New research from National Association of Cider Makers (NACM) has highlighted the economic clout of the UK cider category and the scale of its untapped growth potential, with low & no alcohol variants and increased trial among consumers emerging as key opportunities.
According to the study, cider contributes an annual £2.7bn to UK GDP. It is also a major rural and manufacturing employer, supporting 65,000 jobs and generating £1.4bn in wages.
Announced in London yesterday (28th April), the report also looks beyond the category’s economic footprint to discover that cider enjoys a notable underlying affinity with consumers. Four in 10 alcohol drinkers consume cider at least monthly, while nearly six in 10 consider it when choosing an alcoholic drink. The category outperforms other alcoholic beverages on key metrics including taste, quality and value for money, reinforcing its broad appeal.
NACM CEO Fenella Tyler called cider “a truly great British story”, noting how the latest study shows “the scope and scale of the opportunity in front of us. It is clear that increasing trial presents a road to grow significant sales for cider makers of all sizes across the UK.
“Our focus is to now bring together people from across the trade to help consumers to discover the great quality and breadth of styles British cider has to offer, and British Cider Week will be our first opportunity to do this.”
Elsewhere, the research underscored how cider’s social credentials remain central to its positioning. A total of 35% of consumers most commonly drink cider in pubs. A further quarter cite bars, clubs and barbecues as key consumption moments. Refreshment remains the leading driver of appeal, cited by 70% of respondents.
However, the most significant opportunity lies in recruitment. One-third of non-cider drinkers say they would consider trying the category. Meanwhile, demand for British‑made products remains high. Add to this the rise of low & no cider, “deep cultural roots, strong consumer appeal and untapped trial still to unlock, British cider is primed for growth” the report said.
