Cider/Perry in Portugal: New research report available at Fast Market Research

At the start of the review period, cider/perry was a small niche seeing reasonable growth from a low sales base, with total volume sales reaching only around 690,000 litres in 2009 and seeing around 5% annual growth in 2010 and 2011. The launch of Unicer's Somersby in 2011 however revolutionised this product area. Somersby benefits from a natural and healthy image, having a fairly low ABV of 4.5% and being free from artificial flavours and sweeteners. Perhaps more significantly, it saw major investment in marketing support following its launch, including numerous tasting events and fashionable and slightly surreal TV advertising.

Competitive Landscape

Unicer was the dominant player in cider/perry by the end of the review period, despite having only entered in 2011. This company benefited from the launch of Somersby, which has a natural positioning and benefits from strong marketing support. The brand particularly increased advertising from 2013 onwards, including outdoors, event and TV advertising, thus driving overall sales growth in cider/perry. In 2014, Unicer thus saw the strongest gain in total volume share among the leading players, with an increase of five percentage points to reach 80% share.

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Industry Prospects

There will be divergent performances for the on- and off-trade in cider/perry in the forecast period. The on-trade is expected to benefit from the fashionable image of Somersby, with this brand likely to continue to see strong events marketing and further expand its on-trade reach. However, in the off-trade sales are expected to see a slight 1% decline in the forecast period. The novelty of fruit-flavoured alcoholic drinks is expected to wear off to an extent in the forecast period, with this impacting both cider/perry and flavoured/mixed lager. In addition, the health and wellness trend is expected to result in many consumers switching from these products to soft drinks with a healthy image.

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

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