UK sales of fruit-flavored cider for home consumption up 80% in past three years, reaching market value of £113M/year, data shows

Nevin Barich

LONDON , November 11, 2012 (The Guardian) – Sales of fruit-flavoured cider have soared to make it the UK's fastest growing alcoholic drink sector, figures reveal.

Since being launched in the UK three years ago, fruit ciders such as elderflower and lime, berry fruits and even cloudberry from Scandinavia have grown in popularity and number, with about 30 varieties now on offer.

Marketeers have succeeded in turning the drink from a summer-time tipple into an all-year-round drink.

In the past year sales for home consumption have soared by 80% to create a market worth pounds 113m a year, according to new data from the retail analysts AC Nielsen. The arrival of pear and fruit ciders in the mid-2000s has more than doubled the value of the total UK cider market in just four years to pounds 873m, it said.

Three years ago Tesco was one of the first big shops to start selling fruit ciders and initially sold six flavours; it now sells 27.

The Tesco cider buyer Kathryn Clarke said: "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 are as popular with men as they are with women."

According to a report by the retail analysts Mintel, cider has a strong appeal to women.

It states that flavour innovation has been vital in the continued growth of the cider market and making it appealing to younger consumers and women.

Tesco works with suppliers and last week launched the cloudberry cider from the market leader Kopparberg.

Captions:

The fruit flavours are said to have broadened the appeal of cider to younger drinkers of both sexes Photograph: Getty Images

(c) 2012 Guardian Newspapers Limited.

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