Cider Market Trends: What’s Driving On Trade Cider Sales?
In the past year, cider sales in the UK have seen remarkable success, especially in the on-trade sector and is worth nearly £2 billion. Such a growth pattern positions cider among the most lucrative, with a sales increase of 8.6 per cent over the previous year. This article looks into the factors encouraging the growth of cider, the niche markets and brands, and the reasons why it is still in demand. Understanding these trends will place you in a better position to benefit from such an upsurging market.
The State of Cider in the On-Trade Sector
Cider is predominantly sold through pubs, bars, and restaurants. Reasonable rate of sale (RoS)and consumer demand for premium and fruity-flavoured ciders have been key popular drivers. There was a slight decline in overall distribution due to venue closures, but cider continues to sell well.
Apple Cider is the Category Staple
Apple cider leads the cider market with 61% of the total volume, and approximately 4 out of 5 ciders sold in pubs and bars are apple ciders.
Premium Apple Cider: Leading the Growth Charge
The premium apple cider segment has seen a 22.2% year-on-year increase in sales driven by draught sales and consumer demand for quality and authenticity.
Super Premium Ciders on the Way Upward
Growth in the super-premium segment has been impressive, driven by innovative, small-batch ciders that can attract those looking for new and exciting flavours.
Strong Growth in draught Cider Sales
Draught ciders have performed well over the past year, with a 9.2% increase in sales compared to last year. This trend is buoyed by popular brands like Strongbow, which continues to be the UK’s market leader for draught ciders.
Leading Cider Brands: Strongbow, Inch’s, and Aspall
While Strongbow remains at the top, Inch’s has been another strong performer over the past year. Aspalls is the lone super-premium cider brand in the top ten, with a 29% increase in sales, which shows its strength.
The Effect of Premiumisation on Cider Brands
Premiumisation has changed the brand hierarchy of the top cider brands. Thatcher’s Gold, for example, has once more climbed back to second position in volume terms, owing to more attractive pricing than rivals like Inch’s. Carling Black Fruit has moved up the rankings to stake a place within the trend.
Trends in Packaged Cider: Premium Fruit Ciders Lead the Way
Packaged ciders have also increased in value by 7.4% and in volume by 1.4%. Premium fruit ciders are the most popular packaged category, holding a market share of 76%. Other brands such as Rekorderlig Strawberry & Lime and Old Mout Berries & Cherries have held on to their places as top-sellers, showing there’s strong demand for exciting flavours.
Value for Venues: Supplying Leading Cider Brands to Meet Demand
At Value for Venues, we appreciate the need to provide a range of quality cider brands. Our cider portfolio includes brands such as Aspall, Inch’s, Magners, Rekorderlig, Strongbow, and Thatcher’s. We offer draught, packaged, premium options with attractive stocking deals and promotions.
Our draught cider selection includes Stowfords Press, Thatchers, and Aspalls, which are well-loved in pubs and bars. These ciders align with trends such as premiumisation and variety. We also stock a wide range of fruity flavours from brands like Kopparberg and Rekorderlig and traditional cider selections from Magners and Bulmers.
Conclusion: Looking at the Future of the Cider Market
The cider industry is poised for more growth, especially within the On-Trade sector. As the customer base continues to shift towards premium and super-premium offerings, coupled with a long-standing preference for conventional apple cider and a flair for new fruit ciders, there is no doubt that the cider market has bright prospects.
Venue owners must keep track of these trends and explore the cider options so that customers are always up to date and can choose from the best ciders available.
Value for Venues can offer a range of ciders that appeal to the customers and follow the industry trends, allowing pubs and bars to operate successfully in an ever-changing environment.
Source: CGA Data for Total GB On Trade, 52 Weeks Ending 07/09/2024 vs 2023
