Consumers buying beer and cider are more likely than consumers of other FMCG products to opt for smaller brands over the market leaders, a new study has shown.

The findings are good news for craft beer and niche cider makers looking to compete with mainstream labels, authors of the PeopleShop report said today (8 October). Some 40% of cider shoppers and 38% of beer shoppers said they were more likely to opt for smaller brands over the market leader, the report said.

Third on the list was baby products, with 30% of shoppers saying they were more likely to opt for smaller brands. Energy drinks (29%) came fourth and wine (23%) fifth.

The study, by shopper agency Arc, also showed that shoppers in the alcohol category, excluding spirits, were the most likely to experiment with new purchases. Some 71% of consumers like to experiment with different wine brands, compared to cider (68%), beer (56%) and lager (56%), the report said.

The report surveyed 15 commonly-bought grocery categories and questioned 13,000 consumers in the US, Canada and Europe.

A study last month showed that volumes of wine shipped direct to consumers in the US increased in the 12 months to July by 7.2%.