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Cider - UK - January 2015

Published By :

Mintel

Published Date : Jan 2015

Category :

Alcoholic Beverages

No. of Pages : 108 Pages

Talking about the use of specific apple/pear varieties in a similar way as beer is now doing with hops could further build premium cues by strengthening an image of quality ingredients.

Introduction

Definition
Excluded
Abbreviations

Executive Summary

The market
Figure 1: Forecast of UK value sales of cider, 2009-19
Market factors
Alcohol consumption is in decline
Rising duty adds pressures on cider producers
A sunny outlook
Cider is seen as a unisex drink
Population changes bring threats and opportunities
Companies, brands and innovation
Figure 2: Value sales of top-selling cider brands in the off-trade, 2013/14
Cider adspend continues to rise
The consumer
Apple remains the most popular type of cider
Figure 3: Usage of cider, by type, October 2014
Glass bottles are much more popular than cans
Figure 4: Preferences regarding various attributes of cider, October 2014
Apple cider scores well on many metrics but has room for improvement
High-quality ingredients are key to projecting a premium image
Figure 5: Factors associated with premium cider (any ranking 1-5), October 2014
Scope for growth for food and cider matching
Figure 6: Attitudes towards cider, October 2014
What we think

Issues and Insights

Up the apples and pears
The facts
The implications
Leveraging the appeal of a ‘craft’ proposition
The facts
The implications
Driving category growth with flavour
The facts
The implications
Realigning cider with food
The facts
The implications

Trend Application

Prove It
Sense of the Intense
Objectify

Market Drivers

Key points
Alcoholic drink prices continue to rise
Figure 7: RPI indexed annual change for alcoholic drinks prices versus all items except housing, 2000-13
Figure 8: UK excise duty rates for selected alcoholic drinks, 2003-14
Cider and seasonality
Figure 9: Hours of sunshine in the UK, by month, 2009-14
Cider enjoys unisex appeal
Financial health recovers but remains fragile
An ageing population could pose a threat to the cider market
Figure 10: Projected trends in the age structure of the UK population, 2014-19

Competitive Context

Key points
UK consumers continue to cut back on alcohol
Figure 11: Trends in UK per capita consumption of 100% alcohol, 2006-13
Figure 12: HM Treasury estimated changes in volume consumption of alcohol over 2014/15-2018/19 following changes to alcohol duty in Budget 2014, April 2014
Cider has been the strongest performer since 2009
Figure 13: Value sales of selected alcoholic drinks categories, 2009-14

Strengths and Weaknesses

Strengths
Weaknesses

Who’s Innovating?

Key points
Cider innovation continues to revolve mainly around flavour

Market Size and Forecast

Key points
Cider’s growth grinds to a halt in 2014
Figure 14: UK value and volume sales of cider, at current and constant prices, 2009-19
Figure 15: Forecast of UK value sales of cider, 2009-19
Figure 16: Forecast of UK volume sales of cider, 2009-19
Forecast methodology

Channel and Segment Performance

Key points
Volumes slip into decline in both channels
Figure 17: UK value and volume sales of cider in the on-trade, at current and constant prices, 2009-14
Figure 18: UK value and volume sales of cider in the off-trade, at current and constant prices, 2009-14
Flavoured cider driving off-trade growth
Figure 19: Off-trade value sales of cider, by flavour/type, 2013/14
Is 2014 a one-off or a warning of things to come?

Market Share

Key points
Heineken dominates the off-trade
Figure 20: Leading manufacturers’ shares of cider sales in the off-trade, by value and volume, 2013/14
Figure 21: Value sales of top-selling cider brands in the off-trade, 2012/13 and 2013/14
Figure 22: Volume sales of top-selling cider brands in the off-trade, 2012/13 and 2013/14
Fruit ciders continue to drive market growth
Several other brands are also enjoying strong growth…
while others are struggling

Companies and Products

AB InBev
Overview and product range
Recent activity
Aspall
Overview and product range
Recent activity
C&C Group
Overview and product range
Recent activity
Distell
Overview and product range
Heineken
Overview and product range
Recent activity
Kopparberg UK (Cider of Sweden Limited)
Overview and product range
Recent activity
Rekorderlig (Chilli Marketing)
Overview and product range
Recent activity
Westons Cider
Overview and product range
Recent activity

Brand Communication and Promotion

Key points
Cider adspend sees a significant upturn in 2013
Figure 23: Above-the-line adspend in the UK cider market, 2011-14
Heineken dominates cider adspend
Figure 24: Highest-spending manufacturers in above-the-line advertising in the UK cider market, 2011-14
Figure 25: Leading advertisers in the UK cider category, by company, 2013
Figure 26: Highest-spending brands in above-the-line advertising in the UK cider market, 2011-14
Brewers continue to support their new cider brands
Thatchers investing in brand growth
TV falling from favour
Figure 27: Above-the-line advertising in the UK cider market, by media channel, 2011-14

Brand Research

Brand map
Figure 28: Attitudes towards and usage of brands in the cider sector, November 2014
Correspondence analysis
Brand attitudes
Figure 29: Attitudes, by cider brand, November 2014
Brand personality
Figure 30: Cider brand personality – macro image, November 2014
Figure 31: Cider brand personality – micro image, November 2014
Brand experience
Figure 32: Cider brand usage, November 2014
Figure 33: Satisfaction with various cider brands, November 2014
Figure 34: Consideration of cider brands, November 2014
Figure 35: Consumer perceptions of current cider brand performance, November 2014
Brand recommendation
Figure 36: Recommendation of selected cider brands, November 2014

The Consumer – Usage of Cider

Key points
Apple remains the most popular type of cider
Figure 37: Usage of cider, by type, October 2014
Figure 38: Usage of cider at home and out of home, by type, October 2014
Tough times for pear
Fruit-flavoured ciders hitting the sweet spot
Innovation in smaller cider segments looks set to drive growth
A third of adults drink one or two types of cider
Figure 39: Repertoire of usage of different types of ciders, October 2014
41% of cider drinkers enjoy the drink weekly
Figure 40: Frequency of usage of cider, October 2014

The Consumer – Cider Preferences

Key points
Glass bottles are much more popular than cans
Figure 41: Preferences regarding selected attributes of cider, October 2014
Figure 42: Preferences in cider bottle size, October 2014
Figure 43: Preferences in cider can size, October 2014
Apple is the most popular cider type but fruit is growing
Figure 44: Quantity of cider and made wine (hectolitres) released for consumption in the UK, 2004/05-2013/14
Mainstream ciders still preferred by more drinkers than small producers’
Only a third prefer cheaper ciders
Serving and carbonation preferences are split

The Consumer – Qualities Associated with Different Types of Cider

Key points
Apple cider scores well for many metrics but has room for improvement
Figure 45: Qualities associated with different types of cider and beer, October 2014
Fruit-flavoured ciders evoke fewer associations
Pear fails to ‘own’ associations
Beer viewed surprisingly negatively
Correspondence analysis
Methodology
Figure 46: Correspondence map, October 2014

The Consumer – Factors Associated with Premium Cider

Key points
High-quality ingredients are key to projecting a premium image
Figure 47: Factors associated with premium cider (any ranking 1-5), October 2014
Figure 48: Qualities associated with premium cider (rank 1), October 2014
A compelling backstory can resonate
Packaging and availability can provide supplementary premium cues

The Consumer – Attitudes towards Cider

Key points
Cider and food: a match made in heaven?
Figure 49: Attitudes towards cider, October 2014
Are there signs of NPD fatigue?
Figure 50: Agreement with selected statements regarding new cider products, by gender, October 2014
Growth potential for boxed ciders and those leveraging juice content

The Consumer – Target Groups

Key points
Four target groups
Figure 51: Target groups for cider, October 2014
Adventurers (31%)
Disengaged (29%)
Traditionalists (20%)
Moderators (20%)

Appendix – Market Size and Forecast

Figure 52: Best- and worst-case forecasts for the UK cider market, by value, 2014-19
Figure 53: Best- and worst-case forecasts for the UK cider market, by volume, 2014-19

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