Cider continues growing in popularity due to rising awareness, growing interest and increasing distribution. With the entrance of Strongbow and Somersby, consumers are becoming more aware of ciders and are taking more of an interest.
The on-trade channel is seeing stronger growth than the off-trade channel. Bar or restaurant outings are generally made up of a group of friends seeking fun and relaxation, while most consumers may prefer beer, cider is a great alternative for those who do not like the taste of beer or prefer a sweeter, more delicate flavour.
Tempo Beer Industries and Israel Beer Breweries lead cider/perry with the Strongbow and Somersby brands, respectively. These companies are very strong players in the local beverages market and are successful thanks to widespread distribution and strong environmental awareness.
The cider category is considered new and emerging, although, with the growing success of the two leading brands, it has become more concentrated and there is less room for small players to enter and grow. The larger brands also face no real threat and continue to grow even as smaller brands enter the category.
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This industry report originates from Passport, our Alcoholic Drinks market research database.