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Cider - UK - January 2019

"Barrel-aged ciders appeal particularly to over-55s, making these variants a promising means for companies to maintain engagement among older consumers. As well as tapping into quality associations around longer ageing, these products would also offer a less sweet flavour profile, which is likely to be particularly welcome to older people."
- Alice Baker, Research Analyst

This Report looks at the following areas:

  • Barrel-aged ciders can help companies to engage older consumers
  • Multiple avenues to explore to boost usage of craft ciders
  • A stronger focus on ingredient varieties would boost perry

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • 2018 heatwave boosts cider
              • Inflation and weak volume sales projected for 2018-23
                • Figure 1: Total value sales of cider, 2013-23
              • On-trade leads on value sales, but off-trade dominates volumes
                • Freeze on alcohol duties offers relief to manufacturers, but higher duties imposed on high-strength variants
                  • Health organisations warn of the dangers of alcohol
                    • Companies and brands
                      • Strongbow grows sales in buoyant cider market
                        • Figure 2: Leading brands’ shares in the UK retail cider market, 2017/18*
                      • Further activity in flavoured ciders
                        • Rosé cider blurs the boundaries with wine
                          • Advertising spend falls in 2017
                            • Strongbow continues music links and targets Freshers’ Week
                              • The consumer
                                • Over half of adults drink cider
                                  • Figure 3: Usage of cider, by flavour, October 2018
                                • Moderating alcohol intake is the primary reason for not drinking cider
                                  • Figure 4: Barriers to usage of cider, October 2018
                                • Barrel-aged and spiced ciders attract interest
                                  • Figure 5: Interest in innovation in cider and cider-based drinks, October 2018
                                • Seven in 10 drinkers would opt for a soft drink over a low-alcohol cider
                                  • Figure 6: Behaviours relating to cider, October 2018
                                • Many drinkers are open towards trading up
                                  • Figure 7: Attitudes towards cider, October 2018
                                • What we think
                                • Issues and Insights

                                  • Barrel-aged ciders can help companies to engage older consumers
                                    • The facts
                                      • The implications
                                        • Multiple avenues to explore to boost usage of craft ciders
                                          • The facts
                                            • The implications
                                              • A stronger focus on ingredient varieties would boost perry
                                                • The facts
                                                  • The implications
                                                  • The Market – What You Need to Know

                                                    • 2018 heatwave boosts cider
                                                      • Inflation and weak volume sales projected for 2018-23
                                                        • On-trade leads on value sales, but off-trade dominates volumes
                                                          • Freeze on alcohol duties offers relief to manufacturers, but higher duties imposed on high-strength variants
                                                            • Health organisations warn of the dangers of alcohol
                                                            • Market Size and Forecast

                                                              • Hot summer of 2018 boosts cider
                                                                • Figure 8: Total value and volume sales of cider, 2013-23
                                                                • Figure 9: Total value sales of cider, 2013-23
                                                              • Stronger inflation for some cider types than others projected for 2018-23
                                                                • Ageing population and alcohol moderation trend to limit sales growth
                                                                  • Forecast methodology
                                                                  • Channels to Market

                                                                    • Higher prices in the on-trade allow it to lead on values but not volumes
                                                                      • Figure 10: Value and volume sales of cider in the off and on-trade, 2013-18
                                                                    • Heineken looks to boost cider’s position in the on-trade with new specialist website
                                                                      • A wider selection of brands would help to boost cider sales in the on-trade
                                                                        • Cider volume sales grow in both channels in 2018
                                                                        • Market Drivers

                                                                          • Multiple factors affect cider prices
                                                                            • Freeze on alcohol duties offers relief to manufacturers but extra duties loom for higher-strength ciders
                                                                              • Change to duty dilution laws set to raise costs for flavoured cider producers
                                                                                • Minimum unit pricing for alcohol comes into effect in Scotland
                                                                                  • Various uncertainties remain around UK policies post-Brexit
                                                                                    • Improved disposable household incomes offers opportunities for premium products
                                                                                      • Figure 11: CPI vs average weekly earnings, 2012-18
                                                                                    • A third of buyers have cut back on alcohol for health reasons
                                                                                      • Health organisations warn of the dangers of alcohol
                                                                                        • RSPH advocates cigarette packet-type warning labels on alcoholic drinks
                                                                                          • No safe level of alcohol consumption, declares health research institute
                                                                                            • Ageing UK population offers little support to cider
                                                                                              • Hot summer of 2018 boosts cider sales
                                                                                                • Figure 12: Sunshine hours in the UK, by month, 2013-18
                                                                                              • Competition heats up within the category
                                                                                              • Companies and Brands – What You Need to Know

                                                                                                • Strongbow grows sales in buoyant cider market
                                                                                                  • Further activity in flavoured ciders
                                                                                                    • Rosé cider blurs the boundaries with wine
                                                                                                      • Advertising spend falls in 2017
                                                                                                        • Strongbow continues music links and targets Freshers’ Week
                                                                                                        • Market Share

                                                                                                          • Strongbow grows sales in buoyant cider market
                                                                                                            • Figure 13: Leading brands’ sales and share in the UK retail cider market, 2015/16-2017/18
                                                                                                            • Figure 14: Leading brand owners’ sales and share in the UK retail cider market, 2015/16-2017/18
                                                                                                          • Kopparberg gains at the expense of Rekorderlig
                                                                                                            • Thatchers speeds ahead
                                                                                                              • Lambrini extends its lead in perry
                                                                                                                • Figure 15: Leading brands’ sales and share in the UK retail perry market, 2015/16-2017/18
                                                                                                                • Figure 16: Leading brand owners’ sales and share in the UK retail perry market, 2015/16-2017/18
                                                                                                            • Launch Activity and Innovation

                                                                                                              • Further activity in flavoured ciders
                                                                                                                • Rekorderlig unveils ciders with herbal flavours
                                                                                                                  • Figure 17: Examples of flavoured ciders, 2018
                                                                                                                • Retailers add to their flavoured cider ranges
                                                                                                                  • Figure 18: Examples of own-label flavoured ciders, 2018
                                                                                                                • High-profile brands release low/no-alcohol variants
                                                                                                                  • Figure 19: Old Mout’s non-alcoholic variant, 2018
                                                                                                                • Westons looks to boost its craft credentials with 180 day-aged cider
                                                                                                                  • Thatchers Rosé blurs boundaries between cider and wine
                                                                                                                    • Premium brands look to compete with wine
                                                                                                                      • The marriage of beer and cider
                                                                                                                        • French brands promote juice content and absence of added sugar
                                                                                                                          • Figure 20: Example of cider with on-pack emphasis on 100% juice and no added sugar, 2018
                                                                                                                        • Group of smaller producers introduces quality mark
                                                                                                                        • Advertising and Marketing Activity

                                                                                                                          • Advertising spend falls in 2017
                                                                                                                            • Heineken remains the leading advertiser
                                                                                                                              • Figure 21: Total above-the-line, online display and direct mail advertising expenditure on cider and perry, 2014-18 (sorted by 2017)
                                                                                                                            • Heineken continues to concentrate on Strongbow
                                                                                                                              • Strongbow continues its links with music festivals…
                                                                                                                                • …and gives out free ice creams based on its Dark Fruit variants
                                                                                                                                  • Freshers’ Week campaign targets young adults
                                                                                                                                    • Old Mout continues with its campaign to save the kiwi bird
                                                                                                                                      • Bulmers celebrates British diversity
                                                                                                                                        • Thatchers emphasises its family-run credentials
                                                                                                                                          • Social media campaign urges people to wear pink to associate with Rosé variant
                                                                                                                                            • Stowford Press emphasises local sourcing
                                                                                                                                              • Nielsen Ad Intel coverage
                                                                                                                                              • The Consumer – What You Need to Know

                                                                                                                                                • Over half of adults drink cider
                                                                                                                                                  • Moderating alcohol intake is the primary reason for not drinking cider
                                                                                                                                                    • Barrel-aged and spiced ciders attract interest
                                                                                                                                                      • Seven in 10 drinkers would opt for a soft drink over a low-alcohol cider
                                                                                                                                                        • Many drinkers are open towards trading up
                                                                                                                                                        • Usage of Cider

                                                                                                                                                          • Over half of adults drink cider
                                                                                                                                                            • Figure 22: Usage of cider, by flavour, October 2018
                                                                                                                                                          • More men than women drink cider
                                                                                                                                                            • Ageing population offers little support to cider
                                                                                                                                                              • Barrel-aged ciders have particular appeal to older people
                                                                                                                                                                • A quarter drink cider made by beer brewers
                                                                                                                                                                  • Figure 23: Usage of different types of cider, October 2018
                                                                                                                                                                • One in five drink craft cider
                                                                                                                                                                  • Limited availability underpins low usage of low-/non-alcoholic cider
                                                                                                                                                                    • Four in 10 users drink only one or two types of cider
                                                                                                                                                                      • Subscription services can help to enlarge people’s repertoires
                                                                                                                                                                        • Figure 24: Repertoire of cider types drunk, October 2018
                                                                                                                                                                      • Six in 10 users drink cider twice a month or less
                                                                                                                                                                        • Under-35s are not more frequent cider drinkers than older people
                                                                                                                                                                          • Figure 25: Usage frequency for cider, October 2018
                                                                                                                                                                      • Barriers to Cider

                                                                                                                                                                        • Moderating alcohol intake is the primary reason for eschewing cider
                                                                                                                                                                          • Figure 26: Barriers to cider, October 2018
                                                                                                                                                                        • Cider spritzers appeal particularly to those limiting alcohol intake
                                                                                                                                                                          • Figure 27: International example of cider spritzer, 2018
                                                                                                                                                                        • Health concerns put off 15% of non-/infrequent users
                                                                                                                                                                          • Herbal and spice flavours are means to appeal to people put off cider by sweet taste
                                                                                                                                                                          • Interest in Innovation in Cider and Cider-Based Drinks

                                                                                                                                                                            • Barrel-aged ciders appeal particularly to over-55s
                                                                                                                                                                              • Figure 28: International example of barrel-aged cider, 2017
                                                                                                                                                                              • Figure 29: Interest in innovation in cider and cider-based drinks, October 2018
                                                                                                                                                                            • Spice and herbal flavours spark interest
                                                                                                                                                                              • Seasonal spices could help to encourage usage in autumn/winter
                                                                                                                                                                                • Figure 30: International examples of ciders with herbal/spice flavours, 2017-18
                                                                                                                                                                              • Dessert flavours appeal particularly to under-35s
                                                                                                                                                                                • Figure 31: Examples of ciders with dessert-inspired flavours, 2018
                                                                                                                                                                              • Rosé cider appeals especially to women
                                                                                                                                                                                • Examples from the US offer potential cues for UK companies
                                                                                                                                                                                  • Figure 32: US examples of rosé ciders, 2018
                                                                                                                                                                              • Behaviours Relating to Cider

                                                                                                                                                                                • Low-alcohol cider is impeded by many people’s inclination to opt for soft drinks instead
                                                                                                                                                                                  • Need for makers of low-alcohol ciders to promote similarities with ‘real’ ciders
                                                                                                                                                                                    • Figure 33: Behaviours relating to cider, October 2018
                                                                                                                                                                                  • Meal pairing suggestions appeal to many
                                                                                                                                                                                    • Various methods to promote cider as meal accompaniment
                                                                                                                                                                                      • Greater focus on pear varieties needed for perry
                                                                                                                                                                                        • Figure 34: International examples of perries with pear varieties identified on-pack
                                                                                                                                                                                    • Attitudes towards Cider

                                                                                                                                                                                      • Many drinkers are amenable towards trading up
                                                                                                                                                                                        • Consumer openness to trading up helps to heat up competition in the category
                                                                                                                                                                                          • Barrel-aged ciders spark interest among people willing to trade up
                                                                                                                                                                                            • Figure 35: Attitudes towards cider, October 2018
                                                                                                                                                                                          • Multiple opportunities to boost craft cider usage
                                                                                                                                                                                            • Local sourcing is strongly associated with craft
                                                                                                                                                                                              • Craft ciders are widely seen as having better quality ingredients than standard ones
                                                                                                                                                                                                • Over a third of users/buyers see ciders produced on a small scale as better quality
                                                                                                                                                                                                  • Consumer concerns about ciders with high alcohol content hinder craft products
                                                                                                                                                                                                    • Cider subscription services appeal strongly to under-35s
                                                                                                                                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                        • Abbreviations
                                                                                                                                                                                                          • Consumer research methodology
                                                                                                                                                                                                          • Appendix – Market Size and Forecast

                                                                                                                                                                                                            • Forecast methodology
                                                                                                                                                                                                                • Figure 36: Total volume sales of cider, 2013-23
                                                                                                                                                                                                                • Figure 37: Forecast of UK sales of cider, by value, best- and worst-case, 2018-23
                                                                                                                                                                                                                • Figure 38: Forecast of UK sales of cider, by volume, best- and worst-case, 2018-23

                                                                                                                                                                                                            Cider - UK - January 2019

                                                                                                                                                                                                            US $2,552.20 (Excl.Tax)