While total volume sales registered a sharp fall in 2020, with the reopening of on-trade in 2021, cider/perry registered a strong recovery. Cider/Perry is heavily dependent on the on-trade channel and with its reopening in 2021, cider/perry registered a strong recovery.
Carlsberg Bulgaria AD remained the leading player in cider/perry with Its Somersby brand dominating sales in 2021. The company continues to benefit from its early entry into the product area, which has helped it to build a strong reputation and superior penetration in both the off-trade and on-trade nationwide.
Once society fully opens and on-trade can operate at full capacity again, cider/perry is expected to register one of the highest volume growths of alcoholic drinks over the forecast period. Cider/Perry is an immature product area, with plenty of room for growth and with consumer awareness of these products improving due to wider distribution, it is expected that brand leaders will seek to target female consumers more explicitly in an effort to extend the group of consumers who regularly enjoy cider/perry as a lighter, more refreshing alternative to beer and other popular drinks such as rakija.
There will be increasing competition from other products such as hard seltzers and also from the lemon-flavoured Radler beer and cider players will need to expand their offerings in order to leverage the potential increased consumer interest. New arrivals such as Magners and premium ciders such as The Good Cider and La Chouette will also look to steal value share from the major players, but will find it difficult to compete with their extensive distribution networks and affordable prices.
There are potential headwinds on the horizon. Price rises were significant in 2021 and if this continues over the forecast period, as pressures such as rising global energy prices and continuing global supply constraints feeds into further price rises, this will dampen volume demand.
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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 Definitions
This report originates from Passport, our Cider/Perry research and analysis database.
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