Emerging Markets Offer Respite for RTDs, as cCider set to Premiumise


The global market for RTDs is set to continue to grow through to 2022, in spite of a slight decline in volumes in 2017, according to a new report from just-drinks and the IWSR.

Japan and the US continue to dominate the sector, the Global RTD & Cider Insights 2018 report notes, but the two markets are heading in opposite directions. While Japan is poised to add almost another 20m cases over the next five years, the US will shrink as consumers switch to fresher and healthier products.

Beyond Japan, emerging markets show the most promise for RTD brands, with Mexico, South Africa and sub-Saharan Africa performing well thanks to affordability and the cachet of parent brands such as Smirnoff, Jim Beam or Jack Daniel’s.

However, global trends are mixed, with previously robust markets including Australia, Russia, the UK and Ukraine now in long-term decline.

Global cider volumes recovered slightly in 2017, and the positive trend is predicted to continue over the next five years, thanks in part to the continued growth of fruit cider in the UK, which remains the largest market by some distance.

The main trend across eight of the top ten global cider markets is one of premiumisation, which has benefited ‘craft’ brands but has been to the detriment of some more established names.