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Switzerland cider market: Volumes fell 2% during 2012
Switzerland Cider Market Insights - a new market research report on 2014-04-18 12:59:04
The Swizerland cider market is showing no signs of recovery as recorded volumes were down a further 2% last year, with adverse weather contributing to the downtrend throughout the year. 2012 was also blighted by a general lack of innovation and new product introductions, although Ramseier Suisse aims to add a cloudy variant to its SuureMoscht brand in 2013. Inexpensive beer imports also impinged on the cider market.

Domestic cider remains a seasonal beverage - with peak times over the summer, especially during harvest periods and festivals, as well as the year end festive season. Changes in consumer preference and increased product selection of alternative alcoholic and non-alcoholic beverages are hurting this category. The continued long-term shift from on-trade to off-trade in respect of beverage consumption will also continue to act as a disadvantage to cider products.

Traditional cider has failed to establish itself as a trendy drink among younger drinkers. Without marketing drive or innovation, interest is waning as the older cider drinking generations shrink in number. A trend towards drinks with lower alcoholic content (health and wellness trend) is a potential opportunity, although wine is more likely to benefit from this.

Meanwhile imports took share, assisted by the high value of the Swiss Franc as importers exercised financial security by diversifying the domestic market with international flavors. Various small scale private production facilities do exist, but they produce for local consumption and are ´artisan´ in nature.

Industry consolidation has already occurred in Switzerland. No further mergers or acquisition are expected. The average off-premise price in 2012 was CHF3.13. This increase was pushed up by the premium and mainstream segments.

Cider can be bought in retail through Cash and Carry warehouses but the main outlets are agricultural supermarkets and include Coop, Ländi and Migros outlets located in rural areas selling agricultural supplies alongside regular supermarket product lines. Premium ciders are also sold online.

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