Cider/perry recorded a resurgence of sales in the on-trade in 2021. However, volumes remained below the pre-pandemic level, and recovery is expected to be slow and gradual.
Cider/perry faces rising competition from a number of directions, notably premium lager and RTDs, due to shared target consumption occasions and consumer groups. RTDs saw their popularity increase dramatically over the last couple of years.
Highlighting specific regions of production has been a key marketing point for years, and there are still opportunities in this area. The fact that cider apples can be grown in the UK is a selling point that producers are looking to highlight.
The shift towards home socialising and home consumption, combined with the supply chain issues, higher costs and other challenges facing bars and pubs, mean that on-trade cider volumes will see only a gradual recovery. While total volume sales of cider in the UK are expected to return to the pre-pandemic level by the end of the forecast period, on-trade volumes will take longer.
The craft trend is not as developed in cider/perry as in beer, but is making progress. Many of the traditional small cider producers that have operated in the UK for generations benefit from inherently artisanal credentials, such as being local in scale, independently owned, family-run and using locally-grown apples.
Progress in no/low alcohol cider lags behind beer. There are a number of non-alcoholic ciders available, including offers from leading brands such as Thatchers and Kopparberg, but availability is not particularly widespread even in retail.
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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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