Cider/perry suffered far less impact from the on-trade restrictions in 2021 as it is less dependent on this channel compared to beer and spirits. Nevertheless, total volume sales reported a strong rise in 2021 as the on-trade recovered and demand remained robust through retail channels.
Somersby remains the dominant brand in cider/perry owned by the Super Bock Group SGPS SA accounting for three-quarters of sales by volume in 2021. In March 2021, the Super Bock Group launched a new variant, Somersby Hops'N Apples which offers a less sweet option to consumers by combining hops with apple.
Craft beer producers have started to launch ciders, keen to expand consumer choice and take advantage of strong volume growth in this category. With greater reliance on the on-trade, the pandemic years have hindered sales growth and brands awareness remains low.
The cider/perry category has a positive growth period ahead with consumption set to rise in the off-trade and on-trade in the forthcoming years. More consumers have come into cider/perry since the pandemic via the off-trade channels, which is expected to have a knock-on impact in the on-trade as well.
Private label is expected to increase volume share as retailers continue to invest in this category. Players such as Mercadona will see organic growth of its Wild Panther cider, which has been available nationally since 2020.
The further development of low alcoholic drinks such as hard seltzers, fruited wine and light RTD cocktails could be a future challenge to the cider category as it competes for a similar target audience. In order to compete with these emerging categories, cider producers will need to refocus on advertising, product innovation and potentially expand distribution to sustain growth in their cider brands over the forecast period.
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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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