Cider/perry continued to see growth in total volume terms in 2021, continuing a pattern that started prior to the COVID-19 pandemic. Consumers are showing a growing interest in the category, since it is relatively light and low in strength and is seen as a good substitute to beer.
Cider/perry is becoming an increasingly consolidated category with leading players Carlsberg and Royal Unibrew accounting for most sales and seeing a further increase in their total volume shares in 2021. These two players are constantly launching new product extensions to keep consumers interested with this making it hard for smaller local players to get a foothold in the market.
Companies are constantly looking for various ways to attract consumers with their branding, corporate social responsibility efforts and the introduction of new flavours. For example, one of the more recently opened breweries in Denmark, Decideret Cider, introduced a campaign in October 2020 whereby private individuals could exchange the apples they collect in their garden for one bottle of the brewery’s cider in return.
While cider/perry saw a significant decline in on-trade sales during 2020 as a result of the pandemic, on-trade sales saw a significant recovery in 2021 and should see a full return to pre-COVID-19 levels by 2023. With restrictions fully lifted in Denmark in early 2022 consumers are returning to their old drinking habits and patterns, while sales should also be boosted by the return of inbound tourists.
Another plus for cider/perry is that consumers are increasingly shifting towards products with a lower alcohol content, with this trend being particularly prevalent among younger consumers. Producers could look to target this trend by offering options with an even lower ABV, or even non-alcoholic options.
The appeal of organic and locally sourced cider/perry is expected to grow in the forecast period. Increasing awareness of the benefits of locally sourced raw materials and transparency, in terms of source, production and content, will increase the interest in these products and should help smaller producers back on track.
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Understand the latest market trends and future growth opportunities for the Cider/Perry industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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