New insight from the National Association of Cider Makers (NACM) aims to highlight the deep roots that cider has in British culture, and the scope of the opportunity ahead of it.
A Devon cider orchard
The study lays out the national success story of UK cider, showing that it contributes £2.7bn to UK GDP, supports 65,000 jobs, and £1.4bn in wages.
It also uncovers the love British consumers have for cider, and the scale of the opportunity to grow the category even further.
From a survey of more than 1,250 UK adults and four consumer focus groups, the NACM found that:
- of those who drink alcohol, four in 10 drink cider at least monthly;
- among all drinkers, just under six in 10 consider cider when choosing an alcoholic beverage;
- seventy per cent of those surveyed said what they liked about cider most, is that it is refreshing;
- thirty-five per cent of consumers say they mainly drink it at the pub, with a quarter saying they mainly drink it at bars or clubs or at barbecues (both 25%); and
- When compared to other alcoholic beverages ususally drunk, cider came out higher than other drinks in all categories, including taste, quality, and value for money.
One-third of non-cider drinkers say they would consider trying cider in the future. Almost a fifth of people (18%) like that cider is easy to share with others, and nearly three in five (59%) say they’d prefer cider to come from a British producer.
More than half (54%) of those surveyed said they would consider trying low- and no-alcohol cider in the future. In addition, low and no cider emerged as the most appealing option for non-drinkers considering such drinks, ahead of beer, wine, and cocktails.
“Cider is a truly great British story, one of success, innovation, craft, community, and deep-rooted tradition,” said Fenella Tyler, chief executive of the NACM.
Cider orchard blossom looks beautiful in spring. Photograph: Alastair Heap/PA Wire
“It is written in our landscapes, sustained by apple growers and makers, and savoured by millions. The UK remains both the world’s biggest producer and consumer of cider, something us Brits should be very proud of.
“This latest study shows the scope and scale of cider and the opportunity in front of us. It is clear that increasing trial presents a road to grow significant sales for cider makers of all sizes across the UK.
“Our focus is to now bring together people from across the trade to help consumers to discover the great quality and breadth of styles British cider has to offer, and British Cider Week will be our first opportunity to do this.”
