The cider/perry category witnessed a positive period in 2021 due to the rising popularity of modern cider which is more attractive to younger generations. Indeed, as the general trend in alcoholic drink is to flavour, modern cider, with its large range of different flavours, is performing well.
Modern cider continues to win volume share over traditional ciders since the latter is perceived as old fashioned in Belgium and a lack of innovation is therefore limiting its potential. Overall, traditional cider is losing share in favour of modern cider with the help of new packaging formats.
Local player Stassen NV SA maintained its lead of cider/perry in 2021, due to its leading Stassen brand, although it is losing volume share to modern cider brands, such as Strongbow and Somersby. With its strength in traditional cider, Stassen has lost volume share to second placed player Alken Maes NV SA, Brouwerijen in 2020, who offers Strongbow and Somersby, owned by Carlsberg Importers NV.
Cider/Perry is expected to witness stable growth in the forecast period due to modern cider’s appeal towards a younger generation. The shift towards lower alcoholic drinks with a lower ABV also makes cider an attractive choice for the growing number of health-conscious consumers.
Modern cider brands are expected to continue to innovate in flavour and convenience to attract young generations with Somersby and Strongbow taking the lead. Across the forecast period, the biggest challenge to cider/perry will be its old-fashioned image, although this is starting to be addressed with modern ciders positioning themselves in a similar style to craft beers, which appeals more strongly to the modern consumer audience.
The non-alcoholic trend has not developed in cider/perry as much as other areas on the drinks landscape. Modern cider is set to embrace this trend over the forecast period.
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Understand the latest market trends and future growth opportunities for the Cider/Perry industry in Belgium with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Cider/Perry industry in Belgium, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
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 Definitions
This report originates from Passport, our Cider/Perry research and analysis database.
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