Cider/Perry in Singapore

PROSPECTS

Cider/perry continues to grow but at a slowing pace

Cider/perry remains well suited to the Singaporean palate, being a light, sweet and refreshing choice of alcoholic drink in the hot and humid climate. Total volume sales continue to see relatively healthy growth although the rate of increase is decelerating as cider/perry faces competition more intensely from other products including craft beer, flavoured lager, cocktails/mocktails, and Prosecco.

The on-trade channel is the most important for cider/perry

The majority of cider/perry volume sales are made in the on-trade in Singapore. Growing availability in on-trade establishments is helping cider/perry to maintain high growth in on-trade volume sales.

Producers focus on flavours and reducing the sugar content

Flavoured variants of cider/perry are available, although the original flavours of apple and pear represent the majority of commercial sales. However, leading brands such as Somersby and Strongbow have increased the product variety of cider/perry by including flavours such as blackberry, elderflower and red berries to maintain consumers’ interest.

COMPETITIVE LANDSCAPE

Carlsberg remains the leading player

In 2018, Carlsberg (S) Pte Ltd retained its leading position in cider/perry and even increased its total volume share. Its Somersby brand, which continued to hold the number one position, achieved the highest growth in total volume sales in 2018.

Consumers enjoy new flavours and food pairings

Flavour and product innovation in cider/perry helps drive impulse purchases or occasion drinking, as Singaporean consumers seek new experiences. Carlsberg (S) Pte Ltd has introduced Somersby Sparkling White which is advertised as “inspired by white wine”.

Craft cider offers a healthier value proposition

Craft cider from Australia and New Zealand are considered to be of a higher quality as they are made from freshly squeezed apple juice without the use of artificial sweeteners or additives in the fermentation process. These ciders are found mainly in the on-trade channel and cater to niche consumers as their manufacturers tend to be small players with restricted marketing budgets.

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