Cider witnessed a strong decline in volume sales in 2021 due to weak footfall in the on-trade and strong competition from other categories in the off-trade. In Dutch supermarkets, for instance, cider brands compete with craft beers, flavoured beer, non-alcoholic beer and RTDs such as hard seltzers for shelf space.
Heineken NV remained the dominant player in cider/perry in 2020 and increased its volume share. Over the review period the company invested heavily in the category.
When Jillz and Apple Bandit were launched by Heineken, Jillz was positioned to targeted women, while Apple Bandit had a male bias. As a consequence, Jillz featured fruit flavours, while Apple Bandit was based only on apple flavours.
The withdrawal of Heineken NV’s Jillz in both the on- and the off-trade will contribute to the decline of the cider category over the forecast period. Heineken’s investment in this category was the single most important factor in the growth of cider in the review period, so the company’s decision to withdraw Jillz and focus elsewhere will have a notable impact.
The fact that Heineken NV is unlikely to make any major investments in the category might offer smaller players an opportunity to achieve growth from a low base. There will be retailers who still want to offer their customers a choice of cider brands and will decide to list a second or even third cider brand to complete their cider offering.
For the on-trade the outlook for cider volume sales remains negative as well. The COVID-19 pandemic had an adverse impact on cider sales through the on-trade.
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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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