Cider/Perry in Slovenia: New research report available at Fast Market Research

Despite strong attempts by the biggest Slovenian brewery, Pivovarna Laško, in 2011 and 2012 to introduce cider to the Slovenian public as an alternative to beer, the product is still mainly seen as a traditional drink produced in rural areas. The newly launched cider by Pivovarna Laško in 2011, iC-Cider, did not succeed in convincing the Slovenian public to opt for this product despite strong advertising support and promotions. As the reason for the bad performance partially stems from the weak consumer purchasing power, according to some trade sources the main problem was in the low quality of the product and also the taste which did not convince consumers to keep buying it also after they satisfied their initial curiosity. The brewery might also have made a mistake to position the product on the same price level as beer and consider it as a trendy, premium product.

Competitive Landscape

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The cider/perry category is still in its early stages of development in Slovenia; therefore strong foreign brands have limited presence in the country, which is increasing. The leader in this category remained domestic manufacturer Alp Peca doo, which lost one percentage point and finished 2013 with 39% volume share. The biggest loser of this year was another domestic company, Pivovarna Laško, which removed its iC-Cider product, introduced in 2011, from the market due to the lack of demand.

Industry Prospects

As the cider/perry category in Slovenia is still underdeveloped, the future carries a nice opportunity to increase the popularity of these products; however, as the case of Pivovarna Laško showed, this is possible only by proper positioning of the introduced products. As cider remains seen as a traditional product within the low-budget segment, produced domestically and in rural areas, much can be done in the premium segment by introducing products of higher quality and by proper marketing approach.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Cider/Perry industry in Slovenia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Cider/Perry industry in Slovenia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Cider/Perry in Slovenia market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market volume shares
* Five year forecasts of market trends and market growth

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