1st May, 2018
by
Edith Hancock
Fruit-flavoured ciders have been tipped to make up nearly 50% of the market within the next five years, according to new figures.
Despite being a “fairly new entrant” to the cider category, sales fruity varieties have grown by more than 330% in the past 12 years, currently accounting for just over a quarter (27%) of the whole sector’s sales, according to the 2018 Westons Cider report.
These types of cider have a stronger presence in the On-trade, making up around 36% of cider purchases worth an overall estimated £715 million.
Apple cider on the surface has had a choppy year, where value (-1.6%) and volume (-3.7%) are both in decline, according to the report. It currently makes up around 67% of the overall market share, with pear cider trailing with 6%.
Fruit cider in the off trade is growing by 11% a year and is the strongest performing of the three flavour profiles.
The vast majority (90%) of fruit ciders sold in the UK use berries or mixed dark fruit.The most-consumed draught cider was Strongbow Dark Fruit, while both Koppaberg’s strawberry and lime and mixed fruit-flavoured ciders topped the rankings for the best-selling bottles in the On-trade.
Though they have been accused of sharing many similarities with ready-to-drink, canned beverages in terms of their flavour profile and target consumer age bracket, fruit ciders have “done much to revitalise cider by bringing in consumers who would otherwise not have entered the cider category.”
“Over the last twelve years, fruit cider has done an important recruitment job for the wider cider category, bringing in new consumers and driving innovation through the myriad of new propositions in the marketplace,” it said.
“Fruit cider is clearly here to stay. If current growth continues at the same rate, fruit cider will be 48% of all cider by 2023.”
Brits spent almost £1.9 bn on cider and perry in pubs and bars across the UK last year.