Low-calorie cider fails to make a mark

03 October, 2008

Cider drinkers are yet to be convinced by low -calorie, low -alcohol or organic brands, according to new research by Gaymer .

Off-trade buyers, pub landlords and industry association members were among

100 people

polled about what's driving development in the cider category.

Seventy -one per cent said cider drinkers find chilled cider the most appealing product format, with 49% favouring over-ice cider.

Only 30% said drinkers like low -calorie ciders

and 21% said low -alcohol cider was the most appealing type.

The research also revealed that 85% think the most important thing to drinkers is being offered a wide choice of ciders. Organic cider is currently seen to be of relatively low importance (14%).

Natural ingredients, the use of real apples, regional products and low food miles are predicted to be more important to consumers

over the next two years.

Over half of respondents

said cider sales will increase in the next 12 months, and when asked if cider is past its peak, only 8% said yes.

Gaymer managing director John Mills forecasts the cider market will grow by 5 -8% in the next year. He called on manufacturers to offer a more varied range of "quality brands and authentic ciders, and not faddy fruit flavours".

Mills added that until a low -calorie wine or beer brand has success in the UK, he would not consider adding a low -calorie cider to Gaymer's portfolio.

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