With lockdown restrictions implemented in 2021, off-trade sales of cider/perry, especially via e-commerce platforms such as Shopee, continued to record growth during the year. On-trade volumes continued to decline as it suffered from the strict restrictions placed on the operations of restaurants, bars, and other food and entertainment venues.
The cider/perry category typically benefits from a lot of marketing campaigns. The leading brands, Somersby and Apply Fox, are particularly active in pursuing promotion opportunities such as sponsoring concerts and festivals.
With its strong brand equity and prominent marketing campaigns, Carlsberg Brewery Malaysia’s success in cider/perry is thanks to its Somersby portfolio. This brand remained the strong leader in the category in 2021 with more than double the share of any other brands.
Somersby’s launching of new variants and its strong marketing support over the review period have served to stimulate consumer interest in the brand, and helped to boost off-trade sales, especially in the context of lockdown restrictions. Furthermore, with its low price points and sweet taste appealing to consumers, the cider/perry category is expected to see further new variants being launched during the forecast period.
The new consumption patterns that arose during the COVID-19 crisis and the shift to online shopping are expected to have an enduring effect on consumer behaviour in the forecast period. Many consumers are expected to continue to purchase alcoholic drinks for home consumption through supermarkets and online retailers.
Swift on-trade recovery is expected over the forecast period with the easing of COVID-19 related restrictions. Furthermore, the experience of going out to restaurants and clubs is set to grow as consumers look to leave home seclusion behind.
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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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