2023
9
UK Cider Market Report 2023
2023-06-01T03:02:46+00:00
REPCE66FFE3_2930_4140_8722_29CAEA87FE58
1495
163731
[{"name":"Beer and Cider","url":"https:\/\/store.mintel.com\/industries\/drinks\/alcoholic-drink\/beer-cider"}]
Report
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“The cider category faces the challenge in the immediate term from the income squeeze, and in the longer term from the ageing population. Meal pairing suggestions and raising awareness of…

UK Cider Market Report 2023

Market Intelligence ReportsBeer and CiderUK
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Stay ahead of the curve and future-proof your business with Mintel’s UK Cider Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest trends and consumer behaviours affecting your industry. Get a 360° view of the UK Cider market including market size, share and forecasted growth to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Our Report Delivers Key Insights On

  • The impact of the cost-of-living crisis on sales of cider in the on- and off-trade.
  • Shifts in channels as short-term and long-term consequences of the COVID-19 pandemic.
  • Trends in launch activity in the cider category, and opportunities for further innovation.
  • Barriers to drinking cider, including alcohol reduction and differing taste preferences.
  • Methods by which brands can expand the range of usage occasions for cider.
  • Consumer attitudes towards sustainability in relation to cider.

UK Cider Market – Current Outlook

Over the past five years, the UK cider industry has seen a volatile sales performance in both value and volume terms. Since COVID-19 related restrictions were lifted, volume and value sales have increased significantly. Volume sales have not yet returned to pre-pandemic levels, and ongoing pressures on household incomes caused by the cost-of-living crisis are likely to hinder cider volume sales in 2023.

  • UK cider market size: The UK market was estimated to be £3.4 billion in 2022.

UK Cider Market Trends

Seasonal bias persists

Despite cider brands’ efforts to encourage year-round drinking, a summer bias remains for consumers. Two thirds of UK cider drinkers mainly drink it in the summer, but 63% of these consumers said that seasonal flavours would encourage them to drink it more in the autumn/winter. As well as innovating with new flavours, cider brands can widen the range of usage occasions to encourage growth. For example, ideas for cocktails using cider appeal to 51% of drinkers, rising to 66% among 18-34s.

Sustainability wins over consumers

Ciders with environmental certifications are thought to be more appealing than those without by 45% of drinkers. This echoes the feel-good factor widely associated by consumers with buying sustainable products. Brands that are able to demonstrate a commitment to sustainability throughout a product’s lifecycle should be well placed to succeed. For example, almost half of cider drinkers would like to see more ciders available that are made with ‘wonky’ fruit.

UK Cider Brands Discussed in this Report

This report covers popular cider brands such as Strongbow, Thatchers, Kopparberg, Westons, Magners, Old Mout, and more, including their respective market share and sales.

Additional Features Included with Your Purchase

  • Interactive Data Book: This gives you unlimited access to a consumer confidence tracker that is segmented into 25 different demographic categories.
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To learn how to connect with your audience, purchase our full UK Cider Market Report 2023. Discover lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Expert Insights from a Drinks Industry Analyst

This report, written by Alice Baker, a leading food and drink research analyst, delivers in-depth commentary and analysis to highlight current trends in the UK Cider market and add expert context to the numbers.

The cider category faces the challenge in the immediate term from the income squeeze, and in the longer term from the ageing population. Meal pairing suggestions and raising awareness of cider’s suitability for cocktails should help brands to capitalise on people spending more time at home for financial reasons. Meanwhile NPD in less sweet variants and ciders made with ‘wonky’ fruit should help to engage older adults.

Alice BakerAlice Baker
Senior Food & Drink Research Analyst

 

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  1. Overview

    • Key issues covered in this Report
    • Products covered in this Report

  2. Executive Summary

    • The five-year outlook for cider
      • Figure 1: Category outlook, 2023-27
    • The market
    • Cider market sees volatile value and volume sales performance over 2017-22
      • Figure 2: Market forecast for total value sales of cider, 2017-27
    • Continuing, but slower, inflation and declining volume sales projected for 2022-27
    • On-trade regains ground from off-trade in 2022, but sales remain short of pre-pandemic levels
    • Inflation runs faster in the off- than on-trade in 2022
      • Figure 3: Value sales of cider in the on- and off-trade, 2020-22
    • Alcohol moderation trend offers opportunities for low/non-alcoholic ciders
    • Draught Relief hopes to boost visits to UK pubs; End of the alcohol duty freeze will drive faster inflation in cider in 2023
    • Companies and brands
    • Strongbow remains market leader but loses out to increased competition; Inch’s and own-label push forward
      • Figure 4: Leading brands’ sales in the UK retail cider market, by value, 2021/22 and 2022/23
    • More attempts at sustainability and ethical practices
    • Further activity in better-for-you cider
    • Adspend doubles in 2022, with the outdoor channel taking the biggest share; TV advertising spending increases and targets younger audiences
      • Figure 5: Share of advertising expenditure in the UK cider market, by media type, 2021 and 2022
    • The consumer
    • Cider is favoured by under-35s but faces competition from various other alcoholic drinks
    • Standard cider remains the most used type
      • Figure 6: Usage of ciders, by type, 2023
    • Alcohol reduction is the principal barrier to higher cider consumption; Overly sweet taste puts off one in five
      • Figure 7: Barriers to drinking cider, 2023
    • Summer bias remains for cider
      • Figure 8: Behaviours relating to cider, 2023
    • Raise awareness of cider’s suitability for cocktails
    • Ciders made with ‘wonky’ fruit and historical recipes spark appeal
      • Figure 9: Interest in innovation in cider, 2023
    • Environmental claims can boost ciders’ appeal
    • Pubs must draw attention to their wide selection of ciders
      • Figure 10: Attitudes towards cider, 2023

  3. Issues and Insights

    • Widen cider’s range of usage occasions to navigate the income squeeze
    • Convince consumers of low/no-alcohol ciders’ high-quality credentials
    • Highlight environmental credentials to win over consumers

  4. Market Size and Performance

    • Cider market sees volatile value and volume sales performance over 2017-22
      • Figure 11: Total value and volume sales of cider, 2017-22

  5. Market Forecast

    • Further value sales growth with mainly falling volume sales for 2022-27
      • Figure 12: Category outlook, 2023-27
    • Continuing, but slower, inflation and declining volume sales projected for 2022-27
    • Cost-of-living crisis to push down volume sales in 2023
    • Flat volume sales predicted for 2024, should pick up in 2025
    • Ageing UK population and alcohol moderation trend will hinder long-term category growth
      • Figure 13: Market forecast for total value sales of cider, 2017-27
      • Figure 14: Market forecast for total volume sales of cider, 2017-27
    • Learnings from the last income squeeze
    • Patterns seen in 2008-09 will not necessarily be repeated
      • Figure 15: Value and volume sales growth in the UK cider category, 2008-14
    • Forecast methodology

  6. Channels to Market

    • On-trade regains ground from off-trade in 2022, but sales remain short of pre-pandemic levels
      • Figure 16: Value and volume sales of cider in the on- and off-trade, 2017-22
    • Inflation runs faster in the off- than on-trade in 2022
    • Off-trade volume sales’ decline for cider in 2022 shallower than for other alcoholic drinks

  7. Market Drivers

    • Inflation will continue to eat into consumer spending power over the course of 2023
    • Retail inflation in cider lags overall inflation in 2022
    • High inflation and rising interest rates will compound the impact of the slowing recovery
    • Consumer spending power will be curbed
    • Pressure on consumer finances will continue to hinder cider volume sales in 2023
      • Figure 17: Cider drinking frequency, by consumers’ financial situation, 2023
    • Low unemployment is helping underpin wage growth, though not keeping level with inflation
    • Consumers’ financial wellbeing has fallen from the highs of 2021…
      • Figure 18: Household financial wellbeing index, 2016-23
    • …and most people are feeling the effects of price rises
    • Pressures on the pub sector in 2022 drive an increase in venue closures
    • Marketing messages about supporting the local community can help brands to encourage pub visits
    • Alcohol moderation trend offers opportunities for low/non-alcoholic drinks
    • Ageing UK population will hinder cider sales
      • Figure 19: Changes to the age structure of the UK population, 2020-30

  8. Regulatory and Legislative Changes

    • Draught Relief hopes to boost visits to UK pubs
    • End of the alcohol duty freeze will drive faster inflation in cider in 2023
    • Reform of alcohol duty rates will raise prices for higher-ABV products
    • Minimum Unit Pricing in Scotland drives down cider sales

  9. Market Share

    • Strongbow loses out from income squeeze and increased competition
      • Figure 20: Leading brands’ sales and share in the UK retail cider market, by value and volume, 2020/21-2022/23
    • Ultra Dark Fruit’s success is unable to offset the decline of the main Strongbow brand
    • Westons benefits from craft trend and increased public profile
    • Old Mout supports sales through marketing and NPD activity
    • Focus on sustainability and craft credentials boosts Inch’s

  10. Launch Activity and Innovation

    • More attempts at sustainability and ethical practices
    • Hawkes launches cider made from surplus apples
    • Environmentally friendly product claims gain share of launches
    • Sxollie gains B-Corp certification
    • Old Mout continues its partnership with the WWF
      • Figure 21: Old Mout pledges support to WWF, 2022
    • Brands continue in their efforts to encourage all-year-round drinking of cider
      • Figure 22: Recent examples of cider brands launched for winter/event celebrations, 2022
    • Further activity in better-for-you cider
    • Continued activity in low/no-alcohol ciders should tap into the alcohol moderation trend
    • Low-calorie and diet claims gain share of launches
      • Figure 23: Strongbow Ultra Dark Fruit Cider flags up its lower calories on-pack, 2022
    • Private label grows share of launches
      • Figure 24: Examples of private-label cider launches, 2022
    • Asda offers draught cider in-store
    • Tropical and citrus flavour trends continue
      • Figure 25: Recent examples of citrus-flavoured ciders, 2022
    • Brothers Ciders launches new dessert-inspired ciders

  11. Advertising and Marketing Activity

    • Adspend doubles in 2022, with the outdoor channel taking the biggest share
    • TV advertising spending increases and targets younger audiences
    • Strongbow launches TV advertisement for Ultra Dark Fruit
    • Crumpton Oaks premieres its first TV advertisement in hip-hop style
      • Figure 26: Total above-the-line, online display and direct mail advertising expenditure on cider, by media type, 2020-22 (sorted by 2022)
    • Most top advertisers increase their expenditure in 2022 with Heineken leading with its biggest Strongbow campaign
      • Figure 27: Total above-the-line, online display and direct mail advertising expenditure on cider, by top advertisers, 2021 and 2022 (sorted by 2022)
    • Brands promote cider as summer drinks
    • Henry Weston markets its ciders as summer holiday drinks
    • Thatchers Cider launches a multimedia campaign for its new Blood Orange Cider
    • Rekorderlig goes on a national tour to promote its Blood Orange variant
    • Brothers Cider launches its first Halloween campaign and is set to be the official cider for the 2023 Glastonbury Festival
    • Brands remind consumers of premium ciders’ value for money
    • Thatchers launches a new price-marked pack for Thatchers Gold
    • Aspall Cyder launches its first TV advertisement to promote premium cider value
    • Brands highlight initiatives on sustainability
    • Old Mout launches TV advertisement featuring WWF panda
    • Thatchers Cider giving away free apple trees to community groups
    • Nielsen Ad Intel coverage

  12. Usage of Cider

    • Half of adults drink cider, lagging some way behind beer
    • Cider is favoured by under-35s, but faces competition from various other alcoholic drinks
    • Further NPD in L/N/R alcohol variants would allow cider brands to further grow their usage among younger adults
    • Apple cider remains the most popular while sweet flavoured cider gaining popularity among younger drinkers
      • Figure 28: Variants of cider drunk, 2023
    • Standard cider remains the most used type
    • Highlight brands’ backstories to encourage purchase of craft cider
      • Figure 29: Usage of ciders, by type, 2023
    • Cider usage frequency is highest among 18-34s; seasonal flavours can encourage more frequent drinking
      • Figure 30: Frequency of drinking cider, by gender, age and financial health, 2023

  13. Barriers to Drinking Cider

    • Alcohol reduction is the principal barrier to higher cider consumption
      • Figure 31: Barriers to drinking cider, 2023
    • Emphasise how fruit varieties influence products’ flavour profile
    • Explore traditional cider-making methods which yield a lower ABV
      • Figure 32: Cider and Perry in Little Pomona’s Hard Rain series, 2023
    • Vitamin/mineral fortification can help to boost L/N/R alcohol ciders’ health-led appeal
      • Figure 33: Corona’s alcohol-free beer with added Vitamin D, 2022
    • Overly sweet taste puts off one in five
    • Raise consumer awareness of the wide range of cider flavours
      • Figure 34: Asda offers a guide to different beer types, 2022
    • Opportunities for more cider brands to extend into hard seltzers
      • Figure 35: Kopparberg Passionfruit hard seltzers range, 2022

  14. Behaviours Relating to Cider

    • Summer bias remains for cider
      • Figure 36: Behaviours relating to cider, 2023
    • Seasonal flavours remain relevant in prompting people to reassess their associations
    • Use meal pairing suggestions to boost usage in autumn/winter
    • Raise awareness of craft cider’s springtime peak
    • Raise awareness of cider’s suitability for cocktails
    • Put cocktail recipes directly in shoppers’ paths
    • RTD cider cocktails can help to unlock new usage occasions

  15. Interest in Innovation in Cider

    • ‘Wonky’ fruit ciders appeal particularly to over-45s
      • Figure 37: Interest in innovation in cider, 2023
    • Call out use of ‘ugly’ fruit ‘saved’
    • Many shoppers are likely to expect cheaper price point for ‘wonky’ fruit ciders
      • Figure 38: Examples of soft and alcoholic drinks made with surplus ingredients, 2021
    • Ciders using by-product pomace should appeal to some consumers
      • Figure 39: Discarded’s dark rum made from banana peels, 2021
    • ‘Historical’ ciders appeal to one in three
    • Cider made with heritage apple varieties can appeal both on historical and ethical grounds
    • Link with streaming services to promote ciders made with heritage apple varieties
    • Highlight the historical roots of certain cider-making techniques to add value

  16. Attitudes towards Cider

    • Environmental claims can boost ciders’ appeal
      • Figure 40: Attitudes towards cider, 2023
    • Flag up sustainable credentials on front-of-pack
      • Figure 41: Examples of alcoholic drinks highlighting their environmental credentials, 2023
    • Focus on products’ whole lifecycle to bolster appeal
    • Go beyond recyclability for cider packaging
    • Pubs must draw attention to their selections of still ciders
      • Figure 42: Attitudes towards cider (agreement only), by usage of cider, 2023
    • Highlight locally sourced ciders to gain consumer goodwill
    • On-trade can help to showcase new cider variants and drive retail purchase
    • Rotate seasonal flavours on draught pulls

  17. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology

  18. Appendix – Forecast Methodology

    • Market forecast and prediction intervals
      • Figure 43: Market forecast and prediction intervals for total value sales of cider, 2017-27
      • Figure 44: Market forecast and prediction intervals for total volume sales of cider, 2017-27
    • Market drivers and assumptions
    • Forecast methodology

  19. Appendix – Market Share

      • Figure 45: Leading brand owners’ sales and share in the UK retail cider market, by value and volume, 2020/21-2022/23

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