Germany cider market: New cider products being launched outside the core cider regions
Germany Cider Market Insights 2013 - a new market research report on companiesandmarkets.com
PR-Inside.com: 2014-04-18 13:01:03
The Germany cider market has started to become more dynamic as new consumer groups are sought. In 2012 mixed cider beverages managed to attract a younger, more urban demographic. It is noteworthy that new cider products have been launched outside the core cider region. These new products are pure ciders often inspired by those from Scandinavia and the UK.
The launch of new products further broadens the perception of cider in Germany ranging from traditional, sometimes even old fashioned for some regional brands in the Rhine-main region to modern and hip for new lifestyle variants. Additionally, due to the unfavorable weather in 2012, consumption occasions of traditional cider were scarce.
2012 was a rather mediocre year for cider due to the unfavorable weather which highly impacted category growth through the limitation of consumption occasions. The German cider market is driven by pure, apple cider primarily consumed in the core cider region. This segment holds almost 94% of the volume. PL products will always have a consumer base; however, growth opportunities are scarce as increasing commodity prices further diminish the price advantage and with consumers seeking more innovative lifestyle products.
The innovativeness of cider producers is expected to further drive the category´s development in the challenging environment of decreasing alcohol consumption. Cider finally shook off its dated image and managed to attract new consumer groups. Additionally, distribution is further developed with innovative and new products being available in outlets (especially on-premise) that would not even consider selling traditional cider.
Cider mixes benefit from the fact that their consumers are more diverse. While traditional cider is often consumed by middle-age or older consumers, cider mixes are able to attract younger consumers and consumers that do not like the rather sour taste of traditional cider.
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