Cider/Perry in Thailand

PRE-COVID-19 PERFORMANCE

Cider/perry is sweet and trendy, leading to growth on- and off-trade

Although cider/perry remained a small category in 2019, it saw the fastest growth within alcoholic drinks, with a double-digit total volume increase. It is considered easy to drink due to its sweet taste, therefore it is seeing growing demand amongst consumers, especially women and young adults of legal drinking age.

Modern trade channels carry a widening product range, increasing the competition

To be in line with on-the-go trend and to be accessible to all consumers, modern trade channels such as hypermarkets, supermarkets and convenience stores are the preferred choice for off-trade purchases of cider/perry, for convenience reasons. Meanwhile, more brands are appearing in these channels, such as Moose, Strongbow and Somersby.

International brands maintain their lead, but domestic brands also gaining popularity

Thai Asia Pacific Brewery continued to lead cider/perry in total volume terms in 2019, with its international Strongbow brand. Although it only entered the category in 2016, it saw an eight percentage point increase in share in 2019, which extended its lead significantly.

2020 AND BEYOND

COVID-19 impact

On-trade volume sales of cider/perry are expected to decline by 32% in 2020 in light of the impact of COVID-19. This compares to an expected 12% rise forecast for 2020 during research conducted in May 2019, before the spread of COVID-19.

Recovery and opportunities

Cider/perry is expected to recover to double-digit total volume growth in 2021, although as in other categories, the opposite trend to 2020 is expected, with the on-trade channel seeing much stronger growth than the off-trade channel as consumers return to consuming such products in restaurants, bars and nightclubs, rather than at home, and as tourists return to the country. By 2023, the trend established in the review period of the off-trade channel seeing a better performance is expected to return, with both channels expected to see stable strong volume growth.

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