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Denmark cider market: Sales falling steeply

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PR-Inside.com: 2014-04-18 13:02:03
The Denmark cider market slumped by more than a quarter in 2012; appearing to be in crisis for another year. The explosion in cider sales early in the 2000s hit the FABs market hard and although the category attracted many beer drinkers, it was FABs´ sales that were hit hardest. Now that cider sales are falling steeply, FABs consumption has recovered and returned to growth. As cider demand shrinks, so too inevitably does the number of brands in the market.

The line between cider and FABs has become so blurred that it is probably more realistic to look at both categories as one. The marketing and target audience is one and the same. The catalyst for the decline of the Danish cider market was the government´s decision to tax ciders in the same way as ready to drink spirit products or FABs in 2010 which made the two categories comparable to consumers.

Cult accounts for nearly half of the cider market but the brand is no longer actively marketed as a cider - more as a FAB. The blurring of the line between FABs and ciders has meant that flavored ciders have gained share in recent times and now make up 70% of volumes.

Somersby volumes dropped by over a fifth last year; a new ginger and lemon flavor failed to prompt a revival in the fortunes of the brand. Average prices increased relatively steeply in the off-premise last year.

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