Cider remains highly popular among young adult consumers of legal drinking age, who tend to prefer lower alcohol, naturally brewed, sweeter products. In addition, sales in the area have been strongly boosted by cross-border trade in recent years.
The international trend towards craft beers and ciders continues to influence consumers’ preferences and brand innovation plans in Latvia. As incomes increase, local consumers are becoming more adventurous with regard to trying new flavours and sophisticated products in established categories such as cider.
Non-alcoholic ciders are expected to post further growth, along with non-alcoholic beer and wine, as the health and wellness trend continues to shape the market locally and internationally. Brands that enjoy the highest level of consumer awareness are set to benefit the most from expanding into non-alcoholic areas.
While Aldaris (Carlsberg) specialises in beer, its imported Somersby brand continues to lead sales within cider, benefiting from access to a strong distribution network. Somersby is also available in an alcohol-free version, while its recently introduced Sparkling Rosé and Orchard Selection Secco offerings are attempting to ride the wave of sophistication and strong interest in still and sparkling wine.
Well-established brands such as Somersby (Aldaris/ Carlsberg), Fizz (Cesu Alus/Olvi), Lucky Dog (Latvijas Balsams/SPI) and relative newcomer Darza Sidrs (launched in mid-2016 by Cesu Alus/Olvi and extended portfolio with new varieties in 2018) are dominating not only cider, but are also are among the top-20 alcoholic drinks in Latvia. This is partly due to the interest of Estonian shoppers and partly due to continued popularity among young adult consumers, who tend to choose lighter and more natural (than cocktails) drinks, fuelled by the relatively active innovation of key players in cider in several price segments.
Leading international discounter Lidl is expected to enter Latvia in 2020. The introduction of the retailer’s imported ciders will significantly expand the range of available brands in this category in Latvia and put pressure on other players and prices.
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This industry report originates from Passport, our Alcoholic Drinks market research database.