Cider/Perry in the United Kingdom

PROSPECTS

Fruit cider – a solid growth engine

Fruit cider is the main growth driver for cider/perry and continues to consolidate towards berry fruit flavours. The more exotic cider flavours are expected to add more value.

Craft trend also impacts cider/perry

Mainstream apple cider was slightly in decline in 2017. Consumers are turning away from only consuming this specific offering, seeking more traditional brands that offer heritage, craft and regionality.

Legislative changes to impact cider/perry

Since the Brexit referendum, alcoholic drinks producers in the UK have had to start adapting to the changing economic environment that will predict the consumer landscape. While wine and beer prices are rising due to the pound’s devaluation and the resulting increase in import costs, cider is relatively unaffected by the UK’s decision to leave the EU, being predominantly produced domestically, thus bypassing increased import prices.

COMPETITIVE LANDSCAPE

Heineken UK unchallenged at the top

Heineken UK Ltd remained the leading player in cider/perry in 2017. The success of the Dutch company is largely based on the popularity of its flagship brand, Strongbow.

Maturity of cider/perry increases competition among brands

Cider/perry in the UK has reached an average saturation point from which it is unlikely to recover. While it is expected to continue growing over the forecast period, albeit at a rather insignificant rate, the challenge for cider/perry is to win consumers over from competing brands.

Packaging innovations make cider brands more competitive

The Strongbow Dark Fruit line extension is a successful and relevant new product development and an innovative change. Another strong innovative line extension is Thatchers Haze Cloudy Somerset Cider.

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