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Country Report

Cider/Perry in

Cider/Perry in Germany

22 pages, Jun 2018

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

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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Cider and Perry Market Sample Report Cider and Perry Market Sample Data

Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Cider/Perry industry in Germany with research from Euromonitor's team of in-country analysts.

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Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Cider/Perry industry in Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

The Cider/Perry in Germany market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market volume shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Cider/Perry in Germany?
What are the major brands in Germany?
Is premiumisation expected to continue to be an important driver in cider?
Who are the key consumers of cider: men, women, younger or older consumers?
Where is cider mainly consumed- at home or away from home?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

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Cider/Perry in Germany - Category analysis

HEADLINES

PROSPECTS

Filling the gap of declining beer consumption

Unmet potential but growth rates will slow

Availability of brands in off-trade to increase consumer awareness

COMPETITIVE LANDSCAPE

International brands lead the way

Carlsberg Deutschland continues to gain share

Domestic manufacturers to test on-trade waters

CATEGORY DATA

Table 1 Sales of Cider/Perry: Total Volume 2012-2017
Table 2 Sales of Cider/Perry: Total Value 2012-2017
Table 3 Sales of Cider/Perry: % Total Volume Growth 2012-2017
Table 4 Sales of Cider/Perry: % Total Value Growth 2012-2017
Table 5 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2012-2017
Table 6 Sales of Cider/Perry by Off-trade vs On-trade: Value 2012-2017
Table 7 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 8 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2012-2017
Table 9 GBO Company Shares of Cider/Perry: % Total Volume 2013-2017
Table 10 NBO Company Shares of Cider/Perry: % Total Volume 2013-2017
Table 11 LBN Brand Shares of Cider/Perry: % Total Volume 2014-2017
Table 12 Forecast Sales of Cider/Perry: Total Volume 2017-2022
Table 13 Forecast Sales of Cider/Perry: Total Value 2017-2022
Table 14 Forecast Sales of Cider/Perry: % Total Volume Growth 2017-2022
Table 15 Forecast Sales of Cider/Perry: % Total Value Growth 2017-2022

Alcoholic Drinks in Germany - Industry Overview

EXECUTIVE SUMMARY

Quality over quantity

On-trend drinks show fastest growth

Beer brewers dominate total volume sales of alcoholic drinks

Competition between supermarkets and discounters intensifies

Bright spots in a declining market

MARKET BACKGROUND

Legislation

Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 16 Number of On-trade Establishments by Type 2012-2017

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2017

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

Summary 2 Key New Product Developments 2016-2017

MARKET INDICATORS

Table 17 Retail Consumer Expenditure on Alcoholic Drinks 2012-2017

MARKET DATA

Table 18 Sales of Alcoholic Drinks by Category: Total Volume 2012-2017
Table 19 Sales of Alcoholic Drinks by Category: Total Value 2012-2017
Table 20 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2012-2017
Table 21 Sales of Alcoholic Drinks by Category: % Total Value Growth 2012-2017
Table 22 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2017
Table 23 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2017
Table 24 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2017
Table 25 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2017
Table 26 GBO Company Shares of Alcoholic Drinks: % Total Volume 2013-2017
Table 27 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2012-2017
Table 28 Distribution of Alcoholic Drinks by Format and Category: % Off-trade Volume 2017
Table 29 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2017-2022
Table 30 Forecast Sales of Alcoholic Drinks by Category: Total Value 2017-2022
Table 31 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2017-2022
Table 32 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2017-2022

Megatrends

Country Report

Cider/Perry in Germany

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Filling the gap of declining beer consumption

Unmet potential but growth rates will slow

Availability of brands in off-trade to increase consumer awareness

COMPETITIVE LANDSCAPE

International brands lead the way

Carlsberg Deutschland continues to gain share

Domestic manufacturers to test on-trade waters

Samples

Overview

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Samples (FAQs about samples):

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Table of Contents

Cider/Perry in Germany - Category analysis

HEADLINES

PROSPECTS

Filling the gap of declining beer consumption

Unmet potential but growth rates will slow

Availability of brands in off-trade to increase consumer awareness

COMPETITIVE LANDSCAPE

International brands lead the way

Carlsberg Deutschland continues to gain share

Domestic manufacturers to test on-trade waters

CATEGORY DATA

Alcoholic Drinks in Germany - Industry Overview

EXECUTIVE SUMMARY

Quality over quantity

On-trend drinks show fastest growth

Beer brewers dominate total volume sales of alcoholic drinks

Competition between supermarkets and discounters intensifies

Bright spots in a declining market

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

MARKET DATA

DEFINITIONS

SOURCES

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