Capitalise on craft cider growth, says Westons

Craft cider continues to be a key growth segment for independent retailers, according to Westons Cider’s latest annual Report.

The crafted sector, which the supplier defines as including products which “have a deep-rooted sense of heritage, provenance and an authentic nature”, is growing by 12.2%, far ahead of the total category at 2.8%.

It has also increased its share in total grocery from 19.4% to 21.2% – the biggest share gain within cider. However, according to Westons insight and innovation manager Tim Williams, convenience retailers are not capitalising on this growth.

“While crafted cider is undoubtedly leading the charge across the off trade and is performing well in convenience retailers, there is compelling room for growth in this channel,” he said.

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“Crafted makes up over a fifth of value sales in total off trade, but this is markedly lower in the convenience channel, at 18%. Distribution is also lower, at 94.5%, compared with 98.3% in the total market, so there’s clearly room for growth, particularly with sales of crafted cider up by 5.8% in convenience and commanding over £1.50 per litre more than the total category.”

Henry Westons Vintage 500ml is the leading cider SKU in convenience, in double-digit growth and £17.6m ahead of the second product.

Elsewhere in the category, apple cider has increased its market share by 5.6% to now be worth 64.1% of the cider market, while flavoured cider is down by 2% to 31.5%.

Additionally, low- and no-alcohol ciders are continuing a steady growth, up by 8.4% to now be worth £2.4m.

The overall market has returned to pre-=pandemic norms, with the off-trade making up 38% of value sales, up from 37% in 2022, and 63% of volume.

This can be attributed to price increases and shoppers looking to drink less but better.

The supplier is encouraging retailers to be well stocked up for key sporting events such as the FA Cup Final and Grand National, which are regularly top 10 cider occasions, as well as Euro 2024 and the Olympics.

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Westons Cider Report 2024 – top 10 convenience SKUs

1. Henry Westons Vintage 500ml
2. Strongbow Dark Fruit 4x440ml
3. Strongbow Original 4x440ml
4. Strongbow Dark Fruit 10x440ml
5. Strongbow Original 10x440ml
6. Strongbow 4x568ml
7. Kopperberg Strawberry & Lime 500ml
8. Thatchers Gold 4x500ml
9. Kopparberg Mixed Fruit 500ml
10. K Cider 4x500ml

Top 5 cider NPD

1. Strongbow Tropical
2. Kopparberg Summer Punch
3. Thatchers Apple & Blackcurrant
4. Compton Orchard Medium Dry
5. Kopparberg Spiced Apple

Top 5 apple cider brands

1. Strongbow Original
2. Thatchers Gold
3. Henry Westons Vintage
4. Magners Original
5. Thatchers Haze

Top 5 flavoured cider brands

1. Strongbow Dark Fruit
2. Kopparberg Strawberry & Lime
3. Kopparberg Mixed Fruit
4. Thatchers Blood Orange
5. Old Mout Pineapple & Raspberry

The full report is available to read here.

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