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Belgium cider market: Consumption fell 4% in 2012
Belgium Cider Market Insights 2013 - a new market research report on 2014-04-18 12:55:02
The Belgium cider market continued to decline. In 2012 consumption dropped by over 4% thereby following the decreasing trend of recent years. Not only did the hard discounters delist some of their cider brands, as in previous years, but Stassen´s biggest competitor Ruwet seems to be focusing less and less on the cider market. This is resulting in a noticeable shrinking of the market.

Despite the efforts being made, cider is still seen as an old fashioned drink in Belgium and the annual decrease in consumption shows no signs of stopping. Cider is most popular in the south of Belgium where proximity to France has influenced the local tastes of consumers. Belgium has not warmed up to imported cider. Imported cider from Ireland is still only available in Irish pubs and not in supermarkets.

Domestic production is almost entirely ruled over by Stassen in respect of both branded and Private Label offerings. Advertising support remains limited. Stassen´s last TV commercial is now three years old and its last big event at the Belgian football club Standard Luik dates back to September 2011.

There is finally some movement noticed in the Belgian cider market. The giants of the beer world are buckling up for what might become an exciting ride. Carlsberg has introduced its cider flagship, Somersby: the biggest growing cider in 2012 worldwide. Heineken acquired Stassen in 2012; a tactical takeover to ensure to gained from the pioneering work of Stassen on the cider market.

A-BInBev tested its own new cider (Stella Cidre) in the UK market in 2011 and 2012, even before it was released in Belgium. However, the company introduced its cider (both apple and pear variants) in Belgium in the first half of 2013.

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