Cider/Perry in Russia

PRE-COVID-19 PERFORMANCE

Growth rates slowdown appreciably as cider/perry reaches maturity

2019 saw further slowdowns in sales growth in in cider/perry, after 2018 saw the very strong double-digit growth rates that have been recorded in cider/perry throughout the first half of the review period give way to more modest, sustainable growth rates. The more modest pace of growth that is now being seen in the category is also a reflection of high levels of price-sensitivity among the category’s core consumer base of younger consumers, with this consumer base seeing slower growth in their disposable income levels in comparison with their more mature counterparts.

The category leaders maintain their positions via local and international brands

The leading players in cider/perry are all international players that have benefited from the resins of both strong international brands and attractively priced local brands within their respective portfolios. Prominent among the local brands include Mister Lis by Heineken Pivovarnya OOO, which recorded strong sales growth in 2019.

Modern retailing dominates cider/perry distribution as on-trade sales remain minimal

At the end of the review period, on-trade sales of cider/perry remained too low to measure. This is an indication of the category’s low levels of development and its currently limited appeal.

2020 AND BEYOND

COVID-19 impact

On-trade volume sales of cider/perry remain too low to measure, making it impossible to measure the effects of COVID-19 on on-trade growth rates. Off-trade volume sales of cider/perry, meanwhile, are expected to decrease by 4% in 2020 due to COVID-19’s impact.

Recovery and opportunities

Sales of cider/perry are expected to continue declining throughout the first half of the forecast period and this negative trend can be linked to the economic uncertainty that has emerged from the COVID-19 situation. With many consumers facing significant pressure on their household incomes, discretionary spending is likely to come under scrutiny, making it increasingly likely that non-essential products such as cider/perry will be left on retail shelves.

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