The market is enjoying
a boost from younger consumers with a preference for cider, who are more likely
to experiment with new flavors.
Cider Market Insights UK – provides a detailed overview of variety, distribution and packaging data across the region for 2014.
Promotional
activity and product innovation have been the key to the positive results over
the last year, but this refreshing and robust market is gearing up for the next
– set to see yet more growth!
This report highlights textual analysis,
revealing those dynamic drivers behind the data – giving you a crisp, clear
picture of the current market. An essential tool for experienced professionals,
new players and anyone with a stake in the scrumptious, soaring cider industry!
Report Highlights
The UK cider
category is forecast for further growth in 2014 which may be helped by good
summer weather and increased consumption around the 2014 World Cup in Brazil.
Volume growth is forecast at 1% for the year.
Growth in
the cider category is expected to be driven by the demand for flavored ciders
and new innovation in these flavors, of which ciders have been typically good
products for development of new variants. Seasonal ciders have also increased
in popularity in recent years and we expect to see further growth in this in
2014. Weston’s recently announced their plans in the autumn to introduce a
mulled cider in a 225cl bag in box to the on trade.
The trend
towards premium ciders is also expected to continue with growth expected in
this sub segment in 2014. There has also been a surge in interest towards craft
ciders which is likely to increase. This has been largely driven by consumer
demand for local products away from mainstream brands of cider. We expect to
see retailers cater and increase shelf space for these products.
The outlook
for ciders has been dramatically improved now that the threat from minimum
pricing has been removed. Government estimates suggested that the cider market
would nearly be halved if the policy was introduced. The cider industry however
will face pressures in relation to inflating raw material costs, production
costs and increased competition from ciders and other drinks. Promotions will
continue to play a key role in promoting growth in the UK off trade.
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