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MARKET SUMMARY

1.1 Introduction and definition

Cider is an alcoholic fruit wine, with an alcohol content of between 2% and 8%. It is obtained from the fermentation of apple juice, a technique which is antique. Nevertheless, its principle remains elementary: the more the yeast is allowed to ferment, the more the sugar contained in the pressed apple will be transformed into alcohol.

In a context of constant internationalization of products, it is important to note the geographical differences between the term. In the United States, Canada, and the United Kingdom, beverage referred to as cider is not necessarily composed mainly of apples, whereas in France it is a struct must.

Today, cider is the most widely consumed fruit wine in France. It comes in packages including draught, cans, glass bottles, plastic bottles, and others are different types of packaging used in the cider market. In France, bio cider is on the rise; LSA reports that 7.3% of retail cider sales are bio products. The average price is €2.59 (+5.73% compared to 2018).

This study aims to analyze the French cider market by providing an overview of revenue, consumption, market players, demand & supply determinants, and an industry overlook.

1.2 The global market's rapid growth

Source: ****
The global market of cider is expected to grow, reaching $*.** billion in ****. This represents a CAGR of *.*% between **** to ****. The global market is dominated by Europe, and especially the UK and Ireland. Nevertheless, North America will experience the highest growth rate between **** to ****. [***] This growth is fuelled by consumers’ prefrence ...

1.3 The French Cider Market

Source: ****
The graph above highlights the French cider market. From this, we derive a market value of €***.* in ****. This is only marginally larger than in **** (***), which goes to show the market has stalled in the latest couple of years. Indeed, CAGR is a mere *.***%. Underlying factors include overall less alcohol consumption ...

1.4 International Trade

Source: ****
From the graph above we can see that France exports more cider than it imports. Indeed, the conversion rate (***) larger than imports. Nevertheless, in February **** this figure decreased to reach ***.*%. 



Source: ****
Of the top * exporting countries, almost half of France’s exports are to the US (***), and Japan, the UK, ...

DEMAND ANALYSIS

2.1 Profile Analysis: The French Consumer

Alcohol consumption in France is decrasing

Source: ****
In France, alcohol consumption has been decreasing since ****. In ****, the average consumer drunk **.* litres per year. In **** the equivalent number decreased to **.*.


Cider consumption small relative to other alcohols

Source: ****
From the graph above we can see that cider still makes up a small ...

2.2 Demand Trends

** year old and plus remain the most loyal to cider

Source: ****
The table above shows us that in **** there was a decrease in cider consumption across all age groups. Individuals within the **-** years old segment consumed a whopping **% less. People aged above ** decreased consumption to the lowest extent.


Cider consumption ...

MARKET STRUCTURE

3.1 Production process

Source: ****

3.2 Production

Firms relatively stable over time – number of employees have shrunk

Source: ****
The cider industry in France has remained relatively stable over time. In **** there were ** registered companies, and in **** the equivalent was **. However, when looking at the number of employees, we see a larger drop from *** to *** in ****. In other words, ...

3.3 Distribution

Source: ****
Ciders are predominantly bought in super-and hypermarkets (***) are still a small means of purchase, however it has been growing.


Company Shares

Source: ****
The companies with the largest market share of ciders sold include Agrial Groupe (***). Together, the three largest companies account for **.*% of sales. Moreover, all three except Celliers Associés ...

ANALYSIS OF THE OFFER

4.1 Supply overview

Removing cyclicality
In France, cider producers and distributors are looking to make cider a year around drink. Moreover, the industry is looking to widen the consumption of cider and make it into an aperitif as well. This is done through a larger product offering with more tastes, different packaging, and more ...

4.2 Pricing

Price Index

Source: ****
The price of Cider has been increasing fairly steadily since October ****. In January **** the price index was at ***.*, indicating a *.*% increase since ****. Indeed, as we have seen, this price rise is most likely due to premiumization of products, rather than an increased demand.


Pricing - Overview
Source: ****

4.3 Supply Trends

For distributors, the commercial strategy seems to be moving towards an adaptation of packaging and communication
A strengthening of eco-responsible and stake labels to take advantage of the upward trend in the organic market A redistribution of market shares reserved for the most innovative, both in terms of products (***) and in ...

RULES AND REGULATIONS

5.1 Current Regulation

France is subject to EU regulation. For example, cider is touched by regulation around labelling. EU regulation is prevailing for cider producers in France.
In France, cider as a product is regulated independently. The Protected Geographical Indication (***) No ****/****. This indication of a place, region or country designates the origin, quality, production, ...

POSITIONING OF THE ACTORS

6.1 Segmentation des acteurs

  • Celliers Associés : Val de Rance
  • Les Celliers de l’Odet
  • Cidrerie de la Brique
  • Agrial

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Analysts

chargé d'études économiques, Xerfi

Hugo Schott

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Associate Consultant

Mathieu Luinaud

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PhD Industrial transformations

Robin Charbonnier

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Analyst

Pierre Doussau

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President Ross Alumni Club France

Arnaud Walter

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Analyste de marché chez Businesscoot

Amaury de Balincourt

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Consultant

Pierrick Cudonnec

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Project Finance Analyst, Consulting

Maelle Vitry

Etudiante en Double-Diplôme Ingénieur-Manager Centrale

Héloise Fruchard

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EDHEC

Imane Essadiq

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Auditeur

Vincent Defrenet

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Eva-Garance Tison

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Market Research Analyst

Michela Grimaldi

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Azelie Prigent

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Cantiane Gueguen

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Consultant

Jules Decour

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Alexia Vacheron

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Emil Ohlsson

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Anna Oeser

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Gabriel Salvitti

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