Executive Summary

Jul 2019
PROSPECTS
Cider/perry continues to record strong growth

Cider/perry remained the best performing category in alcoholic drinks in 2018, with the renewed interest in the category seen over the review period continuing in 2018. While not enjoying the same level of distribution and penetration as beer and wine, increasing new product development activity in the category has helped drive volume sales growth.

Craft trend also prominent in cider/perry

With the craft trend heavily influencing beer in 2018, similar production techniques and an abundant supply of apples meant it was no surprise that the trend also remained prominent in cider/perry. Growing consumer interest in cider/perry helped drive volume sales, although the category is being repositioned as a more premium option owing to an influx of craft brands over the review period.

Average unit price rises in 2018 but modest growth expected over the forecast period

In line with ongoing premiumisation in the category, average unit price in cider/perry increased in 2018, comparing favourably to a flat unit price over the review period. Increasing resources dedicated to cider/perry production, leading to an increase in supply as well as stronger distribution, are expected to put some pressure on unit prices over the forecast period, although positive unit price growth is still expected, with premiumisation in the category is predicted to continue.

COMPETITIVE LANDSCAPE
Lion continues to lead

Holding the distribution rights to the Harvest, Strongbow and Bulmers brands in New Zealand, Lion - Beer, Wine & Spirits (NZ) continued to profit from a strong portfolio of specialist cider brands. However, its position in the category was largely derived from the presence of its Mac’s brand, which is well-positioned to leverage the craft trend.

DB Breweries continues to hold second place

DB Breweries is present through its Monteith’s, Rekorderlig and Old Mout Cider brands. The influence of the company on cider/perry over the review period was immense, with it claiming to have reinvigorated interest in premium cider, which is hard to dispute, given the strength of its presence in the category and strong focus on new product development.

Penetration of craft brands increases

Similar to what has been observed in beer, the penetration of craft brands in cider/perry continued to increase in 2018. Access to good quality apples and similar production techniques mean that many local craft breweries are also offering cider/perry products.

Want to find out more about this report?
Request more information
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.

Your Recently Viewed Reports

Cider/Perry in New Zealand

Samples (FAQs about samples):

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

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

  • One
  • Two
  • Three

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 New Zealand, our research will save you time and money while empowering you to make informed, profitable decisions.

The Cider/Perry in New Zealand 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 New Zealand?
  • What are the major brands in New Zealand?
  • 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 New Zealand - Category analysis

HEADLINES

PROSPECTS

Cider/perry continues to record strong growth
Craft trend also prominent in cider/perry
Average unit price rises in 2018 but modest growth expected over the forecast period

COMPETITIVE LANDSCAPE

Lion continues to lead
DB Breweries continues to hold second place
Penetration of craft brands increases

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 New Zealand - Industry Overview

EXECUTIVE SUMMARY

Volume sales growth remains modest in 2018
Craft trend continues to impact alcoholic drinks
DB/Lion duopoly continues but market fragmentation increasing
Supermarkets a major alcoholic drinks distribution channel
NPD pipeline to shape future prospects

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 16 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

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