2020 was a strong year for cider/perry sales in New Zealand. The category was fortunate that the lockdowns from March through to June fell largely outside of the category’s key selling months, with 85% of cider normally sold in summer between October and March.
Cider/perry has been a stand-out category in alcoholic drinks over the review period. Craft and premiumisation trends have reinvigorated the category, changing consumer perceptions of cider/perry from something that was ‘old and stale’ toward being considered ‘fresh and new’, led by the surge of local craft players.
innovation has been a key driver behind cider/perry’s success in this review period with a strong supply of local apples enabling flavour expansion. Local craft players have been at the forefront of flavour innovation, with new flavours such as apple crumble infused cider and guava & lime infused cider emerging in recent years.
The gradual re-opening of international borders in 2022 and the resumption of international travel and tourism will help the on-trade recover from the COVID-19 pandemic. In March 2022, Australians and travellers from visa-waiver countries were granted the opportunity to travel to New Zealand followed by the full relaxation of border controls on July 30th 2022.
While off-trade volume sales of cider/perry declined in 2021, underlying demand for the category remains strong and as such retail sales are expected to bounce back in 2022, albeit with more subdued growth rates compared to pre-pandemic levels. Increased competition from spirit based RTDs will stem demand for cider/perry, although widespread distribution alongside continued innovation, is expected to drive consumer demand moving forward.
Unlike in beer and spirits where there is seen to be strong brand loyalty and where consumers generally favour repeat purchases, the situation in cider/perry is more similar to wine with consumers more open to trying new products. With this is mind, it is important that producers secure prominent shelf positioning for their cider/perry ranges to ensure they catch the eye of the consumer.
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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 DefinitionsThis report originates from Passport, our Cider/Perry research and analysis database.
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