The flavoured cider market faces a major shake-up, cider makers have warned.
The recent raft of NPD meant flavoured ciders now accounted for 26% of cider SKUs on fixture but only an 11% share of the cider market by volume [Nielsen 13 June], the National Association of Cider Makers (NACM) said this week.
“Inevitably, there will be a degree of rationalisation,” said spokesman Simon Russell. “retailers are getting used to be being presented with new flavours and are being increasingly cautious about what will succeed.”
Mintel senior drinks analyst Chris Wisson added that while there was still enthusiasm for flavoured ciders, there was a limit to how big the category could grow.
“Brands can’t simply keep churning out slightly different flavours and cannibalising sales,” he said.
However, Kopparberg marketing head Rob Calder insisted that despite the “conveyor belt of variations on a theme”, fruit flavours still had great potential if retailers stuck to “proven winners”, while also allowing for more niche lines.
The comments came as Hi Spirits launched a cider blended with tequila and lime - taking cider into similar territory as Heineken’s Desperados tequila-flavoured beer.
Manzana Loca (Crazy Apple) was a “logical step” following the growth of spirit beers, flavoured ciders and alcoholic ginger beer, said MD Dan Bolton. “We definitely see an opportunity to further expand the market.”
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