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The Off Trade Cider Market

Spring 2019 Report
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Contents Master title style

Contents Page

About this report 3

Main findings 4

Category associations with appeal and innovation 5

Cider attributes 6

Brands 14

Format expectations 17

Summary: the evolving category map 19

Types of work most suited to retailer offer 15

About Eureka! Research 21

Clickinsights
Cider to edit Master
– who titletostyle
we spoke

Online survey Age profile Combined

age groups

302 18-24 14%

respondents 37%
took part 25-34 23%

35-44 20%
33%
45-54 13%

87% drink at least one 55-64 15%

30%
category off trade 65+ 15%

Gender Region

Scotland
5%
Northern Ire
2% NE / NW Yorks &
Humber
19%

Wales /West Mids East Mids/Eastern

14% 16%
South West London/SE
48% 52% 7% 28%
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An exciting, fast-moving
category Refreshment, Summer and
4 in 10 consumers see it as a Flavours are key associations
‘innovative drink type’ at the with this category – no doubt 42%
moment – can the industry continue driven by recent innovations Consumers associate
to keep up? with fruit flavourings in the Cider with fruit
flavourings
standard market

One third of Cider drinker now

see the category as Premium –
how can we drive ‘premiumisation’ further?
Two-thirds
of consumers expect
to see Cider available
in these formats

1st 2nd 17% Larger cans and bottles still

Current key dominate but some evidence
brands: Strongbow Bulmers Magners
that younger drinkers in
Whilst the ‘big’ brands still dominate the category, there is
particular for are looking to
good knowledge and growing appetite in alternative brands smaller format
that offer something different. This will help provide further
‘threat’ to the beer and lager categories
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Category innovation
Click toperceptions
Category edit Master titleand
of appeal style
innovation

White/Red Premium/ Sparkling

Spirits Cider Craft beer Ales/Beer
Wine World lager wine

48% 39% 31% 27% 24% 22% 22%

All

Undoubtedly influenced by the massive growth seen in Gin

in recent years, Spirits lead the way amongst drink types
perceived to be the most innovative 13% None of the above

Q1. Which of the following alcoholic drink types (that you might buy in-store) do you consider to be the
most innovative at the moment (e.g. in flavours, ingredients, packaging, promotions, etc)? Base: 302
Click toperceptions
Category edit Master titleand
of appeal style
innovation

White/Red Premium/ Sparkling

Spirits Cider Craft beer Ales/Beer
Wine World lager wine

48% 39% 31% 27% 24% 22% 22%

All

74% 73% 72% 41% 53% 52% 53%

Current
drinkers
in that
category

Q1. Which of the following alcoholic drink types (that you might buy in-store) do you consider to be the
most innovative at the moment (e.g. in flavours, ingredients, packaging, promotions, etc)? Base: 302
Click toperceptions
Category edit Master titleand
of appeal style
innovation

55 yrs and
Male Female 18-34 yrs 35-54 yrs
over

Spirits 48% 40% 56% 56% 51% 34%

Cider 39% 38% 40% 49% 44% 21%

Craft beer 31% 36% 26% 29% 43% 21%

Wine 27% 24% 30% 35% 26% 19%

Ale 24% 27% 21% 28% 30% 12%

Lager 22% 27% 17% 24% 29% 12%

Sparkling wine 22% 11% 32% 26% 27% 11%

Q1. Which of the following alcoholic drink types (that you might buy in-store) do you consider to be the
most innovative at the moment (e.g. in flavours, ingredients, packaging, promotions, etc)? Base: 302
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Cider Attributes
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Cider to edit Master title style

Refreshing 53%

Summertime 48%

Flavouring (e.g. dark) 42%

Refreshing 53% Bottled 39%

Produced in the UK 36%

Sparkling 31%

Cans 29%

Summer time 48% Cloudy 28%

Premium 25%

Natural ingredients 18%

Craft 18%

Strong/High ABV 16%

Flavouring 42% Still (not sparkling) 10%

Produced overseas 6%

Weaker /lower ABV 5%

Q3. Focusing now solely on Cider, which words or phrases do you associate with this drink type?
(Please code all that apply to you if you were considering which brand of cider to choose in-store) Base: 302
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Cider to edit Master title style
Current Cider
All drinkers

Refreshing 53% Refreshing 51%

Summertime 48% Summertime 50%

Flavouring (e.g. dark) 42% Flavouring (e.g. dark) 56%

Bottled 39% Bottled 57%

Produced in the UK 36% Produced in the UK 37%

Sparkling 31% Sparkling 38%

Cans 29% Cans 35%

Cloudy 28% Cloudy 36%

Premium 25% Premium 32%

Natural ingredients 18% Natural ingredients 21%

Craft 18% Craft 22%

Strong/High ABV 16% Strong/High ABV 16%

Still (not sparkling) 10% Still (not sparkling) 10%

Produced overseas 6% Produced overseas 10%

Weaker /lower ABV 5% Weaker /lower ABV 4%

Q3. Focusing now solely on Cider, which words or phrases do you associate with this drink type?
(Please code all that apply to you if you were considering which brand of cider to choose in-store) Base: 302
Clickattributes
Cider to edit Master title style

55 yrs and
Male Female 18-34 yrs 35-54 yrs
over

Refreshing 53% 51% 55% 42% 60% 59%

Summertime 48% 39% 56% 46% 49% 49%

Flavouring (e.g. dark) 42% 34% 50% 42% 50% 34%

Bottled 39% 39% 40% 38% 42% 38%

Produced in the UK 36% 42% 30% 26% 39% 44%

Sparkling 31% 34% 27% 22% 35% 37%

Cans 29% 28% 30% 32% 32% 22%

Cloudy 28% 32% 24% 25% 29% 30%

Premium 25% 29% 21% 24% 26% 23%

Q3. Focusing now solely on Cider, which words or phrases do you associate with this drink type?
(Please code all that apply to you if you were considering which brand of cider to choose in-store) Base: 302
Click toassociations
Premium edit Master withtitle
Cider style

16%
Overall
Strong (ABV) association

25%
55 yrs
Overall Male Female 18-34 yrs 35-54 yrs
and over

Premium association
23% 9% 9% 20% 20%

55 yrs
Male Female 18-34 yrs 35-54 yrs
and over
18%
Overall
29% 21% 24% 26% 23% Natural / Organic association

55 yrs
Male Female 18-34 yrs 35-54 yrs
and over
Current
drinkers 32%
in that (compared with 20% not currently in
category the category) 17% 19% 9% 26% 21%

Q3. Focusing now solely on Cider, which words or phrases do you associate with this drink type?
(Please code all that apply to you if you were considering which brand of cider to choose in-store) Base: 302
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Brands & formats

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Brands edit Master
consumed title(top
in the home style
5)

Strongbow Bulmers Magners Kopparberg Scrumpy Jack

76% 71% 66% 61% 54%

Q5. Which of the following Ciders have you drunk in the home in the past month, if any? Base: 302
 Click to
Brands edit Master
consumed title style
in the home

55 yrs and
Male Female 18-34 yrs 35-54 yrs
over

Strongbow 76% 81% 71% 62% 79% 90%

Bulmers 71% 73% 70% 53% 78% 88%

Magners 66% 68% 64% 49% 74% 77%

Kopparberg 61% 58% 64% 60% 69% 53%

Scrumpy Jack 54% 61% 48% 35% 63% 69%

Thatchers Gold 51% 54% 48% 37% 58% 61%

Stella Artois Cidre Beer 50% 55% 46% 43% 58% 51%

Old Mout Cider 37% 32% 43% 42% 45% 23%

Thatchers Vintage Cider 34% 39% 30% 29% 35% 40%

Q5. Which of the following Ciders have you drunk in the home in the past month, if any? Base: 302
Click to
Format edit Master title style
expectations

Current
drinkers
(Cider)

Large cans (500ml) 64%

Large glass bottles 62%

Small cans 43%

Larger plastic bottles 30%

Q4. In what formats do you expect Cider to be available in-store (e.g. in the supermarket)? Base: 302
Click to
Format edit Master title style
expectations

Male Female 18-34 yrs 35-54 yrs 55 yrs and over

(n=146) (n=156) (n=112) (n=100) (n=90)

Large cans
63% 60% 61% 57% 68%
(500ml)

Large glass
60% 56% 47% 60% 68%
bottle

Small cans 47% 47% 50% 48% 41%

Large plastic
36% 30% 12% 42% 49%
bottles

Smaller canned formats appear to be becoming a more popular choice with the younger
cohort

Q4. In what formats do you expect Cider to be available in-store (e.g. in the supermarket)?
Click to edit
Summary: Master
the evolving title ‘map’
category styleof cider
Ultimately, we don’t believe that the Cider drinker is defined solely by what he/she chooses. % of Cider (any) drinkers
Although it is the older/male drinker who probably over-indexes on the vintage side of the
category, a younger cohort are now also looking for a different premium experience
Refreshing 56%
Summertime 39%
Bottled 33%
Budget Cans 33%
Premium 28%
Heritage 27%
Flavouring Refreshment Authentic 27%
Standard
cider – Flavouring 23%
represents circa Premium
9/10 of market Cloudy 22%
currently
Vintage 20%
Organic Heritage
Natural ingredients 17%
Craft 14%
Craft
Strong/High ABV 13%
Family owned 11%
Weaker /lower ABV 9%
Innovation – how much will Contemporary 5%
we see in coming years?
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About us
Click Eureka!
About to edit Master title style

Launched in 2016 Insight & tools Fluid and adaptable

We’re adaptable too, if we

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Richard & Dave (co-founders of Eureka!

Research) focus on consumer sectors that are
experiencing a high level of disruption, such
as the beer and snacking category.

Between us we have over 40 years of market

research experience, and were recently
shortlisted as a MRS Breakthrough Agency. www.eurekaresearch.co.uk

We use both traditional and cutting-edge
research methodologies to get closer to what
consumers, the trade and other stakeholders
think about the market and new products.
0121 679 5465/ 07501 519155
richard@eurekaresearch.co.uk
dave@eurekaresearch.co.uk

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