Cider sales up 60% year-to-date
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Since the beginning of the year, cider sales have increased by 60% year-on-year in physical terms and by 65.5% in value terms. About it informed Kommersant with reference to NielsenIQ data.
It is specified that in the first two months, sales of other low-alcohol cocktails increased by 33.8% and 58.4%, respectively. According to the publication, the increase in cider sales is due to the companies’ investments in promotion and marketing. As a result, almost 90% of cider sales come from the five most popular brands, whose names are not specified.
According to NielsenIQ, sales of local brands in this segment grew by 71% year-on-year in this segment. At the same time, last year the growth driver was, on the contrary, imported brands, whose sales this year decreased by 36%.
According to the publication, last year the total production of cider increased by 54.3%, to 6.27 million decalitres. The Russian division of Heineken produced the most (brands Mister Lis, Strongbow), the company produced over 3.35 million deciliters of cider, which is 25.8% more than in 2021. AB InBev Efes (Bon Season) and Cascade ” (“Apple Orchard”) produced 1 million decaliters of products. Kommersant included TsPI-Ariant (Bushel), Moscow Brewing Company (5 Ocean, Jagoda), Syur (Dalnaya Dacha) among other major producers, their production volumes are not specified.
Chairman of the Presidium of the Association of Retail Companies (part of X5 group, “Magnet”, “Lenta”) Igor Karavaev believes that sales growth is associated with the appearance in 2022 of more than ten domestic brands. In his opinion, the appearance of new products provokes the interest of consumers. The decrease in imports and the increase in prices for foreign products also affect the growth in sales, Stanislav Starovoitov, regional manager of the Syur region, added.
He said cider sales could double this summer on an annualized basis as the drink is popular as an alternative to beer and wine, Karavaev said. At the same time, the popularity of cider is limited only to million-plus cities, and the sustainability of demand growth for it will depend on the scale of campaigns to promote the drink.
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