Cider/perry was severely impacted by the 2020 COVID-19 restrictions, registering aa double-digit decline in volume sales. However, in 2021, with society opening up and people socialising again, cider registered strong recovery, with volume sales being higher than before the onset of COVID-19.
Low consumer awareness of cider/perry remained an issue in 2021. However, the strong total volume growth performance was underpinned by an expanding presence in the off-trade channel, with increased availability supported by the growing role of supermarkets, hypermarkets and discounters on the retailing landscape.
All competing brands within cider/perry are international, with the number of brands on offer being limited. This is stifling volume growth.
Once society fully opens and on-trade can operate at full capacity again, cider/perry is expected to register one of the highest volume growths of alcoholic drinks over the forecast period. Cider/Perry is an immature product area, with plenty of room for growth, and with consumer awareness of these products improving due to wider distribution, it is expected that brand leaders will seek to target female consumers more explicitly in an effort to extend the group of consumers who regularly enjoy cider/perry as a lighter, more refreshing alternative to beer and other popular drinks such as rakija.
While internationals dominate cider/perry, there is a growth opportunity for domestically-produced cider/perry. Samples of such products are being exhibited at local wine or beer events and this is increasing consumers’ awareness and thirst for cider/perry, especially for a more premium, local offering.
There are potential headwinds on the horizon. Prices were starting to creep up in 2021 and if this continues over the forecast period, as pressures such as rising global energy prices and continuing global supply constraints feeds into further price rises, this will dampen volume demand.
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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 Definitions
This report originates from Passport, our Cider/Perry research and analysis database.
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