Apple retains lead cider role despite strong fruit growth

Susanna Forbes

Susanna Forbes

05 April 2017

Apple flavoured cider remains the dominant force in the UK, despite flavoured reporting continued double-digit growth.

While unflavoured cider accounts for two-thirds of sales in the on-trade, the growth in 'fruit' ciders comes at the expense of pear cider, which has dwindled to just 3%, according to Westons recently published Cider Report.

Cider in the UK is worth almost £2.9bn, yet it only accounts for less than 7% of total alcohol sales in the UK. While volumes have stayed pretty level, value has grown by 2%, indicating the move towards more premium ciders. The mighty on-trade accounts for almost two-thirds of sales in both value and volume terms.

Draught accounts for two-thirds of sales in the on-trade, with the top five brands led by Strongbow and Strongbow Dark Fruit. The latter soaks up three-quarters of this volume.

Cider remains pretty much gender-neutral, with women and millennials showing a slight preference for bottle or can, and men voting for draught. Packaged sales are dominated by fruit ciders, with Magners Original the exception, nestled in between Kopparberg, Rekorderlig and Bulmers.

With fridge space always under pressure, Westons recommends adapting the cider range according to whether the venue is wet or dry led, and according to its 'tempo'. While apple-based ciders are regarded as more appropriate for food-led pubs or bars, fruit-based ciders are 'more suited to higher tempo occasions'.

Data in the Westons Cider Report 2017 is drawn from a number of sources, including CGA, MCA and Kantar.

westons-cider.co.uk

Related articles

Beer & Cider

A great year for English cider – preparing for a strong apple harvest

It's definitely the country's year for all things bubbly, with England looking set for a strong apple harvest – according to some of the country's lea

Beer & Cider

Bittersweet symphony: Cider apple varieties

Most cider is made up of a blend of different apple varieties, each of which brings something different to the blend.

Beer & Cider

Bulmers' apple farmers facing glut as consumers favour fruit ciders

Its apples have been feeding the ravenous presses of cider-making giant Bulmers for almost 60 years.But this autumn, Herefordshire’s Grove Farm faces

Beer & Cider

Youthful cider producers lead Royal Bath & West Cider Championships

Harry’s Cider, a Somerset-based family producer established in 2012, beat off 100s of entries to win the 2018 British Cider Championship at the Royal