Cider/Perry in Croatia

PROSPECTS

Lessons learned from flavoured/mixed lager

Cider/perry is the second smallest alcoholic drinks category, bigger only than RTDs. The category lacks historical reference with consumers as it is a completely new format for Croatia and needs to build its popularity from scratch.

Educating the consumer base takes time

The Croatian public knew about cider/perry only through literature as recently as a decade ago. The pioneer in introducing cider/perry to Croatia, Carlsberg Croatia doo, had to start from scratch, pushing against this lack of tradition.

Growth is strong but from a low base

Growth rates for cider/perry are very impressive, but it should be noted that cider/perry is starting from a low base and is still only selling relatively small quantities. For example, its total volume sales amount to only about 1% of total volume sales in alcoholic drinks.

COMPETITIVE LANDSCAPE

Competitive landscape dominated by breweries

It is the major breweries that have brought cider/perry to Croatia and are currently controlling the category. It may well have been a result of technical reasons that breweries started making cider on a global scale, and Croatia shows no local particularities in this respect, with everything about cider/perry happening in Croatia being a copy of events happening globally.

Relative equal shares held by the “Big Three”

Zagrebacka Pivovara doo, Heineken Hrvatska doo and Carlsberg Croatia doo are the three leading breweries in Croatia, in that order. They also lead the field in cider/perry, but the order is reversed and sees much more equal shares.

Innovation expected only from small craft manufacturers

With the competitive landscape firmly in the hands of the leading cider/perry players, not much innovation is expected at the top. Instead, some creativity and innovation is expected from small local manufacturers of cider.

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