Cider in Switzerland: Consumer Insights and Innovation Pathways for Market Growth

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.