Packaged cider volumes flop

Statistics from data experts CGA showed that total cider volume rose marginally by 0.2% over the past 12 months measured as moving annual total (MAT), while draught cider volume increased by 4.6%. Draught cider also accounts for 71% of all cider volume and its share grew by 4.6%.

When it came to value, the total cider category was up by 2.3% but, when separated into draught and packaged, draught came out on top again.

Stark contrast

Packaged cider value dropped by 5.3%, which was in stark contrast to draught cider value as it went up 7%.

CGA GB drinks team client director Dave Lancaster said: “Cider remains a key player in the stocking portfolio of pubs and bars up and down the country, though now with a vastly different sales mix within the category v 10 years ago.

“Long gone are the days of solely draught pumps of traditional apple brands, as in recent years we have seen waves of first pear and then fruity flavours hit our fridges, targeting our ever more promiscuous taste buds."

At the detriment

He added: “This, however, is nearing full circle with the more recent, and very successful, emergence of draught flavoured cider bringing total draught cider into 4.6% growth over the last MAT.

“Growth in draught has come at the detriment of the fridge, however, as packaged cider is now in 9.3% decline over the MAT, where we have seen consumers switch to the new draught flavoured options.”

Lancaster also outlined the current patterns that operators need to tap into, in order to keep up with the latest trends.

He added: “The next trend looks to be some of the more premium cider makers investing in ‘hazy’ and ‘cloudy’ products to add further volume through their draught offerings.”