Demand for cider/perry remains quite limited in Romania, but it had been growing rapidly in the review period prior to the onset of the pandemic due to widening distribution and increased consumer awareness. During 2020, on-trade volume sales plunged by almost a third due to pandemic restrictions, and they recovered only partially in 2021.
Heineken Romania SA is the dominant player in cider/perry with its Strongbow brand (launched in Romania in 2015), followed by United Romanian Breweries Bereprod SRL with Somerby and Zarea SA with Dacic. Between them, these three players accounted for more than four-fifths of total volume sales of cider/perry during 2021.
The consumption of cider/perry is highly seasonal in Romania, peaking during the summer months, with marketing campaigns tending to focus on socialising and refreshment. During 2021, volume sales were supported by a relatively long and hot summer, in addition to the relaxation of COVID-19 restrictions during this period due to a decline in the incidence of the virus.
The rate of growth in total volume sales of cider/perry will gradually accelerate over the course of the forecast period, as the threat posed by COVID-19 continues to diminish and restrictions are relaxed. On-trade volume sales will exceed their pre-pandemic peak by 2023.
Zarea SA’s Dacic is the only significant domestic brand in cider/perry. Its total value share expanded throughout the review period, and this trend is set to continue into the forecast period.
In the off-trade, retailers will continue to allocate additional shelf space and more visible positioning for cider, with better signage. Modern grocery retailers (particularly hypermarkets) dominate the distribution of cider, but e-commerce is an emerging channel.
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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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