Market research company Canadean has published findings on the UK cider market that identifies consumer drinking habits and potential future trends.
It found that less than a fifth (19%) of UK consumers were cider drinkers, including more than half of whom claimed only to do so “occasionally”. Canadean argues that its findings demonstrate a need for manufacturers “to do more to enhance the appeal of cider in the UK”, and recommends that brewers increase their attention to craft production and fusion.
Out of 2,000 UK-based adults surveyed, it also found that almost two thirds (62%) would be interested in ‘craft ciders’ and 41% in ciders that were fused with other alcoholic beverages such as wines and spirits. The research has been released in the interest of helping to propel the UK’s cider industry, worth £4bn in 2014, to further growth.
Canadean analyst Raquel Perez-Lopez said: “The concept of craft cider refers to artisanal brands that are positioned around purity, high quality ingredients and extra care in the production process. Attributes such as authenticity, craftsmanship and quality appeal to consumers who are looking for something extra in their beverages – and cider is no exception here.
“Fusion cider offers something new and exciting and appeals to the trendsetting consumers. Long gone is the perception that cider is a low cost, high ABV beverage and instead it is now seen as a trendy drink.”
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