UK Cider Market Report 2022
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UK Cider Market Report 2022

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The UK Cider report identifies consumer attitudes towards ciders by type, key demographic groups, and behaviours related to cider in the UK. This market report covers the market size, market research, market segmentation and industry trends for the Cider market in the UK.

Current Market Landscape

Sustainability sparks strong interest in cider. Although environmental considerations became less of a priority during the height of the COVID-19/coronavirus outbreak, now that consumers are once again looking to the future, many are showing a strong interest in the topic, including in cider. Ciders made from organic and British apples, supporting local producers and with good environmental practices all attract notable interest.

  • 20% of cider drinkers saying they would like to see more ciders available that are low-/non-alcoholic.
  • Some 47% of consumers drink cider, while 65% drink beer.
  • 53% of cider drinkers say they reach for a cider when relaxing at home.

As with other alcoholic drinks markets, the rising cost of living is set to hamper cider’s on-trade post-COVID recovery in 2022. Consumers will be prioritising essential items, and cutting their spending on leisure, including that in pubs/bars. This will curb also the rebound of cider in the on-trade and hence the market’s value growth.

Future Market Trends in Cider 

The cider market faces the dilemma of a shrinking population of 20-24 year olds, a key demographic for the market. With the number of 25-44s set to rise, finding ways to continue to engage users as they move past the age of 25 gains growing relevance. Responding to their concerns about the sugar content of ciders and their interest in more detailed information on how ciders are made holds potential for brands.

This adds weight to the broader need for cider brands to respond to the keen spotlight on healthy diets and sugar, with half of current drinkers worried about the sugar in cider. Promisingly, less sweet ciders attract strong consumer interest, highlighting this as a potential NPD area for brands to stay on the menu.

Read on to discover more details or take a look at all of our UK Drinks market research

Covered in this report

Brands: Heineken (Strongbow, Old Mout), Kopparberg, Thatchers, Westons, C&C Group (Magners, Haleword (Lambrini), Molson Coors (Redkorderlig), Frosty Jacks, Inch’s, Hawksridge, Sainsbury’s, Marks & Spencer (M&S), Sadler’s, Taste the Difference, Ǟlska, Bulmers, Costcutter, Cooperative Food, Diageo, Sxollie Cider.

Expert analysis from a specialist in the field

This report, written by Angharad Goode, a leading analyst in the Drinks sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Hit by COVID-19, the cider market isn’t out of the woods yet, as the rising cost of living hampers consumers’ previously enthusiastic return to hospitality. However, interest in sustainability and health provide cider brands with plenty of opportunities for driving consumer engagement with the market in the longer term.

Angharad Goode - Research AnalystAngharad Goode
Research Analyst

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • Market context
          • Products covered in this Report
          • Executive Summary

              • The five-year outlook for cider
                • Figure 1: Category outlook, 2022-27
              • The market
                • Market size and forecast
                  • Figure 2: Market size for cider, 2016-26
                • Spotlight on health presents challenges
                  • Companies and brands
                    • Westons bucks the trend as most leading brands see COVID boost ease
                      • Figure 3: Leading brands’ value sales in the UK retail cider and perry market, 2019/20-2021/22
                    • Low/no alcohol cider space enjoys some NPD; flavour exploration continues
                      • Adspend grows in 2021
                        • The consumer
                          • Half of adults drink cider
                            • Figure 4: Variants of cider drunk, 2022
                          • At-home occasions most popular for drinking cider
                            • Figure 5: Usage occasions for drinking cider, 2022
                          • Smaller servings could encourage exploration
                            • Figure 6: Behaviours related to cider, 2022
                          • Good environmental practices appeal to a quarter
                            • Figure 7: Concepts of interest in cider, 2022
                          • Local cider attracts strong interest from consumers
                            • Figure 8: Attitudes towards cider, 2022
                        • Issues and Insights

                          • Inflation to dampen cider’s post-COVID recovery
                            • Less sweet variants could cater to greater focus on health
                              • Sustainability initiatives draw strong interest
                              • Market Size, Performance and Channels to Market

                                • 2020 sees cider volume and value fall sharply
                                  • Further volume decline in 2021; shift back towards on-trade boosts value
                                    • Figure 9: Value and volume sales of cider in the off- and on-trade, 2015-21
                                • Market Forecast

                                    • Figure 10: Category outlook, 2022-27
                                  • Return to on-trade delayed by inflation
                                    • Figure 11: Market forecast for UK value sales of cider, 2021-26
                                    • Figure 12: Market forecast for UK volume sales of cider, 2021-26
                                  • Market drivers and assumptions
                                    • Figure 13: Key drivers affecting Mintel’s market forecast, 2016-26
                                  • Forecast methodology
                                  • Market Drivers

                                    • Spotlight on health presents challenges
                                      • Drop in 20-24s underlines need for cider to retain engagement
                                        • Figure 14: Trends in the age structure of the UK population, 2016-21 and 2021-26
                                      • Poor weather dampens harvest
                                        • The conflict in Ukraine will hurt the UK economy
                                          • GDP reached pre-pandemic levels in November 2021…
                                            • …but the post-COVID-19 bounceback will be followed by a period of slower growth
                                              • Inflation is the key concern for 2022 for consumers, brands and the economy
                                                • Consumers’ financial wellbeing has slipped from its recent high point…
                                                  • Figure 15: Household financial wellbeing index, 2016-22
                                                • …and concerns over inflation are coming to the fore
                                                  • Figure 16: Consumer concerns about household finances, 2021-22
                                                • More governments impose minimum unit pricing on alcoholic drinks
                                                  • Alcohol duty freeze offers relief to the category
                                                  • Market Share

                                                    • Brands see COVID boost ease
                                                      • Boost to retail sales eases in 2021
                                                        • Westons, Kopparberg and Thatchers outperform
                                                          • Figure 17: Leading brands’ sales and share in the UK retail cider and perry market, 2018/19-2020/21
                                                      • Launch Activity and Innovation

                                                        • Heineken launches sustainable cider brand Inch’s
                                                          • Figure 18: Heineken launches new cider brand Inch’s, 2021
                                                        • Cider brands continue to work on their environmental credentials
                                                          • Figure 19: Recent examples of cider brands making environmentally-friendly related claims, 2021
                                                        • Low/no alcohol cider space explored by some
                                                          • The grocers also explore low/no alcohol options
                                                            • Figure 20: Retailers explore low alcohol cider, 2021
                                                          • Heineken looks to target younger cider drinkers with low-calorie Strongbow
                                                            • Flavour exploration continues
                                                              • Some brands look to British inspired flavours
                                                                • Figure 21: Recent examples of cider brands looking to British inspired flavour innovation, 2021
                                                              • Blood Orange moves citrus flavours forward
                                                                • Tropical twists on cider remain an innovation hotspot
                                                                  • Figure 22: Ǟlska Coconut, Orange and Pineapple Premium Cider, 2021
                                                                • Seasonal variants help build associations with occasions outside summer
                                                                  • Figure 23: Recent examples of seasonal cider flavours, 2021
                                                                • Bulmers debuts new packaging
                                                                  • Figure 24: Bulmers cider packaging redesign, 2021
                                                              • Advertising and Marketing Activity

                                                                • Adspend grows in 2021
                                                                  • Figure 25: Total above-the-line, online display, and direct mail advertising expenditure on cider, by media type, 2019-21 (sorted by 2021)
                                                                • Heineken spends big on new Inch’s brand
                                                                  • Figure 26: Total above-the-line, online display, and direct mail advertising expenditure on cider, by top advertisers, 2020 and 2021 (sorted by 2021)
                                                                • Kopparberg launches biggest ever campaign
                                                                  • Magners returns to TV screens after four years
                                                                    • Thatchers continues to support its portfolio
                                                                      • Rekorderlig debuts first TV advert in four years
                                                                        • Live events return with cider brands
                                                                          • Nielsen Ad Intel coverage
                                                                          • Brand Research

                                                                              • Brand map
                                                                                • Figure 27: Attitudes towards and usage of selected brands, 2022
                                                                              • Key brand metrics
                                                                                • Figure 28: Key metrics for selected brands, 2022
                                                                              • Brand attitudes: Kopparberg leads on perceptions of innovation
                                                                                • Figure 29: Attitudes, by brand, 2022
                                                                              • Brand personality: Most leading brands are widely seen as accessible
                                                                                • Figure 30: Brand personality – Macro image, 2022
                                                                              • Westons and Thatchers lead on authentic image
                                                                                • Figure 31: Brand personality – Micro image, 2022
                                                                            • Usage of Cider

                                                                              • Half of adults drink cider
                                                                                • Apple cider retains its top position
                                                                                  • Figure 32: Variants of cider drunk, 2022
                                                                                • Standard cider remains the most popular
                                                                                  • Figure 33: Usage of ciders, by type, 2022
                                                                                • A third of users drink cider at least once a week
                                                                                  • Figure 34: Frequency of drinking cider, by gender, age and financial health, 2022
                                                                              • Usage Occasions for Cider

                                                                                • At-home occasions most popular for drinking cider
                                                                                  • Figure 35: Usage occasions for drinking cider, 2022
                                                                                • Food pairings warrant attention
                                                                                  • Figure 36: Cider brands call out food pairings on-pack, 2020-16
                                                                              • Behaviours Related to Cider

                                                                                • Smaller servings could encourage exploration
                                                                                  • Figure 37: Behaviours related to cider, 2022
                                                                                • Information on sweetness interests two thirds
                                                                                  • Figure 38: Cider products with flavour profiles on-pack, 2019-22
                                                                                • Less sweet varieties also draw interest
                                                                                • Concepts of Interest in Cider

                                                                                  • Good environmental practices appeal to a quarter
                                                                                    • Figure 39: Concepts of interest in cider, 2022
                                                                                  • Organic ciders can lean into environmentalism
                                                                                  • Attitudes towards Cider

                                                                                    • Local cider attracts strong interest from consumers
                                                                                      • Figure 40: Attitudes towards cider, 2022
                                                                                    • Sustainability could grow appeal of British apples
                                                                                      • Figure 41: Inch’s medium apple cider, 2021
                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                      • Abbreviations
                                                                                        • Consumer research methodology
                                                                                        • Appendix – Forecast Methodology

                                                                                          • Market forecast and prediction intervals
                                                                                            • Figure 42: UK value sales of cider, 2016-26
                                                                                            • Figure 43: UK value sales of cider, best- and worst-case forecast, 2021-26
                                                                                            • Figure 44: UK volume sales of cider, best- and worst-case forecast, 2021-26
                                                                                          • Market drivers and assumptions
                                                                                            • Forecast methodology
                                                                                            • Appendix – Behaviours Related to Cider

                                                                                                • Figure 45: Share of beer launches by pack size, 2017-21
                                                                                            • Appendix: Market Share

                                                                                                • Figure 46: Leading manufacturers’ sales and share in the UK retail cider and perry market, 2018/19-2020/21

                                                                                            About the report

                                                                                            This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.


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