Cider/perry registered a decline in total volume terms in 2018. The introduction of VAT and the decrease in consumer spending negatively affected sales in the United Arab Emirates.
In recent years, manufacturers focused on enhancing their product lines. More flavoured options are entering the market, increasing their presence through both off-trade and on-trade outlets.
The United Arab Emirates is one of the main countries which is fighting against diabetes, as sugar consumption is very high in the country; 35% of the population is classified as obese. Therefore, the authorities are constantly looking for ways to decrease sugar intake, as well as encouraging people to be more active in their daily lives.
Strongbow from Bulmer Holdings remained the dominant brand in cider/perry in 2018. However, Strongbow started to lose significant share to other competitors as the product variety increased within the category.
Health and wellness has started to become a focus of manufacturers in cider/perry. Manufacturers are looking for solutions to provide healthier cider/perry products, either containing less sugar or zero alcohol.
The marketing of alcoholic drinks is prohibited in the United Arab Emirates. Therefore, alcoholic drinks companies rely highly on consumers’ brand awareness, as well as promotions in outlets.
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This industry report originates from Passport, our Alcoholic Drinks market research database.