Cider boom enjoys fresh surge

Fruit variants and year-round appeal have driven a 9% volume increase in cider sales across the UK on-trade in the last two years, according to analysis from CGA Strategy.

According to the CGA Brand Index, fruit ciders have seen “exponential growth of nearly 250% in the past two years” as this area becomes a focus for new product development.

The on-trade data analysis specialists described these fruit variants as “key to attracting new drinkers to the category”, especially “younger consumers who prefer the sweeter taste profiles of RTDs, liqueurs and specialities.”

Compared to 2010, when CGA reported that, with the exception of a Christmas surge, “the majority of volume share in cider categories for the whole year was centred on summer months, 2011 saw cider lose this seasonal restriction

“By 2011,” commented CGA, “cider had gone from being a seasonal drink choice to a category that has become a part of people’s ordering routine throughout all seasons.”

The company attributed some of this shift to warmer than usual Spring weather which was accompanied by a flurry of new product launches. However, it noted, “fruit cider had its largest monthly share of the year – outside Christmas – in October, suggesting that the original assertion of a warm-weather category transcending seasons is true, although analysis of the same period this year will be necessary to determine whether this is a continuing trend.”

Brands and retailer have responded to this performance with ongoing brand extensions and increased listings. Only last week Stella Artois announced the launch of Cidre Pear next month, while Asda boosted its cider range with the addition of a further 19 new lines.