Cider/Perry in South Africa

2021 DEVELOPMENTS

Savanna sees exceptional volumes, despite glass packaging shortage

Savanna, the leading cider/perry brand in South Africa, recorded unprecedented double-digit total volume growth in 2021, following significant declines the previous year. Surprisingly, growth was achieved despite challenges faced by Distell, the brand’s owner.

Increasing presence of non-alcoholic cider offerings

Cider/perry product innovation was evident in 2021, with specific emphasis on non-alcoholic variants, aligning the category closely with other non-alcoholic options commonly found in beer and spirits, indicating that manufacturers are aware of shifting consumer preferences. To address this rising trend, Distell launched Hunter’s Extreme Energy, a cider which contained no alcohol and instead provided caffeine and taurine as the focal ingredients.

Fruit-based cider continues to gain traction, with consumers searching for innovative flavours

The dominant cider/perry ingredients remained apples or pears in 2021, although other fruits are gaining in popularity as alternatives. These typically include pineapples, raspberries, and cherries to mention a few.

PROSPECTS AND OPPORTUNITIES

Use of fresh ingredients in cider production expected to become more prevalent

Cider/perry brands have and continue to use processed ingredients, most commonly apple or pear concentrate. However, as local consumers continue to demand innovative flavours without compromising on quality, producers will gradually look at substituting their existing ingredients with those that align with changing consumer demands.

Younger demographic to drive cider/perry growth over forecast period

Greater numbers of millennials and younger generations are expected to enter cider/perry, as gender stereotypes regarding certain alcoholic drinks are eroded. In the past, cider/perry demand was associated with female consumers, as well as a substitute for a share of male consumers who did not enjoy the flavour profile of beer, but still wanted a carbonated alcoholic beverage.

Decline in homebrew cider expected as alcoholic drinks industry reopens in South Africa

The prevalence of homebrew cider declined in 2021 and is likely to lose further momentum over the forecast period, following an initial explosion in early 2020. Much of this was a direct result of the alcohol bans in South Africa, which forced consumers to look for alternative ways to obtain alcoholic drinks, including homebrewing.