Alcohol consumption shift towards cider, propelling the industry boom
Melbourne, Australia (PRWEB) June 30, 2013
The Cider Production industry has flourished over the past five years in Australia. This follows a similar revival of the industry in the United Kingdom since 2005. Cider has been in the Australian market for a long time, but has only recently taken off. The product's image has been reinvented to appeal to a new generation of consumers craving an alternative to the choices available to them. In Australia, beer consumption has steadily declined over the past decade, replaced by increases in wine and pre-mixed drinks. According to IBISWorld industry analyst Kosta Lev, “over the past five years, cider has been filling a gap in the market for a refreshing beverage that provides a compromise between the colloquial nature of beer and sophistication of wine. The adoption of cider has been strengthened by Australia's warm climate, providing an ideal environment for a fruity beverage that is best served over ice.” Over the five years through 2012-13, industry revenue is estimated to increase at a compound annual 19.2% to $305.8 million. This includes a forecast revenue increase of 11.9% over 2012-13.
“Changing preferences in consumer tastes towards premium drinks with more fruit varieties has influenced producers to create more brands and add additional flavours to current brands”, says Lev. “This trend has sparked interest for fruit growers to enter the industry as independent boutique brands.” These firms generally hand-pick the fruits they grow for the production of their own ciders. This is perceived as gourmet and is viewed favourably by target markets. Over the next five years, the number of industry enterprises is expected to continue growing.
Market share concentration in the Cider Production industry is currently high, and is dominated primarily by companies that deal with beer manufacturing in Australia. These companies include Foster's Group (as Carlton and United Breweries) and Lion Nathan. Import penetration is expected to increase over the next five years, especially given Coca-Cola Amatil and SABMiller's distribution agreements with Rekorderlig and Kopparberg, respectively. A possible threat constraining industry growth is taxation legislation changes, which could affect the viability of smaller producers.
To continue its strong growth, the industry will need to continue innovating new flavours and marketing techniques to maintain its trendy edge.
For more information, visit IBISWorld’s Cider Production report in Australia industry page.
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IBISWorld Industry Report Key Topics
This industry produces cider, a fermented beverage produced largely from apple juice. It also includes cider produced from other fruits such as pears and berries.
Key External Drivers
Industry Life Cycle
Products & Markets
Products & Services
Market Share Concentration
Key Success Factors
Cost Structure Benchmarks
Basis of Competition
Barriers to Entry
Technology & Systems
Regulation & Policy
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