Developing the super-premium and value segments
Over the past ten years, cider consumption in western Europe has grown by 50 percent, making it one of the best performing beverages categories globally. As consumption is spreading to new geographical areas, global volume growth is set to continue for all segments in the sector. In the near term, this will conceal the hybrid consumer phenomenon which can be witnessed today in more mature beverages sectors such as beer, juice or wine. Since the drivers behind hybrid consumption are very prominent in cider, it is likely that the category will eventually evolve along the lines of beer and juice, even though some sector-specific hurdles remain to be overcome.
Author: F. Sonneville
Published in FRUIT PROCESSING 4/2013