Cider’s star is rising – and it’s set to shine over the US, Australia, New Zealand & South Africa

By Rachel Arthur contact

- Last updated on GMT

Cider: Popular in the UK - and beyond
Cider: Popular in the UK - and beyond

Related tags: New zealand, Alcoholic beverage

Global consumption of cider is predicted to grow by around 5% a year, reaching more than 3bn litres by 2020, according to Canadean.

While the UK will remain the largest market, cider’s star is rising in the US, Australia and South Africa. Some 70% of the extra consumption over the next five years will come from these countries.

The cider scene for 2015 is expected to record consumption at 2.4bn litres, with the UK boasting a 41% share.

In 2020 the picture will change: global consumption of cider is expected to top 3bn litres, but the UK’s share will decrease to 33%.

US: new regions

US

In the US, growth of 12% per year up to 2020 will be driven by new and innovative cider launches, said Rakhee Sturgess, analyst, Canadean. Introducing cider to new areas also offers an opportunity for the beverage.

Consumers will come from beer and flavoured alcoholic drinks. “More consumers will discover cider... tradition and culture are important in the beverage’s promotion, and [this] will increase demand for products from the UK,”​ said Sturgess.

Australia: craft cider

Australai

Australia cider growth will match that of the US, again at 12% per year on average. Branded ciders, mass market brands (at a lower price point) and craft ciders appeal to Australian consumers, said Sturgess.

“Super-premium fruit flavours, from Scandinavian cider brands like Kopperberg and Rekorderlig, drive increased consumption,”​ he said.

Apple producers are also returning to their roots with artisanal ciders and small production runs, he added.

New Zealand: orchard opportunities

NZ flag

New Zealand is notable for a per capita consumption increase – an extra 10 litres per person in 2020 compared to 2015. In fact, New Zealanders’ attraction to cider compares to that of the UK: consumption is expected to reach 18 litres per person compared to 15.5 litres in the UK. Both are a long way above the global average of 0.4 litres.

New Zealand’s premium apple crop lends itself well to cider production, and consumers see the drink as summery and fun – a good fit for the culture in both Australia and New Zealand, said Sturgess.

South Africa: competitive market

South Africa

In South Africa, products appealing to a younger demographic (with innovations in flavours and packaging) will help boost volume and value. The market consists of both new producers and existing players – resulting in an increasingly competitive market, said Sturgess. 

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