Cider Category Growth Driven by New Brands; Increased Distribution Would Boost Growth Further
A survey of alcoholic beverage drinkers by Consumer Edge Insight reveals what factors are driving the rapid growth of the cider category and how the category would grow even faster if it was available for sale in more bars, restaurants, and stores
Feb. 22, 2013 - PRLog -- A recent survey of alcohol consumer behaviors in the United States among people who consume any type of alcoholic beverage at least once a week provides insight into the factors driving the rapid growth of the alcoholic cider category, how people perceive the cider category, and what would make people drink cider more often in the future.
Among people who have been drinking more cider, the top reason given is new brands (35%) and new flavors (31%). Women are especially likely to cite new brands (47%) and new flavors (39%). Among men, the top reasons for drinking more cider is they have grown to like its taste (33%) and they have found more occasions to drink it (25%). Many men also cite new brands (23%) and flavors (23%), and many say drinking more cider because they are getting tired of drinking other types of alcohol (21%).
The cider category suffers from a large perception gap between drinkers and non-drinkers. People who drink cider regularly (at least once a week) have a positive opinion: they think cider tastes great (36%), is fun to drink (31%) and is high-quality (26%). In contrast, people who don’t drink cider at all have a very negative opinion with only 5% thinking it tastes good and 22% saying that cider is “not for people their age.”
The survey also asked what would make people drink cider more often. Among people who current drink cider regularly (at least once per week), the most popular answer was “if it was available in more bars and restaurants”
Among people who don’t currently drink cider at all, 10% of them said they would drink cider more often if it tasted better and 8% said that if cider was more popular they would drink it more often. However, 68% of them said that “nothing” would make them drink cider more often.
“The rapid growth of the cider category is being fueled by the explosion of new brands, flavors and varieties, especially among women, while many men are discovering that the cider category offers a great alternative to beer, wine and spirits,” said David Decker, President of Consumer Edge Insight. “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. Driving consumption growth among non-users will require investment in improving the category’s image, although new brands that expand the category’s appeal to a more diverse group of people will also help.”
ABOUT ALCOHOLIC BEVERAGE DEMANDTRACKER
Alcoholic Beverage DemandTracker provides an in-depth analysis of the key economic and attitudinal factors impacting alcoholic beverage demand. Data for this wave of Alcoholic Beverage DemandTracker was collected in November via an online survey of over 2,000 US consumers, age 21 and over, designed and weighted to be representative of the US adult alcohol-drinking population. Some of the topics addressed include drivers of change in alcohol category consumption, the impact of economic factors and secular trends on overall alcohol consumption and by category, channel behaviors, ways to increase category consumption, and numerous brand metrics. The research covers the beer, spirits, wine, cider, and flavored-malt beverage categories including the largest brands in each category.
To learn more, call David Decker at (203) 504-7558 or send an email to email@example.com
ABOUT CONSUMER EDGE INSIGHT
Consumer Edge Insight LLC is a market research and consulting firm that helps investors and companies that want to have deeper insight into how consumer behavior is changing around the world and how to profit from those changes. We help companies monitor key trends and develop strategies to enhance shareholder value. We help investors understand key trends and identify which companies are most likely to succeed. For further information, contact David Decker, firstname.lastname@example.org, or visit www.consumeredgeinsight.com