Table of Contents
Executive Summary
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- The market
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- Figure 1: Forecast of UK value sales of cider, 2009-19
- Market factors
- Alcohol consumption is in decline
- Rising duty adds pressures on cider producers
- A sunny outlook
- Cider is seen as a unisex drink
- Population changes bring threats and opportunities
- Companies, brands and innovation
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- Figure 2: Value sales of top-selling cider brands in the off-trade, 2013/14
- Cider adspend continues to rise
- The consumer
- Apple remains the most popular type of cider
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- Figure 3: Usage of cider, by type, October 2014
- Glass bottles are much more popular than cans
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- Figure 4: Preferences regarding various attributes of cider, October 2014
- Apple cider scores well on many metrics but has room for improvement
- High-quality ingredients are key to projecting a premium image
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- Figure 5: Factors associated with premium cider (any ranking 1-5), October 2014
- Scope for growth for food and cider matching
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- Figure 6: Attitudes towards cider, October 2014
- What we think
Issues and Insights
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- Up the apples and pears
- The facts
- The implications
- Leveraging the appeal of a ‘craft’ proposition
- The facts
- The implications
- Driving category growth with flavour
- The facts
- The implications
- Realigning cider with food
- The facts
- The implications
Trend Application
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- Prove It
- Sense of the Intense
- Objectify
Market Drivers
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- Key points
- Alcoholic drink prices continue to rise
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- Figure 7: RPI indexed annual change for alcoholic drinks prices versus all items except housing, 2000-13
- Figure 8: UK excise duty rates for selected alcoholic drinks, 2003-14
- Cider and seasonality
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- Figure 9: Hours of sunshine in the UK, by month, 2009-14
- Cider enjoys unisex appeal
- Financial health recovers but remains fragile
- An ageing population could pose a threat to the cider market
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- Figure 10: Projected trends in the age structure of the UK population, 2014-19
Competitive Context
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- Key points
- UK consumers continue to cut back on alcohol
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- Figure 11: Trends in UK per capita consumption of 100% alcohol, 2006-13
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- Figure 12: HM Treasury estimated changes in volume consumption of alcohol over 2014/15-2018/19 following changes to alcohol duty in Budget 2014, April 2014
- Cider has been the strongest performer since 2009
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- Figure 13: Value sales of selected alcoholic drinks categories, 2009-14
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Cider innovation continues to revolve mainly around flavour
Market Size and Forecast
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- Key points
- Cider’s growth grinds to a halt in 2014
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- Figure 14: UK value and volume sales of cider, at current and constant prices, 2009-19
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- Figure 15: Forecast of UK value sales of cider, 2009-19
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- Figure 16: Forecast of UK volume sales of cider, 2009-19
- Forecast methodology
Channel and Segment Performance
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- Key points
- Volumes slip into decline in both channels
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- Figure 17: UK value and volume sales of cider in the on-trade, at current and constant prices, 2009-14
- Figure 18: UK value and volume sales of cider in the off-trade, at current and constant prices, 2009-14
- Flavoured cider driving off-trade growth
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- Figure 19: Off-trade value sales of cider, by flavour/type, 2013/14
- Is 2014 a one-off or a warning of things to come?
Market Share
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- Key points
- Heineken dominates the off-trade
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- Figure 20: Leading manufacturers’ shares of cider sales in the off-trade, by value and volume, 2013/14
- Figure 21: Value sales of top-selling cider brands in the off-trade, 2012/13 and 2013/14
- Figure 22: Volume sales of top-selling cider brands in the off-trade, 2012/13 and 2013/14
- Fruit ciders continue to drive market growth
- Several other brands are also enjoying strong growth…
- …while others are struggling
Companies and Products
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- AB InBev
- Overview and product range
- Recent activity
- Aspall
- Overview and product range
- Recent activity
- C&C Group
- Overview and product range
- Recent activity
- Distell
- Overview and product range
- Heineken
- Overview and product range
- Recent activity
- Kopparberg UK (Cider of Sweden Limited)
- Overview and product range
- Recent activity
- Rekorderlig (Chilli Marketing)
- Overview and product range
- Recent activity
- Westons Cider
- Overview and product range
- Recent activity
Brand Communication and Promotion
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- Key points
- Cider adspend sees a significant upturn in 2013
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- Figure 23: Above-the-line adspend in the UK cider market, 2011-14
- Heineken dominates cider adspend
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- Figure 24: Highest-spending manufacturers in above-the-line advertising in the UK cider market, 2011-14
- Figure 25: Leading advertisers in the UK cider category, by company, 2013
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- Figure 26: Highest-spending brands in above-the-line advertising in the UK cider market, 2011-14
- Brewers continue to support their new cider brands
- Thatchers investing in brand growth
- TV falling from favour
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- Figure 27: Above-the-line advertising in the UK cider market, by media channel, 2011-14
Brand Research
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- Brand map
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- Figure 28: Attitudes towards and usage of brands in the cider sector, November 2014
- Correspondence analysis
- Brand attitudes
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- Figure 29: Attitudes, by cider brand, November 2014
- Brand personality
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- Figure 30: Cider brand personality – macro image, November 2014
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- Figure 31: Cider brand personality – micro image, November 2014
- Brand experience
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- Figure 32: Cider brand usage, November 2014
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- Figure 33: Satisfaction with various cider brands, November 2014
- Figure 34: Consideration of cider brands, November 2014
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- Figure 35: Consumer perceptions of current cider brand performance, November 2014
- Brand recommendation
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- Figure 36: Recommendation of selected cider brands, November 2014
The Consumer – Usage of Cider
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- Key points
- Apple remains the most popular type of cider
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- Figure 37: Usage of cider, by type, October 2014
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- Figure 38: Usage of cider at home and out of home, by type, October 2014
- Tough times for pear
- Fruit-flavoured ciders hitting the sweet spot
- Innovation in smaller cider segments looks set to drive growth
- A third of adults drink one or two types of cider
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- Figure 39: Repertoire of usage of different types of ciders, October 2014
- 41% of cider drinkers enjoy the drink weekly
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- Figure 40: Frequency of usage of cider, October 2014
The Consumer – Cider Preferences
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- Key points
- Glass bottles are much more popular than cans
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- Figure 41: Preferences regarding selected attributes of cider, October 2014
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- Figure 42: Preferences in cider bottle size, October 2014
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- Figure 43: Preferences in cider can size, October 2014
- Apple is the most popular cider type but fruit is growing
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- Figure 44: Quantity of cider and made wine (hectolitres) released for consumption in the UK, 2004/05-2013/14
- Mainstream ciders still preferred by more drinkers than small producers’
- Only a third prefer cheaper ciders
- Serving and carbonation preferences are split
The Consumer – Qualities Associated with Different Types of Cider
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- Key points
- Apple cider scores well for many metrics but has room for improvement
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- Figure 45: Qualities associated with different types of cider and beer, October 2014
- Fruit-flavoured ciders evoke fewer associations
- Pear fails to ‘own’ associations
- Beer viewed surprisingly negatively
- Correspondence analysis
- Methodology
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- Figure 46: Correspondence map, October 2014
The Consumer – Factors Associated with Premium Cider
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- Key points
- High-quality ingredients are key to projecting a premium image
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- Figure 47: Factors associated with premium cider (any ranking 1-5), October 2014
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- Figure 48: Qualities associated with premium cider (rank 1), October 2014
- A compelling backstory can resonate
- Packaging and availability can provide supplementary premium cues
The Consumer – Attitudes towards Cider
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- Key points
- Cider and food: a match made in heaven?
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- Figure 49: Attitudes towards cider, October 2014
- Are there signs of NPD fatigue?
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- Figure 50: Agreement with selected statements regarding new cider products, by gender, October 2014
- Growth potential for boxed ciders and those leveraging juice content
The Consumer – Target Groups
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- Key points
- Four target groups
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- Figure 51: Target groups for cider, October 2014
- Adventurers (31%)
- Disengaged (29%)
- Traditionalists (20%)
- Moderators (20%)
Appendix – Market Size and Forecast
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- Figure 52: Best- and worst-case forecasts for the UK cider market, by value, 2014-19
- Figure 53: Best- and worst-case forecasts for the UK cider market, by volume, 2014-19
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