There is shift in consumer taste towards less bitter and sweeter beverages, especially in women, which is poised to grow the popularity of ciders. Factors like growing demand for natural & organic drinks and growing concerns regarding use of synthetic ingredients in ready-to-drink (RTD) beverages are expected to further boost the cider market. Cider market is witnessing a trend towards beerification, wherein manufacturers package cider in beer-like or champagne-like bottles in order to position the cider on par with beer and wine. Beerification is adapted to promote the consumption of ciders on a wider number of occasions.
In the cider market there is an increasing focus towards innovative packaging as to make the product more appealing to customers and make the transportation and storage easier. Glass bottles and metal cans are getting replaced by plastic because of its low cost and lightweight. Polyethylene Terephthalate (PET) bottles with barrier coating technology are preferred by the vendors because they protect cider for longer durations. Retort pouch or aseptic pouch made of multi-level laminates are also growing in demand as they can maintain the quality of cider products.
Innovation in flavours, flavour mixes and packaging are the key market drivers for cider. Other factors such as over-ice consumption of cider, preference for hybrid flavours among younger men, aggressive promotional campaigns and brand building efforts are also contributing to its market growth.
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