Global Cider/Perry: Prospects and Pitfalls

December 2019

Cider/Perry has been among the fastest growing alcoholic drinks categories of the past five years. Volumes remain heavily reliant on a few markets, led by the UK, but popularity is expanding globally. Cider is a highly cyclical category driven by evolving fashions. Current innovation is being influenced by the rise of non-alcoholic offers, heritage, artisanal and craft credentials and fruit flavours. What next for cider?

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This report comes in PPT.

Global cider volumes rely on a few key markets

Cider/perry has been among the fastest growing alcoholic drinks categories of the past five years. In mature markets, cider has evolved alongside legislative changes and is benefiting from consumer interest in premiumisation, natural credentials and flavour initiatives. Innovation has been a critical aspect of cider’s progression, underlining the cyclical nature of the category.

Although cider has seen considerable geographic expansion in recent years, global volumes remain concentrated in a few markets - notably the UK, South Africa and the US, which together accounted for 61% of category sales in 2018. Five of the top 10 markets for cider are in Western Europe - the region continues to dominate cider in both volume and value.

Other maturing cider regions - North America and Australasia - also hold a greater share of total cider by value than by volume, as they lead premiumisation in the category. While cider has a fairly strong presence in South Africa and increasingly Eastern Europe, these geographies are currently more volume focused.


Global cider volumes rely on a few key markets
UK and Ireland still top the rankings for per capita consumption
C’est cidre, not cider?
Perry: Niche but premium potential
Dynamic growth in Eastern Europe
Heineken strengthens its lead
Brewers see an expansion opportunity
UK cider: Bearing fruit
Heritage-orientated positioning continues to attract interest
The evolution of innovation
Non-alcoholic cider must remain distinct to prosper
An overview of on-trade developments

Alcoholic Drinks

Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.

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