Cider is displaying a stable positive development in terms of volume sales. The products come in a variety of flavours and mostly target females and the younger generation (18-34 years old).
Over the last few years consumers have started to switch from spirits to drinks with a lower alcohol content, such as beer and cider. The favourable effect for cider came from the increasing prevalence of the healthier lifestyle trend, which is becoming more noticeable with every passing year.
What is also driving the category is the additional new tastes companies are offering consumers. Although the most commonly bought flavours are apple and pear, Bulgarians are also willing to try out some new varieties of ciders.
Carlsberg remained the clear leader in cider in 2018 with its Somersby brand. The company was the first player to offer strongly supported cider in the marketplace and has therefore gained lots of brand awareness among consumers.
Since its launch two years ago, the brand Kradecat na yabalki has become something of a sensation. Its marketing strategy builds upon being creative, doing things that are forbidden and always following hot topics discussed in society.
The brand Carling was introduced in 2015 and was strongly supported with marketing activities. However, in recent years no major investments in the brand were made and sales are being generated only on its previous fame.
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This industry report originates from Passport, our Alcoholic Drinks market research database.