Cider could be missing out through lack of distribution in the US, the study suggests

Cider could be missing out through lack of distribution in the US, the study suggests

New cider brands will help expand the category's appeal in the US but a boost in distribution is also needed, according to a study. 

The leading reason for people drinking more cider is new brands, followed by new flavours, according to a Consumer Edge Insight survey published today (22 February). Women more than men cited these reasons, with around half (47%) saying that new brands would add to cider's appeal. 

However, in the UK this week a Mintel study warned cidermakers against pushing too many "faddy" flavour innovations

Respondents to the Consumer Edge Insight survey also pointed to a lack of availability of cider in the US. Asked what would make people have cider more often, the most popular answer among regular cider drinkers was “if it was available in more bars and restaurants”.  

“Expanding distribution of the cider category among both on-premise and off-premise channels will be key to driving consumption growth among both regular users and non-users,” said David Decker, Consumer Edge Insight's president. 

Last year Heineken moved to step up availability of its Strongbow cider brand in the US by moving distribution in-house to take advantage of the fast-growing market. 

Decker also pointed to a need for investment in the category's image, but added that “new brands that expand the category’s appeal to a more diverse group of people will also help”. 

The survey questioned around 2,000 US adults in November, Consumer Edge Insight said.