Following a double-digit decline in 2020, cider/perry showed a modest recovery in volume sales terms in 2021 as the easing of the COVID-19 pandemic encouraged higher levels of socialising and bolstered confidence and spending power among Azerbaijanis. It remained a niche category, however, and demand continued to be almost exclusively concentrated in off-trade channels, with very few on-trade establishments offering this product type.
Cider/perry in Azerbaijan is mainly represented by imported brands, with domestic production having only commenced towards the end of the review period and remaining marginal in 2021. Due to import taxes and higher transportation costs, international brands tend to be quite expensive, which further limits the appeal of this category for consumers.
Due to its sweeter taste and relatively low alcohol content, cider/perry is often perceived as a drink for female consumers in Azerbaijan. Consumption is also relatively seasonal, with many people only drinking cider/perry during the hotter summer months.
Cider/perry is expected to post negative results in off-trade volume terms throughout the forecast period, while on-trade sales look set to remain negligible. The category will continue to suffer from low interest among Azerbaijani consumers and a lack of significant investment in new product development and marketing activities by manufacturers and distributors.
Another factor expected to subdue demand for cider/perry over the forecast period is growing competition from flavoured/mixed lager. The latter category is attracting greater interest among young adults and female consumers following the development of sweeter-tasting products with more novel flavours towards the end of the review period, with Carlsberg’s Kuler Sweet Lime – launched in 2021 – being one successful recent example.
One trend that could help to strengthen interest in cider/perry over the forecast period is the ongoing modernisation of Azerbaijan’s retailing landscape. As leading supermarkets and hypermarkets chains continue to expand across the country, cider/perry will become more widely available and consumer exposure to these products will increase.
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Cider is made from fermented apple juice while perry is made from fermented pear juice. Both artisanal and industrial cider/perry are included.
See All of Our DefinitionsThis report originates from Passport, our Cider/Perry research and analysis database.
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