Get the lowdown on how cider drinkers’ tastes are changing.
The total cider market in Scotland has grown by £5m over the last year, that’s ahead of the overall market, and interestingly convenience is growing quicker than supermarkets [Circana, All Outlets, Scotland, Value, 52W to 10/08/2024], according to Thatchers Cider. “In the wider UK, 40% of the cider market is in convenience, but in Scotland it is 44%, so getting your cider stock right is really important for independent retailers, and an area that if you get right, can really drive cash in the tills,” says Commercial Director Jonathan Nixon.
Nicola Randall, Head of Marketing at Brothers Drinks Company and owner of the Somerset-born brand, appreciates the strength of the Scottish cider market. “Scotland is a key market for the cider category, with a history of strong performance, so it’s an important focus area for Brothers Cider,” she says.
Having thoroughly researched the cider category before relaunching the Brothers brand six months ago, Randall reveals that today’s cider drinker is no longer craving the crazy flavours of the past. “Our pre-relaunch research revealed that cider consumers are generally more motivated nowadays by sessionable, easy-drinking flavours, and quality, authenticity and sustainability, than by quirky flavours,” she says.
So the brand waved goodbye to its famous Toffee Apple flavour, as well as its Cherry Bakewell variant and instead the spotlight is on App-Solutely Pear-fect (apple & pear), Un-Berrylievable (apple, blackberries & raspberries), Best of the Zest (orange & lemon) and Berry Sub-Lime (lime & raspberry).
To match the brand’s new positioning, three of the four relaunched products were introduced at the new level of 3.4% ABV, while App-Solutely Pear-fect has an ABV of 7.0%.
Thatchers agrees that fruit flavours are a big deal. “Fruit ciders are always popular in Scotland and offer a great option for a customer base with a sweeter taste profile,” says Nixon. “Thatchers Blood Orange is the fastest-growing fruit cider in Scotland, up by a phenomenal 44.6% on last year [Circana, All Outlets, Scotland, Value, 52W to 10/08/2024]. It’s great for bringing new drinkers to the category and putting cash in the till.”
When you look at the innovation across the market, this is predominantly coming from flavoured ciders, designed to drive penetration among younger consumers, observes Alexander Wilson, Category & Commercial Strategy Director at Heineken. “This has pushed excitement back into the category,” he says.
However, he claims that apple cider is fuelling sales. “Heineken UK has identified that apple cider is growing ahead of flavoured cider, with premium options also doing exceptionally well, even in times of economic hardship, when people don’t have as much disposable income to hand,” says Wilson. “This should signal to retailers that despite customers cutting corners in other categories, cider is potentially where they are willing to trade up.”
Scotland’s mainstream beer market remains under pressure despite proving more resilient than other parts of the UK, according to The Knowledge Bank. “The love of lager north of the border is still notable and the country continues to overtrade in this category, but overall volume sales remain in decline – something that the revised Minimum Unit Pricing legislation could impact even further,” says Strategic Insight Manager Andrew Niven.
“However there have been some promising signs in terms of innovation as brands have been jumping on new trends. Health and wellbeing are key for shoppers now, and low/no products have benefited from this greatly.”
Nevertheless, Heineken is quick to flag up that while some people may be moderating their intake and switching to no- and low-alcohol alternatives, such as Heineken 0.0, alcohol overall remains the biggest contributor to retailers’ total sales, and within the category, beer commands the biggest volume sales. “This is particularly important seeing as volume sales in beer are critical for retailers in helping increasing footfall and penetration,” says Category & Commercial Strategy Director Alexander Wilson.
“As tastes change and evolve, we have noticed more customers, across all demographics, are keen to explore new styles of beer, including a growing interest in world lagers. People are gravitating towards NPD from brands they are familiar with – such as Birra Moretti’s new Sale di Mare variant.”
Niven concurs: “The successes of World Beers show the desire remains for new, yet traditional options.”
