Cider/Perry in Australia

PRE-COVID-19 PERFORMANCE

Further declines for cider/perry as consumers focus more on quality than quantity

After a tough year of weak sales in 2018, cider/perry faced an even tougher year in 2019 as the category faced even higher levels of competition due to the introduction of alcoholic seltzers. Among the most notable pioneers within this new area of low-sugar alcoholic drinks were Lion’s Quincy and White Claws.

Leading players fight against declining sales with flavour innovation

Recent years have seen the leading players in cider/perry struggling to maintain the same levels of innovation that their rivals in other categories of alcoholic drinks have been able to take for granted, notably the craft trend. While craft beer continued to perform well throughout 2018 and 2019, the same cannot be said for craft cider.

Asahi Group’s acquisition of CUB set to bring about major changes in cider/perry

Asahi Group Holdings’ 2020 acquisition of Carlton & United Breweries (CUB) from previous owners Anheuser-Busch InBev has led to major changes being seen in the competitive environment insider/perry. In particular, a certain level of consolidation has been seen in the category as Asahi has been forced to divest three of its cider brands for the acquisition deal to pass the Australian Competition and Consumer Commission and avoid the newly merged company controlling nearly three quarters of cider/perry sales in the country.

2020 AND BEYOND

COVID-19 impact

On-trade volume sales of cider/perry are expected to fall by 58% in 2020 in light of the impact of COVID-19. This represents a far worse performance than the expected 4% rise forecast for 2020 during research conducted in May 2019, ie before the spread of COVID-19.

Recovery and opportunities

Although cider/perry can be seen as an alcoholic drinks category that is underdeveloped and holding strong growth and development potential in Australia, the forecast period is expected to see further steep sales declines in the category. This is due to the lack of enthusiasm for these products among local consumers, despite the support that the category has from leading players such as Asahi Premium Beverages, Foster's Group, Coca-Cola Amatil, Lion and SABMiller.

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