Cider/Perry in Russia

PROSPECTS

The health and wellness movement helps to support sales

The health and wellness trend positively affected cider/perry at the end of the review period. Growing consumer awareness about the problems of sugar consumption, as well as the natural ingredients in cider and mead, made them appear more attractive.

Craft beer players drive growth in cider and mead

The number of small craft breweries in Russia which also started to produce cider and mead increased in 2018, especially in St Petersburg. Besides the consumer interest in cider, craft brewers find this drink attractive due to the development of interest in new styles, tastes and technologies, and the shorter cider production cycle compared with beer.

The development of flavoured/mixed lager positively affects cider

Flavoured/mixed lager demonstrated double-digit volume growth in 2018, becoming popular thanks to the strengthening flavour sophistication trend. Consumers are looking for new tastes and are ready for new experiences.

COMPETITIVE LANDSCAPE

Baltika Pivovarennaya remains the leading player

Baltika Pivovarennaya continued to lead cider/perry in total volume terms in 2018, with its Somersby brand. The second ranked brand, Pomme Royal by Vezha, held only a single-digit share in volume terms, in a rather fragmented category.

Heineken Pivovarnya diversifies its portfolio

In 2018, Heineken Pivovarnya launched a new brand of cider in addition to Strongbow. Chasing the value for money and economising trends, the new brand, Mister Lis, is a democratic, simple and understandable product aimed at the large number of consumers who want lower alcohol drinks, but do not necessarily enjoy beer.

The on-trade channel is negligible, but has potential

Although the on-trade share of cider/perry is negligible, the interest in this product from foodservice outlets is growing. More and more cafés and bars are including this drink on their menu, especially inspired by the growing interest in trying different products, such as craft beer.

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