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Cider - UK - November 2008

ISSUES IN THE MARKET
Key themes
Definitions
Abbreviations
INSIGHTS AND OPPORTUNITIES
A stranger is a friend you haven’t met yet
Make it real, keep it true
FAST FORWARD TRENDS
 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
Cider market continues to evolve
Who is a cider drinker?
Going forward
INTERNAL MARKET ENVIRONMENT
Key points
Do consumer attitudes to alcohol change?
Figure 1: Trends for alcohol consumption, by frequency, 2003-07
Figure 2: Consumers’ attitudes to avoiding food and drink for themselves and for their children
Poor summer proves cider is not all about sun
Figure 3: Average summer temperatures, sun hours and rainfall, 2002-08*
Where’s it all from?
PET subjects
BROADER MARKET ENVIRONMENT
Key points
Cider drinkers are growing up
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
Key points
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
Strengths
Weaknesses
WHO’S INNOVATING?
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
Key points
Figure 7: UK value and volume sales of cider and perry, 2003-2008
The future of the market
Figure 8: Forecast of volume and value of the total cider market, 2003-13
Factors used in the forecast
SEGMENT PERFORMANCE
Key points
Figure 9: Cider Segmentation by value and volume, 2007-08
Quality classification
What consumers are buying
Figure 10: Trends for format of cider drinking, 2003-07
MARKET SHARE
Key points
Off trade sales
Figure 11: Top five cider brand shares in the off-trade, by value, 2008
On-trade sales
COMPANIES AND PRODUCTS
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
Key points
 SPEND THRIFT
Figure 13: Main monitored media advertising spend on cider and perry, 2004-08*
Figure 14: Main monitored media advertising spend on cider and perry, by month, 2005-08*
The big spenders
Figure 15: Top ten brands by total advertising spend on cider and Perry 2004-08
CHANNELS TO MARKET
Key points
On versus off, supermarkets and pubs
Figure 16: Cider sales by value, on and off trade 2008
THE CONSUMER – FREQUENCY/USAGE
Key points
Putting cider usage into context
The youthful market
The ABC of cider
Packaging preferences
THE CONSUMER – CIDER PERCEPTION
Key points
Thinking about cider
Figure 18: Statements about cider, all genders August 2008
Figure 19: Statements about cider, men’s and women’s perceptions, August 2008
Location, location, location
Figure 20: Cider drinking occasions, August 2008
 CIDER LACKS DRINKS LOYALTY
Figure 21: Cider loyalty by cider and non-cider drinkers, August 2008
THE CONSUMER – TARGET MARKETS
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?
Figure 22: Key demographic target for each attitudinal group
APPENDIX
Consumer research
ACORN
Advertising data
APPENDIX: SEGMENT PERFORMANCE
Figure 23: Demographics for format of cider drinking, 2007
APPENDIX – THE CONSUMER: FREQUENCY/USAGE
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
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
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
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
Figure 28: Demographics for frequency of cider consumption, 2007
Figure 29: Demographics for frequency of cider consumption in home, 2007
Figure 30: Demographics for frequency of cider consumption elsewhere, 2007
Figure 31: Demographics of cider consumption, 2007
APPENDIX – THE CONSUMER: CIDER PERCEPTION
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
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
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
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
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
APPENDIX – THE CONSUMER: TARGET MARKETS
Figure 37: Number of different types of alcohol drunk by cider and non-cider drinkers
Figure 38: Share of alcohol loyalists
Figure 39: Number of different types of alcohol drunk by demographics
Figure 40: Attitudinal groups by attitudes towards cider
Figure 41: Key demographic target for each attitudinal group
Figure 42: Attitudinal groups by demographics
Figure 43: Attitudinal groups by alcohol consumption
Figure 44: Attitudinal groups by how many types of alcohol they drink

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