Cider/Perry in Slovakia

PROSPECTS

Strong sales growth continues

Cider/perry was the highest-growing alcoholic drinks category in 2017, driven by the extension of product portfolios and the strong promotion of these drinks on television, which attracted consumers who were mostly interested in drinking traditional beers. The sweet and unusual taste of cider/perry was appealing to women consumers, while men looked to try out these products and compared their taste to beer, which they were used to drinking.

The position of cider/perry in retailers starts to strengthen

Earlier in the review period, in most retailers cider/perry products could be found in the beer section, where they had a limited shelf space and could be easily overlooked by consumers. However, the rising number of available products and their continuing sales growth have led to cider/perry strengthening its position in retail outlets.

Hypermarkets leads among retail channels

Thanks to offering the widest product portfolio of cider/perry and attracting consumers with frequent price discounts, the hypermarkets channel maintained its leading position among retailers in 2017. Moreover, the fact that Slovaks tended to shorten their shopping time by purchasing all products needed for their household in one retail outlet, which hypermarkets offered, favoured the channel.

COMPETITIVE LANDSCAPE

Heineken Slovensko leads sales of cider/perry

Thanks to offering the widest product range of cider/perry and focusing on strong marketing activities, promoting its products on television and on the internet, Heineken Slovensko held the leading position in cider/perry in 2017 and it was significantly ahead of its competitors in terms of sales share. Strongbow was the main brand of the company, being the first brand offered by it and well known among consumers due to strong marketing campaigns.

The leading player records a strong sales share decline

Despite Heineken Slovensko not having any significant competitor in terms of product range and promotion, the company recorded a strong sales share decline in 2017. This was caused by the increasing number of players operating in the category, especially small domestic ones, such as Jablcnô with its Jablcno brand, and the increasing presence of private label.

Private label and the Frisco brand strengthen in cider/perry

The third-ranked company in 2017, Plzenský Prazdroj as, was able to increase its sales share in cider/perry in 2017. Plzensky Prazdroj offered the Frisco brand, which was available in the widest range of cider flavours – apple & lemon, cranberry, pineapple & lemongrass, forest fruits – and attracted consumers with its affordable price.

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