The outlook for cider/perry is not a positive one with sales expected to see a further decline in the coming years in total volume terms. Dutch consumers have shown limited enthusiasm about cider and it is unlikely to become a new mainstream category within alcoholic drinks.
Heineken is not expected to make any further major investments in terms of efforts to revive the flagging cider/perry category and it is unlikely that any other major players will take on this risk. Therefore, a steady decline in sales of cider/perry is the most likely scenario.
If Heineken’s cider/perry portfolio does see a further decline in sales volume, then this will likely also have a further impact on the distribution of cider/perry as a whole. During the review period, Heineken’s brands had a strong position in supermarkets, in particular.
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Cider/Perry
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 DefinitionsThis report originates from Passport, our Cider/Perry research and analysis database.
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