Fruit Flavoured Cider Becomes UK’s Fastest Growing Tipple
Fruit flavoured ciders have become so popular that they are now the UK’s fastest growing alcoholic drinks. Since being launched in the UK three years ago fruit ciders such as elderflower and lime; berry fruits and now even exotic Cloudberry from Scandinavia have grown not only in popularity but also in number with around 30 different varieties currently available.
In the last year off-trade sales of fruit ciders have soared by 80 per cent to create a market worth £113 million a year, according to retail analysts AC Nielsen (September 2012).
Three years ago Tesco was one of the first major retailers to start selling fruit ciders and initially sold six different varieties. So strong is the demand that the supermarket now sells 27 different varieties.
Tesco cider buyer Kathryn Clarke says: “The re-invention of cider as a fruit-flavoured tipple with increasingly exotic varieties has quickly captured the attention of UK drinkers. Instead of being a drink that appealed mainly to middle-aged male drinkers cider is now seen as a tipple that has broadened its appeal to a younger audience of both men and women. Fruit ciders have what is known in the drinks business as a real ‘shareability ‘ factor – that is that they as popular with men as they are with women and that is their great appeal.”
The arrival of pear and fruit ciders in the mid-2000s has more than doubled the value of the UK cider market in just four years to be worth £873 million (AC Nielsen September 2012).
According to a report by retail analysts Mintel in 2012 cider now has a strong appeal to women. It states that flavour innovation has been vital in the continued growth of the cider market and keeping it relevant to younger consumers and women.
Kathryn Clarke adds: “Cider has enjoyed the fastest growth out of any tipple in the UK’s beer, wine and spirits industry for decades. Now because of the huge and growing interest in these fruit ciders, it looks as if the trend will continue for some time.”
Tesco works with suppliers to produce exclusive varieties and recently launched Kopparberg’s new Cloudberry cider. Last year it launched Bulmers 17, a mix of red berries and lime.
