Cider Category Sees Continued Growth as Consumers Seek Out Premium Varieties

05 Aug 2014 --- According to the National Association of Cider Makers, consumers are drinking more cider than ever before and trading up for pricier, artisan versions of the drink.

Industry figures reveal that sales of top tier premium cider in the ‘take home’ sector reached £75m in June this year – an increase of £10m on the same period last year.

Chair of the NACM, Paul Bartlett, said: “For a number of years, cider has been the star performer and what is clear is that people are seeking out excellent drinks – both good quality mainstream ciders and really premium products often enjoyed with food.

“It is quite an achievement for the sector when you consider that we have just come through a period of economic difficulty. It proves that, even when times are tough, cider drinkers are prepared to pay more for a high quality product that they really enjoy.

“It’s testament to people focussing on quality and provenance matched by the innovation and investment of cider makers.”

Tesco has grown the number of lines of cider it stocks by 60% since 2001 and has tripled the number of premium products it has on its shelves in order to meet demand.

Olivia Christou, cider buyer at Tesco, said: “It is a very exciting time for the cider category as a whole. There are increasing numbers of ciders available and there is continued growth in the number of people drinking cider.

“The real growth for us over the last couple of years has been seen in the fruit cider section of the category, especially the more premium fruit ciders.

“The popularity of ‘craft’ products hasn’t been limited to the beer category either. We are seeing more interest from customers in the heritage of the brands they are buying and the care and expertise that is put into the production of the cider.

“Craft cider has its own destination in the cider fixture, further highlighting the rising popularity and growth of this style of cider.”