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Austria Cider market Insights 2013

Published By :

Canadean

Published Date : Aug 2013

Category :

Alcoholic Beverages

No. of Pages : 46 Pages


Product Synopsis

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.

Key Highlights

  • 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.
Table of Content

Section 1 Market Update 
KEY FACTS 
  • Market Size 
  • Growth 
  • Market Value 
  • Distribution 2012 
MARKET COMMENTARY 
  • Current and Emerging Trends 
  • Outlook 
  • Imports and Exports 
  • Segmentation 
BRANDS 
  • Top 10 Cider Brands Volume, 2010-2012 
  • Top 10 International Premium and Super premium Cider Brands Volume, 2010-2012 
  • Brand Analysis 
  • Private Label/Private Label Producers 
  • New Products Activity 
INDUSTRY STRUCTURE 
  • Chart Leading Brewers/Imports, 2012 
  • Market Structure 
  • Cider Producers/Importers 
PACKAGING 
  • Chart Consumption by Pack Material/Type, 2012 
  • Packaging Trends 
CHANNEL ANALYSIS 
  • Chart Distribution by Channel, 2012 
  • Chart Consumption by Price Segment, 2012 
  • Market Valuation and Pricing 
  • Cider Market Valuation (Local Currency), 2011-2013F 
  • Distribution Trends 
LEGISLATION AND TAXATION TABLES 
  • Table 1.2.1 Taxation Base 
  • Table 1.2.3 Legal Controls on Cider 
PRICING TABLES 
  • Table 1.3.1 Selected Consumer Cider Prices: Off-Premise, 2011-2013 
  • Table 1.3.2 Selected Consumer Cider Prices: On-Premise, 2011-2013 
DATA TABLES 
  • Commercial Beverage Consumption per Capita Litres, 2002-2013F 
  • Commercial Beverage Consumption per Capita % Share, 2002-2013F 
  • Commercial Beverage Consumption per Capita Growth, 2002-2013F 
  • Commercial Beverage Consumption Million Litres, 2002-2013F 
  • Alcoholic Beverage Consumption Litres of Pure Alcohol (LPA) Per Capita, 2002-2013F 
  • Cider Production/Trade/Consumption Growth, 2002-2013F 
  • Consumption of FABs and Cider, 2002-2013F 
  • Cider Market Valuation (Local Currency), 2011-2013F 
  • Cider Consumption by Local Definition, 2009-2013F. 
  • Cider Consumption by Standard Price Segmentation, 2009-2013F 
  • Cider Consumption by Alcoholic Strength, 2009-2013F 
  • Cider Consumption by Type, 2009-2013F 
  • Cider Consumption by Geographic Scope, 2009-2013F 
  • Cider All Trademarks, 2008-2012 
  • Cider Brands by Local Definition, 2008-2012 
  • Cider Brands by Standard Price Segment, 2008-2012 
  • Cider Brands by Alcoholic Strength, 2008-2012 
  • Cider Brands by Type, 2008-2012 
  • Cider Imported Brands by Origin, 2008-2012 
  • Cider Trademark Owners, 2008-2012 
  • Cider Local Operators, 2008-2012 
  • Cider Leading Brewers/Importers, 2008-2012 
  • Cider Consumption by Pack Mix: Refill ability/Type/Pack/Size, 2009-2013F 
  • Cider Distribution: On vs. Off Premise, 2009-2013F 
  • Section 2 Brewer Profiles 
BREWER PROFILES 

BRAU UNION STERREICH AG 
  • Brausterreich AG Brand List 
  • Brausterreich AG Brand Volumes, 2008-2012 
KOLARIK and LEEB GMBH 
  • KolarikandLeeb Brand List 
  • KolarikandLeeb Brand Volumes, 2008-2012 
RUDOLF AMMERSIN GMBH 
  • Rudolf Ammersin Brand List 
MINOR PROFILES 
  • Hansbauer 
  • Most BauernhofDistelberger 
  • Reikersdorfer'sPresshausheuriger 
  • SeppelbauersObstparadies 
  • SteinernenBirne 
  • Methodology 
  • Beer and Cider Attributes Definitions 
  • Product Definitions 
  • Packaging Definitions 
  • Glossary 
  • Map

List of Table

Table 1: Cider Key Facts
Table 2: Top 10 Cider Brands - Volume, 2010-2012
Table 3: Top 10 International Premium and Superpremium Cider Brands - Volume, 2010-2012
Figure 1: Cider Leading Brewers/Importers, 2012
Figure 2: Cider Consumption by Pack Material/Type, 2012
Figure 3: Cider Distribution by Channel, 2012
Figure 4: Cider Consumption by Price Segment, 2012
Table 4: Cider Market Valuation (Local Currency), 2011-2013F
Table 5: - Taxation Base
Table 6: - Legal Controls on Cider
Table 7: Selected Consumer Cider Prices: Off-Premise, 2011-2013
Table 8: Selected Consumer Cider Prices: Off-Premise, 2011-2013
Table 9: Commercial Beverage Consumption - Litres Per Capita, 2002-2013F
Table 10: Commercial Beverage Consumption - Per Capita % Share, 2002-2013F
Table 11: Commercial Beverage Consumption - Per Capita Growth, 2003-2013F
Table 12: Commercial Beverage Consumption - Million Liters, 2002-2013F
Table 13: Average Beverage Consumption - Liters of Pure Alcohol (LPA) Per Capita, 2002-2013F
Table 14: Cider Production/Trade/Consumption, 2002-2013F
Table 15: Cider Production/Trade/Consumption - Growth, 2002-2013F
Table 16: Consumption of FABs and Cider, 2002-2013F
Table 17: Cider Market Valuation (Local Currency), 2011-2013F
Table 18: Cider Consumption by Local Definition, 2009-2013F
Table 19: Cider Consumption by Standard Price Segmentation, 2009-2013F
Table 20: Cider Consumption by Alcoholic Strength, 2009-2013F
Table 21: Cider Consumption by Type, 2009-2013F
Table 22: Cider Consumption by Geographic Scope, 2009-2013F
Table 23: Cider All Trademarks, 2008-2012
Table 24: Cider Brands by Local Definition, 2008-2012
Table 25: Cider Brands by Standard Price Segment, 2008-2012
Table 26: Cider Brands by Alcoholic Strength, 2008-2012
Table 27: Cider Brands by Type, 2008-2012
Table 28: Imported Brands by Origin, 2008-2012
Table 29: Cider Trademark Owners, 2008-2012
Table 30: Cider Local Operators, 2008-2012
Table 31: Cider leading Brewers/Importers, 2008-2012
Table 32: Cider Consumption by Pack Mix: Refillability/Pack/Size, 2009-2013F
Table 33: Cider Distribution: On vs Off Premise, 2009-2013F
Table 34: Brau Union Full Brand List
Table 35: Brau Union Osterreich AG Brand Volumes 2008-2012
Table 36: Kolarik And Leeb Full Brand List
Table 37: Kolarik and Leeb Brand Volumes 2008-2012
Table 38: Rudolf Ammersin Full Brand List
Table 39: Company Hansbauer
Table 40: Company Most Bauernhof Distelberger
Table 41: Company Reikersdorfer's Presshausheuriger
Table 42: Company Seppelbauers Obstparadies
Table 43: Company Steinernen Birne

List of Chart

Figure 1: Cider Leading Brewers/Importers, 2012
Figure 2: Cider Consumption by Pack Material/Type, 2012
Figure 3: Cider Distribution by Channel, 2012
Figure 4: Cider Consumption by Price Segment, 2012

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