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Although cider/perry sales remain quite small compared with other alcoholic drinks, the category continued to record strong growth rates in both volume and value terms in 2019. This was mainly being driven by women and young adult consumers who are fond of flavoured alcoholic drinks with a low alcohol content.
Although it is still a niche in alcoholic drinks in China, cider/perry has more potential than other alcoholic drinks thanks to its low-alcohol attributes. In addition, local consumers perceive cider/perry to be healthier than many other alcoholic drink products, as it is made from the fermented juice of apples or pears, and also contains malic acid, pyruvate, antioxidants and other beneficial substances, which other alcoholic drinks do not have.
As the acquisition by China Resources of Heineken China’s operations was finally completed in November 2018, the Strongbow brand was transferred to China Resources from Shanghai Asia Pacific Brewery. In terms of sales volume, Strongbow surpassed Somersby from Carlsberg Brewery to become the leading brand in 2018, and maintained its leading position in 2019.
On-trade volume sales of cider/perry are expected to fall by 10% in 2020 in light of the impact of COVID-19. This compares to an expected 10% rise forecast for 2020 during research conducted in May 2019, ie before the spread of COVID-19.
Cider/perry will see an immediate recovery from the stagnating volume and value (at constant 2019 prices) sales in 2020, with very dynamic growth in 2021, followed by more strong year-on-year performances in the rest of the forecast period. At the end of the review period, e-commerce was already an important distribution channel for cider/perry, accounting for just under a third of off-trade volume sales of this product, putting it behind only supermarkets.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Cider/Perry industry in China with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
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This industry report originates from Passport, our Alcoholic Drinks market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.