Cider/Perry in Germany

2021 DEVELOPMENTS

Cider/perry appeals to a growing consumer base but faces headwinds

Cider/perry’s off-trade growth continued to be supported by attracting new consumers in 2021, with these beverages increasingly seen as an alternative to beer, particularly during the summer season. However, despite a solid performance, the category suffered from a relatively cool and wet summer in 2021 compared to recent years.

Focus on natural ingredients, organic products and emergence of non-alcoholic cider

Brand authenticity and the use of natural ingredients are increasingly key elements of the strategies adopted by cider/perry manufacturers, as illustrated by Austrian brand Goldkehlchen, which entered Germany in 2021. The brand benefited from the distribution capabilities of its parent company Berentzen-Gruppe AG, and a recipe that claims to contain no additives or added sugar.

Two global players maintain dominance of consolidated category

German companies remain relatively niche players as cider/perry is dominated by two international players; Carlsberg with Somersby, and Heineken with Bulmers and Strongbow. The national distribution of Somersby has helped the brand to build a clear lead.

PROSPECTS AND OPPORTUNITIES

New entrants expected to add excitement and widen consumer base

Growth of cider/perry is expected to benefit from future new entrants, with some beer and wine producers likely to consider diversifying into the category, following the example of the brewer Bitbuger with the launch of Bitburger Apfel Cider in early 2021 under a partnership with Kelterei Heil.

Increasingly diverse offer to sustain interest in cider/perry

Innovation in terms of flavours with a focus on high fruit content, sweeter and refreshing recipes, for example with multi-fruit flavours typically including pear or berries, are expected to be favoured by manufacturers seeking to appeal to non-cider drinkers and target different consumption occasions.

Challenges in sustaining interest in cider/perry among young adults

As a relatively unknown and new category with strong seasonality, cider/perry consumption is not yet firmly entrenched in the habits of many Germans, making it vulnerable to potential substitution by other alcoholic drinks including flavoured/mixed lager and RTDs. Beyond spirit-based RTDs, increasingly positioned as more natural, the emergence of other RTDs with the high-profile launch of several hard seltzer brands in 2021 may also challenge cider/perry and its ability to gain shelf space in major grocery retailers.