Cider - UK - December 2010

The cider market has been one of the real success stories of the alcohol market over the past five years, helped by clever innovation which has constantly updated its appeal to its core 18-34-year-old consumer base. However, looking forward, 2011 and beyond threatens to be even tougher for the industry, with duty and VAT forcing a sharp rise in its retail selling prices (RSP) as well as those of its competition. To continue its present rate of growth, cider must persuade drinkers to prioritise it more rather than just seeing it as an alternative to what they usually drink. The category also needs to do more to sell itself to non-cider drinkers, many of whom are willing to try it, but find that it rarely falls on their radar.

Innovation and greater segmentation will continue to drive the cider market, with new customer groups already emerging such as the 2.3 million, primarily younger (18-24 year-olds), female drinkers who drink the new pear/other fruit ciders but not traditional apple cider.

Smaller volume serves are key if the cider market is to attract more women, as almost half (47%) of non-cider drinking females prefer not to drink bottles or pints.

By promoting cider as a compliment to British roasts, or encouraging Spanish-style drinking of cider in “shots” among friends, the market can attract more non-drinkers into the category. Currently, three in five people in the UK do not drink cider, and it never occurs to the majority (66%) of them to do so.

The introduction of an ‘extra cold’ draught format,as is currently being trialled through Magners Golden draught, can become an important tool to tempt young male drinkers to drink cider rather than beer or lager. Currently, 67% of male non-cider drinkers prefer beer if they are having a pint yet Mintel’s Lager report – UK, November 2009 found that the extra cold draught serve was the biggest attraction among young beer drinkers.

While twice as many cider drinkers now see it as a year-round rather than as a summer-only drink, there are still 4.4 million drinkers who only drink cider in warm weather, and mulled cider brands can challenge this perception and associate cider with the festive period.

Cider has rich potential to further grow its user base, with 10.4 million UK adults prepared to consider drinking it in the future. These ‘potentials’ were most likely to drink other British/Irish products such as whisky and ale/stout, suggesting that they are particularly receptive to communication emphasising local provenance.

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Overview

This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Future Opportunities

Market in Brief

Market

Mintel provides a range of market information across categories including: forecasting and share information; internal and broader market environment information; and the issues that affect the market in question.

Issues in the Market

Internal Market Environment

Broader Market Environment

Competitive Context

Strengths and Weaknesses

Market Size, Forecast and Segmentation

Channels to Market

Consumer

Mintel conducts exclusive and original consumer research for reports, bringing up-to-date and unique insight to topical issues. This research examines the impact of social, economic, cultural and psychological influences on consumers.

Consumer Usage of Cider

Consumer Attitudes towards Cider

Targeting Cider Potentials

Brand/Company

Our brand research provides data and informed analysis across a number of consumer metrics including usage, satisfaction, recommendation, momentum and trust. It also explores consumer attitudes towards brands and examines the reasons behind these.

Who’s Innovating?

Market Share

Companies and Products

Brand Communication and Promotion

Data

Oxygen Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

Appendix – Internal Market Environment

Appendix – Brand Communication

Appendix – Consumer Usage of Cider

Appendix – Consumer Attitudes towards Cider

Appendix – Targeting Cider Potentials

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Contents
Issues in the Market
Future Opportunities
Market in Brief
Internal Market Environment
Broader Market Environment
Competitive Context
Strengths and Weaknesses
Who’s Innovating?
Market Size, Forecast and Segmentation
Market Share
Companies and Products
Channels to Market
Brand Communication and Promotion
Consumer Usage of Cider
Consumer Attitudes towards Cider
Targeting Cider Potentials
Appendix – Internal Market Environment
Appendix – Brand Communication
Appendix – Consumer Usage of Cider
Appendix – Consumer Attitudes towards Cider
Appendix – Targeting Cider Potentials

About the Analyst

	Chris Wisson
	Senior Drinks Analyst
	Read more

Analyst Insight

The entry of AB Inbev could be just what the cider market needs

12th April 2011

“The main thing which AB Inbev will bring to the table is a substantial distribution network combined with marketing savvy. This combination has helped Stella Artois to become the number one selling lager brand in the UK off-trade and number three in the on-trade.”

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