Cider/perry registered a sharp decline in total volume terms in 2021, with the introduction of strict COVID-19 measures in May 2021 putting a significant dent in sales. These measures included the closure of bars, clubs and karaoke clubs and restrictions on serving alcohol in foodservice outlets.
Heineken Vietnam remains the dominant player in cider/perry in Vietnam with its Strongbow brand. Heineken is constantly advertising and promoting Strongbow through various media as it looks to raise awareness of the pleasure of drinking cider, as well as in an effort to raise brand awareness.
Social distancing measures, lockdown measures and other restrictions created widespread concern about going out to purchase products, including alcoholic drinks, or to visit consumer foodservice outlets. Therefore, with many consumers unwilling or unable to visit off- and on-trade establishments there was a further shift towards e-commerce for purchasing cider/perry.
Like most areas of alcoholic drinks, cider/perry is projected to see a gradual recovery to pre-COVID-19 sales levels over the forecast period in total volume terms. The reopening of bars, clubs and karaoke clubs in early 2022, coupled with the reopening of the country’s borders to tourism should all provide a boost to sales.
Prior to the outbreak of COVID-19 the on-trade channel dominated sales of cider/perry but the balance is expected to shift in favour of the off-trade channel over the forecast period. Off-trade sales were supported by home consumption and gift purchasing during the pandemic and although restrictions are now being lifted it is expected that many people will continue to drink at home.
It is likely that new international players will look to enter cider/perry in the forecast period, due to its low base, strong performance during much of the review period and strong growth potential. One of the attractions of cider/perry is that due to its low ABV, players are permitted to market and promote these products, putting it in a similar position to beer.
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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 Definitions
This report originates from Passport, our Cider/Perry research and analysis database.
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