2013 Sees Record Cider Sales. Over the past five years cider sales have seen steep growth to become equal in sales to lager. Today 47% of Brits are cider drinkers, compared to 46% of Brits who are lager drinkers. [http://www.mintel.com/press-centre/food-and-drink/a-refreshing-change-for-first-time-cider-becomes-as-popular-as-lager-with-brits]
From 2012 to 2013 total cider sales in terms of volume grew by 0.3%, and in terms of sales, this year saw on –trade sales increase in value by 8.1%. [CGA Strategy figures]
But it’s not all good news – volume sales of draught cider have slipped by 9.5%, while packaged cider is up a staggering 21.1%.
One thing’s for sure, the cider category is becoming increasingly crammed and if you want to reap the benefits you’d better make some space in your fridge!
Who’s on top of the leader board?
At number one is a fruit cider in bottles, up a whooping 68.2% in value and 67% in volume.
Top Four Fruit Ciders by Value
- Kopparberg Mixed Fruit
- Bulmers No 17
- Kopparberg Strawberry & Lime
- Rekorderlig Strawberry & Lime
It all began with Apple – the pioneers of the category – but now volume figures for apple ciders have dropped by 7.1% although value figures have maintained with only a 0.4% d
rop. Apple ciders such as Stowford Press, Magners Golden Draught, Aspall Suffolk Cyder and Stella Artois Cidre have all climbed the apple cider leader board – all iconic premium brands.
Top Ten Apple Ciders by Value
- Magners Original
- Bulmers Original
- Thatchers Gold
- Stowford Press
- Magners Golden Draught
- Aspall Suffolk Cyder
- Stella Artois Cidre
Perry or pear cider has dipped around 3% in volume, but is still a good bet, showing a 2.7% increase in value.
- Kopparberg Pear
- Magners Pear
- Bulmers Pear
Chris Jowsey, trading director of Star Pubs & Bars advises:
“To establish a reputation for cider, it is important licensees stock a range that provides consumers with a real choice. “As a starting point it should include popular choices — an original cider. It should also consist of new and interesting flavour variants to satisfy cider drinkers’ ongoing desire for experimentation. The wide range of different ciders and perry means there are plenty of products to appeal to different consumers enjoying a variety of drinking occasions — be it brands with popular appeal in destination venues for 20-something drinkers, or a premium cider to be shared and enjoyed with food”