1. The volume of cider produced in the UK annually is thought to be around 130 million gallons.
2. To be classified as ‘cider,’ a drink must have an alcoholic strength of less than 8.5%. It is thought around 56% of apples grown in the UK are used for making cider.
3. An ancient custom of wassailing is still practised in some cider orchards today and involves reciting incantations or singing to the trees to promote a better harvest in the following year.
4. Cider remains a popular summer drink and more people choose fruit cider in a beer garden than any other drink(1). Two-thirds of UK cider drinkers mainly drink it in the summer but 63% said that seasonal flavours would encourage them to drink it in Autumn/Winter(2). After all there is nothing better on a cold winters day than a glass of mulled cider! [(1) Germinate Research May 2023 (2) Mintel’s UK Cider Market Report 2023].
5. Cider has shown great resilience over the past 12 months, securing its place as the fastest growing drinks segment within the on-trade(1). It is Thatchers Cider though that have added more volume to the cider category than any other producer over the last 4 years, up 19%(2) The category was reported to be worth£2.95bn in 2023(3). [(1)CGA by NIQ – GB On Premise Management Service, July 2023 (2), CGA OPMS P13 30.12.23 (3)Westons Cider Report 2023].
6. In 2022 the UK cider market was estimated to be worth £3.4 billion.
7. With the cost-of-living crisis hitting consumers hard data indicated that spirits and cocktail drinkers are increasingly turning to fruit ciders(1). Fruit ciders are worth nearly £750m to on-trade operators and remain popular with consumers, with sales growing in volume and value over the past year(2). There are certainly plenty of options out there. Kopparberg is the UK’s bestselling On and Off Trade fruit cider brand(2/3). [(1)CGA Cost of Living Pulse Survey Oct 2023 (2)CGA OPM MAT to 02/12/23 (2)CGA data, Package Fruit Cider, value, MAT to 04.11.23. (3)IRI Data, Ext Marketplace. Fruit Cider. Value Sales. 52wks to 24.12.23]
8. At one time farm workers were actually paid in cider! Sources suggest the top workers could earn up to 8 pints a day. Although the Truck Act of 1887 prohibited the practice of paying wages in cider, it still happened well into the 20th Century.
9. Cider sales by volume currently stand at Apple 61.4%, Flavoured 38.1% and Pear 0.5%. Sales of apple cider are 90% draft and 10% packaged. This changes dramatically when considering flavoured cider which stands at 44% draft and 56% packaged(1). [(1)CGA Strategy, June 2023.]
10. 33% of men and 25% of women drink cider at least once a week but their tastes appear very different with 48% of men and 23% of women preferring apple compared with 17% of men and 37% of women preferring flavoured(1). [(1)Toluna Survey April 2023 Summer Pubs].
11. Alcohol-free is currently the fastest-growing cider segment, albeit from a small base, with 12.5% of the UK population declaring themselves teetotal and a growing number of young people opting to abstain. In fact, 30% say they opt for No and Low at least once a month(1). There are now some great products out there including Thatchers Zero and Kopparberg Alcohol Free options in Strawberry & Lime, Mixed Fruit and Pear. The availability of an alcohol-free cider option would encourage purchase for over a fifth of 18-34-year-olds across both apple and flavoured options(2). [(1)KAM Heineken Summer Cider, May 2023 (2) CGA On Premise User Survey, 2023.]
12. 74% of people say they specify a brand when ordering with 44% willing to premiumise, and 40% on the lookout for new flavours(1) In 2023 a BandTrack survery noted that a third of cider consumers drink out at least weekly, with an average spend of £101 per month on the On Trade(2) [(1)KAM Heineken Summer Cider, May 2023 (2) * CGA Strategy, June 2023].
13. Cocktails using cider appeal to 51% of drinkers, rising to 66% among 18–34-year-olds(1). A few options include Cider Sangria, Cider Mimosas and Fruit Cider Punch. Another great summer idea is cider slushes! [(1) Mintel’s UK Cider Market Report 2023.
14. Sustainable choices Customer trends towards sustainable choices continue to grow and ciders are no exception. Ciders with environmental certifications are thought to be more appealing than those without by 45% of drinkers. Almost half cider drinkers would like to see more ciders available that are made with wonky fruit(1) [(1)Mintel’s UK Cider Market Report 2023.]
15. As well as being a great ingredient for cooking there has been a recent trend towards pairing ciders with food. Lyme Bay Winery advise, “ciders rich in tannins are found to pair well with meat and strong cheeses, dry cider matches well with savoury food, sweet cider works mainly with desserts and ciders that are more crisp and acidic work perfectly with fish and other seafood”.
16. Kopparberg have teased us with the launch of a big Summer marketing campaign launching at the end of May. Their Summer Punch flavour, a seasonal flavour which is a summerexclusive will be back this year as well! The flavour is described as “pairing crisp apple cider with a splash of peach and takes you on a trip to a Swedish summer by the lakes with music and friends.”
17. Flavoured ciders tend to be more popular with younger drinkers, no doubt due to the sweeter taste and variety available. 30% of those aged 25 to 34 now drink cider On Premise, more than any other age group(1). Almost half (48%) of 18-34-year-olds would purchase flavoured cider rather than apple because they like being able to switch between flavours(2). Kopparberg is the UK’s most loved alcohol drinks brand amongst 18-24 year olds(3). [(1)CGA Strategy, June 2023 (2)KAM Heineken Summer Cider, May 2023.]
18. Thatchers have launched Juicy Apple at 4% ABV which they describe as “easy drinking and mouth-wateringly fresh with the sweet aroma of crunchy apples”. It is made using 100% renewable electricity, including power generated from the 3,500 solar panels at their Myrtle Farm and will be exclusively available in bars and pubs. It joins their range alongside Gold, Haze, Blood Orange and Apple & Blackcurrant.
19. Premium fruit cider brand Rekorderlig is launching two new flavours Peach-Raspberry and Blackberry-Blackcurrant. The Peach-Raspberry variation has been introduced after consumer data highlighted demand for a peach flavour without too much sweetness. It is the only peach-led premium fruit cider widely available in the on-trade and aims to attract both fruit cider lovers and a new range of consumers. Both flavours are 3.4% ABV, are available in 500ml bottles and will be supported by a six-figure summer investment in a wide scale media campaign across major media.
20. It is now estimated that at least 8%(1) of the UK population follows a gluten free diet making cider the perfect drink since most are naturally gluten free! Many people associate a gluten free diet with a healthier lifestyle and choose cider because it as seen as more natural product, it has clear ingredients/nutrition lists, it’s a lower ABV than spirits or wine, it features active fermentation, and some ciders are even zero-carb. [(1) Statista.]
