Table of Contents
Introduction and Abbreviations
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- Definition
- Consumer research
- ACORN
- Advertising data
- Abbreviations
Premier Insight
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- Changing consumer perceptions is the key challenge facing the cider industry
- Stop ignoring the female cider drinker
- Dragging cider into the 21st century
- Cider with macho appeal
- Surprise the cider sceptics with a new dry approach
- Respecting core values and loyal customer base
Executive Summary
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- Economic conditions are good, pity about the weather
- Industry threats
- Market continues in decline
- Image is everything
- Authenticity is the path to premium
- Price promotions hit advertising spends
- Multiple grocers take an increasing share
- Future demands more profitable volume sales
Market Drivers
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- Cider loses out on the fashion stakes
- The premium effect
- Turn up the heat to promote sales
- Health and diet warnings
- Frequency of drinking alcohol
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- Figure 1: Frequency of drinking alcohol at home and elsewhere, 1999-2004
- Tax and duty
- The means to an end
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- Figure 2: Trends and projections in PDI and consumer expenditure, at current and constant prices, 1999-2008
- The influence of population
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- Figure 3: Trends and projections in UK population, by age group, 1999-2008
Market Size and Trends
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- A declining market
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- Figure 4: UK retail sales of cider, by volume and value, 1999-2004
- Clear price segmentation on the cards
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- Figure 5: Mean price of cider per litre, 1999-2004
- Increased consumption – but only among cider fans
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- Figure 6: Cider's share of the UK's consumption of alcoholic drinks, by volume, 1992-2002
Market Segmentation
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- Premium only sector showing growth
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- Figure 7: UK retail sales of cider, by type and volume, 2000-04
- Value trends mirror volume
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- Figure 8: UK retail sales of cider, by type and value, 2000-04
- Sweet and dry retail sales in the UK
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- Figure 9: UK retail sales of ciders: sweet versus dry, by volume, 2000-04
- White cider
- Sparkling cider
- Low-alcohol/low-carbohydrate
- Premium own-label/other
- Organic
- Crafted ciders
- Varietals
- Imported
- Flavoured
- Price of a pint in the on-trade
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- Figure 10: The price of a pint of cider, by region, 2003
The Supply Structure
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- Strongbow dominates
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- Figure 11: UK leading cider brands in the on- and off-trade, by volume and value, 2003
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- Figure 12: UK leading cider brands in the on-trade, by value, 2003
- Fragmented off-trade
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- Figure 13: UK leading cider brands in the off-trade, by value, 2003
- Price promotions hurt smallest brands most
- On-trade brand shares
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- Figure 14: Top five cider brand shares in the on-trade, by value, 2000-04
- Off-trade brand shares
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- Figure 15: Top ten cider brand shares in the off-trade, by value, 2000-04
- Companies and brands
- Aspall
- Aston Manor Brewery Co.
- Ballygowan
- Constellation Europe
- Headford Ridge
- Merrydown
- Scottish & Newcastle
- R. J. Sheppy
- Thatchers Cider Company
- H. Weston & Sons
- Others
New Product Development
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- New Product Briefs
- September 2004
- August 2004
- July 2004
- June 2004
- May 2004
Advertising and Promotion
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- Creating awareness and reinforcing brand identity
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- Figure 16: UK main monitored media advertising expenditure on cider, 1999-2004
- S&N dominates adspend
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- Figure 17: UK main monitored media advertising expenditure on major cider brands, 2001 and 2003
- Figure 18: Main monitored media advertising expenditure on cider, by major brand owners, 1999-2003
- Selected campaigns
- Aspall
- Aston Manor Brewery Co.
- Ballygowan
- Constellation Europe
- Merrydown
- Scottish Courage
- R. J. Sheppy
- Thatchers Cider Company
- Others
- Below-the-line retail promotions
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- Figure 19: Examples of below-the-line promotions, September/October 2004
- Figure 20: Number of promotions in the last six months, Jan-June 2004
Distribution
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- On-trade suffers attrition
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- Figure 21: UK retail sales of cider, by volume and type of outlet, 2000-04
- Shrinking shelf space
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- Figure 22: UK retail sales of packaged and draught cider, by value, 2000-04
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- Figure 23: UK retail sales of packaged and draught cider, by volume, 2000-04
- Packaging
- Premium bottled cider losing out in on-trade
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- Figure 24: UK volume sales of cider, by trade sector and packaging type, 2000-04
- The Internet
The Consumer
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- Cider drinkers – weight of usage
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- Figure 25: Frequency of drinking cider, 1998-2004
- Age – the key determinant
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- Figure 26: Frequency of drinking cider, by gender, age, socio-economic group, lifestage and Mintel’s Special Groups, 2004
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- Figure 27: Frequency of drinking cider, by marital status, working status and region, 2004
- In-home cider consumption
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- Figure 28: Frequency of drinking cider in-home, 1998-2004
- In-home consumption follows similar pattern
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- Figure 29: Frequency of drinking cider in-home, by gender, age, socio-economic group, lifestage and Mintel’s Special Groups, 2004
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- Figure 30: Frequency of drinking cider in-home, by marital status, working status and region, 2004
- Out-of-home cider consumption
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- Figure 31: Frequency of drinking cider elsewhere, 1998-2004
- Clearly a male-dominated category
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- Figure 32: Frequency of drinking cider elsewhere, by gender, age, socio-economic group, lifestage and Mintel’s Special Groups, 2004
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- Figure 33: Frequency of drinking cider elsewhere, by marital status, working status and retion, 2004
- Type of cider
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- Figure 34: Type of cider consumed, 2004
The Consumer – Attitudes towards Cider and Drink Repertoires
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- Underlying attitudes towards cider
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- Figure 35: Reasons for drinking more cider, June 2004
- Assessing potential for target expansion
- Both genders comprise key targets
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- Figure 36: Potential drinkers, by gender, age and socio-economic group, June 2004
- A high income influence?
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- Figure 37: Potential drinkers, by lifestage, Mintel’s Special Groups and presence of children, June 2004
- Working status plays a role
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- Figure 38: Potential drinkers, by marital status, working status and region, June 2004
- Internet presents possibilities
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- Figure 39: Potential drinkers, by media usage, supermarket usage and commercial TV viewing, June 2004
- Repertoire drinking
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- Figure 40: Repertoire drinking, by type of drink, June 2004
- Drinking habits by type of alcohol
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- Figure 41: Attitudes towards alcohol and drinking, by types of drinks consumed, 2004
- Drinking frequency by type of alcohol
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- Figure 42: Frequency of drinking alcohol, by types of drinks consumed, 2004
The Future
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- Will smoking be banned in mainland Britain?
- New licensing legislation operative in 2005
- Launch of a new quality mark
- New television regulations for advertising
- EU threat to orchards
- Food with cider
- Minimum pricing directives
Forecast
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- Figure 43: Forecast of the UK cider market, by value, 2004-09
- Cider has style issues
- NPD has a significant role to play
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- Figure 44: Forecast of the UK cider market, by volume, 2004-09
- Advertisements will help future growth
- Factors used in the forecast
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