Table of Contents
Introduction
-
- Definition
- Excluded
- Abbreviations
Executive Summary
-
- The market
-
- Figure 1: Forecast of UK value sales of cider, 2008-18
-
- Figure 2: Forecast of UK volume sales of cider, 2008-18
- Market factors
- Alcohol consumption is in decline
- Rising duty adds pressures on cider producers
- A sunny outlook
- Population changes bring threats and opportunities
- Companies, brands and innovation
- Strongbow remains way out in front
-
- Figure 3: Value sales of top-selling cider brands in the off-trade, 2012/13
- Brands continue to step up investment in advertising
- The consumer
- Apple remains the most popular flavour
-
- Figure 4: Usage of cider, by type, October 2013
- Summer remains the key season
-
- Figure 5: Usage of cider in summer and winter, October 2013
- Cider only seeing a slight dip in usage
- Cider performs well in both up-tempo and low-key occasions
- Cider enjoys a positive image as a refreshing and unisex drink
-
- Figure 6: Attitudes towards cider, October 2013
- Tropical and citrus flavours garner most interest
- What we think
Issues in the Market
-
- How could possible tax and pricing changes influence the cider market?
- Where can flavoured cider go next?
- How can cider continue to develop its all-year-round image?
- How can perry assert itself within the cider market?
Trend Application
-
- Trend: Secret, Secret
- Trend: Prove It
- Mintel Futures: Brand Intervention
Internal Market Environment
-
- Key points
- Taxes on alcoholic drinks on the rise since 2008
-
- Figure 7: UK excise duty rates for selected alcoholic drinks, 2003-13
- Figure 8: Index of alcoholic drinks prices versus all items prices, 2006-12
- Alcohol minimum pricing plans shelved in England and Wales
- Cider and seasonality
-
- Figure 9: Hours of sunshine in the UK, by month, 2008-13
- Cider enjoys unisex appeal
Broader Market Environment
-
- Key points
- Consumer confidence bounces back
-
- Figure 10: Consumer Confidence Index, monthly, January 2007-December 2013
- Health considerations play a part in drinking habits
-
- Figure 11: Calorie and alcohol unit content of selected types of alcoholic drinks, 2013
- An ageing population needs consideration
-
- Figure 12: Projected trends in the age structure of the UK population, 2013-18
- Cs and Ds could hold the key to growth
-
- Figure 13: Projected changes in the socio-economic structure of the UK adult population, 2013-18
Competitive Context
-
- Key points
- Consumers cutting back on alcohol consumption
-
- Figure 14: Trends in UK per capita consumption of 100% alcohol, 2006-12
-
- Figure 15: Value sales of selected alcoholic drinks, 2008-12
Strengths and Weaknesses
-
- Strengths
- Weaknesses
Who’s Innovating?
-
- Key points
- The changing face of cider NPD
- Spirit ciders arrive on the scene
- Coming over to the dark side
- Global context – interesting cider launches from overseas in 2013
Market Size and Forecast
-
- Key points
- Cider hits new heights in 2013
-
- Figure 16: UK value and volume sales of cider, at current and constant prices, 2008-18
- Robust growth predicted for value sales
-
- Figure 17: Forecast of UK value sales of cider, 2008-18
- Volume sales expected to continue creeping up
-
- Figure 18: Forecast of UK volume sales of cider, 2008-18
- Forecast methodology
Segment Performance
-
- Key points
- 2013 was a tougher year for the on-trade
-
- Figure 19: UK value and volume sales of cider in the on-trade, at current and constant prices, 2008-18
- One-off events boosted sales in 2012
- A weaker performance in 2013
- A challenging 2014 ahead
-
- Figure 20: Forecast of UK value sales of cider in the on-trade, 2008-18
- Figure 21: Forecast of UK volume sales of cider in the on-trade, 2008-18
- The off-trade fared well in 2013…
-
- Figure 22: UK value and volume sales of cider in the off-trade, at current and constant prices, 2008-18
- …and is expected to continue providing cider operators with a safe haven
-
- Figure 23: Forecast of UK value sales of cider in the off-trade, 2008-18
- Figure 24: Forecast of UK volume sales of cider in the off-trade, 2008-18
- The off-trade is steadily increasing its share of value sales
-
- Figure 25: Share of value sales of cider in the UK, by channel, 2008-18
Market Share
-
- Key points
- Heineken and Strongbow continue to lead the way
-
- Figure 26: Share of off-trade sales of cider, by manufacturer, 2012/13
- Figure 27: Value sales of top-selling cider brands in the off-trade, 2011/12 and 2012/13
- Bulmers enjoys a strong performance
- Kopparberg vies for second position
- Magners loses further ground
- Ciders from beer brewers prove popular
- Frosty Jack’s and Lambrini look to leverage affordability
- Many smaller players enjoy strong growth
Companies and Products
-
- AB InBev
- Aspall
- C&C Group
- Distell
- Heineken
- Kopparberg UK (Cider of Sweden Limited)
- Rekorderlig (Chilli Marketing)
- Westons Cider
Brand Advertising, Perceptions and Social Media
-
- Key points
- Cider adspend continues to rise
-
- Figure 28: Topline above-the-line advertising spend in the UK cider market, 2009-13
- TV losing its appeal for advertisers
-
- Figure 29: Advertising in the UK cider category, by media, 2010-13
- Heineken dominates adspend in the market
-
- Figure 30: Highest-spending manufacturers in above-the-line advertising in the UK cider market, 2010-13
- Figure 31: Highest-spending brands in above-the-line advertising in the UK cider market, 2010-13
- Kopparberg leads the way among other advertisers
- Brewers support their cider launches with strong adspend
- Q2 and Q3 are key seasons for advertisers
-
- Figure 32: Above-the-line adspend on cider, by quarter, 2010-12
- Figure 33: Advertising spend of selected cider brands over time, 26th December 2011-26th November 2013
- Figure 34: Rekorderlig advertising spend, January 2012- November 2013
- Brand perceptions
- Key brand metrics
-
- Figure 35: Key brand metrics, October 2013
- Brand map
-
- Figure 36: Attitudes towards and usage of brands in the cider sector, October 2013
- Correspondence analysis
- Brand attitudes
-
- Figure 37: Attitudes, by cider brand, October 2013
- Brand personality
-
- Figure 38: Cider brand personality – macro image, October 2013
-
- Figure 39: Cider brand personality – micro image, October 2013
- Brand usage
-
- Figure 40: Brand usage of brands in the cider sector, October 2013
- Brand experience
-
- Figure 41: Experience of selected brands in the cider sector, October 2013
- Social media and online buzz
- Social media metrics
-
- Figure 42: Social media metrics for selected cider brands, November 2013
- Online conversation
-
- Figure 43: Selected cider brands’ share of voice, January – November 2013
- Figure 44: Online mentions of cider brands, January-November 2013
- Topics of conversation
- Flavour is the biggest driver of conversation
-
- Figure 45: Topics of conversation around cider brands, January – November 2013
- Apple is the least talked about cider flavour
-
- Figure 46: Percentage of online conversation around different flavours when brands are mentioned, January-November 2013
-
- Figure 47: Online sentiment towards selected cider flavours, January-November 2013
- Online analysis by brand
- Kopparberg
-
- Figure 48: Word cloud surrounding online mentions of Kopparberg, January-November 2013
- Strongbow
-
- Figure 49: Topic cloud surrounding online mentions of Strongbow, January-November 2013
- Stella Cidre
-
- Figure 50: Topic cloud around mentions of Stella Artois, January – November 2013
- Magners
- Bulmers
- Stowford Press
-
- Figure 51: Types of conversation around Stowford Press, January – November 2013
-
- Figure 52: Topic cloud surrounding non-competition conversation around Stowford Press, January – November 2013
The Consumer – Usage of Cider
-
- Key points
- The apple of cider drinkers’ eye
-
- Figure 53: Usage of cider, October 2013
-
- Figure 54: Usage of cider at home and out of home, October 2013
- Pear looks to upset the apple cart
- Ciders by brewers hit the big time
- Fruit-flavoured ciders gain mainstream role
- Craft, low-alcohol and mulled ciders hold growth potential
- Boxed cider could forge a value-for-money proposition
- A quarter of adults drink four or more types of cider
The Consumer – Seasonality and Cider
-
- Key points
- Summer remains the key season for cider
-
- Figure 55: Usage of cider in summer and winter, October 2013
- Winter usage holds up reasonably well
The Consumer – Usage Trends
-
- Key points
- The majority of cider drinkers have maintained usage
-
- Figure 56: Change in usage of cider, October 2013
- Many drinks have been hit by cutting back
- Cider has proven more resilient than many competing categories
The Consumer – Occasions for Usage
-
- Key points
- Cider performs well in both up- and low-tempo occasions
-
- Figure 57: Occasions for usage of cider, October 2013
- Cider proves popular at events
- Relaxing at home leads the way
- Cider and food: a match made in heaven?
- The social side of cider
The Consumer – Attitudes towards Cider
-
- Key points
- Summary of attitudes towards cider
-
- Figure 58: Attitudes towards cider, October 2013
- Cider enjoys a strong unisex appeal
-
- Figure 59: Attitudes relating to the positioning of cider, October 2013
- Sharing bottles could provide scope for growth
- Strong interest in trying adventurous flavours
-
- Figure 60: Attitudes relating to flavours of cider, October 2013
- Cider could push premium cues harder
-
- Figure 61: Attitudes relating to the premiumisation of cider, October 2013
- Tastes are split among cider drinkers
-
- Figure 62: Attitudes relating to preferences of cider, October 2013
- Lower-alcohol variants could provide opportunities for growth
The Consumer – Interest in Flavoured Ciders
-
- Key points
- Strong interest in tropical and citrus flavours
-
- Figure 63: Interest in different flavours of cider, October 2013
-
- Figure 64: Interest in different flavours of cider, by gender, October 2013
- ‘Adult’ flavours offer potential routes to appeal to older cider drinkers
The Consumer – Target Groups
-
- Key points
- Four target groups
-
- Figure 65: Target groups, September 2013
- Fruit Fanatics (33%)
- Traditionalists (24%)
- Enthusiasts (22%)
- Disengaged (21%)
Appendix – Market Size and Segment Performance
-
-
- Figure 66: Best- and worst-case forecasts for the cider market, by value, 2013-18
- Figure 67: Best- and worst-case forecasts for the cider market, by volume, 2013-18
- Figure 68: Best- and worst-case forecasts for the on-trade cider market, by value, 2013-18
- Figure 69: Best- and worst-case forecasts for the on-trade cider market, by volume, 2013-18
-
- Figure 70: Best- and worst-case forecasts for the off-trade cider market, by value, 2013-18
- Figure 71: Best- and worst-case forecasts for the off-trade cider market, by volume, 2013-18
-
Appendix – Market Share
-
-
- Figure 72: Volume sales of top-selling cider brands in the off-trade, 2011/12 and 2012/13
-
Appendix – Brand Advertising, Perceptions and Social Media
-
-
- Figure 73: Brand usage, October 2013
- Figure 74: Brand commitment, October 2013
-
- Figure 75: Brand diversity, October 2013
- Figure 76: Brand satisfaction, October 2013
-
- Figure 77: Brand recommendation, October 2013
- Figure 78: Brand attitude, October 2013
-
- Figure 79: Brand image – macro image, October 2013
- Figure 80: Brand image – micro image, October 2013
- Online mentions
-
- Figure 81: Online mentions of selected cider brands, 30th December 2012 – 24th November 2013
- Figure 82: Online mentions by topics of discussion, 30th December 2012 – 24th November 2013
- Figure 83: Breakdown of flavour mentions, by flavour, 30th December 2012 – 24th November 2013
-
Appendix – The Consumer – Usage of Cider
-
-
- Figure 84: Types of cider drunk at home, October 2013
-
- Figure 85: Most popular types of cider drunk at home, by demographics, October 2013
-
- Figure 86: Next most popular types of cider drunk at home, by demographics, October 2013
-
- Figure 87: Types of cider drunk out of home, October 2013
-
- Figure 88: Most popular types of cider drunk out of home, by demographics, October 2013
-
- Figure 89: Next most popular types of cider drunk out of home, by demographics, October 2013
-
- Figure 90: Non-usage of cider, by type, October 2013
-
- Figure 91: Non-usage of types of cider, by demographics, October 2013
-
- Figure 92: Non-usage of types of cider, by demographics, October 2013 (continued)
- Repertoire
-
- Figure 93: Repertoire of most popular types of cider, by demographics, October 2013
-
Appendix – The Consumer – Seasonality and Cider
-
-
- Figure 94: Usage of cider in summer and winter, October 2013
-
- Figure 95: Usage of cider in summer, by demographics, October 2013
-
- Figure 96: Usage of cider in winter, by demographics, October 2013
-
Appendix – The Consumer – Usage Trends
-
-
- Figure 97: Changes in drinking habits of cider, October 2013
-
- Figure 98: Changes in drinking habits of cider, by demographics, October 2013
-
Appendix – The Consumer – Occasions for Usage
-
-
- Figure 99: Occasions for drinking cider, October 2013
-
- Figure 100: Most popular occasions for drinking cider, by demographics, October 2013
-
- Figure 101: Next most popular occasions for drinking cider, by demographics, October 2013
-
- Figure 102: Other occasions for drinking cider, by demographics, October 2013
-
Appendix – The Consumer – Attitudes towards Cider
-
-
- Figure 103: Attitudes towards cider, October 2013
-
- Figure 104: Agreement with the statements ‘Cider is a drink which is suitable for both men and women’ and ‘Cider is more refreshing than beer on sunny days’, by demographics, October 2013
-
- Figure 105: Agreement with the statements ‘I am interested in trying flavoured ciders with unusual ingredients ’ and ‘Apple ciders are of higher quality than those with other fruit flavours’, by demographics, October 2013
-
- Figure 106: Agreement with the statements ‘I am interested in larger ‘sharing’ bottles for when I drink cider at home’ and ‘It is worth paying more for ciders which have taken longer to produce’, by demographics, October 2013
-
- Figure 107: Agreement with the statements ‘I prefer ciders from smaller companies to those produced by large companies’ and ‘Cider is a sophisticated drink’, by demographics, October 2013
-
- Figure 108: Agreement with the statements ‘Ciders made from only one type of apple/pear are better than those which use several types’ and ‘It is worth paying more for ciders which use the first harvest of apples’, by demographics, October 2013
-
- Figure 109: Agreement with the statements ‘I prefer still/cloudy ciders to fizzy ones’ and ‘I prefer ciders with lower alcohol content to those with a higher alcohol content’, by demographics, October 2013
-
Appendix – The Consumer – Interest in Flavoured Ciders
-
-
- Figure 110: Interest in different flavours of cider, October 2013
-
- Figure 111: Most popular interest in different flavours of cider, by demographics, October 2013
-
- Figure 112: Next most popular interest in different flavours of cider, by demographics, October 2013
- Examples of international innovation using some of these flavours
-
Appendix – The Consumer – Target Groups
-
-
- Figure 113: Target groups, October 2013
-
- Figure 114: Target groups, by demographics, October 2013
-
- Figure 115: Types of cider drunk either at home and/or out of home (eg in pubs, bars), by target groups, October 2013
-
- Figure 116: Usage of cider in summer and winter, by target groups, October 2013
-
- Figure 117: Drinking habits of cider, by target groups, October 2013
-
- Figure 118: Occasions for drinking cider, by target groups, October 2013
-
- Figure 119: Attitudes towards cider, by target groups, October 2013
-
- Figure 120: Interest in different flavours of cider, by target groups, October 2013
-
Back to top