Sales of cider/perry plummeted in the on-trade in 2020 as COVID-19 restrictions limited movement, while access to pubs/bars and other foodservice and entertainment venues became problematic. While off-trade volume sales continued to grow, there was not a significant increase in demand, meaning that total volume sales of cider/perry saw a heavy decline in 2020.
In order to promote local cider, the Swiss Fruit Association has re-launched its awards. Previously it would alternate awards from one year to the next between apple juice and apple cider.
Cider/perry benefits from increasing demand during the warmer months in Switzerland as a refreshing beverage and a general change in lifestyles with growing health awareness, especially among younger adult consumers who are attracted to flavoured drinks. The expansion of more innovative flavours within the category, such as rhubarb or elderflower, supports this demand, while a unisex approach to marketing has contributed to an increased customer base.
With the lifting of restrictions in 2022 and an uptick in tourism demand for cider/perry continued to recover through the on-trade, with sales further supported by a warm summer. These products are seen as a light and refreshing drink that is ideal for socialising and therefore the lack of social distancing is a major factor in the category’s recovery.
The category is quite traditional in Switzerland, with Ramseier Suure Moscht being widely familiar to locals. However, despite retaining its popularity it has an old fashioned image, with most people only drinking it in moderation.
With a growing interest in leading healthy and active lifestyles, there is seen to be the potential for the development of non-alcoholic cider/perry in Switzerland, with this also having the potential to open up the category to a wider audience. The variety of non-alcoholic cider/perry is already expanding, such as Mosterei Möhl AG’s popular Saft Vom Fass brand which is now available in a non-alcoholic version.
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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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