Cider/Perry in North Macedonia

PROSPECTS

Cider/perry sees strong growth in 2018, but the overall sales base remains low

The strong 2018 growth of cider/perry was mostly attributable to the off-trade growth. The sales base of cider/perry remains extremely low, especially when compared to European averages.

Shortage of major cider/perry brands and high seasonality

Despite its impressive growth rates in 2018, cider/perry continues to suffer from a shortage of major brands and at the same time experiences highly seasonal consumption and volatility. Somersby by Carlsberg A/S remains the only major brand, dominating sales in Macedonia in 2018.

Cider/perry to maintain healthy growth over the forecast period

Over the forecast period cider/perry is set to maintain a healthy total volume growth rate thanks to the growing off-trade demand. The main challenge is whether the local suppliers of the leading brand will be able to maintain adequate supplies and market coverage and manage to promote cider/perry in such a way that more consumers learn about this rather obscure and underdeveloped alcoholic drinks category.

COMPETITIVE LANDSCAPE

Carlsberg A/S with its Somersby brand is the leading cider/perry company in 2018

In 2018, Carlsberg A/S maintained its leading position and ranking within cider/perry with an overwhelming total volume share, approaching complete category dominance. In addition to being present within beer, Carlsberg A/S dominates cider/perry as the NBO/GBO of the Somersby cider/perry brand, which still has a low sales base, but manages to achieve spectacular growth rates every year both off- and on-trade.

Very limited competition at a category level

Cider/perry still continued to be faced with a significant lack of major brands in 2018. There is literally no competition at both company and brand level.

New brand enters the category in 2018

In contrast to the prevailing trend of a lack of significant cider/perry brands over the review period, in 2018 the category witnessed the entry of another cider/perry brand, which managed to steal minimal share from the leading Somersby brand. HP Bulmer launched its Strongbow brand, which is currently only available in the on-trade and is likely to be introduced in the off-trade in the early part of the forecast period.

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