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Cider - Ireland - February 2014

“The cider market in Ireland has endured the same issues as the larger alcohol industry, with dwindling value sales in the on-trade as consumers increasingly drink at home. Cider reaps both the advantages and disadvantages of being seen as a summer drink, being seen as more refreshing than beer by most drinkers on warm days, but the same association sees usage decrease during the winter months.”

– Brian O’Connor, Production Manager

Some questions answered in this report include:

  • Is cider still viewed as a seasonal drink by Irish consumers?
  • What impact does tax have on cider and consumer purchasing habits?
  • What types of cider are the most popular?
  • What impact will lower consumer spending power have on cider usage?

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Table of contents

  1. Introduction

      • Key themes within the report
        • Definition
          • Data sources
            • Abbreviations
            • Executive Summary

                • The market
                  • Figure 1: Estimated value of the IoI cider market, by value and volume, by on-trade and off-trade, 2013
                • Forecast
                  • Figure 2: Estimated value of the IoI cider market, by value (€m), by on-trade and off-trade, 2009-19
                • Market factors
                  • Increased taxation of cider in NI and RoI
                    • Rising costs of living exerting pressure on leisure spending
                      • Summer a key time for cider sales
                        • Minimum pricing by 2014?
                          • Companies and innovations
                            • The consumer
                              • Apple cider a clear favourite among Irish consumers
                                • Figure 3: Types of cider drunk in the last 12 months, by location, NI and RoI, January 2014
                              • NI consumers drink cider more frequently than RoI consumers
                                • Figure 4: Frequency at which consumers drink cider (in-home and out-of-home), by season, NI, January 2014
                                • Figure 5: Frequency at which consumers drink cider (in-home and out-of-home), by season, RoI, January 2014
                              • Cider overwhelmingly seen as a unisex drink
                                • Figure 6: Agreement with statements relating to cider, NI and RoI, January 2014
                              • What we think
                              • Issues in the Market

                                • Is cider still viewed as a seasonal drink by Irish consumers?
                                  • What impact does tax have on cider and consumer purchasing habits?
                                    • What types of cider are the most popular?
                                      • What impact will lower consumer spending power have on cider usage?
                                      • Trend Applications

                                          • Trend: Locavore
                                            • Trend: Extend My Brand
                                              • Trend: Help Me Help Myself
                                              • Market Overview

                                                • Key points
                                                  • RoI government hikes up cider excise by 43% between 2011 and 2013
                                                    • Figure 7: Value of VAT and excise on a pint of cider, lager and stout, RoI, 2013
                                                  • NI cider drinkers also facing high costs
                                                    • Figure 8: Value of VAT and excise on a pint of cider and lager, NI, 2013
                                                    • Figure 9: UK excise duty rates for beer and cider, 2003-13
                                                  • Irish consumers face higher costs of living
                                                    • Figure 10: How consumers rate their current financial situation, NI and RoI, January 2014
                                                    • Figure 11: Real household net disposable income, annual growth rates, 2007-12
                                                    • Figure 12: Average yearly disposable income, £ per week, UK and NI, 2010-13
                                                  • Summer months see highest cider usage
                                                    • Figure 13: Cider drinkers who have drunk cider at least once a month, by season, NI and RoI, January 2014
                                                    • Figure 14: Average annual hours of sunshine for NI (Aldergrove), by month, 1979-2014
                                                    • Figure 15: Mean solar radiation in Joules/ cm², RoI, by month, 1981-2010
                                                  • Winter months can be a troubling time for cider brands
                                                    • Minimum pricing to be introduced in 2014?
                                                      • Cross-border co-operation on minimum pricing necessary
                                                      • Competitive Context

                                                        • Key points
                                                          • Beer market value continues to drop, but volume sales growing
                                                            • Figure 16: Total beer market value, by value and volume, NI and RoI, 2009-19
                                                            • Figure 17: Comparative value of IoI beer market vs. cider market, 2013
                                                        • Strengths and Weaknesses

                                                          • Strengths
                                                            • Weaknesses
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Cider market valued at €476 million for IoI in 2013
                                                                  • Figure 18: Total cider market value, by value and volume, NI and RoI, 2009-19
                                                                • On-trade cider continues to see sales decline
                                                                  • Figure 19: On-trade cider sales, by value, NI and RoI, 2009-19
                                                                  • Figure 20: Volume sales of cider, on-trade vs. off-trade, IoI, 2009-19
                                                                • Cider off-trade reaps the benefit of on-trade downturn
                                                                  • Figure 21: Off-trade cider sales, by value, NI and RoI, 2009-19
                                                              • Companies and Innovations

                                                                • Key points
                                                                  • Innovations
                                                                    • New variety/range extensions lead the way
                                                                      • Figure 22: Products launched into the cider market, by launch type, UK and Ireland, 2009-13
                                                                    • Premium claim ciders dominate NPD
                                                                      • Figure 23: Products launched into the cider market, by top ten claims, UK and Ireland, 2009-13
                                                                    • New fruit flavours encourage year-round consumption
                                                                      • The introduction of confectionery-inspired cider
                                                                        • Company profiles
                                                                          • Anheuser-Busch InBev (AB InBev)
                                                                            • Heineken
                                                                              • Kopparberg
                                                                                • Rekorderlig
                                                                                  • C&C Group
                                                                                  • The Consumer – Usage of Cider

                                                                                    • Key points
                                                                                      • Apple cider most popular among Irish consumers
                                                                                        • Figure 24: Types of cider drunk in the last 12 months, by location, NI and RoI, January 2014
                                                                                      • Apple cider most popular at home
                                                                                        • Figure 25: Consumers who have drunk apple cider in the last 12 months, by location, by gender, NI and RoI, January 2014
                                                                                      • Variation in the age of apple cider drinkers between in-home and out-of-home
                                                                                        • Figure 26: Consumers who have drunk apple cider in the last 12 months, by location, by age, NI and RoI, January 2014
                                                                                      • Pear cider has a strong appeal to NI women
                                                                                        • Figure 27: Consumers who have drunk pear cider in the last 12 months, by location, by gender, NI and RoI, January 2014
                                                                                      • Cider made by beer companies making headway
                                                                                          • Figure 28: Consumers who have drunk beer-branded cider in the last 12 months at home, by social class, NI and RoI, January 2014
                                                                                        • Fruit-flavoured ciders the third most consumed type of cider
                                                                                          • Figure 29: Consumers who have drunk any other fruit-flavoured cider (eg black cherry/red grape) in the last 12 months, by location, NI and RoI, January 2014
                                                                                      • The Consumer – Frequency of Cider Drinking

                                                                                        • Key points
                                                                                          • Summer is a key time for cider drinking
                                                                                            • Figure 30: Frequency at which consumers drink cider (in-home and out-of-home), by season, NI and RoI, January 2014
                                                                                          • Affluent consumers drink cider with greater frequency
                                                                                            • Figure 31: Frequency at which consumers drink cider (in-home and out-of-home) during summer months, by social class, NI and RoI, January 2014
                                                                                        • The Consumer – Attitudes towards Cider

                                                                                          • Key points
                                                                                            • Cider appeals to both sexes
                                                                                              • Figure 32: Agreement with statements relating to cider, NI and RoI, January 2014
                                                                                            • Middle-aged consumers most likely to feel that cider is suitable for both sexes
                                                                                              • Figure 33: Agreement with the statement ‘Cider is a drink which is suitable for both men and women’, by gender and age, NI and RoI , January 2014
                                                                                              • Figure 34: Agreement with the statement ‘I am interested in larger ‘sharing’ bottles for when I drink cider at home’, by gender, NI and RoI , January 2014
                                                                                            • Cider seen as better drink on sunny days
                                                                                              • Figure 35: Agreement with the statement ‘Cider is more refreshing than beer on sunny days’, by demographics, NI and RoI , January 2014
                                                                                            • Could the association with the sun and summer be a weakness?
                                                                                              • Figure 36: Annual recorded summer rainfall levels (mm), NI and RoI, 2013
                                                                                            • NI consumers more interested in sampling new unusual flavours
                                                                                              • Figure 37: Agreement with the statement ‘I am interested in trying flavoured ciders with unusual ingredients (eg boysenberry, lingonberry)’, by gender and age, RoI , January 2014
                                                                                            • NI consumers more in favour of locally-sourced apples
                                                                                            • Appendix

                                                                                              • NI Toluna Tables
                                                                                                • Figure 38: Types of ciders drank at home in the last 12 months, by demographics, NI, January 2014
                                                                                                • Figure 39: Types of ciders drank at home in the last 12 months, by demographics, NI, January 2014 (Continued)
                                                                                                • Figure 40: Types of ciders drank out-of-home in the last 12 months, by demographics, NI , January 2014
                                                                                                • Figure 41: Types of ciders drank out-of-home in the last 12 months, by demographics, NI , January 2014 (Continued)
                                                                                                • Figure 42: Types of ciders that have not been drunk in the last 12 months, by demographics, NI , January 2014 (Continued)
                                                                                                • Figure 43: Types of ciders that have not been drunk in the last 12 months, by demographics, NI , January 2014 (Continued)
                                                                                                • Figure 44: Frequency consumers drank cider at home or out-of-home during summer, by demographics, NI , January 2014
                                                                                                • Figure 45: Frequency consumers drank cider at home or out-of-home during winter, by demographics, NI , January 2014
                                                                                                • Figure 46: Agreement with the statement ‘Cider is a sophisticated drink’, by demographics, NI , January 2014
                                                                                                • Figure 47: Agreement with the statement ‘Cider is a drink which is suitable for both men and women’, by demographics, NI , January 2014
                                                                                                • Figure 48: Agreement with the statement ‘Cider is more refreshing than beer on sunny days’, by demographics, NI , January 2014
                                                                                                • Figure 49: Agreement with the statement ‘I prefer ciders from smaller companies (eg craft ciders) to those produced by large companies’, by demographics, NI , January 2014
                                                                                                • Figure 50: Agreement with the statement ‘I am interested in trying flavoured ciders with unusual ingredients (eg boysenberry, lingonberry)’, by demographics, NI , January 2014
                                                                                                • Figure 51: Agreement with the statement ‘Apple ciders are of higher quality than those with other fruit flavours’, by demographics, NI , January 2014
                                                                                                • Figure 52: Agreement with the statement ‘I prefer ciders with lower alcohol content (ABV) to those with a higher alcohol content’, by demographics, NI , January 2014
                                                                                                • Figure 53: Agreement with the statement ‘Ciders made from only one type of apple/pear are better than those which use several types’, by demographics, NI , January 2014
                                                                                                • Figure 54: Agreement with the statement ‘Locally produced ciders are of higher quality’, by demographics, NI , January 2014
                                                                                                • Figure 55: Agreement with the statement ‘I am interested in larger ‘sharing’ bottles for when I drink cider at home’, by demographics, NI , January 2014
                                                                                                • Figure 56: Agreement with the statement ‘I am willing to pay more for cider’, by demographics, NI , January 2014
                                                                                                • Figure 57: Agreement with the statement ‘It is worth paying more for ciders which have taken longer to produce (eg aged ciders)’, by demographics, NI , January 2014
                                                                                              • RoI Toluna Tables
                                                                                                • Figure 58: Types of ciders drank at home in the last 12 months, by demographics, RoI, January 2014
                                                                                                • Figure 59: Types of ciders drank at home in the last 12 months, by demographics, RoI, January 2014 (Continued)
                                                                                                • Figure 60: Types of ciders drank out-of-home in the last 12 months, by demographics, RoI , January 2014
                                                                                                • Figure 61: Types of ciders drank out-of-home in the last 12 months, by demographics, RoI , January 2014 (Continued)
                                                                                                • Figure 62: Types of ciders that have not been drunk in the last 12 months, by demographics, RoI , January 2014 (Continued)
                                                                                                • Figure 63: Types of ciders that have not been drunk in the last 12 months, by demographics, RoI , January 2014 (Continued)
                                                                                                • Figure 64: Frequency consumers drank cider at home or out-of-home during summer, by demographics, RoI , January 2014
                                                                                                • Figure 65: Frequency consumers drank cider at home or out-of-home during winter, by demographics, RoI , January 2014
                                                                                                • Figure 66: Agreement with the statement ‘Cider is a sophisticated drink’, by demographics, RoI , January 2014
                                                                                                • Figure 67: Agreement with the statement ‘Cider is a drink which is suitable for both men and women’, by demographics, RoI , January 2014
                                                                                                • Figure 68: Agreement with the statement ‘Cider is more refreshing than beer on sunny days’, by demographics, RoI , January 2014
                                                                                                • Figure 69: Agreement with the statement ‘I prefer ciders from smaller companies (eg craft ciders) to those produced by large companies’, by demographics, RoI , January 2014
                                                                                                • Figure 70: Agreement with the statement ‘I am interested in trying flavoured ciders with unusual ingredients (eg boysenberry, lingonberry)’, by demographics, RoI , January 2014
                                                                                                • Figure 71: Agreement with the statement ‘Apple ciders are of higher quality than those with other fruit flavours’, by demographics, RoI , January 2014
                                                                                                • Figure 72: Agreement with the statement ‘I prefer ciders with lower alcohol content (ABV) to those with a higher alcohol content’, by demographics, RoI , January 2014
                                                                                                • Figure 73: Agreement with the statement ‘Ciders made from only one type of apple/pear are better than those which use several types’, by demographics, RoI , January 2014
                                                                                                • Figure 74: Agreement with the statement ‘Locally produced ciders are of higher quality’, by demographics, RoI , January 2014
                                                                                                • Figure 75: Agreement with the statement ‘I am interested in larger ‘sharing’ bottles for when I drink cider at home’, by demographics, RoI , January 2014
                                                                                                • Figure 76: Agreement with the statement ‘I am willing to pay more for cider’, by demographics, RoI , January 2014
                                                                                                • Figure 77: Agreement with the statement ‘It is worth paying more for ciders which have taken longer to produce (eg aged ciders)’, by demographics, RoI , January 2014

                                                                                            Companies Covered

                                                                                            • Rekorderlig

                                                                                            Cider - Ireland - February 2014

                                                                                            £1,095.00 (Excl.Tax)