Category advice

Cider icon

Market Insight

Category advice2022


Cider has grown 23% in the past year and is now worth £2.1bn in the Impulse Channel.

Total Impulse Cider value sales account for 9.1% of Total Impulse total Alcohol value sales. Total Grocery Cider value sales account for 4.7% of Total Grocery total Alcohol value sales.

(MAT we 27.03.21 Nielsen Scantrack)

Cider in Impulse is worth £513m and growing 36.2% year on year.

48% of total Cider sales are Apple Cider, 30% Flavoured.

(Nielsen Scantrack, MAT to 20/03/21)

Cider shoppers in the Impulse Channel have grown +36.9%, +245,300K shoppers in the past year.

(MAT we 21.03.21 Kantar WPO)

Premium Apple Ciders have grown the fastest in the past year, boosted by new Rose variants in the market.

(Nielsen Scantrack, MAT to 11/7/20)

Impulse purchasing has risen in the past year +10%, retailers can boost sales through impactful displays to tempt their shoppers especially around key events.

50% of shoppers say they would be likely to purchase more Premium products around key event and holidays, retailers need to make sure they have a good Premium Beer & Cider offering.

Man shopping for Cider

(Source: Lumina Intelligence, UK Convenience Market Report 2020)


Over 1/5th of UK consumers are teetotal – make sure you stock a small range of No Alcohol Beer & Cider.


Must Stock Lines

Category advice2022


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


Category advice2022


We suggest you stock the following range:

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1.25m Cider Shelf 1
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1.25m Cider Shelf 2
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1.25m Cider Shelf 3
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1.25m Cider Shelf 4
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1.25m Cider Shelf 5
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