Latvia had an unusually warm summer during 2021 and this, combined with the relaxation of social distancing regulations imposed in response to the COVID-19 pandemic supported positive growth in volume sales of cider/perry during the year. Both off-trade and on-trade demand bounced back robustly during 2021 after volume sales in the category fell off a cliff in 2020.
German discount grocery retailer Lidl & Schwartz GmbH opened its first stores in Latvia in 2021 and the arrival of one of the leading names in discounters across Europe has the potential to shake up Latvia’s alcoholic drinks industry. Lidl’s presence in the country has the potential to reshape the distribution landscape for alcoholic drinks, specifically by expanding the volume share of discounters in off-trade distribution.
The lifting of the official ban on online sales of alcoholic drinks in 2020 and the impact of the COVID-19 pandemic led to strong growth been seen in sales of cider/perry via e-commerce towards the end of the review period. While online sales initially boomed as consumers looked to avoid shopping in crowded stores as a way of ensuring that they would not come into contact with the COVID-19 virus, the popularity of e-commerce has outlived the pandemic as online sales of cider/perry continued to rise throughout 2021, even as the threat of contagion receded and consumers felt comfortable shopping in stores once again.
Cider/perry is slated for a positive performance over the forecast period, with volume sales expected to rise in both off-trade and on-trade terms. In the on-trade, sales are expected to rebound robustly after category sales declined sharply at the peak of the COVID-19 pandemic in 2020, with the consumer foodservice industry set to return to operating at full capacity during 2022.
Private label has so far struggled to make an impact in sales of cider/perry in Latvia. However, the 2021 entry into the country of German discount grocery retailer Lidl makes it likely that private label will soon become a relatively important player in the category.
The trends expected in new product development in cider/perry over the forecast period are expected to be in line with the prevailing innovation trends in beer. Specifically, flavoured cider is expected to become more popular, with the category’s leading players expected to respond by launching a wider variety of flavours within their respective product ranges.
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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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