Executive Summary

Jul 2019
PROSPECTS
Climate, economy and the health and wellness trend influence sales

In 2018, growth slowed down due to the unfavourable weather conditions coupled with a slower economic growth. Cider is perceived as healthier than beer, its closer competitor, as it is made of fruit and as it has a lower alcohol percentage.

Cider consumption grows outside Asturias and the Basque country

In Spain, cider is mainly consumed by tourists (international brands) and by the inhabitants of two Spanish regions: Asturias and the Basque country. Cider has traditionally been produced mainly in these two areas with adults over 40 years old being the major consumption group.

Growing unit prices and increasing premiumisation

Unit prices showed positive growth in 2018 with premium quality cider growing faster and with operators looking to certify the origins of their products. In an effort to guarantee the cider quality, in 2017 the DOP of the Basque country, DOP Euskal Sagardoa, was created to certify ciders made with local apples.

COMPETITIVE LANDSCAPE
El Gaitero focuses on premiumisation

Valle, Ballina & Fernández, the leader of the category, invested in the premium positioning and marketing of its ciders to appeal to more demanding consumers. The company succeeded in receiving the DOP of Sidra de Asturias certification in 2018 with El Gaitero Etiqueta Negra; it was the first El Gaitero cider brand to be certified.

Heineken’s success lies in its target consumers and in its positioning

Since entering the market in 2017 with Ladrón de Manzanas, Heineken has engaged in a very aggressive marketing campaign, especially in the on-trade channel, in order to raise awareness of its product and of cider in general in all those areas of Spain where people were not accustomed to drinking it. In 2018, Heineken launched a new version of its cider brand “Ladrón de Manzanas: manzanas y frutos rojos”, made with apples and red berries tapping into the search for new exotic flavours.

Menéndez launches a new organic certified cider

Sidra Menéndez, one of the major players in the category, focused its strategy on offering premium certified cider with its launch of Sidra Menéndez DOP Ecológica in 2018. This cider has a double seal of quality; on the one hand, it received the Protected Designation of Origin "Sidra de Asturias" and, on the other hand, it is a guaranteed organic product certified by the Council of Organic Agricultural Production of the Principality of Asturias (COPAE).

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Cider/Perry in Spain

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Overview

Discover the latest market trends and uncover sources of future market growth for the Cider/Perry industry in Spain with research from Euromonitor's team of in-country analysts.

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Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Cider/Perry industry in Spain, our research will save you time and money while empowering you to make informed, profitable decisions.

The Cider/Perry in Spain market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market volume shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Cider/Perry in Spain?
  • What are the major brands in Spain?
  • Is premiumisation expected to continue to be an important driver in cider?
  • Who are the key consumers of cider: men, women, younger or older consumers?
  • Where is cider mainly consumed- at home or away from home?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

Cider/Perry in Spain - Category analysis

HEADLINES

PROSPECTS

Climate, economy and the health and wellness trend influence sales
Cider consumption grows outside Asturias and the Basque country
Growing unit prices and increasing premiumisation

COMPETITIVE LANDSCAPE

El Gaitero focuses on premiumisation
Heineken’s success lies in its target consumers and in its positioning
Menéndez launches a new organic certified cider

CATEGORY DATA

Table 1 Sales of Cider/Perry: Total Volume 2013-2018
Table 2 Sales of Cider/Perry: Total Value 2013-2018
Table 3 Sales of Cider/Perry: % Total Volume Growth 2013-2018
Table 4 Sales of Cider/Perry: % Total Value Growth 2013-2018
Table 5 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2013-2018
Table 6 Sales of Cider/Perry by Off-trade vs On-trade: Value 2013-2018
Table 7 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 8 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2013-2018
Table 9 GBO Company Shares of Cider/Perry: % Total Volume 2014-2018
Table 10 NBO Company Shares of Cider/Perry: % Total Volume 2014-2018
Table 11 LBN Brand Shares of Cider/Perry: % Total Volume 2015-2018
Table 12 Forecast Sales of Cider/Perry: Total Volume 2018-2023
Table 13 Forecast Sales of Cider/Perry: Total Value 2018-2023
Table 14 Forecast Sales of Cider/Perry: % Total Volume Growth 2018-2023
Table 15 Forecast Sales of Cider/Perry: % Total Value Growth 2018-2023

Alcoholic Drinks in Spain - Industry Overview

EXECUTIVE SUMMARY

Slower economic growth and consumer lifestyle trends shape demand in Spain
Consumption polarisation with premium drinks leading sales growth
NPDs, new packaging and investments in brand premiumisation pay back
Catering, e-commerce and direct sales from wineries gain ground
Alcoholic drinks are forecast to continue growing whilst wine is set to decline

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 16 Number of On-trade Establishments by Type 2013-2018

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2018 (EUR per litre of pure alcohol)

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 17 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 18 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 19 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 20 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 21 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 22 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2018
Table 23 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2018
Table 24 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2018
Table 25 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2018
Table 26 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 27 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 28 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 29 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 30 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 31 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 32 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources