Cider is a peculiarly British phenomenon – despite the international ubiquity of apples as a food crop, the UK remains both the world’s biggest producer and biggest consumer of the fruit’s fermented juice.
But even here, where the cider category is very familiar, there is still considerable room for growth.
A new study from the National Association of Cidermakers has sought to highlight the particular importance of the cider sector to the UK economy – and identify how the category can be encouraged to grow further.
Fenella Tyler, CEO of the NACM, said: “Cider is a truly great British story, one of success, innovation, craft, community, and deep-rooted tradition.
“It is written in our landscapes, sustained by apple growers and makers, and savoured by millions – the UK remains both the world’s biggest producer and consumer of cider, something us Brits should be very proud of.
“Cider is not only a great British tradition, but also a major economic contributor supporting tens of thousands of jobs and businesses across the UK,” said Tyler.
“The research we have conducted shows just how far-reaching the industry’s impact is, from orchards and manufacturers through to pubs, retailers and supply chains in every region.”
The NACM’s findings identify cider as a category with both strong economic fundamentals and ‘significant untapped growth potential’.
From orchard to glass, cider currently contributes £2.7bn to the UK’s GDP; supporting 65,000 jobs and paying £1.4Bn in wages.
And while the market is undeniably dominated by a handful of big brands, the category involves hundreds of smaller producers operating across the country, with deep connections to local communities and regional economies.
On the consumption side, market research uncovers that British consumers have a very positive attitude to cider. From a survey of over 1,250 UK adults and four consumer focus groups, NACM found that:
- Of those that drink alcohol, four in 10 drink cider at least monthly;
- Among all drinkers, just under six in 10 consider cider when choosing an alcoholic beverage;
- 70% of those surveyed said what they liked about cider most is that it is ‘refreshing’;
- 35% of consumers say they mainly drink it ‘at the pub’, with a quarter saying they mainly drink it ‘at bars or clubs’ or ‘at barbecues’ (both 25%);
- When asked ‘compared to other alcoholic drinks you usually drink’ cider came out higher than other drinks in all categories, including taste, quality and value for money.
Significantly, one-third of non-cider drinkers say they would consider trying cider in the future; almost a fifth of people (18%) like that cider is easy to share with others, and nearly three in five (59%) respondents said they’d prefer their cider to come from a British producer.
With over half (58%) of respondents to the survey confirming that they have reduced their alcohol consumption over the last year, a similar percentage of those surveyed said they would consider trying low-and-no cider in the future, rating that as the most appealing option for non-drinkers ahead of low-alcohol beer, wine, and cocktails variants.
“This latest study shows the scope and scale of cider and the opportunity in front of us,” said Tyler.
“It is clear that increasing trial presents a road to grow significant sales for cider makers of all sizes across the UK.
“Our focus is to now bring together people from across the trade to help consumers to discover the great quality and breadth of styles British cider has to offer.
“With strong consumer demand and clear opportunities for growth, cider is well placed to continue delivering economic value for the UK in the years ahead.”
