Low and no cider a leading option for non-drinkers in the UK

A new survey by the National Association of Cider Makers shows that low and No-cider has emerged as the most appealing option for non-drinkers considering such drinks, ahead of beer, wine and cocktails.

With alcohol consumption decreasing nationally, cider is positioned to take advantage of a rich market. Over half (58%) of survey respondents confirmed that they have reduced their alcohol consumption over the last year, and alcohol-free cider looks set to tap into this ever-growing market trend. 

Off the back of British Cider Week, these insights form part of a broader demand for cider. When asked “compared to other alcoholic drinks you usually drink,” cider came out higher than other drinks in all categories, including taste, quality and value for money. 

The cider category already delivers £2.7bn to UK GDP and supports 65,000 jobs, but there is a sense that there is still significant headroom for growth. 

Popular with pubgoers

The drive for cider is partly cultural. The largest proportion of respondents said they mainly drink it “at the pub”. Furthermore, nearly three in five (59%) of consumers would prefer cider to come from a British producer.

To Fenella Tyler, CEO of the NACM, this makes sense. She said: “Cider is a truly great British story, one of success, innovation, craft, community, and deep-rooted tradition. It is written in our landscapes, sustained by apple growers and makers, and savoured by millions.

“The UK remains both the world’s biggest producer and consumer of cider, something us Brits should be very proud of.”

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