Cider UK January 2013

Market Size and Forecast Total market value of cider, 2007-17 Source: Mintel/based on SymphonyIRI Group InfoScan

Market Size and Forecast Total market volumes of cider, 2007-17 Source: Mintel/based on SymphonyIRI Group InfoScan

Market Share Brand shares in the UK cider off-trade market, by value, 2011 Source: Mintel/based on SymphonyIRI Group InfoScan

Consumer – Usage of Cider Types of cider drunk, November 2012 “In the past six months, which of the following alcoholic drinks have you drunk while at home or in pubs/bars?” Source: GMI/Mintel Base: 1,437 internet users aged 18+

Consumer – Usage of Cider Types of cider drunk, in home vs out of home, November 2012 “In the past six months, which of the following alcoholic drinks have you drunk while at home or in pubs/bars?” Source: GMI/Mintel Base: 1,916 internet users aged 18+

Consumer – Barriers to Usage (users) Barriers to usage among cider drinkers, November 2012 “Thinking about the reasons why you do not drink cider more frequently, which, if any, of the following statements do you agree with?” Source: GMI/Mintel Base: 868 internet users aged 18+ who drink cider

Consumer – Barriers to Usage (non-users) Barriers to usage among non-cider drinkers, November 2012 “Thinking about the reasons why you do not drink cider, which, if any, of the following statements do you agree with?” Source: GMI/Mintel Base: 569 internet users aged 18+ who do not drink cider

Consumer – Choice Factors Choice factors when buying cider, November 2012 “What are the most important factors you look for when purchasing cider either in grocery stores, off- licences and pubs/restaurants? Please select up to 5 factors.” Source: GMI/Mintel Base: 868 internet users aged 18+ who drink cider

Consumer – Choice Factors: Cider vs Beer Choice factors when buying cider and beer, October/November 2012 “What are the most important factors you look for when purchasing beer/cider either in grocery stores, off-licences and pubs/restaurants? Please select up to 5 factors.” Source: GMI/Mintel Base: 868 internet users aged 18+ who drink cider/ 1,388 internet users aged 18+ who drink beer

Consumer – Attitudes Towards Cider Attitudes towards cider, November 2012 “Still thinking about cider, to what extent do you agree or disagree with the following statements?” Source: GMI/Mintel Base: 868 internet users aged 18+ who drink cider

Consumer – Characteristics of Cider Characteristics associated with cider (and other drinks), November 2012 “Which characteristics, if any, do you generally associate with each of these four types of drink?” Source: GMI/Mintel Base: 1,262 internet users aged 18+ who drink cider/lager/wine/RTDs

Target Groups Explorers Driven by ABs and 18-34-year-olds. Enthusiastic on-trade cider drinkers. Defined by an experimental approach towards cider and openness to trying new types and flavours. Unadventurous Driven by over-55 cider drinkers. Defined by a traditional and conservative approach. Likely to largely stick to apple cider and shun new types such as those with innovative flavours. Disengaged Biased towards DEs and 18-24-year-olds. Largely defined by financial limitations preventing strong engagement with the market. Lowest levels of cider usage in both the on- and off-trade channels. Enthusiasts Driven by CDEs and households with an income of £25,000-49,999. As well as being enthusiastic cider drinkers in pubs/bars, this is the most likely group to drink cider in-home. Hold highly positive views towards the market and are keen to try new types. Source: GMI/Mintel Base: 868 internet users aged 18+ who drink cider

Chris Wisson Senior Drinks Analyst +44 (0)20 3416 4512 info@mintel.com