Like most areas of alcoholic drinks, cider/perry recorded heavy losses in 2020 and the category only saw a modest recovery in 2021. Sales through the on-trade were impacted by movement restrictions and the forced closure of outlets, as well as general fears around spending time in public places.
In Indonesia, awareness of cider/perry remains relatively limited among the general public with it having limited exposure due to a relatively narrow distribution reach, while even the leading brands receive limited marketing support. As a result, the target audience for cider/perry in Indonesia is rather niche, with products generally targeted at the more affluent section of the population who are more familiar with cider/perry and for whom price is less of an influence on their purchasing decision.
Indosarnia PT’s Albens brand of cider/perry retained its dominant position in the category in 2021, despite the COVID-19 pandemic having had a significant negative impact on the brand’s performance in Indonesia. The brand’s distribution is still rather limited compared to other alcoholic drinks such as beer, spirits and RTDs, with its distribution reach shrinking during 2020/2021 due to the impact of the COVID-19 pandemic on both retailers and foodservice operators.
Cider/perry looks set to see strong and steady growth in both off- and on-trade volume terms over the forecast period, with sales likely to benefit from the easing of restrictions and the resumption of economic activities. Nonetheless, the category is not expected to shake off its niche status due to the strong competition from large and more developed areas of alcoholic drinks such as beer and RTDs.
Cider/perry is popular with foreign visitors due to its light and refreshing taste, with many of these consumers being familiar with it from their home country. As such, sales of cider/perry should receive a significant boost from the reopening of Indonesia’s international borders and the return of international tourism.
With limited new product development being seen in this category at the end of the review period, brands will need to focus heavily on increasing product awareness and expanding their distribution reach. Currently, cider/perry sales are largely confined to modern grocery retailers and food/drink/tobacco specialists and are mainly only available in first tier cities.
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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 Definitions
This report originates from Passport, our Cider/Perry research and analysis database.
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