In the US, Portland Cider Co has recently unveiled an addition to its Ciderade brand, in a partnership with Oregon counterpart Jacobsen Salt Co. Lemon-Lime Ciderade, which has an abv of 4%, contains 118mg of electrolytes from sea salt harvested by Jacobsen. The cider’s positioning aligns with nutraceutical trends identified by GlobalData that are going to become more popular amongst consumers in 2021.
Functionality claims have a big part to play in securing and maintaining a consumer base that is becoming increasingly health-conscious. This is supported by GlobalData’s 2020 COVID-19 consumer survey, which found 86% of US consumers were “always”, “often” or “somewhat influenced” by how a product impacts their health and wellbeing.
Recent findings show that 25% of US consumers are stockpiling or buying more cider than before the outbreak of the pandemic. This is in addition to 36% of consumers entering the category who previously did not purchase cider, according to a GlobalData US consumer survey. In a category that hasn’t been as impacted as other alcohol options, consumers are likely to be turned on to Ciderade’s health positioning.
The increase in consumers becoming particular with their beverage choices means that brands’ on-pack marketing claims have a greater influence than ever on their buying decisions. As per the same survey, 49% of consumers “strongly” or “somewhat agreed” that they’re confused about the on-pack marketing or health claims made by brands. Lemon-Lime Ciderade’s clear message “with electrolytes” on the front of the can in large text will help communicate with a new wave of health-sensitive consumers.
With a functional product and message that will appeal to health consumers across the US, Portland Cider Co could have a big success on its hand this year.
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Click here for details on GlobalData’s ‘US Beer & Cider market insights 2020’ report
