Cider/Perry in North Macedonia

PRE-COVID-19 PERFORMANCE

Female-orientated positioning, but growing number of men showing an interest

Female consumers constitute the core base for cider/perry, and the category retained a largely female-orientated positioning at the end of the review period. However, there was some shift in consumer perceptions as the review period progressed, with a growing number of men, particularly young adult males of legal drinking age, choosing to drink cider/perry.

Off-trade drives growth

A lack of consumer awareness of cider/perry was both maintained by and contributed to the category’s limited distribution during the review period. However, the strong volume growth exhibited by cider/perry in 2019 was driven largely by its expanding presence in off-trade channels, in which its increased availability was supported by the growing role of supermarkets, hypermarkets, and discounters in the market’s retailing landscape.

Carlsberg dominates

Carlsberg remained the only player to have achieved a significant share of cider/perry volumes in 2019, with HP Bulmer having failed to fully establish itself following the launch of its Strongbow brand in the previous year. Leveraging its strong position in beer, in which it ranks second in imported lager, the company dominates the cider/perry category through its Somersby brand.

2020 AND BEYOND

COVID-19 impact

On-trade volume sales of cider/perry are expected to fall by 28% in 2020 due to COVID-19. This compares to a 3% rise in volumes forecast for 2020 during research conducted in 2019 prior to the spread of the disease.

Recovery and opportunities

Cider/perry is expected to see strong volume growth over 2019-2024. While the category is set to see a marked upturn in on-trade volume sales in 2021 and 2022 as consumers return to reopened bars, cafés, and restaurants, the continued strong rise in off-trade volumes is expected to be the primary driver of growth over the forecast period as a whole.

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