The cider market - Italy

1.1 Definition and presentation

Cider is a fruity alcoholic beverage that is made by alcoholically fermenting apples or sometimes pears. The process to produce it involves fermenting yeasts for a long time, turning them into alcohol.

As products continue to be internationalized, it is important to note the geographical differences in this term. In the United States, Canada, and the United Kingdom, the drink called cider is not necessarily made primarily from apples, while in Italy cider must be made from apples.

Globally, the cider market is growing. It is estimated to reach a value of $5.37 billion by 2025, growing at a CAGR of 3.1% (period 2019-2025).

In Italy, the market is also growing. We can speak of a rediscovery of this drink by Italians that has allowed cider sales in Italy to align with international sales, where the category is growing annually by 3.4 percent.

Today, Italy is considered the eighth largest cider market in the world in terms of the speed of growth of the sector, an achievement to be considered very important.

Consumers have also increased in recent years, especially those between the ages of 18 and 35. Men represent the largest percentage of cider drinkers (62.7 percent), and from the data collected it can also be inferred that this drink is more often consumed outside the home, preferably after dinner. The area of Italy where it is most consumed is the northwest.

In Italy, cider is produced by the Heineken Group (the world's leading cider company). In particular, Strongbow Gold (also owned by Heineken) is the brand considered the Italian leader.

What makes cider so special in Italy is definitely its distinctive image; this drink has a unique taste that makes it something original and special that is associated with happy moments of conviviality outside the home.

The market is therefore very interesting to penetrate and with considerable possibilities for growth, although those who enter will be competing primarily with a large worldwide group that is Heineken.