Table of Contents
Issues in the Market
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- Definition
Insights and Opportunities
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- Women a perfect cider match
- Apple Wine
Market in Brief
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- Strong resurgence
- Innovation saved the market
- Premium market is key for future
- Untapped markets
- Cider with rosy future
Fast Forward Trends
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- Trend 1: “X for eXtreme”
- General observations
- Market touchpoints/implications
- Trend 2: “The Golden Bullet”
- General observations
- Market touchpoints/implications
- Trend 3: “Pimp My Language”
- General observations
- Market touchpoints
- Fast forward – an explanation
Internal Market Environment
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- The ‘over-ice’ revolution – an image change
- A cider a day keeps the doctor away
- Pub education
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- Figure 1: Adults aged 18+ who visit pubs/bars for a drink or a meal, 2002-06
- Premium pride
- Meeting demand?
- Where have all the apples gone?
- Bottling up
- Variation breeds opportunities
Broader Market Environment
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- Local pride
- The story of cider
- And they can pay for it
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- Figure 2: Population by socio-economic status, 2001-06
- Home is castle
- The grey pound
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- Figure 3: age structure of the UK population, by gender, 2001-11
- A hotter nation
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- Figure 4: Average summer temperature and sunshine hours in the UK, 2000-06
- Environmental credentials
- Crack down on binge drinking
- Its effects on cider
Competitive Context
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- Relatively small but with potential
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- Figure 5: UK retail value sales of alcoholic beverages, by type, 2001-05
- The potential of apple wine
- Lessons from wine
- Apple of British eye
- Dynamics of bottled water
Strengths and Weaknesses in the Market
Who’s Innovating?
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- Ice over
- Flavoured ciders
- Cider dressed as wine
- Organic/Natural Cider
- Future and Immediate Innovations
Market Value and Forecast
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- The rebirth of cider
- Money makes money
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- Figure 6: UK retail sales of cider, by volume and value, 2001-06
- Premium price, premium product
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- Figure 7: Mean price of cider per litre, 2001-06
- Forecast
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- Figure 8: Forecast of the UK cider market, by value, 2006-11
- Figure 9: Forecast of the UK cider market, by volume, 2006-11
- Factors used in the forecast
Segment Performance
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- Cider is a premium product
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- Figure 10: UK retail sales of cider, by type and volume, 2002-06
- Innovation is everything
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- Figure 11: UK retail sales of cider, by type and value, 2002-06
- Disassociation from problem drinking
- Chasing popularity
- To everyone’s taste
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- Figure 12: UK retail sales of ciders: dry versus sweet, by volume, 2002-06
- Regional price differences
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- Figure 13: The price of a pint of cider, by region, 2006
- Having the bottle
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- Figure 14: UK retail sales of packaged and draught cider, by value, and volume, 2002-06
- Figure 15: Percentage change of UK retail sales of packaged and draught cider, by volume and value, 2002-06
- Cider goes upmarket
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- Figure 16: Packaging format of cider drunk, 2002-06
Market Share
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- On-trade
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- Figure 17: Top five cider brand shares in the on-trade, by value, 2002-06
- Strongbow still strong
- The Magners miracle
- Off-trade
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- Figure 18: Top ten cider brand shares in the off-trade, by value, 2002-06
- Strongbow the nation’s favourite
- Perfect premium
- Cheap and declining
- Own-label warriors
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- Figure 19: UK leading cider brands in the on- and off-trade, by volume and value, 2006
Companies and Products
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- Scottish & Newcastle Plc
- Constellation Europe Ltd
- Merrydown Plc
- C&C Group Plc
- Aston Manor Brewery
- H. Weston & Sons (Weston’s Cider)
- Aspall
- Others
Brand Communication and Promotion
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- Recent growth in advertising
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- Figure 20: UK main monitored media advertising expenditure on cider, 2001-06
- TV wins out
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- Figure 21: UK main monitored media advertising expenditure on major cider brands, by media type, nine months till September 2006
- Its deep
- Sponsorship
- Tie-ins
- Stunts
Channels to Market
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- Growth in pubs
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- Figure 22: UK retail sales of cider, by volume and type of outlet, 2002-06
- Multiple rule
- Co-ops tie in to local
- Staying in the new going out
The Consumer – Usage and Frequency
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- The cider turnaround
- Cider chosen more often
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- Figure 23: Frequency of consumption of cider in the last 12 months, by heavy, medium and light drinkers* 2002-06
- Who are the heavy cider drinkers?
- Who are the medium and light cider drinkers?
The Consumer – Perceptions
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- It’s a summer thing
- Good taste in men
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- Figure 24: Words/phrases associated with cider, by gender, May 2006
- All year round
- Negative perceptions
- Cheap
- Traditional Country Pubs
- Warming the market
The Consumer – Target Markets
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- Figure 25: Cider drinking habits and future intentions, May 2006
- Part-time cider drinkers
- What a refreshing change
- Chilled and relaxing
- Cool drink
- Potential
- Tempted
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- Figure 26: Words/phrases associated with cider, by drinking habits and future intentions, May 2006
- The lapsed drinker
- The hard win
- Lack of connection
- The cider refresh
- Untapped market
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- Figure 27: Agreement with statements regarding cider, May 2006
- Think cider
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Appendix
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- Consumer research
- ACORN
- Advertising data
- Abbreviations
- Broader Market Environment
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- Figure 28: Trends in personal disposable income and consumer expenditure, 2001-11
- Usage and frequency – Detailed Demographics
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- Figure 29: Frequency of consumption of cider in the last 12 months, by demographic sub-group, 2006
- Figure 30: Frequency of consumption of cider in the home, in the last 12 months, by demographic sub group, 2006
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- Figure 31: Frequency of consumption of cider elsewhere, in the last 12 months, by demographic sub group, 2006
- Figure 32: Adults aged 18+ who only drink cider either at home or elsewhere, by demographic sub group, 2006
- Perceptions – Detailed Demographics
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- Figure 33: Cider drinking habits and future intentions, by gender, age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, tenure, ITV region, ACORN group, technology usage, daily newspaper readership, commercial TV viewing, supermarket usage, household size and car usage, May 2006
- Figure 34: Words/phrases associated with cider, by gender, age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, tenure, ITV region, ACORN group, technology usage, daily newspaper readership, commercial TV viewing, supermarket usage, household size and car usage, May 2006
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- Figure 35: Words/phrases associated with cider, by agreement with statements regarding cider, May 2006
- Figure 36: Agreement with statements regarding cider, by gender, age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, tenure, ITV region, ACORN group, technology usage, daily newspaper readership, commercial TV viewing, supermarket usage, household size and car usage, May 2006
- Target markets – Detailed Demographics
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- Figure 37: Cider drinking habits and future intentions, by consumer typologies, May 2006
- Figure 38: Words/phrases associated with cider, by consumer typologies, May 2006
- Figure 39: Agreement with statements regarding cider, by consumer typologies, May 2006
- Figure 40: Consumer typologies, by gender, age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, tenure, ITV region, ACORN group, technology usage, daily newspaper readership, Commercial TV viewing,
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- Figure 40: Consumer typologies, by gender, age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, tenure, ITV region, ACORN group, technology usage, daily newspaper readership, Commercial TV viewing, supermarket usage and household size, May 2006
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