Westons’ much-awaited annual report paints a picture of a category that continues to defy broader headwinds for UK drinks, with value growth holding firm despite ongoing volume decline.
According to the latest Westons Cider Report 2026, released today and featured in Drinks Retailing’s March/April issue, the total market value of cider reached £3.17bn in 2025, up 2.2% year-on-year, even as volumes fell by 2.6% to just over 643m litres. In the off-trade, cider is now worth a hefty £1.1bn, showing modest growth of 0.6%.
The figures underline a clear structural shift within the category: shoppers are buying less cider overall, but spending more when they do. As premiumisation continues to make its mark, share is also gaining ground in new format and a renewed focus on apple-led styles.
Premiumisation drives growth
The report highlights premium cider as the category’s most consistent engine of growth. Crafted cider is now worth £284m, up 7.6% year-on-year, and accounts for a quarter of the total market.
These products notably command significantly higher prices: crafted cider averages around £4.39 per litre compared with £2.82 for the total cider market.
Retailers are already seeing the impact of this shift. Waitrose beer and cider buyer Jourdan Gabbini notes that demand for premium bottled cider is rising, as shoppers increasingly seek out higher-tier options.
Average price per litre across the category has also climbed, rising from £2.60 two years ago to £2.82 today. While inflation is a factor, the data suggests a genuine consumer willingness to trade up.
Apple cider and formats win share
Elsewhere, the report points to significant changes in cider styles. Traditional apple cider is regaining ground, now accounting for 67.4% of total category value. Meanwhile, flavoured cider has seen its share fall to 28.5% reflecting a cooling in demand for sweeter, novelty-driven variants.
Format is another area undergoing rapid transformation. Cans now account for 65.2% of cider’s total value and are the only format currently in growth.
On the prospect of future growth, Ryan Truswell, cider and ale/stout buying manager at Asda, pointed to “price and consistency of the offer. The days of buying the product even when off deal at a higher price are numbered”.
On the subject of crucial NPD, he noted: “The brand leader in cider has neither led nor supported NPD, which has made it difficult for other suppliers to cut through. New products need to be clear and simple. Flavours must be clear and ones shoppers know.”
Despite these positive value trends, the report makes clear that cider still faces a fundamental challenge around recruitment. Fewer than 40% of UK households currently buy into the category, meaning that attracting more consumers is a must for long-term growth.
