Australia Cider Market Insights 2013




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Product Synopsis

Comprising of textual analysis and data tables, this in-depth and exclusive country report from Canadean provides a comprehensive view of the cider industry structure including analysis and profiles on trade mark owners and local operators. Brand volumes and market share are given by price segment, alcoholic strength and type. Consumption volumes are provided by pack mix (type, material, refill ability, pack size) and distribution channel (on- and off-premise). Other information includes market valuation/pricing data and new products are identified. All supported by market commentary.

Introduction and Landscape

Why was the report written?

The 2013 Australia Cider Market Insights report is a high level market research report on the Australian cider industry. Published by Canadean, this report provides an excellent way of gaining an in-depth understanding of the dynamics and structure of the market. The report covers total market (on- and off-premise) and includes valuable insight and analysis on cider market trends, brands, brewers, packaging, distribution channels, market valuation and pricing.

What is the current market landscape and what is changing?

Like many cider markets, the Australian market was relatively under developed until recent years. SABMiller-owned CUB remains the largest player, but there has been substantial competitive pressure. The cider category exhibited good, double-digit growth.

What are the key drivers behind recent market changes?

Cider is becoming an increasingly important part of consumers' regular purchases. While it is generally associated with specific occasions, with a focus on the summer months and on outdoor drinking occasions.

What makes this report unique and essential to read?

The Australian Cider Market Insight report is designed for clients needing a quality in-depth understanding of the dynamics and structure of the cider market. The report provides a much more granular and detailed data set than our competitors.

Key Features and Benefits

  • This report provides readers with an excellent way of gaining a thorough understanding of the dynamics and structure of the Australian cider market.
  • This report provides readers with in-depth data on market segmentation: mainstream, premium, super premium, discount; alcoholic strength; type.
  • This report provides data and analysis of the performance of both domestic and imported brands and reports on new product activity in 2012.
  • This report provides an analysis of industry structure, reports on company volumes and selected company profiles
  • This report provides distribution channel data (on- vs. off-premise) and discusses the latest trends in the key sub-channels. Packaging data includes consumption volumes by pack material, type, size, refillable vs. non- refillable. Market valuation data and selected pricing data are also included.

Key Market Issues

  • As the cider market matures, a super premium category is starting to emerge.
  • Despite several years of good growth, penetration is below rates seen in the UK, Ireland and New Zealand, which have similar beer consumption rates and cultural traits to Australia.
  • The poor summers of 2010-11 and 2011-12 had a negative impact on Australia's overall market for long alcoholic beverages (beer/cider/FABs).
  • The tax system currently heavily favors ciders over FABs and beers.
  • Super premium is emerging as a segment because of two trends; the desire for craft ciders made from natural ingredients including fresh juice with no added sugar and the desire for ciders with complex, non-apple fruit flavorings.

Key Highlights

  • The outlook for cider in Australia remains positive, with growth in 2013 expected to continue at high double-digit rates.
  • The leading brand in the Australian cider market is still Strongbow but it has not kept pace with market growth.
  • The second-largest brandin 2012 was Rekorderlig, a Swedish import, distributed by small independent distributor. Its sales more than doubled between 2011 and 2012.
  • The third-largest brand in the market, is Lion's Tooheys Extra Dry 5 Seeds. It has been the fastest growing mainstream brand in recent years.
  • SABMiller-owned CUB remains the largest player and its cider brands have been performing well compared to its beer brands, but there has been substantial competitive pressure. This has come not just from CUB's traditional beer market rival, Lion, but also from new players shipping or licensing major brands from overseas.