On-trade volume sales in beer are expected to continue to recover in the forecast period, but due to the significant increase in price levels and partly as a result of the COVID-19 crisis, the leisure habits of Austrians are likely to have changed permanently. On-trade volume sales in beer will therefore very likely not reach the pre-pandemic level by the end of the forecast period, and therefore neither will total sales of beer.
From January 2024, retailers will be obliged to offer 10 to 15% of beer, water, juices, milk and non-alcoholic beverages in reusable packaging. A new deposit system for plastic bottles and cans will then come into force in 2025 in order to achieve the EU target of collecting 77% of single use plastic bottles by 2025 and 90% by 2029.
It can be assumed that more and more consumers in the forecast period will be concerned about the recent price increases from the leader Brau-Union Österreich, and may thus consciously reject its brands. There is furthermore a general increase in scepticism towards large corporations and their lack of transparency and ethical standing.
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Understand the latest market trends and future growth opportunities for the Beer industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Beer
An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.
See All of Our DefinitionsThis report originates from Passport, our Beer research and analysis database.
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