Analysis

According to The National Association of Cider Makers, the UK accounts for 39% of the global cider market, making it by far the biggest consumer of the fermented apple drink. 

This presents retailers with a big advantage, especially in the run-up to warmer seasons, as cider is synonymous with summer.

James Kennedy, head of off-trade at Thatchers Cider, says cider has grown in value by 4.9% in convenience, so retailers should make sure their stock taps into current trends. 

Apple ciders make up 69% of the cider market by volume, and premium varieties are growing year on year at 15.9%. 

Fruit varieties are also important, with seven out of 12 ciders featured in the table this week being flavoured. 

Kopparberg was the most popular brand, and, with multiples slightly undercutting independents on the pricing of its products, it might be worth investing in multibuy deals across the brand to compete.

Profit checker

Price checker

PRODUCT AVERAGE BOOKER RRP LOCAL C-STORE IN MID WALES VILLAGE LOCAL C-STORE IN RESIDENTIAL AREA OF WEST MIDLANDS COUNTRY TOWN NEIGHBOURHOOD C-STORE IN LARGE WEST YORKDHIRE TOWN HIGH STREET SHOP IB SOUTH WEST GALAGOW SUBURB LOCAL SHOP IN RESIDENTIAL PART OF CAMBRIDGESHIRE COUNTRY TOWN HIGH STREET OFF LICENCE AND SHOP IN DEVON COASTAL TOWN
WESTONS STRONG OAK CONDITIONED VINTAGE RESERVE 500ML £2.19 £2.19 £2.40 £2.49 £2.19 £2.19 £2.29
KOPPARBERG STRAWBERRY CIDER 500ML £2.52 £2.59 £2.59 £2.59 £2.40 £2.29 £2.59 £2.59
KOPPARBERG MIXED FRUIT CIDER 500ML £2.51 £2.59 £2.79 £2.59 £2.40 £2.29 £2.59 £2.20
BULMERS RED BERRIES & LIME 500ML £2.30 £2.39 £2.39 £2.39 £2.19 £2.39 £1.99
MAGNERS IRISH CIDER NRB 568ML £2.09 £2.19 £2.40 £2.00 £2.29 £1.99
BULMERS ORIGINAL 500ML £2.11 £2.19 £2.19 £2.19 £2.19
REKORDERLIG STRAWBERRY & LIME 500ML £2.54 £2.69 £2.35
KOPPARBERG RASPBERRY CIDER 500ML £2.51 £2.59 £2.59 £2.59 £2.40 £2.29 £2.59 £2.20
MERRYDOWN VINTAGE MEDIUM CIDER 75CL £2.83 £2.99 £2.50 £2.99
KOPPARBERG BLUEBERRY & LIME 500ML £2.44 £2.59 £2.69 £2.59 £2.59 £2.59 £2.59 £2.59
BROTHERS TOFFEE APPLE CIDER 500ML £2.35 £2.49 £2.49 £2.20
WESTONS OLD ROSIE CLOUDY SCRUMPY 500ML £2.19 £2.19 £2.40 £1.99

Drive your profits

Bart Dalla Mura     Avatar

Bart Dalla Mura

Tysoe Village Stores

Location: Tysoe, Warwickshire

Size: 1,200sq f

Type: Village

TOP TIP
Try to keep within 5% of supermarket prices, where possible

Premium apple ciders are selling best for us at the moment, with Aspall, Thatchers and Green Goblin the most popular lines. Sweet ciders, such as Kopparberg, aren’t doing so well – some customers consistently buy them, particularly Strongbow Dark Fruit, but the traditional apple ciders are the ones driving the market. In terms of my pricing strategy, I stick to RRP and don’t buck the trend; the people who like cider know what they should cost and notice if you go too high. Even if it leaves me with a margin in the early 20s, which is fine.

Paul Walker Avatar

Paul Walker

Bargain Booze Davenport

Location: Stockport, Greater Manchester

Size: 600sq ft

Type: Residential

TOP TIP

Host a tasting if you have a new cider coming in

Cider is quite seasonal, so our sales are much stronger in summer than at this time of year. Fruit ciders are growing: Kopparberg and Strongbow Dark Fruit are our bestsellers and, although we have a few premium lines people are trying, nothing’s really taken hold. We’re a Bargain Booze, so our prices are generally always under RRP, and we run a lot of promotions. Certain people will buy whatever is on promotion, but I find that, with cider, people are particularly attached to their favourite brands: they’ll find one they like and stick with it.

Jeet Bansi Avatar

Jeet Bansi

Meon Vale Londis

Location: Stratford-upon-Avon, Warwickshire

Size: 3,000sq ft

Type: Village

TOP TIP
Offer deals on bottled ciders that allow customers to mix and match

We’d normally expect cider sales to slow down at this time of year compared with summer, but that hasn’t happened, and we’ve maintained a good trade during the winter. The generic fruit cider brands are on trend and are selling well, but a couple of local brands – Knights Malvern Oak and Knights Malvern Gold – are also popular with our customers. Thatchers, Scrumpy Jack, Brothers and Stowford all sell well, too. We try to buy as much on promotion as possible and pass these savings on to customers by pricing below RRP.

Jaina Patel  Avatar

Jaina Patel

Booths Convenience Go Local Extra

Location: Alfreton, Derbyshire

Size: 800sq ft

Type: Residential

TOP TIP
Talk to your customers to keep up with what they want

Premium ciders sell well in our store: Aspell, Old Rosie and Henry Weston. Promotions make a big difference: we’ve got a two-for-£3 offer on Henry Weston bottles and they’re flying out of the door. We also sell some fruit ciders, particularly Rekorderlig, in Strawberry & Lime and Passion Fruit flavours. We’ve got quite an elderly demographic, and they are looking for high-end ciders and won’t buy cheaper lines. We stick to RRP, but our strategy is based on what offers are going and really pushing whatever promotions we can.