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WEST0NS

CIDER
REPORT
2016
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02 | Westons Cider Report 2016 INTRODUCTION

CONTENTS
03 | CIDER INDUSTRY
HEADLINES
04 | THE CIDER CONSUMER
05 | CONSUMER NEED
STATES
06 | CHALLENGES AND
OPPORTUNITIES
07 | CATEGORY DRIVERS
09 | ON TRADE
MARKETPLACE
10 | THE TOP 5
12 | MARKET SNAPSHOT
ON TRADE
14 | RECOMMENDATIONS
ON TRADE
17 | OFF TRADE
MARKETPLACE
18 | CIDER FORMATS
OFF TRADE
19 | THE TOP 10
20 | THE TOP 5 BY SEGMENT
22 | CIDER RETAILERS
24 | MARKET SNAPSHOT
OFF TRADE
26 | RECOMMENDATIONS
OFF TRADE
H. Weston & Sons Ltd would like to
thank the following contributors to the
Westons Cider Report 2016:
Written and Compiled by:
Jackie Whibley,
Matthew Langley,
Insight Manager,
Category Development Manager,
Westons Cider
Westons Cider
Designed by: HRG UK LTD
Data sources:
IRI Data 52 weeks to 27th February 2016
Kantar Data 52 weeks to 28th February 2016
CGA Data 52 weeks to 23rd January 2016
Millward Brown September 2015
NACM March 2016
IGD March 2016

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INTRODUCTION
WELCOME TO THE FIRST EDITION
OF THE WESTONS CIDER REPORT
A note from HELEN THOMAS, Managing Director of Westons Cider
My family has been making and selling cider in the UK for over 135
years, and in that time the cider industry has gone through many
transformational changes and challenges, with many ups and downs.
It has been and remains one of the most vibrant and fluid FMCG
sectors in the UK, with innovative companies offering new products
and new brands to meet the needs of todays consumers. At its
heart is a simple, traditional apple based drink, intrinsically tied to
the heritage and economy of Herefordshire, the place I call home.
Since I became Managing Director in 1996, Westons Cider has steadily and sustainably
increased the volume of cider we produce and sell each year, as well as consistently
increasing our share of the UK cider industry. We have now grown to the point where
one in every 20 pints of cider sold in the UK is a pint of Westons Cider. Throughout
this astonishing period of growth, Westons Cider has completely transformed, both
operationally and commercially, yet at our heart we remain a family owned and family
run business dedicated to working with our orchards, farmers, suppliers and customers
to safeguard traditional cider making techniques and protect a long-term sustainable
future for the cider industry.
The last year has been a challenging year for the cider industry with overall cider volumes
declining, yet I believe there are still huge opportunities for growth and development within
the cider category for companies, brands and retailers who are prepared to innovate
and invest in a long-term future for cider.

Bill Bradshaw shares his perspective on a changing category


Its always fascinating to see cider from a nuts and bolts business
perspective. It seems change is afoot and thats inevitable.
Interestingly, whilst the cider market is growing in value, its declining
in volume premiumisation is in full effect, bringing both positives
and negatives with it. For me, trying to read between the lines,
I see positivity in some areas of decline as consumers become
more aware about what they are buying.
As an industry, we should embrace this and invest in it: further education will bring
greater awareness to younger consumers. Quality, Britishness and Innovation
are as important for maintaining the interest of real cider fans as they are for newer,
younger consumers. If successful, both camps could be encouraged to choose
cider more often, and spend more on it when they do.
I think price is less of a factor than it was, and both core cider drinkers over 35 years,
and cooler hipster types will buy more authentic and interesting ciders, over cheaper
paler alternatives. Larger producers who focus on well made, higher juice ciders
made with freshly pressed British bittersweet apples, are likely to benefit from it in
coming years.
Lets hope we can all use these opportunities to encourage more people to explore
a wider variety of ciders.
Bill Bradshaw billbradshaw.co.uk/cider

02/06/2016 18:01

HEADLINES Westons Cider Report 2016 | 03

CIDER INDUSTRY HEADLINES


7000 JOBS

DEPEND ON THE UK

CIDER INDUSTRY
THE UK CONSUMES

56%

OF
ALL
APPLES GROWN
IN THE UK ARE USED

TO MAKE CIDER

788 MILLION

THE CIDER CATEGORY

YEAR; THATS ABOUT

7.1% OF THE

LITRES OF CIDER A

ACCOUNTS FOR

1.4 BILLION PINTS

TOTAL ALCOHOL
MARKET IN THE UK

ON TRADE VS. OFF TRADE

OFF TRADE
-2.8% YOY

THE
UK
REPRESENTS

48%
OF
THE GLOBAL
CIDER MARKET

1.5% YOY IN VOLUME,

CIDER
VALUE
SHARE

ON TRADE
+2.7% YOY

AVERAGE PRICE OF

AVERAGE PRICE OF

ON TRADE 3.58

OFF TRADE 1.05

A PINT OF CIDER IN THE

A YEAR IN THE UK

YET DECLINING
63

%
36

64

CIDER
VOLUME
SHARE

2.8 BILLION

CIDER IS GROWING
0.8% YOY IN VALUE

OFF TRADE
-2.3% YOY

37%

ON TRADE
+0.9% YOY

CIDER IS WORTH

A PINT OF CIDER IN THE

INDICATING
A STALLING
GROWTH PATTERN

THIS DIFFERENTIAL BETWEEN


VALUE AND VOLUME
INDICATES THAT THE PRICE
PER LITRE IS INCREASING
AS THE CIDER CATEGORY
CONTINUES ON ITS PATH
TO PREMIUMISATION

Sources: NACM / CGA / IRI

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04 | Westons Cider Report 2016 THE CIDER CONSUMER

THE CIDER CONSUMER


Who is drinking cider
Cider has undergone a sea change in recent years as new brands, flavours and pack formats have arrived
in the category. Consumers are now spoilt for choice for drinking cider both in and out of home, and
new consumers have been attracted to cider. Consumer penetration now stands at 49% in the Off Trade
and 46% in the On Trade.
Through our research we have identified six types of cider drinker. These are differentiated by their
drinking style (on a spectrum from controlled to experimental) and also their level of category engagement
(how interested and involved they are in cider), running from lower to higher.

6 TYPES OF CIDER DRINKER


CATEGORY ENGAGEMENT

HIGHER

LOWER

ENGAGED
PIONEERS

TREND
FOLLOWERS

BUSY
SOCIALISERS

ENGAGED
PIONEERS

TREND
FOLLOWERS
ACTIVE
BALANCERS

CONFIDENT
ROUTINERS

BUSY
SOCIALISERS
SAVVY
REGULARS

CONTROLLED

DRINKING STYLE

ENGAGED PIONEERS: 12% of cider drinkers.


Engaged Pioneers like to learn about drinks and
recommend them to others. They hunt for brands
with an interesting story to tell. They seek out
authentic ciders made with traditional techniques
and they want premium quality. Engaged Pioneers
want their cider to be Interesting.
TREND FOLLOWERS: 17% of cider drinkers.
Trend Followers like to keep up with the latest
trends. They look out for famous or well known
brands and they enjoy ciders which are different,
and have a quirky character, but they do want a
taste they like. Trend Followers want their ciders
to be Different.
BUSY SOCIALISERS: 7% of cider drinkers.
70% of Busy Socialisers are female and 56% have
an annual income below 30,000. Whats important
to them is having fun with their friends and enjoying
a night out. They look for ciders which they know
they will like, which are easy to drink, and which
taste the same every time. Busy Socialisers want
their cider to be Fun.

CONFIDENT
ROUTINERS

ACTIVE
BALANCERS

SAVVY
REGULARS

EXPERIMENTAL

CONFIDENT ROUTINERS: 27% of cider drinkers.


Confident Routiners know what they like, and are
willing to pay more for higher quality. They want
cider that is easy to drink, tastes the same every
time, and is premium quality. Confident Routiners
want their cider to be Convenient.
ACTIVE BALANCERS: 15% of cider drinkers.
Active Balancers are more likely to be female,
but the group also includes men. Active Balancers
are mindful about what they eat, and careful with
calories and nutritional content. These consumers
want ciders made with real apples rather than
concentrate, and made with genuine British
ingredients. Active Balancers want their cider
to be, in some way, Better for me.
SAVVY REGULARS: 22% of cider drinkers.
Savvy Regulars hunt for deals, so cider must
represent good value to them. They also want
their cider to be easy to drink. Savvy Regulars
want their cider to be Great value.

Sources: Millward Brown / Kantar Alcovision / Westons Research

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CONSUMER NEED STATES Westons Cider Report 2016 | 05

CONSUMER NEED STATES


How people are drinking cider
Through our research we have identified six different types of drinking occasion for cider. We call these
Consumer Need States. These are clusters of drinking occasions which depend on the level of
energy involved (from low tempo to high tempo) and the mood that underlies the drinking occasion
(from self-directed to outer directed).

6 TYPES OF CIDER DRINKING OCCASION


OTHERS

MOOD

MAGIC
MOMENTS

SELF

RELAX &
RECHARGE

UNWIND
LOW TEMPO

UPBEAT
FUN

DISCOVERY

RELIABLE
CHOICES
ENERGY OF DRINKING OCCASION

HIGH TEMPO

UPBEAT FUN is all about having a laugh,


being in a group, having fun. For some
it means standing out from the crowd.
These are the highest tempo and most
social drinking occasions for cider.

RELAX AND RECHARGE is about


spending treasured times with loved ones.
These occasions are about savouring the
moment and the drink, and taking time.

MAGIC MOMENTS are about sharing good


times with friends, or with a partner. They are
about shared experiences, with food, at an
event, or perhaps outdoors. These occasions
are mid tempo, and sociable.

RELIABLE CHOICES are occasions


which centre on relaxation and enjoyment.
On these occasions cider drinkers dont want
to be challenged by the taste of the product.
They may have a ritual. They may also want
to stay in control.

DISCOVERY OCCASIONS are driven by


consumers desire to try something new.
They are setting out to be different,
to discover and share knowledge.

UNWIND is when consumers simply


want to chill out, or even escape a little.
These occasions are the most likely to
be about staying in control, or keeping in
balance. These are the most self-directed,
and lowest tempo occasions.

Sources: Millward Brown / Kantar Alcovision / Westons Research

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06 | Westons Cider Report 2016 CHALLENGES AND OPPORTUNITIES

CHALLENGES AND OPPORTUNITIES


Through our research we have identified long-term challenges which the cider category needs to overcome
in order to grow by attracting more consumers, more drinking occasions and more spend on cider.
VOLUME GROWTH HAS STALLED: this means that serve-for-serve, cider is facing increasing competition from
other drinks categories, notably beer (and within this craft beer), still and sparkling wine (notably Prosecco), and
cocktails. Alcohol consumption (litres per head) is declining and there is an increase in teetotalism, not least among
Millenials, who are an important group of potential cider drinkers.
There has been considerable innovation in the category over recent years, both in terms of new brands, and
brand extensions. Many of these have been in fruit cider, which means that CATEGORY INNOVATION HAS
BEEN UNBALANCED between apple and fruit ciders. A high proportion of fruit cider drinkers are young and
affluent, and some drink only fruit ciders in their cider repertoire: there is opportunity to widen their taste experience
into other types of cider, such as Cloudy (unfiltered cider), Vintage (cider made from a single years harvest),
Single Variety (ciders made with one apple variety) and Mulled cider.
CORE CIDER DRINKERS (males 35 years and older) who were the most important group for cider volume, are
now accounting for a smaller proportion of cider drinkers: there is an opportunity for cider category innovation to
better meet their needs.
Despite some strong brands, cider is in decline. BRANDS NEED TO EDUCATE CONSUMERS: by doing so they
can help consumers understand why they could choose cider instead of other types of alcoholic drink.

We believe that category growth can be achieved by addressing


the following challenges: educating consumers, giving them
information and reassurance about how ciders are made, where
they come from, and what they taste like. Cider is refreshing, but
can also be sipped and savoured, is good with food and suitable
for any number of different drinking occasions. Our research shows
that flavoured cider range extensions are achieving diminishing
returns: this suggests cider drinkers are close to flavour fatigue:
wider innovation is needed beyond fruit flavour.

Consumers need reasons to believe that cider is more than easy


drinking refreshment. The needs of core cider drinkers should
be considered. Consumers have a wider than ever choice of
alcoholic drinks, and of ciders. Consumer trial and penetration
are a priority, and with successful trial will come repeat purchase
and brand loyalty.

Source: Westons Research

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CIDER CATEGORY DRIVERS Westons Cider Report 2016 | 07

CATEGORY DRIVERS
Through our research we have identified six ways to drive growth for cider. These are the Category Drivers.
Each category driver can work on its own, or in combination, to drive growth in the category.
TRY ME! If, as an industry, we are going
to encourage more consumers to drink
cider which is one of the most important
consumers dynamics in ANY category
we need to focus on driving consumer trial.
A positive drinking experience will likely lead
to repeat purchase, so its the consumers
first purchase which matters most. A cider
festival is a great way of driving product trial.

POWER OF NEW: Cider drinkers


have fairly wide repertoires and
respond well to innovation, whether
a new brand, a new liquid or new
styles of packaging.

CIDER PASSION: Although Engaged


Pioneers are keen to discover as much
as they can about different ciders, there
are drinkers who may not know very
much about cider. We need to educate
consumers about cider, and feed their
interest and passion for cider.

ENHANCED EXPERIENCE: Every glass,


bottle and can of cider needs to be served
well, so that drinkers will want to repeat
the experience. Glassware, a serving ritual
and unique pack formats all have a part to
play, especially for out of home drinking.

MORE CIDER MOMENTS: If every cider


drinker had just one more drinking occasion
for cider, the category would be larger.
It's critical to make cider more relevant for
different drinking occasions and shopping
missions. This enables consumers to choose
cider instead of a different alcoholic drink.
There are opportunities to inspire consumers
at events, and with relevance to food.

GREY POWER: By 2020 more than half


the population will be over 55 years old.
Their drinking occasions may be
changing, and they may benefit from
different serving styles and smaller
serving sizes. There is a growth
opportunity if cider can retain its
relevance and educate these drinkers
about the variety available to them.

Sources: Millward Brown / Westons Research

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08 | Westons Cider Report 2016 CIDER IN THE ON TRADE

CIDER
IN THE
ON TRADE
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CIDER IN THE ON TRADE Westons Cider Report 2016 | 09

ON TRADE MARKETPLACE
49

FREE TRADE
+1.5% YOY

The structure of the On Trade is constantly changing to meet consumer needs,


and cider continues to have relevance to consumers whether in wet led pubs or
eating out. Cider has also seen the emergence of a craft sector, which is on
trend as consumers seek out authentic beers and ciders to complement the
more mainstream brands they have in their repertoires.

CIDER
VOLUME BY
4 % FLAVOUR
PEAR
-30.7% YOY

APPLE
-5.7% YOY

Pear cider remains in significant decline.

CIDER BY SEGMENT
We divide the cider category in the On Trade into four segments:
MAINSTREAM is predominantly draught brands such as Carling, Strongbow
and Somersby. This segment is growing volume sales by +3.5% YoY.

5%

4%

TRADITIONAL /CRAFT
-8.4% YOY

SUPER
PREMIUM
+2.8% YOY

PREMIUM MAINSTREAM is a mix of draught and packaged brands and is


declining by 1.3% YoY.

TRADITIONAL/CRAFT is made by a significant number of independent and


regional producers. Westons Old Rosie and Thatchers Dry are among the better
known brands in this segment. It is worth 87 million a year and has potential to
enhance consumer interest in cider, and to drive new drinking occasions through
authenticity and variety.

41%

SUPER PREMIUM is draught cider such as Mortimer's Orchard and Aspall which
enjoy a price premium. The segment is growing at +2.8% YoY, as consumers trade
up within the category and the category premiumises.

6%

CIDER
VOLUME BY
SEGMENT

PREMIUM
MAINSTREAM
-1.3% YOY

50 %

Fruit cider is growing by +34% YoY and now accounts for 26% of cider volume.
It accounts for 60.3% of packaged cider, but growth has slowed to +7.8% YoY.
It has been introduced on draught, where it accounts for 9.5% of draught
cider volume.

FRUIT
+34% YOY

70

Apple cider is declining by -5.7% YoY but still represents 70% of cider volume.

CIDER
VOLUME BY
TENURE

LEASED & TENANTED


-1.1% YOY

Draught cider volume is growing by +4.1% YoY, and represents 67% of


On Trade cider volume. Packaged cider is recording a decline of -5.1% YoY.
This is despite the number of launches in this format.

23 %

Over 70 new cider lines have been recorded by CGA in the On Trade over the
last two years: a good number were packaged fruit ciders and draught fruit
cider also made a strong debut. Apple has seen its share of innovation too, both
on tap and in bag-in-box. Outlets are ringing the changes to keep their offer
fresh for consumers, in winter months as well as summer.
Cider is growing in Managed outlets (+1.4% YoY) and Free Trade (+1.5% YoY),
but has declined in Leased & Tenanted outlets (-1.1% YoY).

MANAGED
+1.4% YOY

2 8%

Consumers spend 1.8 billion on Cider & Perry in the On Trade,


and it is one of the best performing categories: volume grew by
+0.9% in the 52 weeks ending 23rd January 2016, and value
is in growth of +2.7%. Consumers are trading up to premium
ciders within the category.

MAINSTREAM
+3.5% YOY

Sources: CGA / Westons Research

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10 | Westons Cider Report 2016 CIDER IN THE ON TRADE

THE TOP 5...


DRAUGHT

The TOP 5 DRAUGHT CIDER BRANDS account for 76% of draught cider volume and have
collectively increased volume sales by +5.8% in the 52 weeks ending 23rd January 2016:

STRONGBOW
DARK FRUIT

STOWFORD
PRESS

SOMERSBY

THATCHERS
GOLD

STRONGBOW

1 2 3 4 5

The next five draught cider brands account for 11.6% of draught cider, with collective growth of +7.4% YoY. These are Aspall,
Magners Golden Draught, Carling British Cider, Symonds Founders Reserve and Westons Old Rosie. Importantly, the Top 10
leading draught cider brands offer consumers a choice across all four category segments (Mainstream, Premium Mainstream,
Super Premium and Traditional/ Craft cider). There are 84,700 outlets stocking draught cider. 44% of outlets have two or more
cider taps per outlet, so consumers have an increasing opportunity to choose either a mainstream cider or a trade up brand.
CGA reports that the rate of sale of draught cider increases in outlets where there are more ciders on the bar. This will tend
to be in larger outlets. Rate of sale is more than 70% higher with two draught ciders, and higher again with three or more.

PACKAGED
The TOP 5 PACKAGED CIDER PRODUCTS account for 54.1% of packaged cider volume, and they
are collectively in decline of -4.9% YoY. The most popular flavours of the fruit brands are berry flavoured.
Packaged cider in the On Trade is more fragmented than draught cider, with a plethora of small brands.
The average fridge stocks 4.4 cider products.

BULMERS
ORIGINAL (APPLE)

BULMERS

NO.17 CRUSHED RED


BERRIES & LIME

MAGNERS
ORIGINAL (APPLE)

KOPPARBERG

STRAWBERRY & LIME

KOPPARBERG

MIXED FRUITS

1 2 3 4 5

The next five packaged cider SKUs account for 17.8% share of packaged cider, and include Rekorderlig, Stella Artois
Cidre, Kopparberg and Magners Pear.

Sources: CGA / Westons Research

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CIDER IN THE ON TRADE Westons Cider Report 2016 | 11

TRADITIONAL/CRAFT
The TOP 5 BRANDS IN TRADITIONAL / CRAFT CIDER account for 45.6% share of the segments volume
and have collectively grown by +7.2% YoY. As there is quite a long tail within the segment, so we believe outlets
can best grow their cider sales by stocking brands which have gained some level of consumer awareness and
recognition, and which add variety to their cider offer.

ORGANIC CIDER

1 2 3 4 5

INNOVATION
POWER
OF NEW

We have identified Power of New as an important driver of consumer demand for


cider. 2015 was the year in which Strongbow Dark Fruit and Rekorderlig became more
widely available on draught. Other key launches included Strongbow Cloudy Apple
and Craft cider was introduced in a 330ml can under the Westons brand Caple Rd,
which is now available in a second variant, Caple Rd Dry; Westons Rosie's Pig cloudy
cider has been launched in three new variants: cloudy cider with rhubarb, with damson,
and with raspberry.

CGA recorded 39 new products in the On Trade in 2015, of which 11 were Fruit ciders, 26 Apple
and one Pear. New lines included Vintage, Cloudy and Organic ciders. They were across a range
of brand owners, both large and small.
The pace of change is likely to increase as suppliers and operators develop their offer to attract
more consumers to cider, to drive more cider occasions and increased consumer spend on cider.

CIDER
PASSION

Cider Passion has been identified as another important category driver for cider.
With innovation comes the need for consumer education about the new cider, through
consumer communication and visibility in outlet. The category driver Enhanced
Experience means that how the cider is served will influence the consumers drinking
experience and will impact on their future purchasing decisions.

ENHANCED
EXPERIENCE

Sources: CGA / Westons Research

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12 | Westons Cider Report 2016 CIDER IN THE ON TRADE

MARKET SNAPSHOT ON TRADE


+0.9% YoY

+2.7% YoY

OUTLETS WITH MORE CIDER TAPS HAVE


A HIGHER RATE OF SALE FOR CIDER
OUTLET CHANGE:
RATE OF SALE INDEX:

-1.7%
100

-0.9%
171

+3.7%
308

ONE
TAP

TWO
TAPS

THREE
TAPS

46

OF
18 YEARS +
DRINK CIDER IN

THE ON TRADE

CRAFT CIDER IS
EXPECTED TO BE THE

MOST IMPACTFUL CIDER

TREND IN 2016

Sources: CGA / Peach Business Leaders Survey / KANTAR

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CIDER IN THE ON TRADE Westons Cider Report 2016 | 13

49

FREE TRADE
+1.5% YOY

2 8%

CIDER
VOLUME BY
TENURE

SCOTLAND
7%

23 %

NORTH
EAST
6%

LEASED & TENANTED


-1.1% YOY

LANCASHIRE
11%

HARWEST
WALES
5%

6%

% OF CIDER
BY REGION

MIDLANDS
16%

ANGLIA
6%
LONDON
16%

HARWEST
ENGLAND
13%
SOUTHERN
10%

70

CIDER
VOLUME BY
%
FLAVOUR
4

YORKSHIRE
10%

FRUIT
+34% YOY

REGIONAL
PATTERNS OF
CONSUMPTION

MANAGED
+1.4% YOY

PEAR
-30.7% YOY

APPLE
-5.7% YOY
SCOTLAND
+0.2%

5%

4%

NORTH
EAST
+6.2%

TRADITIONAL /CRAFT
-8.4% YOY

SUPER
PREMIUM
+2.8% YOY

41%

CIDER
VOLUME BY
SEGMENT

PREMIUM
MAINSTREAM
-1.3% YOY

50 %

LANCASHIRE
+0.4%

MAINSTREAM
+3.5% YOY

HARWEST
WALES
+0.2%

YoY %
CHANGE

YORKSHIRE
+2.9%

ANGLIA
-2.2%

MIDLANDS
+0.5%
LONDON
-1.6%

HARWEST
ENGLAND
-2.2%
SOUTHERN
-0.9%

Sources: CGA 52 weeks to 23.01.2016 / Westons Research

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14 | Westons Cider Report 2016 CIDER IN THE ON TRADE

RECOMMENDATIONS ON TRADE
Recommended Stocking Scenarios For Draught Cider
We recommend that, as a minimum, outlets should consider stocking an entry point draught cider, and this
will usually be a Mainstream cider, unless an outlet style dictates that this should be a Premium Mainstream
or Super Premium cider.
If there is a second cider tap available, outlets should consider making that tap a trade up cider brand.
If there are three or more cider taps available, then a bag-in-box Traditional / Craft cider should be considered,
ideally on a tap, to widen consumer choice, premiumise the offer and support those drinkers who want to try
something different.
SUPER
PREMIUM
CIDER

If there is room
for three ciders,
a Traditional/Craft
cider should be
included.

TRADITIONAL/
CRAFT CIDER

PREMIUM
MAINSTREAM

If there is room for two ciders,


one should be a Mainstream
cider and the other a
Premium Mainstream cider.
Or Premium Mainstream
and Super Premium cider.

MAINSTREAM

If there is only
one cider on the
bar, it should
be a Mainstream
or Premium
Mainstream cider.

PREMIUM
MAINSTREAM

MAINSTREAM

PREMIUM
MAINSTREAM

MAINSTREAM

OR

If it is a certain style of
outlet, and there is only
room for one cider, it
may be appropriate to
have a Super Premium
cider on draught.

Recommended Stocking Scenario For Packaged Cider


Fridge space remains under pressure from a number of competing categories. The average sized outlet is
stocking 4.4 ciders in the fridge. To be in line with the category profile outlets should consider stocking two
apple, two fruit and one pear cider in their fridge. This will be sufficient to meet the needs of most packaged
cider consumers, and especially in conjunction with a suitable range of draught cider.
We recommend brand blocking in
the fridge, so consumers can make
their choice as easily as possible.
A drinks menu also helps
consumers to browse their drinks
order before visiting the bar, and
helps to educate consumers about
the ciders stocked.

FRUIT CIDER
2 BRANDS

APPLE CIDER
2 BRANDS

PEAR CIDER
1 BRAND

Sources: CGA / Westons Research

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CIDER IN THE ON TRADE Westons Cider Report 2016 | 15

Recommendations For Planning A Cider Festival In The On Trade


Cider festivals provide a great opportunity for consumers to try different ciders that they may not have encountered
or tried before. They leverage most of the category drivers: Try Me!, Power of New, Cider Passion,
Enhanced Experience and More Cider Moments. Consumers most likely to relish a cider festival are
Engaged Pioneers, Trend Followers and Active Balancers, which between them account for 44% of cider
drinkers. And the predominant consumer Need State for a cider festival is Discovery.
TRY ME!

POWER
OF NEW

CIDER
PASSION

ENHANCED
EXPERIENCE

We recommend that a good range for a cider festival is weighted


towards draught ciders, and includes packaged ciders. It would be
weighted towards apple ciders, including cloudy, and would also
include some fruit ciders to ensure all consumers are catered for
and that there is something new for all drinkers to try. It follows that
there would be a range of alcoholic strength, both above and below
5.5% ABV, and a range of sweetness levels.

MORE CIDER
MOMENTS

TREND
FOLLOWERS

ENGAGED
PIONEERS

ACTIVE
BALANCERS

There would be a range of brands from craft to the more widely known
brands. This provides signposting for less experienced cider drinkers
along with the opportunity for discovery for Engaged Pioneers.
Cider suppliers will happily provide information about their featured
products, to help brief staff and educate drinkers. They will also
help create theatre around the event, to make it a really memorable
occasion for consumers.

Sources: CGA / Westons Research

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16 | Westons Cider Report 2016 CIDER IN THE OFF TRADE

CIDER
IN THE
OFF TRADE
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CIDER IN THE OFF TRADE Westons Cider Report 2016 | 17

OFF TRADE MARKETPLACE


The Off Trade cider market has declined by 2.3% in the 52 weeks ending 27th February 2016 (MAT); however,
this topline figure masks a stabilisation in cider performance since August 2015. The rolling MAT performance has
levelled out to a consistent 1.05 billion for each four week period since then.
Within this fairly stable performance are some indicators of trends
in both premiumisation and a more adventurous consumer.
Traditional/Craft cider is the only segment in growth and now
accounts for 8% of value sales. Within this segment Henry Westons
Vintage Cider is the largest brand and is outperforming the segment.
Fruit cider continues to deliver strong performance. However, there is
evidence this is due to effective format management, rather than an
endless conveyor belt of flavour variants. Many cider brands that have
repeatedly launched new fruit variants are showing overall decline
in brand performance, while the growing fruit cider brands have

concentrated on a few strong performing flavours and created new


serving formats to meet different consumer needs and occasions.
Pear cider and Perry have declined as retailers and manufacturers
now appear to regard it as just one of many cider flavours, rather
than a cider style in its own right.
Within the Off Trade channel, two of the sub channels
convenience and large format supermarkets indicate a clear
trend of consumers moving to more impulse shopping missions
as whilst there is a decline in supermarket cider sales, there is
growth in convenience.

Off Trade Performance


PENETRATION

48 %

OF HOUSEHOLDS
BUYING CIDER P/A

0.2% YOY

VOLUME

SHOPPING TRIPS
FOR CIDER P/A

AVERAGE PRICE
PER LITRE OF CIDER

AVERAGE NO. OF LITRES


HOUSEHOLDS BUY P/A

0.04

1.5L

0.1visit
9%

10 %

CIDER
VALUE BY
FLAVOUR

PEAR
-18%
YOY

1.86 32.4

MARKET SHARE BY FLAVOUR


Apple is still the dominant flavour variant, however, fruit has now
grown to become 29.3% of the category. Pear cider and Perry,
at 9.6% share, has shrunk to become a fairly minor part of the
cider category as retailers and brand owners increasingly include
pear as part of the flavour segment.

1%

PRICE PER LITRE

11.1

.8

FRUIT
+12%
YOY

FREQUENCY

APPLE
-5% YOY

Sources: IRI / KANTAR

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18 | Westons Cider Report 2016 CIDER IN THE OFF TRADE

CIDER FORMATS OFF TRADE

GLASS
-2% YOY

7%

43

CIDER
VALUE
BY PACK
FORMAT

39%

Can and glass bottle are the dominant pack


formats in the cider category. Plastic bottle
cider is now 17% of the cider category and in
decline of 9.3% YoY an indication that the cider
category is moving away from value propositions
into premium formats.

PLASTIC
-9.3% YOY

Cider By Pack Format

CAN
+0.2% YOY

%
1%

BAG-IN-BOX
-0.7% YOY

MAINSTREAM
-1.5% YOY

PREMIUM
-3.2% YOY

1%
CIDER
VALUE BY
SEGMENT

35%

36%

TRADITIONAL/
CRAFT
+5.2% YOY

8% 2

VALUE
-5.2% YOY

Cider By Segment
Cider is a large category, so to help us navigate we divide the
cider market in the Off Trade into four segments:
VALUE Largely plastic bottle led brands such as Frosty Jacks
MAINSTREAM Mainly can led brands such as Strongbow
PREMIUM Mostly glass bottle led brands such as Kopparberg
and Magners
TRADITIONAL/CRAFT Broadly single glass bottle brands from
independent producers such as Westons and Aspall
When market growth of the segments is considered, the premiumisation trend
is once again evident with only Traditional/Craft Cider in growth.

Own Label

Own label fruit cider is only worth 1% of total own label cider,
while in the total cider category fruit cider is worth 29.3% of
all cider sold. Therefore, there is a potential opportunity for
retailers to develop their own label fruit cider propositions.

5%
PEAR
-20% YOY

4%

Own label is worth 7.4% of the total cider


category and is in decline by -10.3% YoY.
There are, however, opportunities in own label,
the most obvious being fruit cider development.

APPLE
-10% YOY

OWN LABEL
CIDER VALUE
BY FLAVOUR

1%
FRUIT
+2% YOY

Source: IRI

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CIDER IN THE OFF TRADE Westons Cider Report 2016 | 19

THE TOP 10
TOP 10
OFF TRADE CIDER
MANUFACTURERS*

*excluding Own Label

1
2
3
4
5
6
7
8
9
10

TOP 10 OFF TRADE


CIDER PRODUCTS

#
#

MIXED FRUIT

STRAWBERRY & LIME

#
#
#
#

#
#

The Top 10 cider manufacturers make up 85.4% of Off Trade


cider sales and 86.1% of cider volume sales. Within this
Heineken is the dominant manufacturer delivering 37.5%
of UK cider sales and 38.8% of volume sales.
Kopparberg Cider of Sweden is a star performing
manufacturer, now the number two cider manufacturer,
delivering 17.4% value growth in a cider marketplace which is
declining at 2.3% YoY.
Only three other cider manufacturers are in growth:
Thatchers (+22.2%), Westons (+8.1%) and Rekorderlig (+4.5%).

10

As Strongbow (apple) continues to lead the cider category with


19.5% of total cider sales, its YoY decline of 6.8% is a significant drag
on the total category. Strongbow Dark Fruit, however, is a star performer
with its market share of 6.8% and growth of 30.1% YoY. It more than
fills the gap the Strongbow parent brand is leaving. Kopparberg shows
that, by focusing on two core flavour variants, it is delivering the third
and fourth best performing cider brands. Frosty Jacks is showing an
8% value decline as retailers continue to trade out of value propositions.
However, it should be noted that Frosty Jacks has achieved the number
five Off Trade cider position without a single listing in any of the major
multiple retailers, underlying the importance of the convenience route
to market for the cider category. Magners Original (-6.4% YoY),
Stella Artois Cidre (-34.2% YoY) and Bulmers No.17 (-17% YoY)
are all showing significant declines. Henry Westons Vintage continues
a strong performance growing at 15.3% YoY and is the clear number
one in the Traditional/Craft segment.

Source: IRI

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20 | Westons Cider Report 2016 CIDER IN THE OFF TRADE

THE TOP 5 BY SEGMENT


APPLE

Apple cider is still by far the largest flavour variant in the cider marketplace. It has declined by 5.4% YoY
yet still accounts for 61% of sales by value. Within Apple cider there is a clear premiumisation trend, where
traditional premium cider increased by 6.6%, whilst value cider has declined by 6%. The top 10 apple cider
brands make up 80% of total cider sales, with 304 cider brands making up the other 20%.
Strongbow is the largest brand in apple cider, which despite
some years of decline, still represents just under a third of apple
cider value sales in the Off Trade. The performance of Strongbow
apple will inevitably have a disproportionate effect on the overall
performance of apple cider.
Within the top 10, only three apple cider brands are in growth:
Henry Westons Vintage, Thatchers Gold and K Cider. All of these

brands have a premium positioning or have invested over the last


year to premiumise the brand, reflecting the trend that the
consumer is buying into a more premium offering.
Magners and Stella Artois Cidre are also experiencing significant
decline in their apple portfolio, down 9% and 34% YoY
respectively, though it should be mentioned Magners has shown
10% value growth in the 12 weeks to 27th February 2016.

STRONGBOW

FROSTY JACKS

MAGNERS ORIGINAL

STELLA ARTOIS CIDRE

HENRY WESTONS

PEAR
Pear cider and Perry currently sit between two posts. On the one hand there are the Pear extensions of cider
brands such as Bulmers and Magners, on the other hand there are the brands that emulate wine credentials
to establish their positioning in the marketplace.
Traditional Perry, made from genuine perry pears by independent
and craft producers, is a niche product within pear cider. Traditional
Perrys size and growth is limited by the availability of perry pears,
as there are a finite number of perry pear orchards in the UK.

Pear Cider is currently experiencing significant decline as a


subcategory of 17.9%; within this the only growing brand in
the top 5 is Country Manor. However this wine like style of
pear cider is still in overall decline.

LAMBRINI

KOPPARBERG
PEAR

COUNTRY
MANOR

MAGNERS
PEAR

BULMERS
PEAR

Source: IRI

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CIDER IN THE OFF TRADE Westons Cider Report 2016 | 21

FRUIT
Fruit cider in the Off Trade is growing by 12% YoY and is the strongest performing of the three flavour profiles.
The total number of fruit cider brands
available in the Off Trade is 120, so there has
not been a significant increase from a year
ago when there were 118 fruit cider brands.
Strongbow Dark Fruit has more than
doubled its turnover in two years to
become the largest flavoured cider. The
growth of this brand has moved fruit cider
from being a glass bottle dominated
category to one where cans now make
up 27% of fruit cider sales.
Within fruit cider the dominant flavour profile
is berry flavours, which make up 85% of

total fruit cider sales. Cider brands have


created a tail of wide and varied fruit
variants from Coconut & Lime, through to
Orange & Ginger. However, there is
evidence that fruit cider brands will not
drive sales and extend their market share
by adding additional flavour variants: rather
it is about effective management of one or
two strong performing flavours.
Kopparberg, which is growing at 17.3% YoY,
has two core flavours, Mixed Fruit and
Strawberry & Lime, which both continue to
grow strongly. These two flavours make up
79% of Kopparbergs sales. Kopparberg

have achieved this through effective SKU


management, where new pack formats
have been created to meet different
consumer needs. Similarly, Pimms Cider
the most successful cider NPD launch
last year concentrated their launch on
Strawberry & Cucumber.
Brands that have tried to grow through
flavour diversification have been less
successful: Brothers Cider & Stella Artois
Cidre have both introduced new flavour
variants and have seen value sales decline
and market share erosion for their brands.

STRONGBOW
DARK FRUIT

KOPPARBERG
MIXED FRUIT

KOPPARBERG
STRAWBERRY
& LIME

BULMERS
NO17

REKORDERLIG
STRAWBERRY
& LIME

INNOVATION
Cider category SKU count is declining and innovation is slowing.

805

CIDER SKUs MAT


TO 1 MARCH 2015

776

CIDER SKUs IN
MARKETPLACE MAT
TO 28 FEB 2016

MOST SUCCESSFUL PRODUCT LAUNCH IN


MAT TO 2015 WAS PIMMS STRAWBERRY
& CUCUMBER CIDER 500ML, DELIVERING

3.1 MILLION
SALES IN ITS FIRST YEAR.

57

SKU LAUNCHES
AND 95 RETIRED
SKUs IN MAT
TO 28 FEB 2016

2015 was a year where innovation in the cider category began to


slow. Within this there were 39 apple cider launches, four pear cider
launches and 16 fruit cider launches.
The apple cider launches delivered 10.9m incremental income to the
category while the fruit cider launches delivered 9.9m incremental
income; this suggests the fruit cider launches were more effective in
their launch and execution.
The apple cider SKU launches were driven by the big brewer ciders
moving their brands from pint bottles to 500ml bottles or into canned
cider, while the fruit cider launches were driven by new brands such as
Pimms entering the cider marketplace or exploring innovative serves
such as Kopparbergs frozen cider pouches. This suggests that the
genuine innovation in the cider category was unbalanced, happening
in largely fruit cider rather than across the flavour profiles of apple,
fruit and pear.

Source: IRI

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22 | Westons Cider Report 2016 CIDER IN THE OFF TRADE

CIDER RETAILERS
Cider sales in the Off Trade channel now make up
64% of total cider volume sales and 37% of cider
value sales. The differential between volume and
value percentage is down to the price per litre
achieved for cider in the Off Trade being much
lower than that achieved in the On Trade.
Average price per litre in the Off Trade for cider currently stands at
1.86, and has increased by 0.5% since the same period last year.
This shows the cider category is bucking the wider trend of food
and drink deflation of -0.3% and reflects the wider trend towards
premiumisation in cider.

Convenience vs. Supermarkets


For the purpose of this report a convenience store is any retail
outlet below 3,000sqm and a supermarket any retail outlet above
3,000sqm. Cider sales in supermarkets now stand at 514m
and have declined by 5% over the last year; supermarkets now
represent 48.8% of total cider sales. While convenience cider
sales are 506m and growing at 0.1%, convenience represents
48.1% of total cider sales. When contrasted with the total grocery
sector, where convenience makes up 21.2% of total grocery
sales, its clear that cider is bought on many more convenience
shopping missions than the average shopping basket.

Cider Retailer Breakdown


Cider shopper demographics by retailer.

This chart maps the demographic and age profiles of cider


shoppers for each retailer. Waitrose and Sainsburys have the
most premium cider shopper. Aldi and Lidl have the 3rd and
4th most premium cider shopper and a shopper more premium
than average for the category.

Tesco and Morrisons cider shoppers sit fairly close to the


average cider shopper, Asda cider shoppers also sit close to
the average cider demographic, though are somewhat younger.
Co-op and Lidl have the oldest cider shopper of any of the
retailers, while Asda and Sainsburys hold the greatest appeal
to cider shoppers under the age of 45 years.

Sources: IRI / IGD / ONS

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CIDER IN THE OFF TRADE Westons Cider Report 2016 | 23

Retailer % Cider Market Share vs. % Total Grocery Share


Tesco, Asda and Sainsburys all under index their cider category
market share relative to their total grocery share showing that there
is room for growth in three of the big four retailers. Aldi and Lidl
under index in cider, showing cider is relatively under-represented
in the limited assortment retailers. Morrisons has a cider category

market share 1.5% above its total grocery share, as does Co-op.
Co-ops strong performance combined with the strong performance
in Independents & Symbols and Others is a reflection of ciders
strong performance in convenience shopping missions.

INDEPENDENTS
& SYMBOLS

OTHERS

% SHARE

Source: KANTAR

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24 | Westons Cider Report 2016 CIDER IN THE OFF TRADE

MARKET SNAPSHOT OFF TRADE

5%

ERS
OTH

5%

CIDER
VALUE BY
RETAILER

R
MO

7%

TE

SC

CO-OP

7%

8%

WAITROSE

3%

12

S
RI

AS
DA

ALDI

2%

O
NS

SAIN
SBURYS

15
%

LIDL

-3.7% YoY

-2.3% YoY

INDEPENDENTS
& SYMBOLS

16 %

PEAR
-18% YOY

9%
CIDER
VALUE BY
FLAVOUR

1%

2
10%

71%

FRUIT
+12%
YOY

APPLE
-5% YOY

Sources: IRI / KANTAR

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CIDER IN THE OFF TRADE Westons Cider Report 2016 | 25

REGIONALITY

SCOTLAND
12%

PLASTIC
-9.3% YOY

7%

GLASS
-2% YOY

39%

43

CIDER
VALUE
BY PACK
FORMAT

CAN
+0.2%
YOY

NORTH
EAST
5%

LANCASHIRE
11%

WALES
WSW
18%

% OF CIDER
BY REGION

YORKSHIRE
10%

ANGLIA
7%

MIDLANDS
15%
LONDON
12%

SOUTHERN
10%

1%

BAG-IN-BOX
-0.7% YOY

HOUSEHOLDS IN THE UK
CONSUME AN AVERAGE OF

32.4 LITRES
OF CIDER PER YEAR

Cider remains a southern


UK drink, with 61.4%
of sales in the 5 Southern
most TV regions. The cider
producing regions of Wales/
West/South West (18.3%) and
Midlands (14.8%) continue to
deliver a disproportionate level
of sales relative to their size.
The decline in Off Trade cider
sales is a national trend,
though more pronounced
in Wales/West/South West.

YoY %
CHANGE

SCOTLAND
-2%
NORTH
EAST
-1%

LANCASHIRE
-3%

WALES
WSW
-4%

YORKSHIRE
-2%

ANGLIA
-3%

MIDLANDS
-2%
LONDON
-2%

SOUTHERN
-3%

E
OY

Sources: IRI / KANTAR

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26 | Westons Cider Report 2016 CIDER IN THE OFF TRADE

RECOMMENDATIONS OFF TRADE


Convenience Stores
Typically, a convenience store will have a 2.5 metre refrigerated unit for beers, wines and cider in store.
Cider generally will command only a quarter to a third of the space available. Space, therefore, is at a
premium and retailers and store managers need to take care stocking to ensure the space is maximised.
As we identified earlier with our More Cider Moments category
driver, convenience shopping missions are growing for cider
consumers and as we have discussed with the Enhanced
Experience category driver, increasingly consumers are shopping
for quality over quantity and gradually premiumising. So the cider
range should reflect this by reducing space for value cider to allow
more space for premium ciders.

Ideally cider should sit between wine and beer, as cider is more likely
to appear in the repertoires of beer drinkers and wine drinkers, than
wine in a beer drinkers repertoire or beer in wine drinkers repertoire.
Fruit Cider accounts for 30% of total cider and, therefore, should
take up around a third of shelf space.
Ensure out of stocks are minimised by stocking a limited range of the
best sellers, rather than trying to fit in one of every cider available.

RECOMMENDED CONVENIENCE FIXTURE


FOR A 2.5 METRE REFRIGERATED UNIT

BEST

WINE

BEERS

(eg. HENRY WESTONS VINTAGE)

BOTTLED
CANNED
PREMIUM CIDERS PREMIUM CIDERS

WINE

BETTER

BOTTLED
TRAD/CRAFT CIDERS

(eg. KOPPARBERG
MIXED FRUIT)

WINE

BEERS

(eg. MAGNERS
ORIGINAL)

CANNED
MAINSTREAM CIDERS

BEERS

GOOD

(eg. STRONGBOW)

WINE

WINE

VALUE
CIDERS
(eg. FROSTY
JACKS)

TO CIDER

BEERS

TO BEER

Source: Westons Research

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CIDER IN THE OFF TRADE Westons Cider Report 2016 | 27

Supermarkets
Typically the average UK supermarket has four bays for a cider fixture, adjacent to the other beer, wine and
spirits ranges in store; therefore, our recommendations are based on four bays of cider. Four bays is really quite
a lot of space and affords a supermarket the opportunity to meet the needs of all six consumer types, all six
need states and all six category drivers.
Apple cider is still the dominant cider type on shelf and this should
be reflected in the ranging. A space split of two thirds apple and
one third fruit is reflective of the current sales patterns and optimal
for the current marketplace.
The six category drivers we mentioned earlier are all contributing to
a premiumising category and this should be reflected in the ranging.
Supermarkets do not really stock a range of value ciders, so these
do not need to be considered as part of the ranging.

Pear cider should be considered within the ranging of fruit cider, as


most producers and retailers will now treat pear as just another flavour
variant of fruit cider.
Avoid duplication, particularly within flavours of fruit cider. Use the space
to increase facings of the best performing lines to reduce out of stocks.
Follow bottom shelf to top shelf good-better-best; however, ensure
that the bulk packs are on the bottom shelf for ease of picking.

GOOD

BETTER

BEST

RECOMMENDED FOUR BAY SUPERMARKET CIDER FIXTURE


BAY 1

BAY 2

BAY 3

BAY 4

LARGE PACK
TRAD/CRAFT CIDERS

SINGLE BOTTLED
TRAD/CRAFT CIDERS

SINGLE BOTTLED
TRAD/CRAFT CIDERS

(eg. WYLD WOOD BIB AND


OLD ROSIE 2L JUG)

(eg. HENRY WESTONS VINTAGE


AND ASPALL)

(eg. HENRY WESTONS VINTAGE


AND ASPALL)

SINGLE BOTTLE
FRUIT CIDERS
BEERS

SINGLE BOTTLE
PREMIUM CIDERS

SINGLE BOTTLE
PREMIUM CIDERS

SINGLE BOTTLE
PREMIUM CIDERS

SINGLE BOTTLE
FRUIT CIDERS

(eg. STOWFORD PRESS


AND BULMERS)

(eg. STOWFORD PRESS


AND BULMERS)

AND BULMERS)

(eg. KOPPARBERG
AND REKORDERLIG)

4 PACK CANNED
4 PACK CANNED
MAINSTREAM CIDERS MAINSTREAM CIDERS

(eg. STOWFORD PRESS

4 PACK CANNED
FRUIT CIDERS

4 PACK BOTTLED
FRUIT CIDERS

(eg. STRONGBOW AND


THATCHERS GOLD)

(eg. STRONGBOW AND


THATCHERS GOLD)

(eg. STRONGBOW
DARK FRUITS)

2L PET
MAINSTREAM CIDERS

MULTIPACK
MAINSTREAM
CANNED CIDERS

MULTIPACK PREMIUM
BOTTLED AND
CANNED CIDERS

(eg. STRONGBOW)

(eg. BULMERS AND MAGNERS)

(eg. OWN LABEL


AND STRONGBOW)

FLOW APPLE CIDER

(eg. KOPPARBERG
AND REKORDERLIG)

(eg. KOPPARBERG)

MULTIPACK
FRUIT CIDERS
(eg. STRONGBOW DARK FRUITS,
BULMERS AND KOPPARBERG)

TO FRUIT CIDER

Source: Westons Research

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This is the first ever


Westons Cider Report.
It is an opportunity for us at
Westons to share our passion,
insight and understanding of the
UK cider marketplace and provide
some signposts to give you a view of
where the possible future direction and
opportunities lie. We hope you find it an
enlightening and enjoyable read.

CIDER REPORT 2016

H. Weston & Sons Ltd, The Bounds, Much Marcle, Ledbury, HR8 2NQ

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