The presence of craft cider imported mainly from the UK, and consumed mainly via bars and restaurants helped support the rising demand for this alcoholic drink via the on-trade channel in 2021, in line with a relaxing of restrictions in the United Arab Emirates. Craft cider remains a niche with a focus on quality, such as using freshly squeezed apple juice and without use of artificial sweeteners.
Strongbow (Bulmer Holdings Plc, HP for Heineken NV) maintained its dominance of cider/perry in 2021, recording double-digit total volume growth following a general drop in demand the previous year due to the closure of on-trade establishments as a result of the pandemic. While there are increasing numbers of brands emerging under “others”, Strongbow’s established presence within the category has helped maintain its dominance, with only Savanna (Sirocco FZCO for Distell Group Ltd) the other competitor of note.
Cider/perry is predicted to register a positive performance through off-trade over the forecast period. However, the category is dominated by on-trade sales, and while the channel is expected to record a weaker performance in comparison, overall demand will remain in its favour.
Strongbow is predicted to remain the dominant brand in cider/perry over the forecast period, with limited movement expected in terms of company shares. Despite the gradual ground gained by smaller players under “others” in 2021, there is low potential for a major breakthrough.
Food/drink/tobacco specialists is expected to remain the dominant distribution channel for spirits via off-trade over the forecast period. However, in line with rising interest in e-commerce in the United Arab Emirates, there is potential for retailers to take an omnichannel approach to sales to reach a wider audience to attract the growing number of citizens purchasing this drink for home consumption.
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Understand the latest market trends and future growth opportunities for the Cider/Perry industry in United Arab Emirates 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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