Executive Summary

Jul 2019
PROSPECTS
Change in perception supports positive outlook for cider/perry

Compared to beer and wine, cider/perry only plays a minor role in alcoholic drinks in Switzerland. Even though raw materials are plenty and the production process is similar, many manufacturers continue to focus on beer and wine or even just spirits.

Cider as a craft

As craft beers and spirits are growing in popularity in Switzerland, it comes as no real surprise that craft ciders are among the main drivers of success of local cider breweries. Specifically targeting younger adult consumers, both male and female, craft cider manufacturers are seeking to cater for demand for individual, exclusive and premium cider products.

Healthier lifestyles supported by lighter alcoholic drinks

In 2018, cider/perry benefited not only from strong sales during a long and hot summer in Switzerland but also from general changes in lifestyle, especially among younger adult consumers. With a current tendency towards lower alcohol consumption and more refreshing alternatives to spirits, wine and in large part even beers such as standard lager, cider/perry continued to grow in popularity.

COMPETITIVE LANDSCAPE
Ramseier to benefit from growing demand for cider

Despite being one of the most traditional players, with a long local history, Ramseier Suisse managed to maintain its leading position in cider/perry in Switzerland in 2018. The company benefited from the growing acceptance and interest of younger adult consumers, although its product positioning remained more old-fashioned when compared with newer international players or even craft cider manufacturers.

International brand manufacturers push on

The strongest growth rates in total volume terms in 2018 continued to be recorded by the large brand manufacturers Heineken and Feldschlösschen, which once again gained share through the growing popularity of modern imported ciders like Somersby and Strongbow. Being widely advertised, these brands reached many consumers, positioning cider as a refreshing alternative to other more old-fashioned alcoholic drinks such as wine or even beer.

Niche player proves a success

One of the most successful new product launches in 2018 was Gartengold’s Craft Cider with a Mission. Albeit with comparably low sales and limited distribution, the company managed to achieve strong volume and value growth by introducing a particularly sustainable craft cider.

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Cider/Perry in Switzerland

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Overview

Discover the latest market trends and uncover sources of future market growth for the Cider/Perry industry in Switzerland 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 Switzerland, our research will save you time and money while empowering you to make informed, profitable decisions.

The Cider/Perry in Switzerland 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 Switzerland?
  • What are the major brands in Switzerland?
  • 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 Switzerland - Category analysis

HEADLINES

PROSPECTS

Change in perception supports positive outlook for cider/perry
Cider as a craft
Healthier lifestyles supported by lighter alcoholic drinks

COMPETITIVE LANDSCAPE

Ramseier to benefit from growing demand for cider
International brand manufacturers push on
Niche player proves a success

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 Switzerland - Industry Overview

EXECUTIVE SUMMARY

Alcoholic drinks remains flat in 2018
Good weather helps to support sales
Consolidation of multinationals offset by increase in independent manufacturers
Supermarkets remains the go-to channel
Alcoholic drinks set to remain flat in total volume terms over the forecast period

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

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