The £2bn cider category is capable of hitting £3bn by 2015 if retailers give it enough space in-store to flourish, according to The Gaymer Cider Company.
"It has taken seven years to get from £1bn to £2bn but if retailers and manufacturers play their part, we predict the entire cider market could be worth £3bn within five years," said Peter Spencer, Gaymer MD.
Gaymer had "just started" collaborating with some major retailers on implementing new layouts and improved signage by the end of May, he added.
Over the past year, off-trade cider has rocketed 16% to £726m [Nielsen], growing faster than coffee, laundry or bottled water.
However, unlike those categories, cider doesn't have its own in-store signage. "Cider currently has on average three bays whereas RTDs takes one. We need more space," complained Spencer. "Some retailers have increased space over the past two years, but growth has been astronomical and it requires five bays. We will get to the point soon when cider needs its own aisle."
The modern cider category, which included "less challenging flavours" such as pear and fruit, was key to the future of cider as it was more accessible, said Spencer. Modern cider grew 25% last year and accounts for 30% of the cider market [Nielsen]. In three years, it would overtake standard ciders, which accounted for 49% of the market and grew 13% last year, he claimed.
However, this would require an on-shelf shake-up, he said.
"The default of merchandising is to have big multipacks on the bottom shelf, smaller packs on the third, then cans and finally specialist bottles and fruit ciders on the top shelf. We suggest grouping by similarity rather than pack format will unlock growth, particularly with the fruit and pear opportunity."
Other recommendations included not reducing space over winter, and introducing chillers in the multiples.
"Cider is helping boost the overall long alcoholic drinks market, so it's vital retailers recognise this opportunity by giving the category its fair share on-shelf," added Strongbow maker Heineken UK.
"It has taken seven years to get from £1bn to £2bn but if retailers and manufacturers play their part, we predict the entire cider market could be worth £3bn within five years," said Peter Spencer, Gaymer MD.
Gaymer had "just started" collaborating with some major retailers on implementing new layouts and improved signage by the end of May, he added.
Over the past year, off-trade cider has rocketed 16% to £726m [Nielsen], growing faster than coffee, laundry or bottled water.
However, unlike those categories, cider doesn't have its own in-store signage. "Cider currently has on average three bays whereas RTDs takes one. We need more space," complained Spencer. "Some retailers have increased space over the past two years, but growth has been astronomical and it requires five bays. We will get to the point soon when cider needs its own aisle."
The modern cider category, which included "less challenging flavours" such as pear and fruit, was key to the future of cider as it was more accessible, said Spencer. Modern cider grew 25% last year and accounts for 30% of the cider market [Nielsen]. In three years, it would overtake standard ciders, which accounted for 49% of the market and grew 13% last year, he claimed.
However, this would require an on-shelf shake-up, he said.
"The default of merchandising is to have big multipacks on the bottom shelf, smaller packs on the third, then cans and finally specialist bottles and fruit ciders on the top shelf. We suggest grouping by similarity rather than pack format will unlock growth, particularly with the fruit and pear opportunity."
Other recommendations included not reducing space over winter, and introducing chillers in the multiples.
"Cider is helping boost the overall long alcoholic drinks market, so it's vital retailers recognise this opportunity by giving the category its fair share on-shelf," added Strongbow maker Heineken UK.
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