Cider/Perry in Germany

PROSPECTS

Filling the gap of declining beer consumption

The declining trend in beer consumption in Germany has benefited cider/perry towards the end of the review period, as consumers increasingly searched for more exotic and new product categories to indulge in. As product categories such as flavoured/mixed lager are growing well, cider/perry has the possibility to capitalise on this development due to similar product offerings such as the mix of alcoholic beverages with fruity flavours.

Unmet potential but growth rates will slow

Although cider is experiencing strong growth in both total value and volume terms, the per capita consumption of this category remains really low in Germany. With low per capita consumption in 2017, German consumers rank at the bottom of the cider consumption list compared with Western European counterparts.

Availability of brands in off-trade to increase consumer awareness

The off-trade channel is expected to grow at a faster pace than its on-trade counterpart for cider/perry. This development is likely to benefit international cider brands such as Somersby, Strongbow and Bulmers, which have all recently established their presence in off-trade.

COMPETITIVE LANDSCAPE

International brands lead the way

The absence of significant domestic cider brands leaves substantial room for international cider brands such as Somersby, Bulmers and Strongbow to capitalise on the growing demand for cider in Germany. These three brands from Carlsberg Deutschland and Heineken Deutschland respectively are likely to continue growing due to their international popularity and their respective prominence in Germany.

Carlsberg Deutschland continues to gain share

Carlsberg Deutschland and its brand Somersby remained the leading player in cider in 2017. Having doubled its share compared to 2014, the brand has not only capitalised on its international prominence but also on its large presence in sporting and entertainment events and on its nationwide presence amid traditional retail channels.

Domestic manufacturers to test on-trade waters

As domestic cider brands are mostly sold in the region in which they are produced and have little to no nationwide reach, they tend to focus their business through the on-trade channel. Once they have established a significant regional presence, they are more inclined to start selling their product in the off-trade channel.

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