THE CIDER MARKET* PREMIUM PR FIT P TENTIAL

Cider generates over 1.5 bn* of sales in UK pubs annually with premium brands showing the strongest growth. Unlike other drinks categories cider is at the start of its premiumisation journey and coupled with its strong heritage the sector offers brilliant potential for the On Trade.

870k

BOTTLES BOUGHT WEEKLY 2M PINTS SOLD DAILY

SALES PER PUB YEARLY £16.9k opportunity to drive value growth through increasing customer spend

46% WILLING TO TRADE UP

Category health has been driven by PREMIUMISATION, causing total cider On Trade value sales to rise by 2.1 percentage points over the last 12 months

Premium apple = 23.1% VOLUME GROWTH in the last 3 years

Premium flavoured cider = 78.2% VOLUME GROWTH in the last 3 years

Flavoured packaged cider is key to generating more trade-up sales opportunities, as PREMIUM VARIANTS make up TWO THIRDS OF ALL PACKAGED CIDER VALUE

GREATER CHOICE of premium flavoured ciders and No & Low Alcohol offerings continues to push new consumers toward the category while maintaining existing drinkers

Draught and packaged options can complement each other to provide variety and trade up options across apple and flavoured ciders

Customers are spending more per visit although visiting less, therefore stocking a selection of premium apple and particularly premium exotic flavoured ciders in the fridge can tap into this willingness to trade up

PREMIUM CIDER IN NUMBERS

195%

16% 68% 73% = = = =

THE GROWTH OF PREMIUM FRUIT CIDER

OF CIDER DRINKERS SPECIFY A BRAND WHEN ORDERING

THE AVERAGE THROUGHPUT OF PREMIUM CIDER OF ALL PACKAGED CIDER SALES ARE PREMIUM