Cider/Perry in Australia

PROSPECTS

Cider/perry expected to post positive growth over the forecast period

Cider/perry is projected to post positive growth over the forecast period, benefiting from its positioning as a light and refreshing beverage. This positioning appeals to health-conscious consumers who want to moderate their alcohol consumption.

Demand for healthier products set to rise over the forecast period

Over the forecast period cider/perry with a low sugar content is expected to become increasingly prevalent, driven by rising health awareness and consumers’ aversion to sugar. With more consumers placing a greater emphasis on leading a healthier lifestyle, demand for low-sugar variants of well-established ciders is expected to rise.

Ciders made using Australian-grown fruit likely to benefit from Cider Australia trust mark

In 2018, Australia’s local cider association, Cider Australia, introduced the first 100% Australian Grown trust mark to help consumers recognise products made using only Australian-grown fruit. The trust mark ensures that consumers are able to differentiate between ciders made from locally grown fruit and those made from imported fruit concentrates, thus benefiting from their unique positioning.

COMPETITIVE LANDSCAPE

Asahi Premium Beverages remains the leading player in cider/perry

In 2018, Asahi Premium Beverages remained the leading player in cider/perry, benefiting from the rising popularity of its key Somersby brand. Somersby is well-established in Australia thanks primarily to its widespread availability and competitive price point.

International brand owners remain dominant despite the rising popularity of craft ciders

Despite the rising support for craft ciders, the cider/perry category continued to be dominated by large international manufacturers, with the top five brand owners, Asahi Premium Beverages, Foster’s Group, Lion, Coca-Cola Amatil (Aust) and SABMiller together accounting for the bulk of total volume sales in 2018. These manufacturers benefit from having a portfolio of well-established brands, extensive distribution networks and competitive price points.

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