As a drink that many consumers drink as a substitute for beer and other alcoholic drinks in on-trade establishments, the continued lockdown restrictions in 2021 had a very strong impact on the category. Growing preference for RTD offerings has also negatively impacted volume sales of cider.
The rising popularity of at-home cocktail, using spirits such as Tequila, Bitters and Vodka gained traction in 2021, with a large number of RTD's launching in 2021. This had a negative impact on ciders, as consumers enjoy the many different flavours of cocktails and opted to purchase those instead of ciders.
The limited number of brands available in cider/perry is hindering its growth potential. Although volume growth rebounded in 2021 due to the re-opening of the on-trade, consumption remained well below pre-pandemic levels.
Whilst the cider category will see consumption levels return to normal by 2023, on-trade volume sales are not expected to reach pre-pandemic levels until 2024. The category has taken a big hit due to COVID-19 and demand is expected to moderate in the on-trade as consumers try new products and different flavours.
The price of ciders/perry will continue to increase throughout the forecast period. Big brands had already started to increase prices at the end of 2021, including one of the biggest packaged food brands, Osem, and popular ice cream store, Golda's.
2021 saw Tempo Beer Industries Ltd remain the leading player in cider/perry. The company is the importer and distributor of the category leading brand Strongbow, which is already very well established in Israel, with the brand benefiting from wide distribution and a good reputation for representing good value for money due to its competitive prices.
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Understand the latest market trends and future growth opportunities for the Cider/Perry industry in Israel with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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