Cider and Perry: A Manifest Frontier

Limited global presence, potential for further growth

The top five cider/perry markets will capture 75% of global market volume sales showing a limited global presence of cider. Forecast data do not show any other markets that are likely to break into the top 10 ranking indicating the potential for further volume sales gains in low-base markets

Cider/perry is beginning to segment

Approaching market maturity as small to medium sized cider makers begin to utilise the “Real Cider” label to entice authenticity-seeking drinkers, while others simply seek sweet taste and value

New World markets will out-consume the UK

The UK market share of global sales is expected to fall from 47% in 2013 to 41% in 2017, as New World markets such as the US, Australia and South Africa experience double-digit growth over the forecast period

Beer-ification can prompt high volume sales

As significant cider markets such as France and Spain see declining growth in their traditionally wine-positioned ciders, manufacturers will begin to package and market cider in beer formats to induce high volume consumption mimicking the aforementioned markets. Beer-ification is more commonly seen in the US, Australia and Eastern European markets, although conversely wine drinkers have also become a target.

Seasonality: From over-ice to mulled cider

Magners pioneered the over-ice initiative for increased summer consumption, and now Rekorderlig is opening the way for winter consumption with its winter cider sub-brand and by marketing its mulled wine recipes

From craft movement to “Real Cider” movement

As hip Y Generation craft beer drinkers seek vintage and authentic brews they will stumble upon the “Real Cider” initiative pushed by small to medium sized cider makers such as Aston Manor. Although, their quest for authenticity will be limited by the incapacity of apple harvesting to produce on a consistent industrial scale

What this report includes

• Top-level strategic analysis of how major consumer trends will influence global markets
• Consumer insight
• Impact across all relevant consumer markets
• Unique graphics and case studies
• Key market snapshots
• Accompanying presentation to synthesise main findings

Why buy this report

• Identify factors driving change now and in the future
• Understand motivation
• Forward-looking outlook
• Briefings and presentation should provoke lively discussion at senior level
• Take a step back from micro trends
• Get up to date estimates and comment