An additional 640 million liters of cider will be consumed worldwide over the next five years, finds a Canadean report.
The total volume of the global cider market is expected to reach three billion liters in 2020, up from an anticipated 2.4 billion liters in 2015.
Although the UK will remain as the market leader in cider consumption, the country’s share in the global cider market is shrinking.
Canadean expects the UK’s market share to decline from 41% in 2015 to 33% in 2020, losing most of it to the US, Australia and South Africa, where nearly 70% of the additional 640 million liters of cider will be consumed.
New ciders will cause growth in the US
The US cider market, which is the third largest in the world, will grow at an average annual rate of 12% between 2015 and 2020, compared to an average global growth rate of 5%.
“The launch of new and innovative ciders will cause this growth, as will the introduction of cider to new regions in the US,” says analyst Rakhee Sturgess.
“More consumers will discover the beverage and change from beer and other flavored alcoholic drinks to cider.”
“Tradition and culture are important in the promotion of ciders and will increase demand for products from the UK,” he says.
Premium flavors & craft drive growth in Australia
Canadean says growth will also be strong in the Australian cider market, with an average annual growth rate of 12% between 2015 and 2020.
“Super premium fruit flavors of Scandinavian cider brands like Kopperberg and Rekorderlig are driving the increased consumption in Australia,” says Sturgess.
“But growth is also caused by the introduction of mass market brands like Somersby at a far lower price point than typical branded ciders.”
Craft ciders are also becoming popular, with more apple producers returning to their roots and producing small-scale artisanal ciders.
Product positioning in South Africa
In South Africa, product innovation in terms of both flavor 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 liters per person in 2020 than in 2015; reaching 18 liters compared to the UK’s 15.5 liters and a global average of 0.4 liters.
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.
