Sales of cider/perry slumped in 2020, largely due to the restrictions placed on on-trade establishments and the drop in the number of cross-border shopping trips by Finnish “alco-tourists”. Sales saw a noticeable recovery in 2021 as the government began to ease its COVID-19 measures in line with the roll-out of its vaccination programme.
Beer in metal beverage cans is nothing new, but for cider makers it is still seen an innovation in Estonia. The popularity of canned cider has been skyrocketing lately with consumers appreciating its light weight, sustainability, portability, design, and better taste.
The craft cider/perry trend also continues to gain momentum, following a similar path to that being seen in beer, with there being a growing supply of craft cider/perry on offer. Previously, cider/perry was seen as a cheaper option, with it usually containing high amounts of sugar; however, with the expansion of the craft cider trend consumers are rediscovering the category and premiumisation is reshaping the way consumers look at these products.
Cider/perry is becoming increasingly fragmented as a growing variety of brands and products enter the market. While A Le Coq AS and Saku Õlletehase AS are likely to retain their lead with popular brands such as Fizz, Kiss and Somersby, they are expected to continue losing share to new and more interesting options.
Flavoured cider/perry as well as craft cider/perry products are expected to benefit from similar trends that are shaping the beer category. This is likely to include the creation of more interesting and innovative flavours and ingredient combinations, as well as products with a healthier image, such as the use of organic ingredients and which are free from sugar, GMOs, artificial colours and flavourings.
In general, cider/perry is expected to see only moderate growth in total volume terms during the forecast period. The traditional varieties with a high sugar content are likely to continue losing ground as consumers become more conscious of their diet, while new craft options are unlikely to achieve mass appeal to compensate for this loss.
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Understand the latest market trends and future growth opportunities for the Cider/Perry industry in Estonia 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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