Market analyst Datamonitor has found that cider continues to show strong growth in many markets in northern Europe with particular appeal among young consumers. The company thinks this is an ideal drink to launch into new markets where there is a large and growing young population. According to a statement from the company, “with a non existent cider market and a growing young population, Russia could be the next key growth market”.
David Bird, consumer analyst at Datamonitor said: “With declining beer volumes in Russia, due, in part, to a large increase in taxation, Carlsberg has launched its Somersby cider. This is a bold move when cider consumption is currently minimal, and vodka still reigns as the tipple of choice.
“The brewer has realised the potential of the Russian market, as the brand will appeal to the growing young urban population in Russia – Datamonitor predicts the number of 25-35s will have grown by 10% between 2006 and 2014.
“If Somersby cider can capture this age group they stand the chance of significant headway in this market and this could provide Carlsberg with a boost to profits. They will also benefit from being one of the first to launch.”
However, Datamonitor believes that new players in the cider market, like Somersby, face challenges. The statement continues: “Somersby lacks the authenticity that cider brands like Bulmers and Magners have.
“As the brand becomes more established, and consumers become more educated about cider, they may start to look for a brand which has a more authentic product story supporting it.”