Cider/perry turned to decline in total volume terms in 2020 during the pandemic, as on-trade outlets closed, and sales plummeted in this channel. Although off-trade sales saw some growth, it was insufficient to offset the on-trade decline.
The channel shift back towards the on-trade had an immensely positive impact on sales of cider in 2021. Cider is a seasonal beverage for the most part, and it fares better in the colder months, being associated greatly with autumn.
Sales via e-commerce saw a surge across industries during the pandemic, as consumers shifted to an at-home lifestyle. Although still only holding a low share, online sales of cider also saw a boost, and the share accounted for by e-commerce is only set to keep increasing in the forecast period, as this becomes a key distribution channel.
The craft segment is forecast to see a strong recovery in the forecast period. Craft is currently facing threats due to supply chain issues and rising ingredient costs, as well as increases in packaging costs.
The non-alcoholic beverage trend has also found its way into the craft segment, and is a bold opportunity for cider. There is a challenge here in distinguishing between non-alcoholic cider and apple juice, but there is the opportunity to be creative with flavour pairings and positioning.
In order to stay relevant, companies are being forced to adapt to where consumers’ attention is focused, and currently that is on popular social media sites. Platforms such as Instagram and TikTok have seen an increase in advertisements from food and beverage companies trying to reach a wide demographic.
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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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