Cider/perry continued to see good growth in Austria in 2018 thanks to the increasing popularity of modern cider and perry. On the other hand, the performance remained hampered by the decreasing popularity of Most, which is the traditional cider variant in Austria.
Unit prices in cider/perry continued to increase considerably in 2018 driven by the shift from traditional Most to modern cider/perry, as the latter is characterised by a comparably high unit price. However, at the same time, the strong growth of domestic beer giant Brau-Union Österreich’s recently launched Stibitzer cider brand with its comparably low unit price slowed down price growth in overall cider/perry in 2018.
For traditional Most, the typical bottle format in the off-trade in 2018 was a 1-litre bottle, usually costly less than EUR3 with economy variants starting at less than EUR2 per litre. However, here a notable premiumisation trend continued as many domestic manufacturers were looking for higher profit margins in the face of a declining market.
In 2018, Brau-Union Österreich’s Stibitzer brand took the lead in cider/perry in Austria in overall volume terms. Its taste is reminiscent of international brands from the Irish pub around the corner, but the brand emphasises its domestic roots with its name and by making use of Austrian apples only.
Most other modern cider/perry brands such as Somersby and Strongbow lost some volume share in 2018 in favour of the expanding Stibitzer brand, but many still registered growing actual sales due to the strongly growing overall demand. Volume share losses were usually higher in the on-trade, whilst the brands performed well in the off-trade due to improving availability.
Major retailers only introduced international cider brands in their product ranges during the review period following the pioneer work of Brandzup Vertriebs, with the Somersby brand in the on-trade from 2012. Prior to the success of Somersby and its expansion to a wider variety of types of outlets in the on-trade, modern cider/perry brands largely were limited to a manageable number of Irish or English pubs.
You have no recently viewed reports.
Why not browse through our Featured or Trending Reports to see what we have to offer?
Discover the latest market trends and uncover sources of future market growth for the Cider/Perry industry in Austria with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Cider/Perry industry in Austria, our research will save you time and money while empowering you to make informed, profitable decisions.
The Cider/Perry in Austria market research report includes:
Our market research reports answer questions such as:
Why buy this report?
This industry report originates from Passport, our Alcoholic Drinks market research database.