Comparing the prices of cider
Behind the numbers
This week’s data shows retailers have a key opportunity to widen their margins on certain flavoured cider lines, especially as the weather improves and category sales increase.
Kopparberg gives retailers this opportunity to boost profits. Sixty-four per cent charge up to £2.99 for the brand’s Strawberry & Lime and Mixed Fruit 500ml bottles, compared to their most-common price of £2 each. Elsewhere, Old Mout’s Berries & Cherries 500ml tells a similar story, with 57% also charging up to £2.99 for it, meaning the 42% sticking to the most-common price of £2 could review prices.
Larger formats are a mixed bag, with one major outlier. While a solid majority of retailers are selling Crumpton Oaks and Frosty Jacks’ 2.5l bottles at their most-common prices, 71% are charging above the most-common price of £3.99 on 3 Hammers 2.5l, going as high as £4.99, £1 higher than the most-common price set by 28%.
Cider price checker
KOPPARBERG MIXED FRUIT 4% 500ML
Use the price-checker chart to see what the most common prices are for a key line in the category.
Retailer views on cider products
“Cider is all year round for us, but we obviously see a big increase in fruity sales in the summer and some shoppers switch from lager. Overall, I give about 1/6 of my chilled alcohol space to cider. We also keep the 10-packs chilled and we try and get as much chilled as possible. We try to get new flavours in, with Brothers Cherry Bakewell coming through we’re teasing people on Facebook with the potential it held for last week’s Jubilee. We sell fewer of the higher-ABV lines. Certain shoppers like them, but leisure drinkers steer clear.”
“Cider takes up about 20% of my beer fridge and is probably about 10% of my entire alcohol range. We have a couple of plain ciders like Strongbow and Magners. But it’s the fruity ones that people drink more of now like Kopparberg and Dark Fruit, especially at this time of year. I also do some sub and blade cider kegs in Strongbow varieties. With high-strength lines, I have K Cider, but other than that, customers stay away because of minimum unit pricing (MUP). We also don’t do big 2l or 2.5l bottles – MUP has killed that whole market in Scotland.”
Cider price distribution
Use the price distribution table to see the range of prices being charged on 12 key lines.
|Crumpton Oaks Farmhouse Dry Apple 5% 2.5l||£3||£4.29||£6.50|
|Frosty Jack’s Original Apple 7.5% 2.5l||£3.99||£4.79||£5.29|
|3 Hammers Apple 7.5% 2.5l||£3.89||£3.99||£4.99|
|Westons Henry Westons Vintage 8.2% 500ml||£1.67||£2.49||£2.79|
|Barnstormer Black Dry Cider 7.5% 500ml||£0.99||£1.19||£1.90|
|Old Mout Berries & Cherries 4% 500ml||£1.67||£2||£2.99|
|Bulmers Crushed Red Berries & Lime 4% 500ml||£1.67||£2.59||£2.89|
|Strongbow Original 4.5% 2l||£1.50||£4.29||£5|
|Ace Apple 7.5% 500ml||89p||£1.09||£4|
|Magners Irish Original 4.5% 568ml||£1.49||£2.29||£2.99|
|Kopparberg Strawberry & Lime 4% 500ml||£1.83||£2||£2.99|
|Kopparberg Mixed Fruit 4% 500ml||£1.83||£2||£2.99|
Must-stock cider products
Use the must-stock products chart to see the percentage of retailers charging above, below and at the most-common price.
Read more Pricewatch and get expert product price comparison analysis and retailer insight on all the key products in your store
Data supplied by the Retail Data Partnership, a specialist data and EPoS supplier committed to serving the independent retail sector