Cider in the US is set to maintain its total volume decline in the early years of the forecast period, before returning to marginal growth. Whatever consumers may seek cider to be, either effervescent or still, sweet or dry, sessionable or strong, its complexity as a category allows it a practical mutability.
While much has been made of disinterest in alcohol consumption amongst older Gen Z of legal drinking age, the versatility of cider gives it room for flexibility, including in the no/low alcohol space. Even as high ABV ciders are driving increasing interest in the category overall, the room for experimentation within the low alcohol space, through blending, alternative fruit usages, and leaning on successful non alcoholic RTD best practices, will lead to engaging and sessionable products that combat the derisive perception of 0% cider as merely “juice”.
Efforts to educate consumers on cider involve untangling the prickly and erroneous reduction of the category to a subset of beer, and creating an opportunity to position cider as its own unique force in the alcoholic drinks space. The volume growth that was seemingly unstoppable in many categories may have reached an inflection point in 2023, with many drinkers dialling back their consumption habits.
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Cider/Perry
Cider is made from fermented apple juice while perry is made from fermented pear juice. Both artisanal and industrial cider/perry are included.
See All of Our DefinitionsThis report originates from Passport, our Cider/Perry research and analysis database.
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