According to a report,“Cider Market Size, Share & Trends Analysis Report By Product (Sparkling, Still, Apple Wine), By Source (Apple, Fruit Flavored, Perry, Other Vegan Sources), By Region, And Segment Forecasts, 2019 – 2025”, published by Grand View Research, Inc., The global cider market size is expected to reach USD 5.37 billion by 2025, It is anticipated to register a CAGR of 3.1% during the forecast period. Several factors including inclusion of fruits and vegans across several product categories particularly beverages are the key factors driving the growth.
Rising global consumption of apples in beverages coupled with increasing preference towards fruit based drinks have induced consumers with aspirational drinking in line with new cosmopolitan consumers. It is anticipated to spur the demand for cider over the next few years on account of rising acceptance of fruit cider, majorly driven by millennials on account of choosing premium products of spirits and alcohol. Premiumization is expected to be the key trend influencing the alcohol market particularly in Europe.
Growing demand for apple wine is witnessed in Europe, particularly in U.K., which is the largest cider market in Europe. The varietal health benefits associated with apple on account of large nutritional value is expected to boost the sales of apple wine in the market. U.S. also represents high growth potential owing to a decrease in the number of people consuming beer. The average cider consumption rate in U.S. is 59 liters per person. Moreover, the baby boomers and millennial consumers consume approximately one-third of cider annually.
The key market players strive for product innovation as consumers focus on the ingredient aspect of alcoholic drinks. Smaller players are entering the product category with niche products to benefit from the market scenario. For instance, in March 2019, Adnams Brewery, a U.K. based brewer and pub operator, launched new sparkling cider named Wild Wave including flavors of fresh apples, cut grass, and mango. In November 2018, Thatchers Cider expanded their product portfolio with the launch of Rose Cider which is produced with a combination of Pink Lady, Fuji, and Gala dessert apples. The company also invested USD 18.24 million in a new cider mill to expand its production capacity from 450 to 1000 tons per day.
Moreover, companies act on innovative ad campaigns and promotional activities. For instance, Thatchers Cider is projected to be the official cider of the ICC Men’s Cricket World Cup for 2019. The somerset cider producer avails the exclusive rights for pouring its Thatchers Gold and Thatchers Haze brand during the matches.
Key Takeaways from the report:
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In terms of revenue, still cider product is projected to ascend at a CAGR of 3.3% over the forecast years
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Sparkling cider led the global market with an overall volume share of over 33.05% in 2018
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Europe led with a market share of 37.76% in terms of revenue in 2018. This trend is projected to resume over the next few years
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The market is anticipated to witness growth owing to the increasing consumption of apple cider in U.S., India, and China
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Fruit flavored cider is anticipated to witness the fastest growth, due to higher penetration of fruit based flavored beverages
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The cider market is highly competitive in nature. The main players include SABMiller Plc, Heineken N.V., Halewood Wines & Spirits, SABMiller Plc, Heineken N.V., Halewood Wines & Spirit
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Various manufacturers are concentrating on new product launches, stressing on inclusion of fruit flavor and ingredients
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Regional Insights
Europe held the largest market share of more than 35% in 2018. The region is responsible for the highest production of apples at global level. U.K. represents the largest market for cider, the consumers in the country drink 800 million liters of cider in a year, approximately 12.18 liters consumed per person with 45.5% of households buying the product. Moreover, the most trending areas of Europe such as the Czech Republic and Poland, are expected to be the emerging markets for the product.
Asia Pacific is anticipated to witness growth owing to the shift from beer to cider on account of nutritional benefits owing to the growing health conscious consumers. The evolving trend of fruit sourced ingredients across various product categories, particularly in beverages, has surged the market for fruit flavored alcohol. Countries such as China and India are predominantly witnessing high demand for apple sand fruit flavored ciders.
Cider Market Share Insights
Some of the key product manufacturers include SABMiller Plc, Heineken N.V., Halewood Wines & Spirits, Distell Group Limited, Carlsberg A/S, C&C Group Plc, Aston Manor Brewery, Diageo plc, Thatchers Cider, and Kopparbergs Brewery. The leading players focus on product innovation. New product launches help keep the consumer interest alive on account of the increasing awareness regarding ingredients of the products consumed.
The popular brands such as Kopparberg, Woodchuck, and Angry Orchard have paved way for premium quality product as these exhibit higher demand compared to economically priced products. Moreover, companies are opting for increased investment in production to meet the expected demand. For instance, in March 2016, Aston Manor Cider made investments of USD 4 million in its production facilities. The company aims to expand its capacity and capability and improve the loading as well as shipping facilities at its Devon production site. Furthermore, in 2016, Diageo launched its cider brand Tusker in Kenya to benefit from the surge in demand, particularly from affluent young consumers, who are expected to drink more compared to others.
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