"Cider/Perry in the United Kingdom" Published

From: Fast Market Research, Inc.
Published: Mon Jul 07 2014


2013 was a good year for cider/perry. The category benefited from increasing popularity among consumers searching for an alternative to other alcoholic drinks such as wine and beer. Moreover, the warm summer in the UK in 2013 also favoured the consumption of cider/perry. Manufacturers were also very active, launching new products to capitalise on growing consumer interest in the category.

Competitive Landscape

Heineken UK Ltd remained the leading player in cider/perry in the UK in 2013. The company's leading position can be attributed to a portfolio of mainstream brands, including Bulmers Original and Strongbow. Strongbow was the leading brand in the UK with 24% of total volume sales in 2013. However, the brands lost three percentage points in the last year as the rise of niche brands and competition from rival brands saw it share tumble. The brand is still perceived as fairly mainstream by consumers but lacks authenticity and provenance in the eyes of the public, these being factors which are currently triggering growth in the category. This decline was in spite of premiumisation attempts through redesigned packaging and the introduction of flavoured variants such as Strongbow Dark Fruit.

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Industry Prospects

Provenance, premiumisation and the proliferation of flavoured variants are factors that are expected to continue to drive the category over the forecast period. The category is expected to achieve stronger value than volume growth as consumers are expected to continue to favour quality over quantity and continue to opt for more upmarket products. This will translate into a total volume CAGR of 2% and value CAGR of 4% at constant 2013 prices over the forecast period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Cider/Perry industry in United Kingdom with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Cider/Perry industry in United Kingdom, our research will save you time and money while empowering you to make informed, profitable decisions.

The?Cider/Perry in?United Kingdom market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market volume shares
* Five year forecasts of market trends and market growth
* Production, imports by origin, exports by destination
* Robust and transparent market research methodology, conducted in-country

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