1. Cider
UK January 2013

3. Market Size and Forecast
Total market value of cider,
Source: Mintel/based on SymphonyIRI Group InfoScan

4. Market Size and Forecast
Total market volumes of cider,
Source: Mintel/based on SymphonyIRI Group InfoScan

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

6. 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+

7. 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+

8. 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

9. 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

10. 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

11. 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/ ,388 internet users aged 18+ who drink beer

12. 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

13. 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

14. Target Groups
Explorers Driven by ABs and 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 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

15. Chris Wisson
Senior Drinks Analyst
+44 (0)