Cider/Perry in Spain

PRE-COVID-19 PERFORMANCE

Product development and changing consumer perceptions drive sales of cider/perry

Cider/perry continued its steady, positive performance in Spain in 2019, favoured by consumers’ perception that these alcoholic drinks are healthier, more natural, lighter, and more suitable for on-trade consumption during the week. In addition, launches of new products and packaging formats in the review period, notably Heineken NV’s cider brand Ladrón de Manzanas, and the increasing space allocated for cider on retail shelves, which used to be limited to a few references, boosted sales in 2019.

New formats gain ground and challenge traditional local cider/perry brands

Cider/perry remains a traditional market in Spain and is associated with local brands that are located in the northern regions of Asturias and, to a lesser extent, the Basque Country, the main regions in terms of cider production and consumption. The traditional brands from these areas produce an acidic cider that used to be popular for celebrations and festivities.

Traditional brands lose ground to new dynamic entrants including private label

El Gaitero and Menéndez remain important brands in cider/perry, although they are not adapting to the new trends, in particular the shift towards smaller formats. Consequently, they are losing total volume share against other competitors, notably Heineken NV with its cider brand, Ladrón de Manzanas, which it has marketed aggressively towards millennials and younger generations.

2020 AND BEYOND

COVID-19 impact

On-trade volume sales of cider/perry are expected to fall by 36% in 2020 in light of the impact of COVID-19. This compares to an expected 4% rise forecast for 2020 during research conducted in May 2019, ie before the spread of COVID-19.

Recovery and opportunities

After 2020, both on-trade and off-trade volume sales of cider/perry are expected to normalise almost immediately, reverting to the previous ratio between them and the steady growth rates seen in the review period. This will have the result that volume sales will reach 2019 levels by 2024, with on-trade sales dominating as consumers continue to enjoy cider/perry as a lighter drink after work.

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