Executive Summary

Jul 2019
PROSPECTS
Sales boosted strongly by cross-border trade

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.

Increasing interest and wider offer in craft ciders

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 to grow further

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.

COMPETITIVE LANDSCAPE
Somersby remains leading brand

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.

Aldaris, Cesu Alus and Latvijas Balsams continue to dominate

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.

Lidl’s entry to increase competitive pressure

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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Cider/Perry in Latvia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Cider/Perry industry in Latvia with research from Euromonitor's team of in-country analysts.

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Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Cider/Perry industry in Latvia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Cider/Perry in Latvia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market volume shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Cider/Perry in Latvia?
  • What are the major brands in Latvia?
  • Is premiumisation expected to continue to be an important driver in cider?
  • Who are the key consumers of cider: men, women, younger or older consumers?
  • Where is cider mainly consumed- at home or away from home?

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  • Track key industry trends, opportunities and threats
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This industry report originates from Passport, our Alcoholic Drinks market research database.

Cider/Perry in Latvia - Category analysis

HEADLINES

PROSPECTS

Sales boosted strongly by cross-border trade
Increasing interest and wider offer in craft ciders
Non-alcoholic ciders to grow further

COMPETITIVE LANDSCAPE

Somersby remains leading brand
Aldaris, Cesu Alus and Latvijas Balsams continue to dominate
Lidl’s entry to increase competitive pressure

CATEGORY DATA

Table 1 Sales of Cider/Perry: Total Volume 2013-2018
Table 2 Sales of Cider/Perry: Total Value 2013-2018
Table 3 Sales of Cider/Perry: % Total Volume Growth 2013-2018
Table 4 Sales of Cider/Perry: % Total Value Growth 2013-2018
Table 5 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2013-2018
Table 6 Sales of Cider/Perry by Off-trade vs On-trade: Value 2013-2018
Table 7 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 8 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2013-2018
Table 9 GBO Company Shares of Cider/Perry: % Total Volume 2014-2018
Table 10 NBO Company Shares of Cider/Perry: % Total Volume 2014-2018
Table 11 LBN Brand Shares of Cider/Perry: % Total Volume 2015-2018
Table 12 Forecast Sales of Cider/Perry: Total Volume 2018-2023
Table 13 Forecast Sales of Cider/Perry: Total Value 2018-2023
Table 14 Forecast Sales of Cider/Perry: % Total Volume Growth 2018-2023
Table 15 Forecast Sales of Cider/Perry: % Total Value Growth 2018-2023

Alcoholic Drinks in Latvia - Industry Overview

EXECUTIVE SUMMARY

Unusually warm summer boosts beer and cider sales
Border trade has significant impact on local sales
Attention on premium and novel categories
Lidl’s first stores to open in 2020
Uncertain prospects for relatively small local market

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2018

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

MARKET INDICATORS

Table 16 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 17 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 18 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 19 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 20 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 21 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2017
Table 22 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2017
Table 23 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2017
Table 24 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2017
Table 25 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 26 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 27 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 28 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 29 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 30 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 31 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources