Cider/Perry in Indonesia

PROSPECTS

As more products enter the market, cider/perry enjoys promising growth

In 2017, new products were introduced in Indonesia, which stimulated growth in cider/perry. One example is Strongbow cider, which was imported by Multi Bintang Indonesia in late 2016.

Wider distribution supports growth

In 2017, cider/perry saw the expansion of distribution not only to premium supermarkets and hypermarkets, but also to major mid-range supermarkets and hypermarkets. In addition, cider/perry has become more commonly available in other non-grocery retailers, such as alcoholic drinks specialists.

Forecast period trends

In the forecast period, the performance of cider/perry is expected to remain strongly positive, as demand is expected to increase due to the rising number of younger consumers in Indonesia, especially women. However, compared with its competitor, beer, cider/perry has the disadvantage of a higher unit price, especially for brands that are imported.

COMPETITIVE LANDSCAPE

Indosarnia continues to lead cider/perry with its Albens brand

Indosarnia continued to lead cider/perry in total volume terms in 2017, as it produces the leading brand in cider/perry in Indonesia, Albens. The success of Indosarnia is because it was one of the first companies that introduced cider/perry to Indonesia, and it had few competitors in the market in the review period.

Multi Bintang Indonesia enters cider/perry

Multi Bintang Indonesia recently imported the Strongbow cider in two different flavours to compete with Albens cider from Indosarnia. As cider/perry targets middle- to high-income consumers with its pricing, a small price difference would not significantly affect consumers’ purchasing behaviour.

Forecast period trends

Over the forecast period, Indosarnia is set to experience growing competition from recent entrants to the category, such as Strongbow by Multi Bintang Indonesia and Magners by C&C Group. With strong marketing and branding budgets, these multinationals will pose a challenge.

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