Cider/Perry in Ireland

PRE-COVID-19 PERFORMANCE

The warm summer and the premiumisation trend boosts growth for cider in 2019, as Ireland continues to benefit from its long history of cider production

The warm summer weather in 2019 positively impacted volume and value growth for cider/perry, with results improved compared to 2018. Cider traditionally performs well in the country during warm weather periods, associated closely with beer gardens and socialising in Irish drinkers mindset.

Low calories and lower ABV products respond to the growing health and wellness trend, boosting sales in 2019

Trends in health and wellness and the impact of the introduction of the Public Health (Alcohol) Bill is likely to impact overall alcohol consumption in the future. However, this is expected to have less of an impact on cider/perry, which is highly dependent on seasonal sales and where there is less demand for economy brands, due to strong loyalty shown to the leading players, such as Bulmers and Orchards Thieves.

Bulmers improves its lead in 2019, despite growing competition from Heineken and craft players

Bulmers remained Ireland’s most popular cider brand with close to 60% brand share in 2019. Although this share has been decreasing over the review period, due to increased competition, the player saw a slight increase in 2019.

2020 AND BEYOND

COVID-19 impact

On-trade volume sales of cider/perry are expected to fall by 37% in 2020 in light of the impact of COVID-19. This compares to an expected marginal rise forecast for 2020 during research conducted in May 2019, before the spread of COVID-19.

RECOVERY AND OPPORTUNITIES

With on-trade growth expected to record a significant decline in 2020, on-trade growth of cider/perry is predicted to recover from 2021, when double-digit growth is expected. This growth will be driven by the opening of on-trade facilities, with consumer feeling comfortable to socialise in public once more, visiting bars, pubs and beer gardens to enjoy cider/perry.

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