Cider/Perry in Bosnia and Herzegovina

PRE-COVID-19 PERFORMANCE

Cider/perry remains an underdeveloped alcoholic drinks category

Cider/perry in Bosnia and Herzegovina remains a small category of alcoholic drinks, and one at a very incipient stage of development. The consumer base for cider/perry remains very limited, consisting mainly of affluent young urban consumers.

Limited distribution continues to hamper sales, although availability is expanding

One factor that has traditionally held back sales of cider/perry is the limited retail distribution of these products, which has made it difficult for companies and brands to expose consumers to their products. However, with the retailing landscape in general evolving strongly in Bosnia and Herzegovina, the numbers of modern grocery retailers stocking cider/perry is increasing dramatically.

Somersby remains almost completely dominant in cider/perry

At the end of the review period, Carlsberg BH doo’s Somersby remained by far the strongest brand in cider/perry, with other brands including Heineken NV’s Strongbow and Stari Lisac the only other brands of note, neither of which was able to generate 10% of sales during 2019. Somersby’s success has been built on its strong approach to advertising and marketing.

2020 AND BEYOND

COVID-19 impact

On-trade volume sales of cider/perry are expected to fall by 27% in 2020 in light of the impact of COVID-19. This compares very unfavourably with the expected 9% rise forecast for 2020 during research conducted in May 2019, ie before the spread of COVID-19.

Recovery and opportunities

The recovery of sales of cider/perry from the strong declines expected to be seen over the course of 2020 due to the COVID-19 pandemic is expected to take two years, with sales set to return to pre-COVID-19 levels by the end of 2022. In general, the positive trends that were being seen in the category prior to the onset of the COVID-19 situation and the fact that sales are rising from a low base are set to spur a strong performance over the course of the entire forecast period.

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