Cider/Perry in France - New Market Study Published

From: Fast Market Research, Inc.
Published: Tue Nov 18 2014

In 2013, a strong come-back of promotional campaigns and event marketing by industry players have helped to mitigate the structural decline of previous years, thereby leading to a quasi-stabilisation of off-trade sales volume. For example, in early 2013, players and distributors collaborated on over 500 in-store events, such as the ‘Crêpes en Fête’ during the Epiphany and Candlemas demand peaks. Besides, soaring beer prices following an excise duty hike also had a positive ancillary effect on cider/perry which was broadly priced about 10% cheaper than beer. In addition, the interest in cider/perry was also revamped by premium innovations such as the ‘Kérisac de glace’ – the first French-made ice cider, ‘Délice de Poire’ by Ecusson and the frenetic demand for rosé-type ciders. A strong valorisation of the category was successful in generating overall 4% value growth, even while on-trade volume continued to regress by over 2% in 2013.

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Competitive Landscape

CCLF-CSR led the category in 2013, generating 36% of total volume sales. However, the company has been losing grounds due to the delisting of its two key brands, Loïc Raison and Ecusson, from the shelves of the major grocery retailer E.Leclerc/SC Galec, in favour of its key rival Celliers Associés’ Valderance range. Besides, the company’s two foresaid brands are still predominantly positioned in the less dynamic traditional range. The leader’s third most popular brand Kérisac was able to stabilise its sales thanks to the dynamism brought by the launch of ice-cider ‘Kérisac de glace’. The company also suffered from the renewed efforts of private label producer in sophisticating their offers with rosé-type, AOP-labelled, organic and other premium products. In addition, the company’s three major brands which are among the most popular in the on-trade, have also suffered from the reduced demand within on-trade channels.

Industry Prospects

The structural decline in cider/perry is expected to be mitigated over the forecast period. Industry players are actively trying to fade the seasonal image of cider/perry and reposition it as a year-round drink which can be enjoyed during aperitif moments and used in trendy cocktails. Such strategic repositioning of cider/perry will likely be supported by diverse communication campaigns from the industry professionals. Overall sales are expected to decline at a mitigated volume CAGR of less than 1% over the forecast period.

Report Overview

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

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