Convenience retailers who prioritise premium and bestselling products will be best placed to drive cider sales in 2025.
That’s the key takeaway from the 10th Westons Cider Report, which highlights how the rise of premium craft cider is transforming the category.
The report reveals that, while total cider sales have edged up by just 0.1% YOY, craft cider is experiencing remarkable growth with a 14.6% surge in convenience alone.
Westons predicted the rise of craft cider in 2018, when it made up just 9% of apple cider sales. Today, it accounts for nearly a quarter of the total cider market, adding £26.3m to the category in the past year alone.
This shift reflects a fundamental change in consumer preferences. A decade ago, cider was a broader, more fragmented category, featuring more brands and greater variety. Today, the focus has shifted — fewer brands, stronger premium offerings, and an emphasis on quality over quantity.
The report highlights the key growth opportunities coming from younger shoppers, with a growing number of under-45s trading up to premium drinks.
While apple cider dominates the category, with almost two-thirds of market share, premium craft pear ciders are seeing renewed interest, suggesting a clear opportunity for tap into the same consumer demand behind the growth of craft apple ciders.
However, with limited chiller space in convenience, ensuring craft apple cider has adequate facings is crucial to maximising sales, the report stresses. Stocking the right mix of single-serve formats for impulse purchases and larger multipacks for planned consumption will help capitalise on both shopper missions, it advises.
The full report – including impartial stocking advice for retailers – is available for digital download from the Westons website.
