Cider/Perry in Switzerland

PROSPECTS

Cider/perry profits from its modern image and growing female consumer base

In 2017, cider/perry products were perceived as modern alcoholic drinks, with a unisex positioning that attracted both male and female consumers in Switzerland. This was especially true for brands such as Strongbow and Somersby, which were mainly offered in small 330ml glass bottles in on-trade establishments as well as in off-trade outlets.

Dual perception of cider/perry influences the volume performance

In addition to the presence of modern cider/perry brands in Switzerland and their modern image, traditionally Swiss cider/perry brands such as Ramseier Suure Moscht, Saft vom Fass and Swizly were also present. These rather old-fashioned cider/perry varieties were mainly consumed by the older population.

Innovative flavours that go beyond apple and pear to remain key selling features

Another notable trend in cider/perry was that towards innovative flavours beyond apple and cider. New product launches in 2017 mainly revolved around new flavours.

COMPETITIVE LANDSCAPE

Domestic producers to continue to lose ground

Cider/perry was led by two domestic producers in 2017, Ramseier Suisse AG and Mosterei Möhl AG. These two producers mainly focused on their more traditional images to attract the more traditional consumer, which comprised mainly the elderly population.

Growing presence of international brands in both on-trade and off-trade channels

While domestic manufacturers continued to profit from their wide cooperation with on-trade and off-trade establishments throughout Switzerland, the growing presence of international brands in on-trade outlets as well as in off-trade outlets such as Migros and Coop and discounters such as Denner continued in 2017. For instance, the supermarket Coop added the newly introduced varieties of Somersby to its cider/perry range while Migros started to offer the Bulmer’s brand (next to the Somersby varieties).

Harsher competition due to new product launches expected

The number of players in cider/perry is anticipated to increase over the forecast period. Additional international producers in particular are expected to enter.

Files are delivered directly into your account within a few minutes of purchase.