The Market Continues to See Strong Growth With Popular Brands Such As Angry Orchard, But Further Growth Potential for the Category Remains, According to the New Study on ASDReports

Wednesday 15 October 2014, Amsterdam

From brewers to brands, the new report now available on ASDReports has all the info with, Cider Market Insights Germany – the fresh new insight report providing a detailed overview of variety, distribution and packaging data across Germany for 2014. Despite mediocre weather, which impacted the summer and winter sales, the cider market remained positive, but this refreshing and robust market is gearing up for the next – with problems and potential ahead! This report highlights brewer profiles, along with trends and state regulations governing the industry, giving you a crisp, clear picture of the current market. An essential tool for experienced professionals, new players and anyone with a stake in the scrumptious, soaring cider industry!

The difference:

• Old Scrumpy: We show you the performance of brands and brewers allowing you to compare and track their performances
• Fresh and Fruity: Insights into the drivers of trends allow you to identify opportunities and threats within the German market
• Last orders: With a look at packaging trends, distribution channels and market structure.

Report highlights:

Modern cider variants i.e. flavored ciders have supported the stable development as this segment is able to attract new consumer and less affected by weather conditions. Seen in that context the launch of innovative cider variants, such as the first energy cider ‘Power Stöffche’, still continues. Leading cider brands are particularly strong in their region, with strong promotion and support (i.e. sports/event sponsoring and environmental activities). It is noteworthy that new premium cider products, often launched in a limited number of bottles or small volumes, were launched by several cider producers beside their regular cider portfolio.

The expansion of cider in non-core cider regions beyond the Rhine-Main area is slowly continuing to proceed and has managed a wide-range of new consumers through new young brands and modern lifestyle products. In spite of the innovativeness of the cider market, it was still influenced by current consumer trends such as a trend in reduced alcohol consumption that is based on the trend of a health-conscious lifestyle and the common demand for organic products.

These factors support the increase of organic and alcohol-free cider, even if both segments are still quite marginal. New seasonal flavored cider products such as cider punch (with or without added herbs and juice) were launched by several companies to generate more sales volume during the cold winter months. In addition 50cl can packaged cider continued its positive development driven by several product innovations and the success of the young lifestyle brand ‘Bembel with Care’.