The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreJun 2015
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The cider/perry market has been registering some of the most dynamic growth rates over 2009-2014 and it looks far from slowing down. The category had been a significant player in the “craft”-positioned alcoholic drinks industry, especially in the US and Australia, as well as the “real cider” movement in the UK. This global briefing will look at the key trends that drive the cider/perry market and how the market is evolving and segmenting in the coming years.
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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.
The top five cider/perry markets in 2014 held over 76% of global volume sales and many others have a negligible presence. Cider makers are now taking the initiative to widen their geographic presence and access such markets.
The demand for “craft” brands over mainstream brands illustrates to cider/perry makers the need for a wider premium portfolio.
As upcoming cider/perry markets approach maturity and consumer awareness widens in them, demand will split between the value-seeking mass consumer and quality-pursuing “real cider” purist.
Although the top 10 markets hold much of global cider/perry volume sales, there is significant growth derived from upcoming markets, such as Poland and New Zealand.
In traditional cider/perry-drinking markets, cider/perry has been positioned as a wine, typically as apple wine. Markets such as the US and Poland are taking the wine approach to give cider/perry a sophistication factor and encourage higher per capita purchases via use of wine-sized bottle packaging.
Between 2009 and 2014, there have been changes in marketing strategies around cider/perry brands to boost consumption. Branding shifted from the over-ice positioning, to winter cider, and more recently to the “spider”, ie spirit-cider.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.