Cider/Perry in Switzerland

PRE-COVID-19 PERFORMANCE

Home consumption continues to drive demand for cider/perry as refreshing beverage to be enjoyed in the summer months but producers continue to develop low or non alcoholic options to address health trend

Cider/perry remained a small but stable category within Swiss alcoholic drinks in 2019, driven by home consumption. Cider/perry not only benefits from increasing demand during the warmer months in Switzerland as a refreshing beverage, but also due to a general change in lifestyles with growing health awareness, especially among younger adult consumers who are attracted to flavoured beverages.

Craft cider emerging as relevant trend in Switzerland in line with demand for more premium products

As witnessed in both beer and gin towards the end of the review period, cider/perry is experiencing a wave of crafted products in the country. The growing demand for local products which many Swiss consumers perceive to offer greater authenticity and higher quality is helping to drive this trend.

Somersby continues to place pressure on leading local players in 2019

Cider/perry in Switzerland continued to be led by two traditional producers, in Ramseier Suisse AG (Ramseier Suure Moscht) and Mosterei Möhl AG (Saft vom Fass, Swizly). Both have a long history of producing apple juice and cider which helps them to position their products as local and premium.

2020 AND BEYOND

COVID-19 impact

On-trade volume sales of cider/perry are expected to fall by 31% in 2020 in light of the impact of COVID-19. This compares to an expected 1% rise forecast for 2020 during research conducted in May 2019 (before the spread of COVID-19).

Recovery and opportunities

The end of 2020 into early 2021 is set to see higher volume growth through on-trade as consumers return to socialising as lockdown measures are further eased. Despite on-trade holding lower volume share overall, cider drinking is often perceived as a social activity and supported by warmer months moving into summer and autumn after long periods of time spent at home.

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