UK: Cidermakers warned over "faddy" flavour innovations - study

By | 22 February 2013

The cider categorys UK growth is expected to slow

The cider category's UK growth is expected to slow

Cidermakers should be wary of devaluing the category's improved image with “faddy” flavour innovations, according to an industry analyst. 

Chris Wisson, a senior drinks analyst at Mintel, said new flavours still offer growth potential for the category in the UK, as research shows 60% of drinkers have tried cider in the last six months. 

Traditional apple cider remains favourite among drinkers with around half (47%) saying they had drunk it in the last six months, according to Mintel research released. Some 37% had tried pear cider. 

But Wisson warned that producers must be “careful not to risk devaluing the image of cider with faddy and unsophisticated choices, something which markets such as vodka are at risk of at present”. 

He added that there was still “room for improvement” for cider to boost its image as research showed that just 8% of drinkers think cider is sophisticated. 

Wisson's comments came in a report this week that predicted that the UK cider volumes growth is expected to slow in the next four years to around 10%. 

However, Mintel suggests the market will jump by 38% in value terms to GBP3.7bn by 2017, based on duty hikes and “inflationary pressures”.

The report forecasts that the retail price of cider is likely to rise this year after a “poor” 2012 harvest due to bad weather. 

On brands, the study suggested that Anheuser-Busch InBev's Stella Cidre has bought new drinkers into the category. “Indeed this transference of a beer brand into the cider market may be a sign of things to come as the markets move closer to one another,” the report noted. Carlsberg is another major brewer that has stepped into the cider market with the launch of its Somersby brand last year

On sales, Mintel flagged that Heineken's Strongbow brand accounted for a quarter (24%) of all UK off-trade sales by value last year. Stella Cidre accounted for 6% of off-trade sales last year, around GBP63m in value. 

Mintel's research was conducted among 1,437 adults online. 

Expert analysis

The Future of the UK Alcoholic Drinks Packaging to 2017

The Future of the UK Alcoholic Drinks Packaging to 2017 is a data only report providing extensive and highly detailed time series consumption data on primary and outer packaging in the market The report provides in-depth quantitative data on retail alcoholic drinks packaging, covering key segmentations such as pack material and type, closure material and type, outer and multi-pack information, for the latest financial year (current year) and the extreme ends of the historical and forecast periods

Sectors: Beer & cider

Companies: Anheuser-Busch InBev, Carlsberg, Heineken

View next/previous articles

Currently reading -

UK: Cidermakers warned over "faddy" flavour innovations - study

There are currently no comments on this article

Be the first to comment on this article

Related research

Anheuser-Busch InBev NV/SA : Consumer Packaged Goods - Company Profile, SWOT & Financial Report

Canadean's "Anheuser-Busch InBev NV/SA : Consumer Packaged Goods - Company Profile, SWOT & Financial Report" contains in depth information and data about the company and its operations. The profile contains a company overview, key facts,major product...

Anheuser-Busch InBev NV in Alcoholic Drinks (USA)

Anheuser-Busch InBev (A-B InBev) is facing challenges in the mature US beer category by focusing on premium and craft beer. As the US Justice Department precluded A-B InBev from controlling the lucrative Modelo brands in the US, the company will push...

Anheuser-Busch InBev NV in Beer (World)

A-B InBev is the leading global brewer with 18% of global beer volumes, and the company is well placed to take advantage of expected volume growth in emerging markets, especially in Mexico following its Modelo acquisition, and value growth in high-ma...

Related articles

just For Subscribers - The week in drinks

Here are the ten most viewed, subscriber-only items on just-drinks this week:

US: MillerCoors to launch new strong beer, cider brands

MillerCoors has confirmed it will introduce a new strong beer and high abv hard cider in the US next year.

In the Spotlight - Red Bull vs Redwell Brewing

It was the turn this week of a small brewery in Norwich to wander blinking on to the nation's front pages, in a classic David-and-Goliath story that also fanned the Twitter flames. Though, as it turned out, not all was as it first seemed.

just-drinks tagline

Not a member? Join here

Decrease font sizeDecrease font sizeDecrease font size Increase font sizeIncrease font sizeIncrease font size Comment on this article Email this to a friend Print this page