The on-trade closures during the first half of 2021 did not deter cider lovers, who continued to enthusiastically purchase cider off-trade. Sweet, fruity, low alcoholic drinks like cider continued to appeal, especially to younger consumers and women, despite lockdowns and a shorter on-trade summer season in 2021 because of the restrictions as cider consumers are loyal to their preferred brands and flavours.
The consumer base of fruity, light alcoholic drinks continues to expand in Hungary. When it comes to cider, consumer habits and flavour preferences have remained fairly unchanged for years.
Whilst there is not strong demand for choice in cider as the majority of cider consumers opt for their favourite brands and flavours, a growing niche of cider lovers likes to experiment and is looking for high-quality craft products. In the premium sections of hypermarkets and alcoholic drinks specialists, local craft cider made by local wineries or breweries has started to appear sporadically, along with an already wide range of craft beer.
On-trade cider sales are more exposed to summer’s changeable weather and restrictions, but as the majority of cider is still sold off-trade, the category is less affected by any on-trade downturn, so further volume growth is expected overall over the forecast period. In addition, the big cider brands will focus on promotions through cider campaigns and improved availability on-trade.
Competition is growing between cider and similar drinks, especially RTDs, as a widening choice of low alcohol sweet fruit flavoured drinks are available on the Hungarian market. Since 2021, hard seltzer entered the scene competing for the same share of throat as cider, as these are similarly fruit flavoured, however cider has an advantage being sweeter and many consumers are simply loyal to familiar sweet flavours.
Plain apple cider or perry and classic flavours continue to attract most consumers, so innovation is more expected to satisfy the growing demand for health-conscious variants. There is still not much choice available in terms of health-conscious ciders, which could see greater demand going forward.
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Cider/Perry
Cider is made from fermented apple juice while perry is made from fermented pear juice. Both artisanal and industrial cider/perry are included.
See All of Our DefinitionsThis report originates from Passport, our Cider/Perry research and analysis database.
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