Sales of cider saw ongoing decline in 2021, as consumers continued to shift towards drinks that they perceived to be more sophisticated. Sparkling wine and spirits are the preferred alternatives for celebrations, with cider waning in popularity.
Wine and beer both put in stronger performances than cider in 2021, benefiting from their lack of seasonality, a wider range of offerings, and greater consumer access to products. This is the result of more companies being interested in both wine and beer, and the constant development of new products from large players within these landscapes.
Efforts to expand the range of consumption occasions for cider are being impeded by the development of alternative new products. New product developments such as hard seltzers and light beers pose considerable competition to the individual formats of cider offered by brands such as Heineken’s Strongbow and Ladrón de Manzanas.
The strong perception amongst Mexican consumers that cider is a drink that should be reserved for Christmas and New Year will continue to restrict the distribution of the category. Over the review period, the availability of cider through the foodservice channel was limited, with the Strongbow brand having the widest presence.
Valle Redondo already dominates sales of cider in the Mexican market and experienced further share growth in 2021. The company holds the three leading brands of cider, Campanario, Valle Redondo and Santa Claus, which jointly account for well over half of category volume sales.
Over the forecast period, as vaccination efforts continue and COVID-19 is controlled, parties and gatherings are expected to come back including Christmas and New Year’s celebrations. This is likely to boost sales of cider.
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Cider/Perry
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 DefinitionsThis report originates from Passport, our Cider/Perry research and analysis database.
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