Cider in Switzerland: Consumer Insights and Innovation Pathways for Market Growth
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2025
Typ of student thesis
Bachelor
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11 - Student thesis
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Hochschule für Wirtschaft FHNW
Place of publication / Event location
Olten
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Schweizer Obstverband, Zug
Abstract
Cider awareness is high, yet many, especially younger consumers, remain unclear on what it is, how it differs from alcopops or fruit wines, and when to drink it. Inconsistent labeling, weak emotional branding, poor retail placement, and missing cultural ties slow growth. Without coordinated industry action, cider risks staying marginal in both cultural relevance and market share, missing a chance to position itself as a valued Swiss specialty that leverages regional apple production, changing tastes, and demand for low-alcohol, authentic, locally rooted beverages.
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English
Created during FHNW affiliation
Yes
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Review
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Citation
Salerno, S., & Redgewell, J. (2025). Cider in Switzerland: Consumer Insights and Innovation Pathways for Market Growth [Hochschule für Wirtschaft FHNW]. https://irf.fhnw.ch/handle/11654/54789