Report Published: "Cider/Perry in Portugal"

From: Fast Market Research, Inc.
Published: Fri Sep 05 2014

Somersby was the star brand of 2013. The British cider only entered the Portuguese market in 2011, and its performance had been good but not particularly remarkable. This all changed in 2013. Unicer - Bebidas de Portugal, the brand's distributor in Portugal, invested heavily in promoting Somersby, and the drink was advertised both on television and outdoors. Previously available on-trade only, Unicer started distributing Somersby in supermarkets and hypermarkets, and the drink proved a success off-trade, where it gained room on shelves.

Competitive Landscape

Thanks to Somersby, Unicer - Bebidas de Portugal held a 75% share of volume sales in cider/perry in 2013. SCC - Sociedade Central de Cervejas e Bebidas, owner of Sagres, the leading Portuguese lager brand, lags behind in cider, with a 6% volume share. Central de Cervejas owns the Strongbow and Bulmers brands in the Portuguese market, but, unlike Unicer, did not invest in the promotion of these brands, perhaps because the company directed its "new drinks" budget towards promoting Sagres Radler, which combines Sagres lager with lemon juice, and was the best-seller in flavoured/mixed lager in 2013.

Full Report Details at

Industry Prospects

The main question hanging over the forecast for cider/perry in Portugal is whether or not the strong growth observed in 2013 is sustainable. Both history and consensus in the industry seem to point to the fact that Somersby's success was the exception and not the rule. It is not expected that growth will remain high over the forecast period. In fact, growth is expected to slow down from 2014. There is no tradition of cider consumption in Portugal, and the novelty factor around Somersby is expected to fade once promotional activity goes off the radar.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Cider/Perry industry in Portugal with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Cider/Perry industry in Portugal, our research will save you time and money while empowering you to make informed, profitable decisions.

The Cider/Perry in Portugal market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market volume shares
* Five year forecasts of market trends and market growth
* Production, imports by origin, exports by destination
* Robust and transparent market research methodology, conducted in-country

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