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.
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.
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.
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.
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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This industry report originates from Passport, our Alcoholic Drinks market research database.