Comprising of textual analysis and data tables, this in-depth and exclusive country report from Canadean provides a comprehensive view of the cider industry structure including analysis and profiles on trade mark owners and local operators. Brand volumes and market share are given by price segment, alcoholic strength and type (e.g. apple, pear, flavoured). Consumption volumes are provided by pack mix (type, material, refill ability, pack size) and distribution channel (on- and off-premise). Other information includes market valuation/pricing data and new products are identified. All supported by market commentary.
Introduction and Landscape
Why was the report written?
The 2013 United Kingdom Cider Market Insights report is a high level market research report on the UK cider industry. Published by Canadean, this report provides an excellent way of gaining an in-depth understanding of the dynamics and structure of the market. The report covers total market (on- and off-premise) and includes valuable insight and analysis on cider market trends, brands, brewers, packaging, distribution channels, market valuation and pricing.
What is the current market landscape and what is changing?
The market for ciders fell by approaching 2% in 2012 in spite of an extraordinary surge in demand for flavored cider.
What are the key drivers behind recent market changes?
Conventional cider saw a drop ahead of the overall category last year. The year was shaped by the unusually wet summer and a poor trading period at Christmas. Volumes were also eroded by some price pointing in the supermarkets.
What makes this report unique and essential to read?
The United Kingdom Cider Market Insight report is designed for clients needing a quality in-depth understanding of the dynamics and structure of the cider market. The report provides a much more granular and detailed data set than our competitors.
Key Features and Benefits
This report provides readers with an excellent way of gaining a thorough understanding of the dynamics and structure of the UK cider market.
This report provides readers with in-depth data on market segmentation: mainstream, premium, super premium, discount; alcoholic strength; type.
This report provides data and analysis of the performance of both domestic and imported brands and reports on new product activity in 2012.
This report provides an analysis of industry structure, reports on company volumes and selected company profiles.
This report provides distribution channel data (on- vs. off-premise) and discusses the latest trends in the key sub-channels. Packaging data includes consumption volumes by pack material, type, size, refillable vs. non-refillable. Market valuation data and selected pricing data are also included.
Key Market Issues
2012 had an especially wet summer which undoubtedly hurt the cider category.
Consumer spending continued to be hindered by the on-going economic situation.
Drunk over ice, Magners was the founding father of these so called 'modern ciders'. These beverages have appealed to a wider audience and blurred the line between FABs and cider.
White cider, which had initially been offered as a premium proposition, continue to fade to well under 10% of the market. These strong ciders tarnished the good name of cider and for many years prompted the category to struggle with image problems.
Interest in cider is growing around the world with many operators looking to these new markets to expand their businesses.
The market is being driven by the so called modern ciders, of which flavored products are at the forefront. Modern ciders are descendants of the Magners brand.
The rise in 'modern ciders' has come at the expense of FABs, just as the rise of FABs in the nineties came largely at the expense of cider.
The key segment movement in 2012 was the rise of flavored cider, which has now overtaken the pear segment.
The arrival of Kopparberg reignited the pear segment and its success prompted Magners, Bulmers, Stella Cidre and Strongbow among others to introduce pear variants.
A new pear variant and a lower 5.0% Abv could not prevent Strongbow falling steeply last year.
Current and Emerging Trends
Imports and Exports
Top 10 Cider Brands - Volume, 2011-2012
Top 10 International Premium and Super premium Cider Brands - Volume, 2011-2012
Private Label/Private Label Producers
New Products Activity
Chart - Leading Brewers/Imports, 2012
Chart - Consumption by Pack Material/Type, 2012
Chart - Distribution by Channel, 2012
Chart - Consumption by Price Segment, 2012
Market Valuation and Pricing
Cider Market Valuation (Local Currency), 2011-2013F
LEGISLATION AND TAXATION TABLES
Table 1.2.1 - Taxation Base
Table 1.2.2 - Historical Excise Rates of Cider
Table 1.2.3 - Legal Controls on Cider
Table 1.3.1 - Selected Consumer Cider Prices: Off-Premise, 2011-2013
Table 1.3.2 - Selected Consumer Cider Prices: On-Premise, 2011-2013
Commercial Beverage Consumption - per Capita - Litres, 2002-2013F
Commercial Beverage Consumption - per Capita - % Share, 2002-2013F
Commercial Beverage Consumption - per Capita - Growth, 2002-2013F
Commercial Beverage Consumption - Million Litres, 2002-2013F
Alcoholic Beverage Consumption - Litres of Pure Alcohol (LPA) Per Capita, 2002-2013F
Cider Production/Trade/Consumption - Growth, 2006-2013F
Consumption of FABs and Cider, 2002-2013F
Cider Market Valuation (Local Currency), 2011-2013F
Cider Consumption by Local Definition, 2009-2013F.
Cider Consumption by Standard Price Segmentation, 2009-2013F
Cider Consumption by Alcoholic Strength, 2009-2013F
Cider Consumption by Type, 2009-2013F
Cider Consumption by Geographic Scope, 2009-2013F
Cider All Trademarks, 2008-2012
Cider Brands by Local Definition, 2008-2012
Cider Brands by Standard Price Segment, 2008-2012
Cider Brands by Alcoholic Strength, 2008-2012
Cider Brands by Type, 2008-2012
Cider Imported Brands by Origin, 2008-2012
Cider Trademark Owners, 2008-2012
Cider Local Operators, 2008-2012
Cider Leading Brewers/Importers, 2008-2012
Cider Consumption by Pack Mix: Refill ability/Type/Pack/Size, 2009-2013F
Cider Distribution: On vs. Off Premise, 2009-2013F
SECTION 2 BREWER PROFILES
ASTON MANOR BREWERY
Aston Manor Brewery Brand Volumes, 2008-2012
CandC GROUP PLC
CandC Group Brand Volumes, 2008-2012
Gaymers Cider Company Brands Volumes, 2008-2012
Wm Magners Ltd Brand Volumes, 2008-2012
HEINEKEN UK(HP BULMER)
Heineken UK Brand Volumes, 2008-2012
MINOR CIDER COMPANIES
Brothers Drinks Co Ltd
Thatchers Cider Co
H Weston and Sons Ltd
BEER AND CIDER ATTRIBUTES DEFINITIONS
LIST OF FIGURES
Figure 1: Cider Leading Brewers/Importers, 2012
Figure 2: Cider Consumption by Pack Material/Type, 2012
Figure 3: Cider Distribution by Channel, 2012
Figure 4: Cider Consumption by Price Segment, 2012
ASTON MANOR BREWERY, - Aston Manor Brewery Brand Volumes, 2008-2012, - CandC GROUP PLC, - CandC Group Brand Volumes, 2008-2012, - Gaymers Cider Company Brands Volumes, 2008-2012 ,- Wm Magners Ltd Brand Volumes, 2008-2012 ,- HEINEKEN UK(HP BULMER)
Although the cool start to 2013 points to another year of downward sales Canadean believes that, there are a number of reasons for the industry to be optimistic. Key will be a better summer; even an average summer should be good enough to prompt growth this year.
The arrival of Carling and Somersby is another factor that should boost the market. The marketing investment should raise the noise level of the category and improve its profile. The involvement of Molson Coors, Carlsberg and recently Fullers is an endorsement of the future prospects of the category.
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.
Private Label squeezed by brands
Cider is a very price sensitive category and, with sales bias towards the off-premise, Private Label has a share of around 8% of the market. The alcoholic duties order has pushed prices up and the drop in overall off-premise sales has contributed to the estimated 5% decline in consumption last year.
Aston Manor now produces the vast majority of all Private Label ciders in the UK. C&C Group cut out the less profitable Private Label contracts in 2011 but remains an important producer. Malt House Vintners produces own label volumes for Bookers.
Cider Leading Brewers/Importers, 2012
Strongbow still dominates but volumes tumble
A new pear variant and a lower 5.0% Abv could not prevent Strongbow falling steeply last year. The brand remains a cider giant and still accounts for well over a quarter of total sales. The pear variant was relatively well received and this helped packaged sales hold up. The pear variant is now the biggest branded pear product in the off-premise. Draft sales were the main factor behind the 2012 performance. A 7% increase in prices was a driver but the continued success, albeit at a slower rate, of draft variants of Thatchers, Stowford Press and Magners is hitting the brand hard. Not to miss out on the flavored cider boom, a dark fruit variant has appeared in 2013. Heineken continues to support the brand and has international aspirations for it.
Minimum pricing threat to white ciders fades
The key segment movement in 2012 was the rise of flavored cider, which has now overtaken the pear segment to make up around a tenth of the market. The launch of Stella Cidre pear and Strongbow Pear more than compensated for the fall in other branded pear offerings and pear share did increase last year, standing at almost 9% of the market. Apple continues to dominate but has dropped to little more than 80%. Until recently the market was split between the dry apple ciders popular in the West Country and the sweet apple ciders enjoyed in the North East. The dry ciders make up the bulk of sales.
The arrival of Kopparberg reignited the pear segment (or what industry purists would call perry) and its success prompted Magners, Bulmers, Stella Cidre and Strongbow among others to introduce pear variants. When Kopparberg began to enjoy phenomenal success with other flavors, the big players followed suit culminating in the jump in flavored ciders in 2012.
The material was prepared in September, 2013.
Table 1: Cider Key Facts
Table 2: Top 10 Cider Brands - Volume, 2010-2012
Table 3: Top 10 International Premium and Superpremium Cider Brands - Volume, 2010-2012
Table 4: Licensed Brand Owners and Licensees
Table 5: Cider Market Valuation (Local Currency), 2011-2013F
Table 6: - Taxation Base (March 2012 Budget)
Table 7: - Historical Excise Rates of Cider
Table 8: - Legal Controls on Cider
Table 9: - Tax Burden on Cider
Table 10: Selected Consumer Cider Prices: On-Premise, 2011-2013
Table 11: Selected Consumer Cider Prices: On-Premise, 2011-2013
Table 12: Cider Production/Trade/Consumption, 2005-2013F
Table 13: Cider Production/Trade/Consumption - Growth, 2005-2013F
Table 14: Consumption of FABs and Cider, 2002-2013F
Table 15: Cider Market Valuation (Local Currency), 2011-2013F
Table 16: Cider Consumption by Local Definition, 2009-2013F
Table 17: Cider Consumption by Standard Price Segmentation, 2009-2013F
Table 18: Cider Consumption by Alcoholic Strength, 2009-2013F
Table 19: Cider Consumption by Type, 2009-2013F
Table 20: Cider Consumption by Geographic Scope, 2009-2013F
Table 21: Cider All Trademarks, 2008-2012
Table 22: Cider Brands by Local Definition, 2008-2012
Table 23: Cider Brands by Standard Price Segment, 2008-2012
Table 24: Cider Brands by Alcoholic Strength, 2008-2012
Table 25: Cider Brands by Type, 2008-2012
Table 26: Imported Brands by Origin, 2008-2012
Table 27: Cider Licensed Brands, 2012-2012
Table 28: Cider Private Label Brands, 2008-2012
Table 29: Cider Trademark Owners, 2008-2012
Table 30: Cider Local Operators, 2008-2012
Table 31: Cider leading Brewers/Importers, 2008-2012
Table 32: Cider Consumption by Pack Mix: Refillability/Pack/Size, 2009-2013F
Table 33: Cider Distribution: On vs Off Premise, 2009-2013F
Table 34: A-BInBev UK Full Cider Brand List
Table 35: A-BInBev UK Brand Volumes 2011-2012
Table 36: Aston Manor Brewery Full Cider Brand List
Table 37: Aston Manor Brewery Brand Volumes 2008-2012
Table 38: Gaymers Cider Company Full Cider Brand List
Table 39: CandC Group Brand Volumes 2010-2012
Table 40: WmMagners Ltd Brand Volumes 2008-2009
Table 41: Gaymers Cider Company Brand Volumes 2008-2009
Table 42: Heineken UK Full Cider Brand List
Table 43: Heineken UK Brand Volumes 2008-2012
Table 44: Company Aspalls
Table 45: Company Brothers Drinks Co Ltd .
Table 46: Company Kopparberg
Table 47: Company Merrydown (SHS)
Table 48: Company Thatchers Cider Co
Table 49: Company H Weston and Sons Ltd