Sales of cider remained stable or experienced limited decline when the product area of flavoured cider was still dynamic. However, the fad of rosé and flavoured cider strongly declined in 2018, depriving the category of its growth driver.
To eradicate the seasonal image of cider/perry, manufacturers will continue to reposition it as a year-round drink that can be enjoyed as an aperitif. The niche of smart transparent long-neck 33cl bottles should gain in popularity due to the success of both local new brands such as Sassy, Appie, Lefèvre or La Mordue in addition to Irish brands.
Although flavoured and rosé cider attracted many new consumers at the beginning of the review period, their popularity declined in popularity in 2017 and collapsed in 2018. The flavoured cider mania started with red fruits, then raspberry and lastly lemon, grapefruit and cherry, a trend which stemmed from the famous rosé pamplemousse (grapefruit-flavoured still rosé wine).
Cider/perry has one of the most concentrated competitive landscapes in alcoholic drinks in France, notably due to the production monopoly of two regions: Normandy and Brittany. Despite continuing to gain in total volume share in 2018, overall leader CCLF-CSR could not escape a heavy decline in volume sales.
To address the crisis of cider/perry, one solution could be linked to the fashionable long-neck transparent glass bottle as packaging. This began with Sassy L'Inimitable, which initially managed to generate a buzz through its offering with minimalist printing, with the brand being present during fashion week.
French consumers have a strong preference for Norman or Breton cider, with most blind tests of Irish or English ciders having failed to find favour in France prior to 2017-2018. Therefore, multinational and foreign brands have never really managed to penetrate cider/perry in France.
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This industry report originates from Passport, our Alcoholic Drinks market research database.