Craft cider has grown its market share in the off-trade considerably while flavoured cider seems to be losing traction, according to the new Westons Cider Report.

Overall, the off-trade market was found to be returning to pre-pandemic levels, making up 38% of value sales and 63% of volume sales in cider. 

While mainstream brands continue to represent 44% of the market in terms of segment, craft cider saw a 12.2% increase in market share in the 52 weeks ending 30 December 2023 compared to the same time period in 2022. 

Tim Williams, insight and innovation manager for Westons, predicts that the craft cider sector will continue to flourish in 2024 as consumers gravitate towards products with a “deep-rooted sense of heritage, provenance and an authentic nature”.

“Crafted cider is certainly leading the charge in the off-trade – and we only see that growing over the next year,” he said. 

While the average price of cider is up across the board by 6.8%, craft cider has seen a larger increase of 14.1%, with Williams saying that this presents a strong opportunity for retailers looking to make the most of cider in 2024. 

Turning to flavour, apple cider increased its market share by 5.6% in 2023, meaning it now represents 64.1% of the total market. Flavoured cider, on the other hand, appears to be slowing, with its market share dropping from 33% in 2022 to 31.5% in 2023.

Pear cider & perry also experienced a small drop in market share from 4.6% to 4.4%, however Westons researchers expect this category to perform well in 2024 as a result of new product launches and growing consumer interest. 

Looking at opportunities for cider in 2024, the report mentioned sporting occasions – such as the Euros – as a key driver for the category, alongside seasonal opportunities such as summer and Christmas. It also highlighted the potential of low/no cider, which grew by 8.4% in 2023.