It has been a positive year for the Cider category, making it one of the most popular of all major drinks categories in the On Premise.
Here are five takeaways from CGA by NIQ’s unrivalled suite of sales data and consumer research to help suppliers and operators build on the momentum in the second half of 2023. 1 Double-digit growth CGA’s exclusive On Premise Measurement service shows cider has been the fastest growing major category in the GB On Premise over the course of the year, growing by 11.8% versus last year—faster growth than any other major drinks category. Rate of sale has been 12.4% ahead, with average outlet sales of £20,501.# 2 More LAD share Cider now has a 12.6% share of all Long Alcoholic Drinks sales by value—an increase of 0.6 percentage points over 12 months. This slice has been taken from the Ready to Drink (RTD) segment, while beer’s value share has held stable at 85.9%. 3 Apple slightly up, fruit slightly down The balance of cider types has swung back a little towards apple in the first half of the year. Apple grew its value share by 0.4 percentage points to 58.4%, while fruit slipped back 0.3 percentage points to 41.0%. Apple cider is now stocked in 91,102 outlets. 4 Draught takes 71 pence in the pound Draught cider accounted for 70.7% of cider value sales in the first half of 2023—0.7 percentage points more than in the same period last year. This is despite a 0.7 percentage point drop in the number of licensed premises stocking at least one draught cider, to 73,302 outlets. 5 A young and affluent market CGA’s On Premise User Survey shows how younger demographics over-index for cider. Three in ten (30%) of those aged 25 to 34 now drink it in the On Premise, more than any other age group. The latest BrandTrack survey indicates that a third (33%) of cider consumers drink out at least weekly, and they spend an average of £101 a month in the On Premise—£5 more than average. Paul Bolton, CGA by NIQ Client Director, GB Drinks, said: “It’s been a stellar first half of 2023 in the On Premise for cider suppliers and manufacturers. Widespread good weather, a succession of Bank Holidays in May and big sporting occasions have all played into the category’s hands, and some superb brand activations and promotions have positioned it at the front and centre of consumers’ minds when choosing refreshing drinks. While cooler weather may put the brakes on sales, there is still great growth potential in the second half of the year, and these figures are a reminder of the huge role of the On Premise in launching and growing cider brands.”
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