Cider still UK-centric product, but USA, Australia and South Africa making inroads
11 June 2015
Canadean expects global consumption of cider to grow around 5% 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 retain its global supremacy with a 33% share, the USA, Australia and South Africa are forecast to contribute nearly 70% of the additional cider volume.
Table: Comparison of 2015 cider growth rate to 2020.
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 percent between 2015 and 2020, compared to an average global growth rate of just 5 percent. Rakhee Sturgess, analyst at Canadean, says: “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 percent 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,” says 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,” adds Sturgess.
Australia is Rekorderlig's biggest market outside the UK.
All numbers used in this text are based on Canadean's report 'Global Beverage Forecast - March 2015.'
Please get in contact if you have any questions to this or other Canadean reports. Analysts are available to comment. Contact the Canadean press office on +44 (0) 207 936 6536 or email firstname.lastname@example.org.