Cider/Perry in Azerbaijan

PROSPECTS

Carlsberg launches its Somersby brand in 2018

Carlsberg entered cider/perry in Azerbaijan in 2018 with the launch of its Somersby brand. As the company’s flagship cider brand, Somersby already has a strong presence in a number of Eastern European markets.

Cider/perry remains a niche category in Azerbaijan

While economic improvements supported a recovery in total volume sales for cider/perry in 2018 after three years of decline, it remained a niche category in Azerbaijan. Moreover, it continued to be dominated by international brands, with the entry of local producers being discouraged by low awareness of and limited interest in this product type among Azerbaijanis.

Supermarkets remains the leading off-trade distribution channel for cider/perry

Supermarkets remained the most important off-trade distribution channel for cider/perry in volume terms in 2018. It continued to gain ground at the expense of independent small grocers, the second leading channel, thanks to the ability of leading supermarkets operators to offer wider product assortments and more competitive prices.

COMPETITIVE LANDSCAPE

C&C Group maintains its dominant position in 2018

C&C Group, which offers the Magners brand, continued to dominate cider/perry in total volume sales terms in 2018. Aside from its early mover advantage, the success of Magners is also attributable to its affordable price positioning.

Cider/perry set to face greater competition from flavoured/mixed lager

In modern grocery retailers outlets in Azerbaijan, cider/perry brands are typically displayed alongside beer products. As a result, many local consumers perceive cider/perry as a type of beer.

Dominance of international brands expected to persist

It is expected that international brands will remain dominant in cider/perry over the forecast period. The entry of local players will continue to be discouraged by the relatively small size of the category and limited interest among Azerbaijani consumers.

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