust and confidence.
CATEGORY DATA
Table 355 Sales of Yoghurt and Sour Milk Drinks by Category: Volume 2006-2011
Table 356Sales of Yoghurt and Sour Milk Drinks by Category: Value 2006-2011
Table 357Sales of Yoghurt and Sour Milk Drinks by Category: % Volume Growth 2006-2011
Table 358Sales of Yoghurt and Sour Milk Drinks by Category: % Value Growth 2006-2011
Table 359Soy-based vs Dairy-based Yoghurt % Breakdown 2010
Table 360Leading Flavours for Flavoured Spoonable Yoghurt 2006-2011
Table 361Leading Flavours for Fruited Spoonable Yoghurt 2006-2011
Table 362Yoghurt and Sour Milk Drinks Company Shares 2006-2010
Table 363Yoghurt and Sour Milk Drinks Brand Shares 2007-2010
Table 364Sales of Yoghurt and Sour Milk Drinks by Distribution Format: % Analysis 2006-2011
Table 365Forecast Sales of Yoghurt and Sour Milk Drinks by Category: Volume 2011-2016
Table 366Forecast Sales of Yoghurt and Sour Milk Drinks by Category: Value 2011-2016
Table 367Forecast Sales of Yoghurt and Sour Milk Drinks by Category: % Volume Growth 2011-2016
Table 368Forecast Sales of Yoghurt and Sour Milk Drinks by Category: % Value Growth 2011-2016