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Cider - UK - January 2014

Published By :

Mintel

Published Date : Jan 2014

Category :

Alcoholic Beverages

No. of Pages : 206 Pages


There are strong signs of longevity in the flavoured cider segment and, with 49% of cider drinkers being interested in flavoured ciders with unusual ingredients, new flavours could help it to retain momentum.
Table of Content

Introduction
Definition
Excluded
Abbreviations

Executive Summary
The market
Figure 1: Forecast of UK value sales of cider, 2008-18
Figure 2: Forecast of UK volume sales of cider, 2008-18
Market factors
Alcohol consumption is in decline
Rising duty adds pressures on cider producers
A sunny outlook
Population changes bring threats and opportunities
Companies, brands and innovation
Strongbow remains way out in front
Figure 3: Value sales of top-selling cider brands in the off-trade, 2012/13
Brands continue to step up investment in advertising
The consumer
Apple remains the most popular flavour
Figure 4: Usage of cider, by type, October 2013
Summer remains the key season
Figure 5: Usage of cider in summer and winter, October 2013
Cider only seeing a slight dip in usage
Cider performs well in both up-tempo and low-key occasions
Cider enjoys a positive image as a refreshing and unisex drink
Figure 6: Attitudes towards cider, October 2013
Tropical and citrus flavours garner most interest
What we think

Issues in the Market
How could possible tax and pricing changes influence the cider market?
Where can flavoured cider go next?
How can cider continue to develop its all-year-round image?
How can perry assert itself within the cider market?

Trend Application
Trend: Secret, Secret
Trend: Prove It
Mintel Futures: Brand Intervention

Internal Market Environment
Key points
Taxes on alcoholic drinks on the rise since 2008
Figure 7: UK excise duty rates for selected alcoholic drinks, 2003-13
Figure 8: Index of alcoholic drinks prices versus all items prices, 2006-12
Alcohol minimum pricing plans shelved in England and Wales
Cider and seasonality
Figure 9: Hours of sunshine in the UK, by month, 2008-13
Cider enjoys unisex appeal

Broader Market Environment
Key points
Consumer confidence bounces back
Figure 10: Consumer Confidence Index, monthly, January 2007-December 2013
Health considerations play a part in drinking habits
Figure 11: Calorie and alcohol unit content of selected types of alcoholic drinks, 2013
An ageing population needs consideration
Figure 12: Projected trends in the age structure of the UK population, 2013-18
Cs and Ds could hold the key to growth
Figure 13: Projected changes in the socio-economic structure of the UK adult population, 2013-18

Competitive Context
Key points
Consumers cutting back on alcohol consumption
Figure 14: Trends in UK per capita consumption of 100% alcohol, 2006-12
Figure 15: Value sales of selected alcoholic drinks, 2008-12

Strengths and Weaknesses
Strengths
Weaknesses

Who’s Innovating?
Key points
The changing face of cider NPD
Spirit ciders arrive on the scene
Coming over to the dark side
Global context – interesting cider launches from overseas in 2013

Market Size and Forecast
Key points
Cider hits new heights in 2013
Figure 16: UK value and volume sales of cider, at current and constant prices, 2008-18
Robust growth predicted for value sales
Figure 17: Forecast of UK value sales of cider, 2008-18
Volume sales expected to continue creeping up
Figure 18: Forecast of UK volume sales of cider, 2008-18
Forecast methodology

Segment Performance
Key points
2013 was a tougher year for the on-trade
Figure 19: UK value and volume sales of cider in the on-trade, at current and constant prices, 2008-18
One-off events boosted sales in 2012
A weaker performance in 2013
A challenging 2014 ahead
Figure 20: Forecast of UK value sales of cider in the on-trade, 2008-18
Figure 21: Forecast of UK volume sales of cider in the on-trade, 2008-18
The off-trade fared well in 2013…
Figure 22: UK value and volume sales of cider in the off-trade, at current and constant prices, 2008-18
and is expected to continue providing cider operators with a safe haven
Figure 23: Forecast of UK value sales of cider in the off-trade, 2008-18
Figure 24: Forecast of UK volume sales of cider in the off-trade, 2008-18
The off-trade is steadily increasing its share of value sales
Figure 25: Share of value sales of cider in the UK, by channel, 2008-18

Market Share
Key points
Heineken and Strongbow continue to lead the way
Figure 26: Share of off-trade sales of cider, by manufacturer, 2012/13
Figure 27: Value sales of top-selling cider brands in the off-trade, 2011/12 and 2012/13
Bulmers enjoys a strong performance
Kopparberg vies for second position
Magners loses further ground
Ciders from beer brewers prove popular
Frosty Jack’s and Lambrini look to leverage affordability
Many smaller players enjoy strong growth

Companies and Products
AB InBev
Aspall
C&C Group
Distell
Heineken
Kopparberg UK (Cider of Sweden Limited)
Rekorderlig (Chilli Marketing)
Westons Cider

Brand Advertising, Perceptions and Social Media
Key points
Cider adspend continues to rise
Figure 28: Topline above-the-line advertising spend in the UK cider market, 2009-13
TV losing its appeal for advertisers
Figure 29: Advertising in the UK cider category, by media, 2010-13
Heineken dominates adspend in the market
Figure 30: Highest-spending manufacturers in above-the-line advertising in the UK cider market, 2010-13
Figure 31: Highest-spending brands in above-the-line advertising in the UK cider market, 2010-13
Kopparberg leads the way among other advertisers
Brewers support their cider launches with strong adspend
Q2 and Q3 are key seasons for advertisers
Figure 32: Above-the-line adspend on cider, by quarter, 2010-12
Figure 33: Advertising spend of selected cider brands over time, 26th December 2011-26th November 2013
Figure 34: Rekorderlig advertising spend, January 2012- November 2013
Brand perceptions
Key brand metrics
Figure 35: Key brand metrics, October 2013
Brand map
Figure 36: Attitudes towards and usage of brands in the cider sector, October 2013
Correspondence analysis
Brand attitudes
Figure 37: Attitudes, by cider brand, October 2013
Brand personality
Figure 38: Cider brand personality – macro image, October 2013
Figure 39: Cider brand personality – micro image, October 2013
Brand usage
Figure 40: Brand usage of brands in the cider sector, October 2013
Brand experience
Figure 41: Experience of selected brands in the cider sector, October 2013
Social media and online buzz
Social media metrics
Figure 42: Social media metrics for selected cider brands, November 2013
Online conversation
Figure 43: Selected cider brands’ share of voice, January – November 2013
Figure 44: Online mentions of cider brands, January-November 2013
Topics of conversation
Flavour is the biggest driver of conversation
Figure 45: Topics of conversation around cider brands, January – November 2013
Apple is the least talked about cider flavour
Figure 46: Percentage of online conversation around different flavours when brands are mentioned, January-November 2013
Figure 47: Online sentiment towards selected cider flavours, January-November 2013
Online analysis by brand
Kopparberg
Figure 48: Word cloud surrounding online mentions of Kopparberg, January-November 2013
Strongbow
Figure 49: Topic cloud surrounding online mentions of Strongbow, January-November 2013
Stella Cidre
Figure 50: Topic cloud around mentions of Stella Artois, January – November 2013
Magners
Bulmers
Stowford Press
Figure 51: Types of conversation around Stowford Press, January – November 2013
Figure 52: Topic cloud surrounding non-competition conversation around Stowford Press, January – November 2013

The Consumer – Usage of Cider
Key points
The apple of cider drinkers’ eye
Figure 53: Usage of cider, October 2013
Figure 54: Usage of cider at home and out of home, October 2013
Pear looks to upset the apple cart
Ciders by brewers hit the big time
Fruit-flavoured ciders gain mainstream role
Craft, low-alcohol and mulled ciders hold growth potential
Boxed cider could forge a value-for-money proposition
A quarter of adults drink four or more types of cider

The Consumer – Seasonality and Cider
Key points
Summer remains the key season for cider
Figure 55: Usage of cider in summer and winter, October 2013
Winter usage holds up reasonably well

The Consumer – Usage Trends
Key points
The majority of cider drinkers have maintained usage
Figure 56: Change in usage of cider, October 2013
Many drinks have been hit by cutting back
Cider has proven more resilient than many competing categories

The Consumer – Occasions for Usage
Key points
Cider performs well in both up- and low-tempo occasions
Figure 57: Occasions for usage of cider, October 2013
Cider proves popular at events
Relaxing at home leads the way
Cider and food: a match made in heaven?
The social side of cider

The Consumer – Attitudes towards Cider
Key points
Summary of attitudes towards cider
Figure 58: Attitudes towards cider, October 2013
Cider enjoys a strong unisex appeal
Figure 59: Attitudes relating to the positioning of cider, October 2013
Sharing bottles could provide scope for growth
Strong interest in trying adventurous flavours
Figure 60: Attitudes relating to flavours of cider, October 2013
Cider could push premium cues harder
Figure 61: Attitudes relating to the premiumisation of cider, October 2013
Tastes are split among cider drinkers
Figure 62: Attitudes relating to preferences of cider, October 2013
Lower-alcohol variants could provide opportunities for growth

The Consumer – Interest in Flavoured Ciders
Key points
Strong interest in tropical and citrus flavours
Figure 63: Interest in different flavours of cider, October 2013
Figure 64: Interest in different flavours of cider, by gender, October 2013
‘Adult’ flavours offer potential routes to appeal to older cider drinkers

The Consumer – Target Groups
Key points
Four target groups
Figure 65: Target groups, September 2013
Fruit Fanatics (33%)
Traditionalists (24%)
Enthusiasts (22%)
Disengaged (21%)

Appendix – Market Size and Segment Performance
Figure 66: Best- and worst-case forecasts for the cider market, by value, 2013-18
Figure 67: Best- and worst-case forecasts for the cider market, by volume, 2013-18
Figure 68: Best- and worst-case forecasts for the on-trade cider market, by value, 2013-18
Figure 69: Best- and worst-case forecasts for the on-trade cider market, by volume, 2013-18
Figure 70: Best- and worst-case forecasts for the off-trade cider market, by value, 2013-18
Figure 71: Best- and worst-case forecasts for the off-trade cider market, by volume, 2013-18

Appendix – Brand Advertising, Perceptions and Social Media
Figure 72: Brand usage, October 2013
Figure 73: Brand commitment, October 2013
Figure 74: Brand diversity, October 2013
Figure 75: Brand satisfaction, October 2013
Figure 76: Brand recommendation, October 2013
Figure 77: Brand attitude, October 2013
Figure 78: Brand image – macro image, October 2013
Figure 79: Brand image – micro image, October 2013
Online mentions
Figure 80: Online mentions of selected cider brands, 30th December 2012 – 24th November 2013
Figure 81: Online mentions by topics of discussion, 30th December 2012 – 24th November 2013
Figure 82: Breakdown of flavour mentions, by flavour, 30th December 2012 – 24th November 2013

Appendix – The Consumer – Usage of Cider
Figure 83: Types of cider drunk at home, October 2013
Figure 84: Most popular types of cider drunk at home, by demographics, October 2013
Figure 85: Next most popular types of cider drunk at home, by demographics, October 2013
Figure 86: Types of cider drunk out of home, October 2013
Figure 87: Most popular types of cider drunk out of home, by demographics, October 2013
Figure 88: Next most popular types of cider drunk out of home, by demographics, October 2013
Figure 89: Non-usage of cider, by type, October 2013
Figure 90: Non-usage of types of cider, by demographics, October 2013
Figure 91: Non-usage of types of cider, by demographics, October 2013 (continued)
Repertoire
Figure 92: Repertoire of most popular types of cider, by demographics, October 2013

Appendix – The Consumer – Seasonality and Cider
Figure 93: Usage of cider in summer and winter, October 2013
Figure 94: Usage of cider in summer, by demographics, October 2013
Figure 95: Usage of cider in winter, by demographics, October 2013

Appendix – The Consumer – Usage Trends
Figure 96: Changes in drinking habits of cider, October 2013
Figure 97: Changes in drinking habits of cider, by demographics, October 2013

Appendix – The Consumer – Occasions for Usage
Figure 98: Occasions for drinking cider, October 2013
Figure 99: Most popular occasions for drinking cider, by demographics, October 2013
Figure 100: Next most popular occasions for drinking cider, by demographics, October 2013
Figure 101: Other occasions for drinking cider, by demographics, October 2013

Appendix – The Consumer – Attitudes towards Cider
Figure 102: Attitudes towards cider, October 2013
Figure 103: Agreement with the statements ‘Cider is a drink which is suitable for both men and women’ and ‘Cider is more refreshing than beer on sunny days’, by demographics, October 2013
Figure 104: Agreement with the statements ‘I am interested in trying flavoured ciders with unusual ingredients ’ and ‘Apple ciders are of higher quality than those with other fruit flavours’, by demographics, October 2013
Figure 105: Agreement with the statements ‘I am interested in larger ‘sharing’ bottles for when I drink cider at home’ and ‘It is worth paying more for ciders which have taken longer to produce’, by demographics, October 2013
Figure 106: Agreement with the statements ‘I prefer ciders from smaller companies to those produced by large companies’ and ‘Cider is a sophisticated drink’, by demographics, October 2013
Figure 107: Agreement with the statements ‘Ciders made from only one type of apple/pear are better than those which use several types’ and ‘It is worth paying more for ciders which use the first harvest of apples’, by demographics, October 2013
Figure 108: Agreement with the statements ‘I prefer still/cloudy ciders to fizzy ones’ and ‘I prefer ciders with lower alcohol content to those with a higher alcohol content’, by demographics, October 2013

Appendix – The Consumer – Interest in Flavoured Ciders
Figure 109: Interest in different flavours of cider, October 2013
Figure 110: Most popular interest in different flavours of cider, by demographics, October 2013
Figure 111: Next most popular interest in different flavours of cider, by demographics, October 2013
Examples of international innovation using some of these flavours

Appendix – The Consumer – Target Groups
Figure 112: Target groups, October 2013
Figure 113: Target groups, by demographics, October 2013
Figure 114: Types of cider drunk either at home and/or out of home (eg in pubs, bars), by target groups, October 2013
Figure 115: Usage of cider in summer and winter, by target groups, October 2013
Figure 116: Drinking habits of cider, by target groups, October 2013
Figure 117: Occasions for drinking cider, by target groups, October 2013
Figure 118: Attitudes towards cider, by target groups, October 2013
Figure 119: Interest in different flavours of cider, by target groups, October 2013

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