On-trade challenges led to the second year of overall decline in volume sales of cider. Cider has suffered as a result of its on-trade focus and limited innovation in the category over the last few years, as well as disruption from the pandemic.
Non-alcoholic cider is at a fairly early stage in its development with only a small number of brands available compared to beer. Nevertheless, drinking in moderation is a growing trend and alcohol-free cider is attracting attention with new product developments.
Bulmers maintained a significant lead in 2021 strengthening its dominant position with marginal gains in volume share. In addition to flavour extensions, the company has also benefited from an investment in its new ordering platform and customer portal system titled Bulmers Direct.
Cider/perry is expected to see steady volume growth in the forecast period as consumers return to on-trade establishments post-pandemic. Off-trade sales will see some decline as demand patterns normalise and balance returns between the off/on trade.
Cider has not escaped the legislative changes aimed at reducing alcohol consumption, such as the 2018 Public Health (Alcohol) Act). Minimum unit pricing was introduced in January 2022, affecting cider to an extent.
Cider/perry faces rising competition from a number of categories, but most notably premium lager and RTDs, due to shared target consumption occasions and consumer groups. RTDS have seen their popularity increase dramatically over the last couple of years.
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Cider is made from fermented apple juice while perry is made from fermented pear juice. Both artisanal and industrial cider/perry are included.See All of Our Definitions
This report originates from Passport, our Cider/Perry research and analysis database.
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