Table of Contents
Issues in the Market
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- Key themes
- Definitions
- Abbreviations
Insights and Opportunities
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- A stranger is a friend you haven’t met yet
- Make it real, keep it true
Fast Forward Trends
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- Fast Forward – an explanation
- Trend 1: Born Green
- What's it about?
- What we've seen
- What’s next?
- Trend 2: Diversity Is All
- What’s it about?
- What we've seen
- What’s next?
Market in Brief
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- Cider market continues to evolve
- Who is a cider drinker?
- Going forward
Internal Market Environment
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- Key points
- Do consumer attitudes to alcohol change?
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- Figure 1: Trends for alcohol consumption, by frequency, 2003-07
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- Figure 2: Consumers’ attitudes to avoiding food and drink for themselves and for their children
- Poor summer proves cider is not all about sun
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- Figure 3: Average summer temperatures, sun hours and rainfall, 2002-08*
- Where’s it all from?
- PET subjects
Broader Market Environment
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- Key points
- Cider drinkers are growing up
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- Figure 4: Structure of the UK population, by age and gender, 2003-13
- The demise of the pub
- The antisocial drinker
- Taxing issues
Competitive Context
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- Key points
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- Figure 5: UK volume sales of alcoholic drinks, by type, on and off trade 2006-08
- Figure 6: UK retail value sales of alcoholic drinks, by type, 2006-08
- Lager, ales and stouts
- Wine
- Flavoured alcoholic beverages
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Continental brands
- Packaging the past
- Healthy drinking – low alcohol or low calorie
- Organic
- Draught cousins for the big boys
- Wrapping up
- Pushing pears
Market Size and Forecast
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- Key points
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- Figure 7: UK value and volume sales of cider and perry, 2003-2008
- The future of the market
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- Figure 8: Forecast of volume and value of the total cider market, 2003-13
- Factors used in the forecast
Segment Performance
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- Key points
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- Figure 9: Cider Segmentation by value and volume, 2007-08
- Quality classification
- What consumers are buying
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- Figure 10: Trends for format of cider drinking, 2003-07
Market Share
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- Key points
- Off trade sales
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- Figure 11: Top five cider brand shares in the off-trade, by value, 2008
- On-trade sales
Companies and Products
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- Cider and Perry Brands
- Scottish & Newcastle
- C&C Group
- Halewood International
- Constellation Brands Incorporated
- Kopparberg
- Merrydown
- Thatchers
- Westons
- Aston Manor
- Brothers Drinks
- Distell Group Ltd
Brand Communication and Promotion
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- Key points
- Spend thrift
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- Figure 13: Main monitored media advertising spend on cider and perry, 2004-08*
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- Figure 14: Main monitored media advertising spend on cider and perry, by month, 2005-08*
- The big spenders
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- Figure 15: Top ten brands by total advertising spend on cider and Perry 2004-08
Channels to Market
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- Key points
- On versus off, supermarkets and pubs
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- Figure 16: Cider sales by value, on and off trade 2008
The Consumer – Frequency/Usage
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- Key points
- Putting cider usage into context
- The youthful market
- The ABC of cider
- Packaging preferences
The Consumer – Cider Perception
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- Key points
- Thinking about cider
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- Figure 18: Statements about cider, all genders August 2008
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- Figure 19: Statements about cider, men’s and women’s perceptions, August 2008
- Location, location, location
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- Figure 20: Cider drinking occasions, August 2008
- Cider lacks drinks loyalty
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- Figure 21: Cider loyalty by cider and non-cider drinkers, August 2008
The Consumer – Target Markets
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- Key points
- The cider house family
- The summer swiggers (15%)
- Ice advocates (12%)
- The non cider thinkers (39%)
- Indifferents (34%)
- Missed opportunity for older men and women?
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- Figure 22: Key demographic target for each attitudinal group
Appendix
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- Consumer research
- ACORN
- Advertising data
Appendix: Segment Performance
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- Figure 23: Demographics for format of cider drinking, 2007
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Appendix – The Consumer: Frequency/Usage
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- Figure 24: Alcoholic drinks drank regulary by gender, age, socio economic groups, lifestage, children in house, special groups, working status, household tenure, ITV region, ACORN group, technology users, newspapers, TV viewing, supermarket used, detailed lifestage and aged finished full time education, August 2008
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- Figure 25: Alcoholic drinks drank regulary by gender, age, socio economic groups, lifestage, children in house, special groups, working status, household tenure, ITV region, ACORN group, technology users, newspapers, TV viewing, supermarket used, detailed lifestage and aged finished full time education, August 2008
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- Figure 26: Alcoholic drinks drank regulary by gender, age, socio economic groups, lifestage, children in house, special groups, working status, household tenure, ITV region, ACORN group, technology users, newspapers, TV viewing, supermarket used, detailed lifestage and aged finished full time education, August 2008
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- Figure 27: Alcoholic drinks drank regulary by gender, age, socio economic groups, lifestage, children in house, special groups, working status, household tenure, ITV region, ACORN group, technology users, newspapers, TV viewing, supermarket used, detailed lifestage and aged finished full time education, August 2008
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- Figure 28: Demographics for frequency of cider consumption, 2007
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- Figure 29: Demographics for frequency of cider consumption in home, 2007
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- Figure 30: Demographics for frequency of cider consumption elsewhere, 2007
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- Figure 31: Demographics of cider consumption, 2007
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Appendix – The Consumer: Cider Perception
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- Figure 32: Agreements with statemtns about cider by gender, age, socio-economic groups, lifestage, children in house, special groups, working status, household tenure, ITV region, ACORN group, technology users, newspapers, TV viewing, supermakret used, detailed lifestage and aged finished full time education, August 2008
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- Figure 33: Agreements with statemtns about cider by gender, age, socio-economic groups, lifestage, children in house, special groups, working status, household tenure, ITV region, ACORN group, technology users, newspapers, TV viewing, supermarket used, detailed lifestage and aged finished full time education, August 2008
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- Figure 34: Agreements with statemtns about cider by gender, age, socio-economic groups, lifestage, children in house, special groups, working status, household tenure, ITV region, ACORN group, technology users, newspapers, TV viewing, supermarket used, detailed lifestage and aged finished full time education, August 2008
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- Figure 35: Cider drinking occasions by gender, age, socio-economic groups, lifestage, children in house, special groups, working status, household tenure, ITV region, ACORN group, technology users, newspapers, TV viewing, supermarket used, detailed lifestage and aged finished full time education, August 2008
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- Figure 36: Cider drinking occasions by gender, age, socio-economic groups, lifestage, children in house, special groups, working status, household tenure, ITV region, ACORN group, technology users, newspapers, TV viewing, supermarket used, detailed lifestage and aged finished full time education, August 2008
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Appendix – The Consumer: Target Markets
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- Figure 37: Number of different types of alcohol drunk by cider and non-cider drinkers
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- Figure 38: Share of alcohol loyalists
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- Figure 39: Number of different types of alcohol drunk by demographics
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- Figure 40: Attitudinal groups by attitudes towards cider
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- Figure 41: Key demographic target for each attitudinal group
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- Figure 42: Attitudinal groups by demographics
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- Figure 43: Attitudinal groups by alcohol consumption
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- Figure 44: Attitudinal groups by how many types of alcohol they drink
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