Cider/perry registered a small decline in total volume terms in 2021. The category was hard hit by the pandemic during 2020 with on-trade sales being cut almost in half as consumers remained at home.
Consumer standards for cider/perry are growing. Consumers now want and expect sustainable solutions in terms of transportation, packaging and production when selecting which product to buy.
Transparency in terms of ingredients is another key selling point for some brands of cider/perry, with organic and other sustainable certifications helping to attract shoppers. Brands that obtain these certifications help make the consumer feel they are making a safe choice.
Cider/perry is expected to see stable growth in total volume terms over the forecast period, with cider/perry remaining a popular drink thanks to its light and refreshing taste and strong presence of popular local brands. One big positive driver for off-trade sales will be the full lifting of travel restrictions from 1 April 2022.
As more consumers look to lead healthier lifestyles this is likely to lead to more people switching to alcohol-free and low alcohol beverages. This in turn is likely to influence new product development and positioning strategies for cider/perry, with players likely to look to market their products as having a lower alcohol content than products such as wine and cocktails.
While sweet cider/perry is likely to remain popular amongst young adult consumers, further options in terms of non-sweet cider will likely continue to appear on the market as producers look to provide an alternative to beer or sparkling wine. This is likely to support the category’s expansion potential due to interest in new flavours and variety in terms of accompanying meat and fish dishes, for instance.
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Cider is made from fermented apple juice while perry is made from fermented pear juice. Both artisanal and industrial cider/perry are included.See All of Our Definitions
This report originates from Passport, our Cider/Perry research and analysis database.
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