Cider/perry remains a relatively small category in Switzerland but has become increasingly popular over the review period years, intercepting trends relating to soft drinks, such as health and wellness, and alcoholic drinks, such as innovation and low ABV content.
Cider/perry in Switzerland continued to be led by two traditional producers, Ramseier Suisse AG (Ramseier Suure Moscht) and Mosterei Möhl AG (Saft vom Fass, Swizly). Both players have a long history of producing apple juice and cider, which helps them position their products as local and premium.
Cider/perry benefits from increasing demand during the warmer months in Switzerland as a refreshing beverage and a general change in lifestyles with growing health awareness, especially among younger adult consumers who are attracted to flavoured drinks. The expansion of more innovative flavours within the category, such as rhubarb or elderflower, supports this demand, while a unisex approach to marketing has contributed to an increased customer base.
As the pandemic recedes and the country begins to recover from the economic impact of lockdown, horeca outlets will reopen, and on-trade demand for cider/perry is expected to grow significantly.
Trends that were already emerging within the category before the onset of the pandemic will help drive up the average unit price of cider/perry over the forecast period. Craft cider is likely to continue to support this trend with its premium positioning, local production, authenticity and innovation in terms of flavour.
Despite the on-trade channel holding lower volume share overall, cider drinking is often perceived as a social activity and supported by warmer months moving into summer and autumn after long periods spent at home. Off-trade will suffer from this early switch towards on-trade and is set to experience stagnation with low volume growth predicted for much of the coming years as consumers continue to patronise horeca outlets, only seeing review period levels of growth towards the end of the forecast period.
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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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