Cider/Perry in Germany

PROSPECTS

Cider to maintain momentum

Cider is gaining momentum in Germany and is growing rapidly from a low base. However, compared with Western European counterparts, cider per capita consumption in Germany remains very low.

Off-trade to grow faster than on-trade

In contrast to fashionable spirits such as gin or whiskies, which originated in the bar scene, cider in Germany is starting to gain strong ground through off-trade channels, with the latter recording much stronger growth than on-trade in 2018. Many large German grocery retailers, such as Rewe and Edeka, introduced international cider brands over the review period and helped the category to develop.

Cider has the potential to become the new fashionable drink

Although cider remained underdeveloped in Germany in 2018, it has the potential to become a substitute for beer. Consumers are looking for alternatives and cider is a novelty which especially appeals to young adults who have tried it in other countries, predominantly in the UK.

COMPETITIVE LANDSCAPE

Somersby continues to dominate cider in Germany

Somersby remained the leading brand in cider in Germany, gaining further total volume share in 2018. The success of the brand in Germany is largely based on its strong marketing and distribution activities.

Kelterei Heil continues to challenge leading international players

The largest domestic cider manufacturer, Kelterei Heil OHG with its brand Coopers, is the only German player that is able to compete with large international players such as Carlsberg and Heineken. In 2019, the company launched a new cider named Cyber Cider Lemon, which comes solely packaged in cans and is a mixed drink with lemonade.

Domestic craft cider increasingly visible

As cider is developing in Germany, domestic manufacturers are becoming increasingly visible in off-trade channels. Therefore, domestic cider brands tend to be sold in the region in which they are produced and have little to no nationwide reach.

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