Cider is expected to leave the fluctuations resulting from the pandemic behind and see steady, slight volume growth over the forecast period. In contrast to traditional most, the entire growth potential comes from the more modern cider brands, which are still being discovered by many consumer groups and fit in well with the increasing consumer preference for light and easily digestible alcoholic drinks.
The increasing dominance of the Stibitzer brand has led to a situation in which no significant new brand launches in cider/perry were registered in Austria in the last few years of the review period, and this is likely to remain the case in the forecast period. The market leadership of the Stibitzer brand does not appear likely to be threatened in the foreseeable future due to the strong role of its owner, Brau-Union Österreich AG, in both the off-trade and on-trade channels, and its aggressive pricing policy.
Cider/perry is expected to see slightly stronger volume growth in on-trade sales than in off-trade sales during the forecast period. Even consumers who otherwise do not drink cider are increasingly trying it when they go out, especially in English or Irish themed pubs.
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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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