The UK cider market declined in 2015, with cool damp summer conditions contrasting with the previous year, where there was growth for the industry. Sales were also hit by the lack of a global sporting event on the scale of the 2014 FIFA World Cup. England and Wales hosted the Rugby World Cup in 2015, the positive impact of which caught many in the industry by surprise, though even this could not nudge the industry into growth. The March 2015 budget was widely welcomed by the alcoholic drinks industry due to favorable tax cuts and freezes.
- The leading players have all invested heavily in the portfolios over the last 12 months.
- The change to Scottish Drink Driving regulations at the end of 2014 hit the Scottish market.
- Product innovation has started to address consumers' widening dietary requirements through products with reduced attributes.
- There was a double-digit decline for the discount segment in 2015.
Canadean's United Kingdom Cider Market Insights 2015 Report provides a complete overview of the United Kingdom cider industry structure offering a comprehensive insight into historical background trends, 2015 performance and 2016 outlook. Covering total market (on and off-premise) the report details:
- 2011-2015 actual detailed cider consumption volume data by segment, brand, brewer, packaging and distribution (on-/off-premise), with 2016 forecasts
- Top line production, import, export and consumption volume from 2005-2015 with forecasts for 2016
- Value by distribution channel 2011-2015, with 2016 forecasts
- 2014-2016 selected on%li%/off-premise retail prices
- Details of key cider new product launches in 2015 by company
- Overview of the competitive landscape in the cider market, with analysis of key company performance
- Insightful and valuable analysis of the drivers behind both current and emerging trends in the cider market
- Data is also available in excel format
- Gain in-depth understanding of the dynamics and structure of the United Kingdom cider industry, from the latest competitive intelligence of both historical and forecast trends to enhance your corporate strategic planning
- Evaluate the current emerging trends and future growth opportunities in the United Kingdom cider market to support your brand development and marketing initiatives
- Compare and track the performance of brands and brewers to develop a competitive advantage
- Understand volume vs. value trends and identify the key growth opportunities across the super-premium, premium, mainstream and discount segments to best target profitability
- Identify how brewers can capitalize on current consumer trends and increase brand volume and profit by expanding operations into new areas such as cider
- Interrogate the unique granularity of our data to analyze the market on a variety of levels to make well-informed decisions on future threats and growth prospects in the marketplace for your company
- Use our new powerpoint add-on to quickly absorb a succinct summary of the key trends in the United Kingdom cider market
- View a selection of the key 2015 product launches and identify competitor activity and product innovation and differentiation prospects
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1.1 Market Parameters Tables
1.2 Legislation and Taxation Tables
2 MARKET UPDATE
2.1 New Products and Photo Shots
2.2 Cider Pricing Tables
2.3 Cider Data Tables
3 BREWER PROFILES
4.2 Methodology, Wisdom Attributes and Product Definitions
LIST OF FIGURES
Figure 1: Cider Leading Brewers/Importers, 2015
Figure 2: Cider Consumption by Pack Material/Type, 2015
Figure 3: Cider Distribution by Channel, 2015
Figure 4: Cider Consumption by Price Segment, 2015
Aston Manor Brewery
C and C Group Plc
HP Bulmer (Heineken UK)
Brothers Drinks Co Ltd
Thatchers Cider Co
H Weston and Sons Ltd
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: United Kingdom Population Size and Growth, 1987-2018F
Table 2: West Europe Population Size and Growth, 2005-2016F
Table 3: United Kingdom Economic Indicators, 2007-2017F
Table 4: West Europe Commercial Beverage Consumption - Per Capita, 2005-2016F
Table 5: West Europe Commercial Beverage Consumption - Per Capita % Share, 2005-2016F
Table 6: West Europe Commercial Beverage Consumption - Per Capita Growth, 2006-2016F
Table 7: Taxation Base (March 2015 Budget)
Table 8: Historical Excise Rates of Cider
Table 9: Legal Controls on Cider
Table 10: Tax Burden on Cider On and Off Premise
Table 11: Cider Key Facts
Table 12: Top 10 Cider Brands - Volume, 2013-2015
Table 13: Top 10 International Premium and Super premium Cider Brands - Volume, 2013-2015
Table 14: Licensed Brand Owners and Licensees
Table 15: Cider Market Valuation (Local Currency), 2014-2016F
Table 16: Trade Margin Build-Up Model
Table 17: Selected Consumer Cider Prices: On-Premise, 2014-2016
Table 18: Selected Consumer Cider Prices: Off-Premise, 2014-2016
Table 19: Cider Production/Trade/Consumption 000 HL, 2005-2016F
Table 20: Cider Production/Trade/Consumption - Growth, 2005-2016F
Table 21: Consumption of FABs and Cider (000 HL), 2005-2016F
Table 22: Cider Market Valuation (Local Currency), 2014-2016F
Table 23: Cider Consumption by Local Definition, 2012-2016F
Table 24: Cider Consumption by Standard Price Segmentation, 2012-2016F
Table 25: Cider Consumption by Alcoholic Strength, 2012-2016F
Table 26: Cider Consumption by Type, 2012-2016F
Table 27: Cider Consumption by Geographic Scope, 2012-2016F
Table 28: Cider All Trademarks, 2011-2015
Table 29: Cider Brands by Local Definition, 2011-2015
Table 30: Cider Brands by Standard Price Segment, 2011-2015
Table 31: Cider Brands by Alcoholic Strength, 2011-2015
Table 32: Cider Brands by Type, 2011-2015
Table 33: Imported Brands by Origin, 2011-2015
Table 34: Cider Licensed Brands, 2012-2015
Table 35: Cider Private Label Brands, 2011-2015
Table 36: Cider Trademark Owners, 2011-2015
Table 37: Cider Local Operators, 2011-2015
Table 38: Cider leading Brewers/Importers, 2011-2015
Table 39: Cider Consumption by Pack Mix: Refillability/Pack/Size, 2012-2016F
Table 40: Cider Distribution: On vs. Off Premise, 2012-2016F
Table 41: A-BInBev UK Brand Volumes 2011-2015
Table 42: Aston Manor Brewery Brand Volumes 2011-2015
Table 43: Carlsberg UK Brand Volumes 2012-2015
Table 44: CandC Group Brand Volumes 2011-2015
Table 45: Diageo, Great Britain Brand Volumes 2015-2015
Table 46: Gaymers Cider Company Brand Volumes 2011-2015
Table 47: Heineken UK Brand Volumes 2011-2015
Table 48: Molson Coors Brewers UK Brand Volumes 2011-2015