Cider/Perry in Hong Kong, China

PROSPECTS

Cider/Perry grows organically, yet remains under served

Despite the growing popularity of cider/perry in Hong Kong the market remained underserved at the end of the review period. The number of brands on offer is incredibly limited, although this is gradually changing.

On-trade benefits from wider choice

Cider/perry is seen as a good option for indecisive drinkers with it usually targeting women. Female drinkers in Hong Kong typically prefer a lighter and sweeter taste from their drink and so sometimes prefer cider/perry to beer.

Range of flavours increasing

Consumers in Hong Kong typically favour sweeter flavours when it comes to cider/perry. Most cider brands introduce apple flavour, as it is well-accepted by consumers, with Somersby being the most popular apple cider in the market.

COMPETITIVE LANDSCAPE

Somersby dominates cider/perry

Carlsberg Brewery Hong Kong has put a lot of investment into advertising and promoting its cider/perry brands, which has helped to secure its dominance. The company has actively promoted its products on social media, in restaurants and bars and through off-trade channels.

Increasing presence of Strongbow cider

Compared to Somersby, Strongbow has a much weaker presence in Hong Kong, especially in on-trade locations. Nevertheless, the presence of its products is slowly increasing in off-trade outlets, including supermarkets, convenience stores and online.

“Others” win share with offer of premium cider/perry

The premiumisation trend has benefited small premium cider/perry manufacturers looking to tap into the Hong Kong market, which could pose a threat to the mass brands. March 2019 saw the first Hong Kong cider festival which featured three locally-made cider brands – Dancing Lion Cider, Neonotic Cider and Hong Kong Whistle.

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