Pricewatch: 1 March, 2019 – Cider
Find out how your store compares on the pricing of cider
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.
|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|
Tysoe Village Stores
Location: Tysoe, Warwickshire
Size: 1,200sq f
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.
Bargain Booze Davenport
Location: Stockport, Greater Manchester
Size: 600sq ft
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.
Meon Vale Londis
Location: Stratford-upon-Avon, Warwickshire
Size: 3,000sq ft
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.
Booths Convenience Go Local Extra
Location: Alfreton, Derbyshire
Size: 800sq ft
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.
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