Category advice

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Market Insight

A core range is the first step to growing your Cider sales.

Ensure you have the brands shoppers expect to see and align your core range to our recommended Must Stocks

Multibuy promotions are most important particularly for single bottles, however clear communication of promotions is key to engage your shopper. Check your pricing is prominent otherwise you are at risk of losing a purchase

Get your product format right for your shoppers who want to consume within 2 hours.74% of shoppers look for Beer & Cider single bottles in the chiller, so keep single bottles in the chiller for shoppers to buy for immediate consumption

(him! Beer & Cider Deepdive 2017)

Beer & Cider is the No.1 category shoppers expect to find in the chiller so ensure you keep your chiller stocked with the right brands.

Don't lose sales as 14% of shoppers will go elsewhere if Cider is not chilled

(him! Beer & Cider Deepdive 2017)

Growth in alcohol in the Convenience market has come through premiumisation.

Stocking a range of Premium and Fruit Cider encourages shoppers to trade up, delivers increased sales and profit, and improves the quality perception of your store!

Big multipacks are usually purchased for when shoppers intend to share or stock up

so have these available for the key sporting and national events of the year

Growth Through Premium & Fruit Ciders

  • Cider in the Impulse Channel is worth more than £347m and growing at +2.3%. Fruit Cider is growing ahead of the category +13% and is more than a third of total cider sales (Nielsen Total Impulse, value sales MAT 27/03/18)
  • 1 in 3 Beer & Cider shoppers would trade up to a premium product if the price was right, this is greater than the average convenience store shopper. Therefore, ensure you are well-stocked with premium and fruit ciders. There is a big opportunity to get the shopper to trade up since they consider premium Beer & Cider to be important in a convenience store (him! 2017)
  • Younger shoppers are demanding not only new flavours but new formats. Fruit Cider commands a higher price per litre + 51% versus Total Cider – this means more money through the tills
Friends summer

Reasons To Win With Cider & Ready to Drink (RTD) This Summer

  • Summer is a key period for Cider & RTD sales in Convenience and with 44% of shoppers changing their food and drink shopping habits during the summer and 30% likely to buy more alcohol as the weather improves, be prepared for sales uplifts! Sales will peak – Summer accounts for 37% of total sales in the year (him! omni-channel barometer 2017)
  • 1 in 3 shoppers will buy Cider specifically for a BBQ so make sure you stock up, increase visibility and use POS to reach shoppers – don't forget the key sporting events and bank holidays

Merchandising Your Beers & Ciders

Recommended principles for merchandising your chiller:

  1. Clear areas for Beer & Cider. Use our recommended planograms
  2. Premiumise up the fixture. Place premium products on the upper shelves along with RTD's and stock fast selling standard lager lines on the bottom shelf to increase availability
  3. Shoppers purchase by type of format. Group bottles together and cans together
  4. Block brands where possible to increase visibility and ease of purchase for shoppers
  5. Make products available for shoppers and double face single bottle sku's
Merchandising Your Beers & Ciders products

Must Stock Lines

These are the ‘Must Stock’ lines which shoppers expect to see in a convenience store. By stocking these lines, you will be meeting your customers’ needs and therefore they will visit your store again.

We suggest you stock the following range:

Must stock linesMust stock linesMust stock linesMust stock linesMust stock linesMust stock lines
Must stock linesMust stock linesMust stock linesMust stock linesMust stock lines


If you have a 5 Shelf display, we suggest you stock the following range:

Click shelf to hide/show product list

2.5m x 5 shelf Cider planogram Row 1
View Row 1 Products
2.5m x 5 shelf Cider planogram Row 2
View Row 2 Products
2.5m x 5 shelf Cider planogram Row 3
View Row 3 Products
2.5m x 5 shelf Cider planogram Row 4
View Row 4 Products
2.5m x 5 shelf Cider planogram Row 5
View Row 5 Products

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