According to a survey from from market research provider Mintel, 60 per cent of UK adults now drink cider - significantly up from 47 per cent the previous year, overtaking spirits (57 per cent).
But 23 per cent of respondents stated that it does not always occur to them to drink it and Chris Wisson, Mintel’s senior drinks analyst, believes that increasing the visibility of the drink could bring a much-needed additional revenue stream for the on-trade.
“Cider continues to stand out as one of the star performers among alcoholic drinks markets,” said Wisson. “Usage has flourished in recent years as the market has improved its image, with strong growth at the premium tier.
Steady growth
“The market has also performed well on the back of its accessibility, with its accessible flavour profiles helping to attract new users such as women and 18-34 year-olds.
“While many drinks markets are struggling to grow in real terms and are also hampered by the government’s tax escalator, cider is one of the anomalous success stories which is also showing underlying volume growth.”
Cider is one of the few 'success stories' in the alcoholic drinks landscape, achieving steady growth despite the economic downturn. Over the past five years, sales of cider have increased by 32 per cent to reach £2.7bn in 2012 - up from £1.8bn in 2007 with sales increasing by 5 per cent in the last year alone.
Pipped to the post
Over the next five years, Mintel forecasts that the cider market will reach sales of £3.7bn, driven partly by duty increases but also growing user numbers.
While apple remains the nation’s favourite cider (drunk by 47 per cent of adults), there are signs of growth in the pear and flavoured segments.
Wisson added: “Pear cider is now a highly profitable segment of the market and one which producers should almost be prioritising on a par with apple cider. While apple continues to drive most of the sales, pear can also be an effective gateway into the market, with a particular appeal to female drinkers.
Sophistication
“However, pear is still underperforming in terms of appealing to older drinkers and operators may be well served in highlighting features such as a British heritage and ingredient quality to appeal to these more traditional cider drinkers.”
While the cider market continues to make great strides, Mintel’s research concludes that there are still ‘a number of challenges for producers to overcome.’ Many of these relate to its image as just 8 per cent think that cider is ‘sophisticated’ and 14 per cent think that it is worth paying more for.
“While cider enjoys a range of positive associations among drinkers, such as being refreshing, natural and suitable for men and women, sophistication is an area where there is significant room for improvement.
“The cider market has improved its image greatly over the past decade and should continue working to evolve away from unfavourable historical associations such as those with underage and binge drinking, and towards being a sophisticated drink to be seen with.”