Ken research has announced latest edition report titled, “United Kingdom Cider Market Insights Report 2016”. The report evaluates the current emerging trends and future growth opportunities in the UK cider market to support various researchers’ brand development and marketing initiatives. It provides detailed account of the performance of brands and brewers to develop a competitive advantage.
Cider is popular in the United Kingdom, especially in the West Country, and widely available. The UK has the world’s highest per capita consumption, as well as principal cider-producing companies. There are various flavours of ciders available.
There are two broad main traditions in cider production in the UK – the West Country tradition and the eastern Kent and East Anglia tradition. The former are made using a much higher percentage of true cider apples and so are richer in tannins and sharper in flavour. Kent and East Anglia ciders tend to use a higher percentage of culinary and dessert fruit; they tend to be clearer, more vinous and lighter in body and flavour.
- At one end of the scale are the traditional, smallfarm-produced varieties. These are non-carbonated and usually cloudy orange in appearance. Britain’s West Country contains many of these farms, which have an abundance of ancient varieties of specialist cider-apples. Production is often on such a small scale, the product being sold only at the site of manufacture or in local pubs and shops.
- At the other end of the scale are the factories mass-producing brands such as Strongbow and Blackthorn. Mass-produced cider, such as that produced by Bulmers, is likely to be pasteurised and force-carbonated. The colour is likely to be golden yellow with a clear appearance from the filtration. White ciders are almost colourless in appearance.
Roughly, two-fifths of the global cider market is consumed in the UK and Ireland with close to half of UK adults regularly drinking cider. Cider consumption showed significant growth in UK markets as a result of innovations in cider. This is especially so when one considers that cider’s appeal is equally strong to both males and females with cider appearing to be the most preferred drink in the 18-24 year-old consumer segment in the UK market and the category is also achieving some degree of success in moving cider away from ‘seasonality’.
Cider has been one of the best-performing drinks categories over the past decade. While some apple cider brands have enjoyed a successful few years, much of this growth was – and continues to be – driven by fruit ciders such as Kopparberg and Rekorderlig. However, the past two years have been sobering for the category. A dip in volume sales in 2014 was followed up by a larger decline in 2015, w
