With the off-trade commanding a 64.1% volume share of the total cider market, independent retailers can capitalise on the category by investing in the trend for fruit-flavoured varieties, Westons Cider has said.

Geoff Bradman, commercial director at Westons Cider, said the off-trade market for cider is growing at five times the total market rate, and within this, 50% of 18-35-year-olds are now buying fruit cider.

Dave Beckett, of Jacks Convenience Store in Stoke-on-Trent, said he has noticed an increase in sales of fruit cider.

“Fruit cider is most popular with under-35s, with more women buying premium fruit ciders than men. In contrast, pear cider has been on the decline and we only stock one variant now,” he said.

Read more about cider's wide-ranging appeal here