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UK Cider market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis on the Cider market, its consumers and the major players who make up that market.

Market

Point of sale market data

In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on

Market Size

How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios

Market Segmentation

What are the different segments within the market and how are those individual segments performing?

Consumer

Consumer behaviors

What are consumers looking for, what drives their buying habits and what are their main purchase influencers?

Demographic breakdown

From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?

Representative sample

We gather our data from real-world consumers, selected to accurately reflect precise global demographics

Players

Company strategy

What are the key players doing, what has been successful for them and what was their marketing spend?

Product innovation

Using data from our Global New Product Database, what products were launched and how well were they perceived?

Opportunities

What happens next, which areas are likely to experience growth and what opportunities exist within the market?

Expert analysis from a specialist in the field

Written by Alice Baker, a leading analyst in Food & Drink, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Smaller servings are a promising means for cider companies to attract custom in both the off- and on-trade. These should appeal to the health-conscious through lower alcohol units and calories, and also financially through a lower item price. This latter is arguably especially needed given the pressure on household incomes. Alice Baker
Research Analyst

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

All ciders are included within this Report: low/no-alcohol to superstrength; draught and packaged cider; unflavoured and flavoured ciders; still and sparkling ciders. Both on- and off-trade sales are included in the UK market size.

The NACM (National Association of Cider Makers) Code of Practice states that the alcohol content of cider must be greater than 1.2% ABV (Alcohol by Volume) but less than 8.5% ABV; products in excess of 8.5% ABV are classified as apple wine. This definition of cider is used for this Report.

Perry and pear cider are both included in this Report. Whilst it is recognised that perry refers to a drink made using fermented pear juice, this term is used to describe light perries that are sold as wine-style drinks (eg Lambrini). Perries that are sold alongside ciders are referred to, for the purposes of this Report, as pear cider.

Flavoured cider refers to drinks marketed as ciders that contain flavourings or fruit other than pear or apple. Examples include Kopparberg Mixed Fruit and Brothers Strawberry and Mixed Pear Cider, among others.

Apple-flavoured alcoholic carbonates are excluded from market size calculations in this Report. Duty-free sales and personal imports are also excluded from market size calculations.

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Table of contents

  1. Overview

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

          • The market
            • Inflation is the primary driver of cider value sales growth in 2012-17
              • Inflation and limited volume sales expected for 2017-22
                • Figure 1: Total UK value sales of cider, 2012-22
              • Summer weather boosts sales in the off- and on-trade in 2017
                • UK government adds to financial pressure on companies
                  • Health organisations warn of the dangers of alcohol
                    • Companies and brands
                      • Strongbow remains the retail market leader, but loses volume sales
                        • Figure 2: Leading brands’ sales in the UK retail cider market, by value, 2016/17*
                      • Smaller formats and premiumisation trends continue in 2017
                        • More crossover brands enter the cider category
                          • Advertising spend on cider falls in 2016
                            • Heineken remains the leading advertiser in 2016/17
                              • Strongbow has the highest usage, but Kopparberg is most trusted brand
                                • The consumer
                                  • Half of UK adults drink cider
                                    • Figure 3: Usage of cider, by flavour, October 2017
                                  • Ageing population to impede market growth
                                    • At home cider usage prevails over the on-trade
                                      • Retailer tactics underpin low brand loyalty
                                        • Figure 4: Cider buying habits, October 2017
                                      • Three quarters of drinkers/buyers want ciders to be grouped in-store by flavour profile
                                        • Figure 5: Behaviours relating to cider, October 2017
                                      • Widely-held view of cider as good value should help to cushion the market against cutbacks
                                        • Figure 6: Attitudes towards cider, October 2017
                                      • What we think
                                      • Issues and Insights

                                        • More detailed in-store grouping would be welcomed by many
                                          • The facts
                                            • The implications
                                              • Smaller servings appeal in both the off- and on-trade
                                                • The facts
                                                  • The implications
                                                    • Consumer sugar concerns present both a challenge and an opportunity
                                                      • The facts
                                                        • The implications
                                                        • The Market – What You Need to Know

                                                          • Inflation is the primary driver of cider value sales growth in 2012-17
                                                            • Inflation and limited volume sales expected for 2017-22
                                                              • Summer weather boosts sales in the off- and on-trade in 2017
                                                                • UK government adds to financial pressure on companies
                                                                  • Health organisations warn of the dangers of alcohol
                                                                  • Market Size and Forecast

                                                                    • Cider volume sales enjoy modest growth in 2017
                                                                      • Inflation expected for 2017-22, but less strong than in 2017
                                                                        • Ageing UK population to diminish volume sales in 2017-22
                                                                          • Figure 7: Total UK value and volume sales of cider, 2012-22
                                                                          • Figure 8: Total UK value sales of cider, 2012-22
                                                                        • Forecast methodology
                                                                        • Channels to Market

                                                                          • Higher prices in the on-trade allow it to lead on values but not volumes
                                                                            • Figure 9: Value and volume sales of cider in the off- and on-trade, 2012-17
                                                                          • Summer weather boosts cider sales in both channels in 2017
                                                                          • Market Drivers

                                                                            • Various economic factors affect cider
                                                                              • Widely-held views of cider as good value should cushion the market amid rising pressure on household incomes
                                                                                • Rise in alcohol duties and inflation raise costs for cider companies
                                                                                  • UK Supreme Court approves alcohol minimum unit price plans in Scotland
                                                                                    • Consumers’ alcohol reduction leaves the category exposed
                                                                                      • Health organisations urge measures to curb alcohol consumption
                                                                                        • Consumers’ sugar concerns affect cider
                                                                                          • Ageing UK population to hinder cider volume sales growth
                                                                                            • Cider’s weather dependence adds an unpredictable element
                                                                                              • Figure 10: Sunshine hours in the UK, by month, 2012-17
                                                                                          • Companies and Brands – What You Need to Know

                                                                                            • Strongbow remains the retail market leader, but loses volume sales
                                                                                              • Smaller formats and premiumisation trends continue in 2017
                                                                                                • More crossover brands enter the cider category
                                                                                                  • Advertising spend on cider falls in 2016
                                                                                                    • Heineken remains the leading advertiser in 2016/17
                                                                                                      • Strongbow has the highest usage, but Kopparberg is most trusted brand
                                                                                                      • Market Share

                                                                                                        • Strongbow remains the leading retail cider brand, but loses volume sales as competition increases
                                                                                                          • Figure 11: Leading brands’ sales and shares in the UK retail cider market, 2014/15-2016/17
                                                                                                          • Figure 12: Leading brand owners’ sales and shares in the UK cider retail market, 2014/15-2016/17
                                                                                                        • Kopparberg gains sales as it wins shelf space
                                                                                                          • Increased advertising spend boosts Thatchers
                                                                                                            • Molson Coors takes over Aspall
                                                                                                              • Lambrini recovers sales in stagnant perry market
                                                                                                                • Figure 13: Leading brands’ sales and shares in the UK retail perry market, 2014/15-2016/17
                                                                                                                • Figure 14: Leading brand owners’ sales and shares in the UK retail perry market, 2014/15-2016/17
                                                                                                            • Launch Activity and Innovation

                                                                                                              • Premium launches emphasise their heritage
                                                                                                                • More diversity in packaging formats
                                                                                                                  • Further expansion in smaller cans
                                                                                                                    • Brothers promotes its cider cartons as suited to outdoor events
                                                                                                                      • Further growth in flavoured ciders
                                                                                                                        • More crossover brands enter the cider category
                                                                                                                          • Jack Daniel’s unveils cider/Bourbon whiskey blend
                                                                                                                            • Craft brewer launches ciders and perry
                                                                                                                              • Shepherd Neame moves into cider
                                                                                                                                • Bulmers focuses on its farmers
                                                                                                                                • Advertising and Marketing Activity

                                                                                                                                  • Heineken continues to lead advertising in 2016 amid fall in overall spend
                                                                                                                                    • Figure 15: Total above-the-line, online display and direct mail advertising expenditure on cider and perry, 2013-17 (sorted by 2016)
                                                                                                                                  • Heineken concentrates on Strongbow in 2016/17
                                                                                                                                    • Strongbow continues the ‘Let’s Own It’ campaign
                                                                                                                                      • Bulmers promotes Orchard Pioneers with idyllic countryside imagery
                                                                                                                                        • Old Mout continues its focus on adventure…
                                                                                                                                          • …and urges people to help save the kiwi bird
                                                                                                                                            • Thatchers emphasizes its perfectionism
                                                                                                                                              • Farm footage used to project image of transparency
                                                                                                                                                • Kopparberg continues the ‘Fånga Dagen’ campaign
                                                                                                                                                  • Music events continue enjoyment focus while also highlighting socially responsible credentials
                                                                                                                                                    • Social media campaign throws the spotlight on its hometown
                                                                                                                                                      • Nielsen Ad Intel coverage
                                                                                                                                                      • Brand Research

                                                                                                                                                          • Brand map
                                                                                                                                                            • Figure 16: Attitudes towards and usage of selected brands, December 2017
                                                                                                                                                          • Key brand metrics
                                                                                                                                                            • Figure 17: Key metrics for selected brands, December 2017
                                                                                                                                                          • Brand attitudes: Kopparberg is the most widely seen as worth paying more for
                                                                                                                                                            • Figure 18: Attitudes, by brand, December 2017
                                                                                                                                                          • Brand personality: Strongbow and Magners score well on accessibility
                                                                                                                                                            • Figure 19: Brand personality – Macro image, December 2017
                                                                                                                                                          • Kopparberg is the most widely seen as delicious
                                                                                                                                                            • Figure 20: Brand personality – Micro image, December 2017
                                                                                                                                                          • Brand analysis
                                                                                                                                                            • Kopparberg is the most trusted and recommended brand
                                                                                                                                                              • Figure 21: User profile of Kopparberg, December 2017
                                                                                                                                                            • Westons has associations with tradition and authenticity
                                                                                                                                                              • Figure 22: User profile of Westons, December 2017
                                                                                                                                                            • Thatchers also scores well on tradition and authenticity
                                                                                                                                                              • Figure 23: User profile of Thatchers, December 2017
                                                                                                                                                            • Magners is widely seen as accessible and fun
                                                                                                                                                              • Figure 24: User profile of Magners, December 2017
                                                                                                                                                            • Strongbow is the most widely seen as good value
                                                                                                                                                              • Figure 25: User profile of Strongbow, December 2017
                                                                                                                                                            • Lambrini performs well on the fun factor
                                                                                                                                                              • Figure 26: User profile of Lambrini, December 2017
                                                                                                                                                          • The Consumer – What You Need to Know

                                                                                                                                                            • Half of UK adults drink cider
                                                                                                                                                              • Ageing population to impede market growth
                                                                                                                                                                • At home cider usage prevails over the on-trade
                                                                                                                                                                  • Retailer tactics underpin low brand loyalty
                                                                                                                                                                    • Three quarters of drinkers/buyers want ciders to be grouped in-store by flavour profile
                                                                                                                                                                      • Widely-held view of cider as good value should help to cushion the market against cutbacks
                                                                                                                                                                      • Usage of Cider

                                                                                                                                                                        • Half of UK adults drink cider
                                                                                                                                                                          • Figure 27: Usage of cider, by flavour, October 2017
                                                                                                                                                                        • Ageing UK population to hinder market growth
                                                                                                                                                                          • Half of cider drinkers have moved on from the brands of their youth
                                                                                                                                                                            • More men than women drink cider by beer brewers
                                                                                                                                                                              • Figure 28: Usage of different types of cider, October 2017
                                                                                                                                                                            • Significant overlap in usage of craft and standard ciders
                                                                                                                                                                            • Usage Occasions for Cider

                                                                                                                                                                              • At home cider usage prevails over the on-trade
                                                                                                                                                                                • Smaller servings of cider in the on-trade appeal to many
                                                                                                                                                                                  • ‘Cider lists’ on menus allow venues to showcase their cider selection
                                                                                                                                                                                    • Figure 29: Usage occasions for cider, October 2017
                                                                                                                                                                                  • Dish-matching suggestions on labels would encourage drinking as meal accompaniment
                                                                                                                                                                                    • Opportunities for dish-pairing suggestions on menus
                                                                                                                                                                                      • Cider is more likely to be chosen for casual than formal occasions
                                                                                                                                                                                        • Brands look to build associations with special occasions with wine-style bottles
                                                                                                                                                                                        • Cider Buying Factors

                                                                                                                                                                                          • Cider’s relative cheapness and retailer tactics underpin low brand loyalty
                                                                                                                                                                                            • Figure 30: Cider buying habits, October 2017
                                                                                                                                                                                          • Sampling can help to drive trial
                                                                                                                                                                                            • Figure 31: Prompts to try a new brand of cider, October 2017
                                                                                                                                                                                          • Link-ups with supermarket loyalty schemes could help to harness the power of discounts
                                                                                                                                                                                            • Recommendations have an important influence
                                                                                                                                                                                              • Discounts and giveaways should help to incentivise recommendations…
                                                                                                                                                                                                • …as can ‘shared secrets’ marketing messages
                                                                                                                                                                                                  • Promotions are more compelling than price in driving choice
                                                                                                                                                                                                    • Figure 32: Factors influencing choice of cider, October 2017
                                                                                                                                                                                                  • Little sign of flavour fatigue among cider buyers
                                                                                                                                                                                                    • Few people are influenced by British ingredients
                                                                                                                                                                                                      • Giving details of the farm would give stronger differentiation
                                                                                                                                                                                                        • Cider producers could take cues from wine and refer to terroir
                                                                                                                                                                                                          • Low consumer awareness likely reason why named apple varieties have little influence
                                                                                                                                                                                                            • Need to communicate to consumers how the apple varieties affect the final taste
                                                                                                                                                                                                            • Behaviours relating to Cider

                                                                                                                                                                                                              • Three quarters of drinkers/buyers want ciders to be grouped in-store by flavour profile
                                                                                                                                                                                                                • Figure 33: Behaviours relating to cider, October 2017
                                                                                                                                                                                                              • Consumers’ sugar concerns present both a challenge and an opportunity
                                                                                                                                                                                                              • Attitudes towards Cider

                                                                                                                                                                                                                • Cider is widely seen as good value
                                                                                                                                                                                                                  • Premium products can benefit from a ‘quality over quantity’ mind-set
                                                                                                                                                                                                                    • Figure 34: Attitudes towards cider, October 2017
                                                                                                                                                                                                                  • Smaller formats appeal widely as a way to control alcohol intake
                                                                                                                                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

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

                                                                                                                                                                                                                            • Figure 35: Total UK volume sales of cider, 2012-22
                                                                                                                                                                                                                            • Figure 36: Forecast of UK sales of cider, by value, best- and worst-case, 2017-22
                                                                                                                                                                                                                            • Figure 37: Forecast of UK sales of cider, by volume, best- and worst-case, 2017-22
                                                                                                                                                                                                                          • Forecast methodology