Belgium 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 (e.g. apple, pear, flavoured). 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 Belgium Cider Market Insights report is a high level market research report on the Belgium 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?

The cider market in Belgium continued to decline. In 2012 consumption dropped by over 4% thereby following the decreasing trend of recent years.

What are the key drivers behind recent market changes?

Not only did the hard discounters delist some of their cider brands, as in previous years, but Stassen's biggest competitor Ruwet seems to be focusing less and less on the cider market. This is resulting in a noticeable shrinking of the market.

What makes this report unique and essential to read?

The Belgium 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 Belgium 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

  • Despite the efforts being made, cider is still seen as an old fashioned drink in Belgium and the annual decrease in consumption shows no signs of stopping. 
  • Cider is most popular in the south of Belgium where proximity to France has influenced the local tastes of consumers.
  • Belgium has not warmed up to imported cider. Imported cider from Ireland is still only available in Irish pubs and not in supermarkets.
  • Domestic production is almost entirely ruled over by Stassen in respect of both branded and Private Label offerings.
  • Advertising support remains limited. Stassen's last TV commercial is now three years old and its last big event at the Belgian football club Standard Luik dates back to September 2011.

Key Highlights

  • There is finally some movement noticed in the Belgian cider market. The giants of the beer world are buckling up for what might become an exciting ride. Carlsberg has introduced its cider flagship, Somersby: the biggest growing cider in 2012 worldwide.
  • Heineken acquired Stassen in 2012; a tactical takeover to ensure to gained from the pioneering work of Stassen on the cider market.
  • A-BInBev tested its own new cider (Stella Cidre) in the UK market in 2011 and 2012, even before it was released in Belgium. However, the company introduced its cider (both apple and pear variants) in Belgium in the first half of 2013.
  • Belgian exports, contrastingly, rose significantly in 2012 and now stand at an impressive 50 th hl compared to 34 th hl last year. 
  • Today draft cider is only available in some Irish pubs. Despite bottles of Strongbow being upwards of 30% more expensive, they possess a strong super premium image, which dampens the sales of cider sold on draft.