Table of Contents
Introduction
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- Definitions
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Market size and forecast for the total UK cider market, by value, 2006-16
- Market factors
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- Figure 2: Most popular occasions for drinking alcohol at home and out of home, May 2011
- Companies, brands and innovation
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- Figure 3: Market shares of the top five selling cider brands within the off-trade, 2011
- The consumer
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- Figure 4: Reasons cider drinkers consume cider over lager, December 2011
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- Figure 5: Factors which stop people drinking more cider, by gender, December 2011
- What we think
Issues in the Market
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- Can cider become the new lager?
- How can cider increase its frequency of sales?
- What is the biggest growth opportunity for cider in the next couple of years?
- What are the major challenges to cider’s continued growth?
Future Opportunities
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- Collective Intelligence
- Minimize Me
Internal Market Environment
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- Key points
- Cider faces flavour innovation challenge from rivals
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- Figure 6: Selected examples of flavoured alcoholic innovation in the past 18 months
- Changing drinks landscape increases importance of targeting key occasions
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- Figure 7: Index of price rises for wine, spirits and cider – on-trade versus off-trade, 2000-11
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- Figure 8: Most popular occasions for drinking alcohol at home and out of home, May 2011
- Taxation gives cider a competitive edge
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- Figure 9: Changing UK excise duty rates for cider compared to beer, wine and spirits, 2003-11
- Strategies for cider: the demand for premiumisation versus value
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- Figure 10: Changing grocery spending habits, 2009 and 2011
- Evidence that cider transcends just being a summer beverage
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- Figure 11: Penetration of cider drinkers, Q1 2006-Q2 2011
- Local cider brands can do more to leverage their authenticity
Broader Market Environment
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- Key points
- Consumer spend is under increasing pressure
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- Figure 12: Change in average weekly earnings compared to inflation and consumer confidence, January 2007-October 2011
- 2012 will be a challenging trading environment
- Rise in ABC1s underpins the continued importance of premiumisation
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- Figure 13: Forecast adult population trends, by socio-economic group, 2006-16
- Impact of an ageing population
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- Figure 14: Forecast adult population trends, by age, 2006-16
Competitive Context
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- Key points
- A declining pool of users makes targeting even more integral
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- Figure 15: Proportion of UK population who drink alcohol, 2007-11
- Cider now ranks as the third most drunk major alcohol type
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- Figure 16: Penetration of major alcohol types in order of popularity, 2007-11
- Drinks increasingly catering for consumers’ sweet tooth
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Introducing more extreme flavour and colour
- Adding spice to cider
- Experimentation with ABV
- Aluminium can be a stylish, modern twist on the ubiquitous glass bottle
- Developing features of cider’s taste profile
- Interesting examples of global cider innovation
Market Size of Cider
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- Key points
- Cider is one of the few alcohol success stories of the past six years
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- Figure 17: Market size and forecast of volume and value sales in the total UK cider market, 2006-16
- There is still plenty of room for growth in the next six years
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- Figure 18: Market size and forecast for the total UK cider market, by value, 2006-16
- Forecast methodology
Market Segmentation of Cider
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- Key points
- Cider is rapidly increasing its share of the supermarket drinks aisles…
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- Figure 19: Volume and value sales of the UK off-trade cider market, 2006-16
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- Figure 20: Market size and forecast for the off-trade UK cider market, by value, 2006-16
- …which brings dangers as well as opportunities
- Cider is one of the few products holding its own in the troubled on-trade
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- Figure 21: Volume and value sales of the UK on-trade cider market, 2006-16
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- Figure 22: Market size and forecast for the on-trade UK cider market, by value, 2006-16
Market Share
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- Key points
- Strongbow remains the off-trade power brand
- Artois Cidre shakes up the market
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- Figure 23: Market share in value sales for the top ten cider brands in the off-trade, 2009-11
- Kopparberg leads the way for premium-positioned ciders
Companies and Products
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- Key points
- AB InBev
- Aston Manor Brewery
- C&C Group
- Halewood International
- Heineken
- Kopparberg
Brand Communication and Promotion
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- Key points
- Adspend slows down as Magners downgrades marketing investment
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- Figure 24: Total above-the-line advertising spend in the UK cider market, 2006/07-2010/11*
- Less well-known brands pushed up spend in 2010/11
- Magners is still the biggest spender
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- Figure 25: Topline spend in the UK cider market, by brand, 2008/09-2010/11*
- Strongbow increases adspend and steers clear of premium positioning
Channels to Market
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- Key points
- Supermarkets are now comfortably the major volume driver for cider
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- Figure 26: Volume sales of cider, by on-trade and off-trade channels, 2008-10
- The rise of online alcohol purchasing
Consumer Usage of Cider
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- Key points
- Cider penetration is now equal to lager…
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- Figure 27: Consumption of alcohol in the past six months, by drink type, December 2011
- …but it is not efficient enough in converting penetration into revenue
- Increasing awareness of dry ciders can position it as an ‘all night’ drink
- Cider has the advantage of appealing to both genders
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- Figure 28: Proportion of cider drinkers in the past six months, by gender and age, December 2011
- Cider attracts a younger audience than a decade ago…
- …but more premium branding can capitalise further on this
- New sweeter fruit variants attract a particularly young consumer base
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- Figure 29: Penetration of the three different types of cider in the past six months, by gender and age, December 2011
- Brands need to deliver multiple flavours
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- Figure 30: Consumption of different types of cider in the past six months, December 2011
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- Figure 31: Index of consumption of solus apple cider drinkers and consumers of all three cider types, by gender, age and socio-economic group, December 2011
Consumer – General Reasons Why People Drink Cider
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- Key points
- Freshness is cider’s USP
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- Figure 32: Reasons for drinking cider, December 2011
- Refreshment is an important all-year need…
- …and refreshment and freshness are key reasons for choosing cider over lager
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- Figure 33: Reasons cider drinkers consume cider over lager, December 2011
- A younger generation with more desire for sweeter alcohol flavours
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- Figure 34: Net difference in reasons for drinking cider – under-35s versus over-35s, December 2011
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- Figure 35: Net difference in reasons why cider drinkers consume cider over lager – under-35s versus over-35s, December 2011
- Over-35 drinkers are attracted more by freshness than sweetness of flavour
- Cider is particularly drinkable for females
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- Figure 36: Net difference in reasons for drinking cider – females versus males, December 2011
Consumer – Barriers to Drinking Cider
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- Key points
- Taking the next step is about cider becoming more ‘top of mind’
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- Figure 37: Factors which stop people drinking more cider, December 2011
- Calories and bloatedness are barriers to women drinking more cider…
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- Figure 38: Factors which stop people drinking more cider, by gender, December 2011
- …as well as the younger 18-34-year-old generation as a whole
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- Figure 39: Factors which stop people drinking more cider – 18-34-year-olds versus over-35s, December 2011
Appendix – Internal Market Environment
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- Figure 40: RPI % change for spirits, cider and wine (data not available for separate categories) – on-trade versus off-trade, 2001-11
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Appendix – Market Size and Forecast
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- Figure 41: Market size and forecast for the total UK cider market, by volume, 2006-16
- Figure 42: Best and worst case forecasts for the total UK cider market, by value, 2011-16
- Figure 43: Best and worst case forecasts for the total UK cider market, by volume, 2011-16
- Figure 44: Market size and forecast for the UK off-trade cider market, by volume, 2006-16
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- Figure 45: Best and worst case forecasts for the off-trade UK cider market, by value, 2011-16
- Figure 46: Best and worst case forecasts for the off-trade UK cider market, by volume, 2011-16
- Figure 47: Market size and forecast for the UK on-trade cider market, by volume, 2006-16
- Figure 48: Best and worst case forecasts for the on-trade UK cider market, by value, 2006-16
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- Figure 49: Best and worst case forecasts for the on-trade UK cider market, by volume, 2006-16
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Appendix – Brand Communication and Promotion
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- Figure 50: Advertising expenditure in the UK ciders market, by advertiser, 2008/09-2010/11
- Figure 51: Advertising expenditure in the UK ciders market, by brand and advertiser, 2008/09-2010/11
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Appendix – Consumer Usage for Cider
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- Figure 52: Consumption of alcohol in the past six months, by types of cider, by demographics, December 2011
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- Figure 53: Most popular types of alcoholic drinks consumed in the past six months, by demographics, December 2011
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- Figure 54: Next most popular types of alcoholic drinks consumedin the past six months, by demographics, December 2011
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- Figure 55: Other types of alcoholic drinks consumed in the past six months, by demographics, December 2011
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- Figure 56: Most popular types of alcoholic drinks consumed in the past six months, by demographics, December 2011
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- Figure 57: Next most popular types of alcoholic drinks consumed in the past six months, by demographics, December 2011
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- Figure 58: Other types of alcoholic drinks consumed in the past six months, by demographics, December 2011
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Appendix – Consumer – General Reasons Why People Drink Cider
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- Figure 59: Reasons for drinking cider over lager, by demographics, December 2011
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- Figure 60: Reasons people drink cider over lager, by demographics, December 2011
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- Figure 61: Reasons people drink cider over lager, by demographics, December 2011
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- Figure 62: Most popular reasons people drink cider, by demographics, December 2011
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- Figure 63: Next most popular reasons people drink cider, by demographics, December 2011
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- Figure 64: Most popular reasons people drink cider, by demographics, December 2011
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- Figure 65: Next most popular reasons people drink cider, by demographics, December 2011
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- Figure 66: Other reasons people drink cider, by demographics, December 2011
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Appendix – Consumer – Barriers to Drinking Cider
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- Figure 67: Most popular factors which stop people drinking more cider, by demographics, December 2011
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- Figure 68: Next most popular factors which stop people drinking more cider, by demographics, December 2011
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- Figure 69: Factors which stop people drinking more cider, by demographics, December 2011
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- Figure 70: Most popular factors which stop people drinking more cider, by demographics, December 2011
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- Figure 71: Next most popular factors which stop people drinking more cider, by demographics, December 2011
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- Figure 72: Factors which stop people drinking more cider, by demographics, December 2011
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- Figure 73: Typical calorie content, by alcohol type, December 2011
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