Cider still UK-centric product, but USA, Australia and South Africa making inroads

Canadean expects global consumption of cider to grow around 5 per cent annually to reach over three billion litres in 2020.

Although the UK will remain the world’s largest cider market, it will lose considerable consumption share to the US, Australia and South Africa.

According to a new Canadean report, over the next five years an additional 640 million litres of cider will be consumed worldwide. Total volume of the global cider market is expected to reach three billion litres in 2020, up from an anticipated 2.4 billion litres in 2015. Although the UK will hold its position as the market leader in cider consumption, the country’s share in the global cider market is shrinking. Canadean expects the UK's market share to decline from 41 per cent in 2015 to 33 per cent in 2020, losing most of it to the US, Australia and South Africa, where nearly 70 per cent of the additional 640 million litres of cider will be consumed.

New and innovative ciders will cause growth in the US

The US cider market – the third largest in the world – will grow at an average annual rate of 12 per cent between 2015 and 2020, compared to an average global growth rate of just 5 per cent. Rakhee Sturgess, analyst at Canadean, said: “The launch of new and innovative ciders will cause this growth, as will the introduction of cider to new regions in the US. More consumers will discover the beverage and change from beer and other flavoured alcoholic drinks to cider. Tradition and culture are important in the promotion of ciders and will increase demand for products from the UK.”

Premium flavours and craft drive growth in Australia

According to Canadean, growth will also be strong in the Australian cider market, with an average annual growth rate of 12 per cent between 2015 and 2020. “Super premium fruit flavours of Scandinavian cider brands like Kopperberg and Rekorderlig are driving the increased consumption in Australia. But growth is also caused by the introduction of mass market brands like Somersby at a far lower price point than typical branded ciders,” said Sturgess. Craft ciders are also growing in popularity, with more apple producers returning to their roots and producing small-scale artisanal ciders.

Product positioning key to success in South Africa

In South Africa, product innovation in terms of both flavour and packaging, which appeals particularly to a younger demographic, is helping to drive up both volume and value. The market is becoming increasingly competitive, with new players entering the sector and existing producers investing in strong product positioning to expand their consumer base.

In terms of per capita consumption increase, New Zealand stands out, with consumers expected to drink an extra 10 litres per person in 2020 than in 2015; reaching 18 litres compared to the UK’s 15.5 litres and a global average of just 0.4 litres. New Zealand’s premium apple crop is spawning a flourishing interest in cider production. “Cider's profile as a summery, fun drink fits well with the taste and culture preferences of Australians and New Zealanders,” Sturgess said.

 

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