Mintel last investigated the cider market in October 2002. In 2003, the UK cider trade suffered its own ‘annus horribilis’ in that retail pressure on prices resulted in the lowest level of profitability in the industry’s history. Bulmers, the largest cider supplier in the UK, fell prey to a takeover from Scottish & Newcastle. Few brands are showing growth, although with so many promotions, it is hard to tell and the category is in desperate need of a change of image to attract a wider and preferably younger consumer base to avoid long-term decline while boosting the consumption of lapsed and occasional drinkers.

Mintel has therefore decided to consider the hypothesis that: “Heavyweight below-the-line promotion of cider, in the face of declining consumption, has failed to draw new drinkers to the category.”

Using the latest consumer research, market size data and trend analysis, this report provides vital new insight into the current state of the sector and its prospects, covering market drivers, market segmentation, the supply structure, distribution, advertising and promotion and sales forecasts.

Mintel’s findings offer you a unique means of tailoring your marketing to real demand, both tactically and strategically, helping you to avoid market pitfalls, to discover sector opportunities and to achieve the best possible results.