Executive Summary

Jul 2019
PROSPECTS
Cider/perry taps into millennial consumers for casual drinking occasions

In 2018, cider/perry continued to gain traction amongst millennial consumers for consumption at home as well as for drinking occasions at dinners and parties. This can be attributed to its low alcoholic content and sweet taste, which amateur drinkers and the female population easily accept, coupled with a friendly price tag when compared to wine or spirits.

Premiumisation and craft cider trends will benefit the category

Driven by cider players’ strong promotional efforts, the category is foreseen to deliver solid growth over the forecast period. Cider/perry is set to benefit from the premiumisation trend, as consumers are willing to pay for higher-quality brands, as well as from the continual growth of craft ciders.

Blurring lines between cider/perry and sparkling wine categories

Cider/perry is increasingly viewed as an affordable alternative to champagne and sparkling wines due to its sweet fruity taste and the similar bubbly sensation it offers. To portray the drink as an alternative to champagne and sparkling wine, cider/perry is often presented in wine glasses and tall champagne glasses in marketing activities, communicating a premium and upscale image.

COMPETITIVE LANDSCAPE
Carlsberg Brewery Malaysia leads category with growing volume share

Carlsberg Brewery Malaysia maintained its leading position within cider/perry in 2018 with its strong brand presence and aggressive marketing push. To enhance its product offerings, Carlsberg launched a new flavour variant Somersby Elderflower Lime in 2018, which further boosted its competitiveness against its biggest competitor Heineken Malaysia.

Competition intensifies between leading international players

In 2018, the cider/perry category saw fierce competition amongst international players aiming to tap into the strong growth potential in Malaysia. Whilst category leader Carlsberg focused on expanding its brand offerings and presence, the second leading player Heineken Malaysia enhanced its distribution network and expanded its penetration to the on-trade channel by introducing a draught format for its Apple Fox cider in 2018.

Local players, threatened by the leading ones, will need to focus on digital and below-the-line marketing strategies

Holding two leading brands Strongbow and Apple Fox under its belt, Heineken Malaysia is expected to gain higher volume share over the forecast period and strengthen its foothold in the cider/perry category. On the other hand, with limited marketing activities and a declining presence, local players like Luen Heng Agency and Cave & Cellar will face great threats from the leading players.

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Cider/Perry in Malaysia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Cider/Perry industry in Malaysia 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 Malaysia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Cider/Perry in Malaysia 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 Malaysia?
  • What are the major brands in Malaysia?
  • 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?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

Cider/Perry in Malaysia - Category analysis

HEADLINES

PROSPECTS

Cider/perry taps into millennial consumers for casual drinking occasions
Premiumisation and craft cider trends will benefit the category
Blurring lines between cider/perry and sparkling wine categories

COMPETITIVE LANDSCAPE

Carlsberg Brewery Malaysia leads category with growing volume share
Competition intensifies between leading international players
Local players, threatened by the leading ones, will need to focus on digital and below-the-line marketing strategies

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 Malaysia - Industry Overview

EXECUTIVE SUMMARY

Alcoholic drinks registers solid growth due to better consumer sentiment in 2018
Tax holiday does little to boost beer and cider sales in 2018
International players dominate alcoholic drinks market in 2018
Strong performance in on-trade channel drives category volume growth
Alcoholic drinks set to see faster growth mainly driven by premiumisation trend

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 16 Number of On-trade Establishments by Type 2013-2018

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

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 17 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 18 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 19 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 20 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 21 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 22 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2018
Table 23 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2018
Table 24 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2018
Table 25 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2018
Table 26 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 27 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 28 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 29 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 30 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 31 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 32 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources