United Kingdom Cider Market Share Report
The lines between FABs and modern ciders are becoming increasingly blurred. The consumer base is very similar with many young drinkers switching between the two. Currently ciders are faring better but as Crabbies has shown, cider may well lose out if the pendulum swings the other way.
The latest HMRC figures to May point to a growth again for cider this year; however, cider has a reputation for being very weather sensitive, and the exceptionally cool and wet weather in Quarter 3 will have repercussions. Canadean has thus assumed a performance just slightly below flat.
Until relatively recently, there was limited demand for imported ciders in the UK and volumes were very modest. This changed with the launch of Magners and the over ice concept, firstly in Northern Ireland and then into Great Britain in 2006. 2006 was also the year that a little known Swedish brand, Kopparberg, arrived into the UK. Since then Kopparberg has built up a considerable following and put the unique concept of Swedish cider onto the map. Other ciders from Sweden have joined Kopparberg but only Abro’s Rekorderlig has registered any sizeable volume. Both Kopparberg and Rekorderlig have prospered in 2011 helping total imports to show strong growth. In 2011, reported imports made up around 18% of consumption – import figures seem to omit some Magners volume.
About Canadean
Canadean has long held a reputation with FMCG markets for providing specialist business information by conducting detailed industry and consumer research, supported by insightful value-added analysis. We cover the entire spectrum of the consumer value chain from suppliers, brand owners, distribution channels and consumer insight.
By researching markets in a holistic way, Canadean’s research methodology enables clients to make informed strategic decisions that are founded on robust and reliable data and market insights. We specialize in online survey panels, qualitative and quantitative in-country research, industry analysis and consultancy.
Canadean’s dedicated in-country researchers and analysts have an industry background in marketing, market research, consulting and advanced statistical expertise. They are well positioned in the industries themselves and therefore, best placed to ask the right questions of the right people. This network of professional researchers stretches across more than 80 countries, enabling Canadean to conduct unique research via our trusted business communities.
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