Cider/Perry in Thailand

2021 DEVELOPMENTS

Ongoing pandemic-related restrictions delay a recovery in the on-trade sales of cider/perry

The third wave of COVID-19 was the most severe that Thailand faced, with tens of thousands of new COVID-19 cases every day. During this time, government measures to protect the health of the population included the closure of bars and restaurants, depending on the zone, and a ban on sales of alcohol for dine-in.

International brands maintain their lead while domestic brands are also gaining popularity with all companies focusing more on the off-trade during the health crisis

Thai Asia Pacific Brewery continued to lead cider/perry in total volume terms in 2021, with its international Strongbow brand. Although it only entered the category in 2016, it achieved strong growth.

Cider/perry faces growing competition from spirits and RTDs

While locals are slowly developing a taste for cider/perry, it is tourists who form a larger consumer group, especially via the on-trade. As cider/perry is generally consumed in bars when people are travelling, the decreasing number of inbound tourists and transportation/distribution difficulties slowed consumption in foodservice.

PROSPECTS AND OPPORTUNITIES

Return to double-digit growth for cider/perry despite slow economic recovery in the aftermath of the pandemic

The pandemic has taken a heavy toll on tourism and resulted in lower demand in consumer foodservice throughout 2020 and 2021. Moreover, the Thai economy is projected to experience slow recovery over the forecast period despite several stimulation packages by the government to boost disposable incomes and spending.

Rebound for the on-trade as consumers revert to type once restrictions are lifted

Cider/perry is expected to return to double-digit total volume growth in 2022, although as in other categories, the opposite trend to 2020 and 2021 is expected, with the on-trade channel seeing much stronger growth than the off-trade as consumers return to consuming such products in restaurants, bars and nightclubs, rather than at home. This trend will also be boosted by the return of tourists to the country.

Freshness, trendy new drinks and the health trend boost demand for cider/perry over the forecast period

Cider/perry is considered easy to drink due to its sweet taste, therefore it is expected to experience growing demand amongst consumers, especially women and young adults of legal drinking age. Meanwhile, once the health crisis abates, millennials will continue to seek out trendy new alcoholic drinks options, with the category profiting from Thai consumers being more widely influenced by international trends due to exposure to online and broadcast media.