As a category with a niche audience and a heavy reliance on on-trade demand, cider/perry did not see a recovery in the Philippines in 2021, albeit it registered a slower decline than in 2020 in total volume terms. Fewer on-trade establishments carry cider/perry compared to other alcoholic drinks, which made the category’s recovery even more challenging, especially given most on-trade establishments still faced some disruption in 2021.
While on-trade sales continued to struggle, off-trade volume sales of cider/perry continued to grow in 2021. With wide availability through modern grocery retailers and with a growing base of consumers who enjoy its taste, cider/perry has seen increased consumption in the home, thereby boosting off-trade volume sales in 2021.
Cider/perry is a less mature area of alcoholic drinks relative to other categories and as such some local players have been exploring opportunities in the category. For example, local craft brewery Elias Wicked Ales added cider to its portfolio in 2021 with it using local ingredients such as guava and mangosteen as well as non-local flavours such as raspberry and rosé.
Like other alcoholic drinks, sales of cider/perry should benefit from the resumption of economic activities and the ongoing rise in vaccination rates, as well as the reopening of the Philippines’ borders to international tourists. These factors will likely encourage consumption through both the on-trade and off-trade channels as consumer confidence returns and restrictions are eased.
On-trade sales continue to dominate total volume sales of cider/perry in the Philippines and therefore with the anticipated recovery of the hospitality industry in the forecast period this should benefit overall sales of cider/perry. Higher vaccination rates will likely also encourage people to return to restaurants and bars.
With the availability of cider/perry increasing in 2021, the growth and development of the category is seen to rely on incumbent and potential new players increasing the product variety. As a category that has yet to achieve maturity, it still offers plenty of opportunities for exploration.
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Understand the latest market trends and future growth opportunities for the Cider/Perry industry in Philippines with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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 DefinitionsThis report originates from Passport, our Cider/Perry research and analysis database.
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