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“Consumer research shows that drinkers like one or two ciders but view it as too sweet to drink all night. However, there are a number of ways around this: promoting dry ciders alongside sweeter variants and smaller, more concentrated serves.”

– Jonny Forsyth, Senior Drinks Analyst

Some questions ...

    “Consumer research shows that drinkers like one or two ciders but view it as too sweet to drink all night. However, there are a number of ways around this: promoting dry ciders alongside sweeter variants and smaller, more concentrated serves.”

    – Jonny Forsyth, Senior Drinks Analyst

    Some questions answered in the report include:

    • Can cider become the new lager?
    • How can cider increase its frequency of sales?
    • What is the biggest growth opportunity for cider in the next couple of years?
    • What are the major challenges to cider’s continued growth?

    Report Length: 169 pages

    1. Introduction

        • Definitions
          • Abbreviations

          • Executive Summary

              • The market
                • Figure 1: Market size and forecast for the total UK cider market, by value, 2006-16
              • Market factors
                • Figure 2: Most popular occasions for drinking alcohol at home and out of home, May 2011
              • Companies, brands and innovation
                • Figure 3: Market shares of the top five selling cider brands within the off-trade, 2011
              • The consumer
                • Figure 4: Reasons cider drinkers consume cider over lager, December 2011
                • Figure 5: Factors which stop people drinking more cider, by gender, December 2011
              • What we think

              • Issues in the Market

                  • Can cider become the new lager?
                    • How can cider increase its frequency of sales?
                      • What is the biggest growth opportunity for cider in the next couple of years?
                        • What are the major challenges to cider’s continued growth?

                        • Future Opportunities

                            • Collective Intelligence
                              • Minimize Me

                              • Internal Market Environment

                                • Key points
                                  • Cider faces flavour innovation challenge from rivals
                                    • Figure 6: Selected examples of flavoured alcoholic innovation in the past 18 months
                                  • Changing drinks landscape increases importance of targeting key occasions
                                    • Figure 7: Index of price rises for wine, spirits and cider – on-trade versus off-trade, 2000-11
                                    • Figure 8: Most popular occasions for drinking alcohol at home and out of home, May 2011
                                  • Taxation gives cider a competitive edge
                                    • Figure 9: Changing UK excise duty rates for cider compared to beer, wine and spirits, 2003-11
                                  • Strategies for cider: the demand for premiumisation versus value
                                    • Figure 10: Changing grocery spending habits, 2009 and 2011
                                  • Evidence that cider transcends just being a summer beverage
                                    • Figure 11: Penetration of cider drinkers, Q1 2006-Q2 2011
                                  • Local cider brands can do more to leverage their authenticity

                                  • Broader Market Environment

                                    • Key points
                                      • Consumer spend is under increasing pressure
                                        • Figure 12: Change in average weekly earnings compared to inflation and consumer confidence, January 2007-October 2011
                                      • 2012 will be a challenging trading environment
                                        • Rise in ABC1s underpins the continued importance of premiumisation
                                          • Figure 13: Forecast adult population trends, by socio-economic group, 2006-16
                                        • Impact of an ageing population
                                          • Figure 14: Forecast adult population trends, by age, 2006-16

                                      • Competitive Context

                                        • Key points
                                          • A declining pool of users makes targeting even more integral
                                            • Figure 15: Proportion of UK population who drink alcohol, 2007-11
                                          • Cider now ranks as the third most drunk major alcohol type
                                            • Figure 16: Penetration of major alcohol types in order of popularity, 2007-11
                                          • Drinks increasingly catering for consumers’ sweet tooth

                                          • Strengths and Weaknesses in the Market

                                            • Strengths
                                              • Weaknesses

                                              • Who’s Innovating?

                                                • Key points
                                                  • Introducing more extreme flavour and colour
                                                    • Adding spice to cider
                                                      • Experimentation with ABV
                                                        • Aluminium can be a stylish, modern twist on the ubiquitous glass bottle
                                                          • Developing features of cider’s taste profile
                                                            • Interesting examples of global cider innovation

                                                            • Market Size of Cider

                                                              • Key points
                                                                • Cider is one of the few alcohol success stories of the past six years
                                                                  • Figure 17: Market size and forecast of volume and value sales in the total UK cider market, 2006-16
                                                                • There is still plenty of room for growth in the next six years
                                                                    • Figure 18: Market size and forecast for the total UK cider market, by value, 2006-16
                                                                  • Forecast methodology

                                                                  • Market Segmentation of Cider

                                                                    • Key points
                                                                      • Cider is rapidly increasing its share of the supermarket drinks aisles…
                                                                        • Figure 19: Volume and value sales of the UK off-trade cider market, 2006-16
                                                                        • Figure 20: Market size and forecast for the off-trade UK cider market, by value, 2006-16
                                                                      • …which brings dangers as well as opportunities
                                                                        • Cider is one of the few products holding its own in the troubled on-trade
                                                                          • Figure 21: Volume and value sales of the UK on-trade cider market, 2006-16
                                                                          • Figure 22: Market size and forecast for the on-trade UK cider market, by value, 2006-16

                                                                      • Market Share

                                                                        • Key points
                                                                          • Strongbow remains the off-trade power brand
                                                                            • Artois Cidre shakes up the market
                                                                              • Figure 23: Market share in value sales for the top ten cider brands in the off-trade, 2009-11
                                                                            • Kopparberg leads the way for premium-positioned ciders

                                                                            • Companies and Products

                                                                              • Key points
                                                                                • AB InBev
                                                                                  • Aston Manor Brewery
                                                                                    • C&C Group
                                                                                      • Halewood International
                                                                                        • Heineken
                                                                                          • Kopparberg

                                                                                          • Brand Communication and Promotion

                                                                                            • Key points
                                                                                              • Adspend slows down as Magners downgrades marketing investment
                                                                                                • Figure 24: Total above-the-line advertising spend in the UK cider market, 2006/07-2010/11*
                                                                                              • Less well-known brands pushed up spend in 2010/11
                                                                                                • Magners is still the biggest spender
                                                                                                  • Figure 25: Topline spend in the UK cider market, by brand, 2008/09-2010/11*
                                                                                                • Strongbow increases adspend and steers clear of premium positioning

                                                                                                • Channels to Market

                                                                                                  • Key points
                                                                                                    • Supermarkets are now comfortably the major volume driver for cider
                                                                                                      • Figure 26: Volume sales of cider, by on-trade and off-trade channels, 2008-10
                                                                                                    • The rise of online alcohol purchasing

                                                                                                    • Consumer Usage of Cider

                                                                                                      • Key points
                                                                                                        • Cider penetration is now equal to lager…
                                                                                                            • Figure 27: Consumption of alcohol in the past six months, by drink type, December 2011
                                                                                                          • …but it is not efficient enough in converting penetration into revenue
                                                                                                            • Increasing awareness of dry ciders can position it as an ‘all night’ drink
                                                                                                              • Cider has the advantage of appealing to both genders
                                                                                                                  • Figure 28: Proportion of cider drinkers in the past six months, by gender and age, December 2011
                                                                                                                • Cider attracts a younger audience than a decade ago…
                                                                                                                  • …but more premium branding can capitalise further on this
                                                                                                                    • New sweeter fruit variants attract a particularly young consumer base
                                                                                                                      • Figure 29: Penetration of the three different types of cider in the past six months, by gender and age, December 2011
                                                                                                                    • Brands need to deliver multiple flavours
                                                                                                                      • Figure 30: Consumption of different types of cider in the past six months, December 2011
                                                                                                                      • Figure 31: Index of consumption of solus apple cider drinkers and consumers of all three cider types, by gender, age and socio-economic group, December 2011

                                                                                                                  • Consumer – General Reasons Why People Drink Cider

                                                                                                                    • Key points
                                                                                                                      • Freshness is cider’s USP
                                                                                                                        • Figure 32: Reasons for drinking cider, December 2011
                                                                                                                      • Refreshment is an important all-year need…
                                                                                                                        • …and refreshment and freshness are key reasons for choosing cider over lager
                                                                                                                            • Figure 33: Reasons cider drinkers consume cider over lager, December 2011
                                                                                                                          • A younger generation with more desire for sweeter alcohol flavours
                                                                                                                            • Figure 34: Net difference in reasons for drinking cider – under-35s versus over-35s, December 2011
                                                                                                                            • Figure 35: Net difference in reasons why cider drinkers consume cider over lager – under-35s versus over-35s, December 2011
                                                                                                                          • Over-35 drinkers are attracted more by freshness than sweetness of flavour
                                                                                                                            • Cider is particularly drinkable for females
                                                                                                                              • Figure 36: Net difference in reasons for drinking cider – females versus males, December 2011

                                                                                                                          • Consumer – Barriers to Drinking Cider

                                                                                                                            • Key points
                                                                                                                              • Taking the next step is about cider becoming more ‘top of mind’
                                                                                                                                  • Figure 37: Factors which stop people drinking more cider, December 2011
                                                                                                                                • Calories and bloatedness are barriers to women drinking more cider…
                                                                                                                                    • Figure 38: Factors which stop people drinking more cider, by gender, December 2011
                                                                                                                                  • …as well as the younger 18-34-year-old generation as a whole
                                                                                                                                      • Figure 39: Factors which stop people drinking more cider – 18-34-year-olds versus over-35s, December 2011

                                                                                                                                  • Appendix – Internal Market Environment

                                                                                                                                      • Figure 40: RPI % change for spirits, cider and wine (data not available for separate categories) – on-trade versus off-trade, 2001-11

                                                                                                                                  • Appendix – Market Size and Forecast

                                                                                                                                      • Figure 41: Market size and forecast for the total UK cider market, by volume, 2006-16
                                                                                                                                      • Figure 42: Best and worst case forecasts for the total UK cider market, by value, 2011-16
                                                                                                                                      • Figure 43: Best and worst case forecasts for the total UK cider market, by volume, 2011-16
                                                                                                                                      • Figure 44: Market size and forecast for the UK off-trade cider market, by volume, 2006-16
                                                                                                                                      • Figure 45: Best and worst case forecasts for the off-trade UK cider market, by value, 2011-16
                                                                                                                                      • Figure 46: Best and worst case forecasts for the off-trade UK cider market, by volume, 2011-16
                                                                                                                                      • Figure 47: Market size and forecast for the UK on-trade cider market, by volume, 2006-16
                                                                                                                                      • Figure 48: Best and worst case forecasts for the on-trade UK cider market, by value, 2006-16
                                                                                                                                      • Figure 49: Best and worst case forecasts for the on-trade UK cider market, by volume, 2006-16

                                                                                                                                  • Appendix – Brand Communication and Promotion

                                                                                                                                      • Figure 50: Advertising expenditure in the UK ciders market, by advertiser, 2008/09-2010/11
                                                                                                                                      • Figure 51: Advertising expenditure in the UK ciders market, by brand and advertiser, 2008/09-2010/11

                                                                                                                                  • Appendix – Consumer Usage for Cider

                                                                                                                                      • Figure 52: Consumption of alcohol in the past six months, by types of cider, by demographics, December 2011
                                                                                                                                      • Figure 53: Most popular types of alcoholic drinks consumed in the past six months, by demographics, December 2011
                                                                                                                                      • Figure 54: Next most popular types of alcoholic drinks consumedin the past six months, by demographics, December 2011
                                                                                                                                      • Figure 55: Other types of alcoholic drinks consumed in the past six months, by demographics, December 2011
                                                                                                                                      • Figure 56: Most popular types of alcoholic drinks consumed in the past six months, by demographics, December 2011
                                                                                                                                      • Figure 57: Next most popular types of alcoholic drinks consumed in the past six months, by demographics, December 2011
                                                                                                                                      • Figure 58: Other types of alcoholic drinks consumed in the past six months, by demographics, December 2011

                                                                                                                                  • Appendix – Consumer – General Reasons Why People Drink Cider

                                                                                                                                      • Figure 59: Reasons for drinking cider over lager, by demographics, December 2011
                                                                                                                                      • Figure 60: Reasons people drink cider over lager, by demographics, December 2011
                                                                                                                                      • Figure 61: Reasons people drink cider over lager, by demographics, December 2011
                                                                                                                                      • Figure 62: Most popular reasons people drink cider, by demographics, December 2011
                                                                                                                                      • Figure 63: Next most popular reasons people drink cider, by demographics, December 2011
                                                                                                                                      • Figure 64: Most popular reasons people drink cider, by demographics, December 2011
                                                                                                                                      • Figure 65: Next most popular reasons people drink cider, by demographics, December 2011
                                                                                                                                      • Figure 66: Other reasons people drink cider, by demographics, December 2011

                                                                                                                                  • Appendix – Consumer – Barriers to Drinking Cider

                                                                                                                                      • Figure 67: Most popular factors which stop people drinking more cider, by demographics, December 2011
                                                                                                                                      • Figure 68: Next most popular factors which stop people drinking more cider, by demographics, December 2011
                                                                                                                                      • Figure 69: Factors which stop people drinking more cider, by demographics, December 2011
                                                                                                                                      • Figure 70: Most popular factors which stop people drinking more cider, by demographics, December 2011
                                                                                                                                      • Figure 71: Next most popular factors which stop people drinking more cider, by demographics, December 2011
                                                                                                                                      • Figure 72: Factors which stop people drinking more cider, by demographics, December 2011
                                                                                                                                      • Figure 73: Typical calorie content, by alcohol type, December 2011

                                                                                                                                  • Anheuser Busch-InBev
                                                                                                                                  • Aston Manor Brewery Co Ltd
                                                                                                                                  • C&C Group plc
                                                                                                                                  • Carlsberg UK Ltd
                                                                                                                                  • Duchy Originals
                                                                                                                                  • Halewood International Ltd
                                                                                                                                  • Heineken N.V.
                                                                                                                                  • Interbrew UK

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