This document provides an overview and analysis of trends in the global cider market based on consumer insights and innovation trends. It finds that while flavor innovation has driven cider's growth, too many options may lead to consumer fatigue. It also examines trends like craft cider positioning, gender equality in marketing, and positioning cider as a healthier alcoholic beverage choice. The document concludes that cider producers will increasingly tailor products to specific consumer desires and split innovation between flavors and health to maintain interest in the growing category.

1. Consumer and Innovation
Trends in Cider 2014
The latest trends in the global cider market
Category series. Published April 2014
Consumer Insight

2. Contents
1. Executive Summary
2. The Market: Where the Opportunities Lie
• Market snapshot
• Innovation snapshot
• Consumer snapshot
3. The Trends: Consumer and Innovation Insight
• Escaping Summer
• Gender Equality
• Champagne Ciders
• Cider Branches Out
• Craft Cider
• Better For You
• Social Cider
4. The Future: What's Next in Cider?
5. Appendix
Click on the title to go directly to the relevant section
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3. Flavor Seasonality
Over-innovation can exhaust consumer interest
Source: Datamonitor Consumer Survey 2013; [1] Sltn.co.uk, June 2012; *Cider drinkers are defined as alcohol drinkers who stated that cider was their most often
consumed drink; **Cider flavors that have been recently released and suggest a new flavor angle for the category; Images: Shutterstock3
Insight On-trend innovation Case study Take-outs
Looking
ahead...
Given the threat of consumers becoming jaded, once cider consumption has become more widespread,
producers will play with consumer desires for customization and more specific tailoring.
Too many options can cause consumer fatigue
Given the extremely high levels of interest in new flavors, cider
producers are mainly innovating within this field, a trend that
has driven cider uptake in recent years. There are warnings,
however, that too much innovation in the same arena will lead
to consumer confusion, and ultimately damage the category.
That being said, producers should look to usage and
consumption occasion innovation to stand out from competitors
and remain relevant and exciting, rather than continually
creating new flavors. With the over-ice and mulling trends taking
hold in the market, a focus on cocktails and customization could
maintain interest in the category over the longer term.
Global: consumers who find a product with a new and
exotic flavor to be somewhat or very appealing, 2013
64% Consumers legally allowed to drink
67% Cider drinkers*
"The danger is [cider] overheats and there's
too much innovation and choice, which then
confuses consumers."
Sanjay Patel, Cider Brands
Director at Heineken, 20121
Feijoa
Cardamom
Chocolate
Unusual recent cider flavors**
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4. Strongbow Dark Fruit blurs traditional and
millennial drinking habitsWHAT?
• Cider giant Strongbow launched a dark fruit variant "cut with
blackcurrant and blackberry juices" into the UK in summer 2013.
• Masculine packaging combines with on-trend flavors, introducing
the growing fruit-flavored sector to traditional Strongbow fans.
• The brand has been supported by the wider "Earn It" campaign,
with an interactive challenge vending machine using the cider as the
reward.
Providing a gateway for higher volume
consumers to a more innovative sectorWHY?
• In such a rapidly developing market, brands are more able to take
risks with loyal consumers cautiously open to experimentation.
• By using more subtle fruit imagery, Strongbow Dark Fruit attracts
men and mainstream, "everyday cider"2 drinkers wanting to enter
the fruit-flavored sector, rather than solely women, capitalizing on a
previously untapped consumer group.
Leverage credible branding to introduce new
ideas to cautious audiencesTAKE-OUT
• Packaging that presents a "powerful, masculine positioning" (as
described by Packaging News)2 brings the focus of innovation
(namely flavor) back to an audience that has been omitted from the
cider boom.
• Utilizing an already strong brand image reaffirms quality and brand
trust in the consumer's mind, and allows parent brand advertising to
also support the launch.
Gender Equality
Case study: Strongbow Dark Fruit
Source: Datamonitor Analysis; Datamonitor Product Launch Analytics; [1] Fdin.org.uk, May 2013; [2] Packagingnews.co.uk, June 2013; Foodbev.com, Jul 20134
Insight On-trend innovation Case study Take-outs
Black and gold
reiterate "Strongbow,"
while purple and
charcoal imply a more
premium product
Comparatively subtle
fruit branding
Matte can has good
shelf standout
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5. Craft Cider
The challenge of authenticating "authenticity"
Source: Datamonitor Consumer Survey 2013; [1] Woodchuck.com, accessed Mar 2014; Images: Facebook.com/AngryOrchard, Cornishorchards.co.uk,
Facebook.com/WoodchuckCider, all accessed Mar 2014; *Figures refer to percentage of drinkers who selected the benefit as most appealing out of a randomized list of five5
Insight On-trend innovation Case study Take-outs
Looking
ahead...
The "from farm to bottle" concept will become more common as a reaction to growing multinational
presence in the cider category as a whole, and the "craft" sector in particular.
Confusion over what craft means
With "craft" trading off its appeal to locavores, consumer
feeling towards local products is important. Consumers buy
craft to help locally, rather than for more traditional quality
gains. Larger producers seeking to release craft-style cider
should be careful to avoid misleading "local" claims that could
tarnish their brand image.
Despite regional skewing, only 14% of cider drinkers
globally said that "craft/artisanal production techniques"
would encourage them to pay more*, compared to 20% of
beer drinkers.
Craft cider has to work hard to stand out from big brand
ciders and craft beer, both of which are more well-known.
5%
7%
7%
10%
15%
19%
23%
23%
24%
33%
34%
Improved worker safety
Helps fair-trade practices
Improved traceability
Safer
Carbon footprint benefits
Superior quality
Healthier/more nutritious
Better for the environment
Cheaper
Fresher
Benefits local farmers/economy
Global: "To what extent do you consider the following to be
a benefit of "local" products?", cider drinkers, 2013
Hidden multinational presence
These three prominent craft ciders have been acquired by
well-known brewers in recent years but still maintain their craft
image; Woodchuck notably uses the tagline "Independent to
the core"1. Despite consumer trust concerns, buying into a
craft brand with a strong reputation allows large brewers to
capitalize on the craft cider trend without appearing
disingenuous, providing the brand maintains its authenticity.
Boston Beer Co. Fullers C&C Group
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6. Better For You
Positioning cider as a better beverage
Source: Datamonitor Product Launch Analytics; Datamonitor Consumer Survey 2013; Image: Shutterstock; *Figures refer to percentage of drinkers who selected
the benefit as most appealing out of a randomized list of five6
Insight On-trend innovation Case study Take-outs
Looking
ahead...
Cider will split off from flavor innovation and indulgence to be positioned as a more healthful beverage
choice, with producers realizing the worth of its "naturally good" image.
A quarter of cider drinkers would
consider it reasonable to charge
more than 10% extra for an
organic product, showing this
trend's commercial value.
Organic growth
Growth in organic claims is line with consumer interest in
"natural" products for health and environmental reasons. Given
the commitment involved in planting orchards and gaining
organic certification, the rising presence of organic ciders
reaffirms that the modern cider trend is trusted by producers.
A healthy halo
The organic halo cannot be understated, with 30% of
consumers considering "healthy" to be a major benefit of
organic products. Producers must draw attention to organic
accreditation, and its benefits, to draw consumer interest and
ultimately claim a higher price point.
Global: "Would 'organically sourced ingredients' encourage
you to pay more for your alcoholic beverage?"*, 2013
13%
16%
18%
19%
'Spirits-drinkers'
'Beer-drinkers'
'Cider-drinkers'
'Wine-drinkers'
Global average
Cider drinkers have a higher interest in "organic"
Cider can capitalize on the healthy halo that surrounds organic
products, despite it being an alcoholic beverage, and claim a
higher price point. As a relatively new trend in cider, education
about cider being a traditionally "natural" beverage may be
needed, but consumers already show an above-average
interest in organic ingredients, second only to wine, another
fruit-based beverage.
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