DUBLIN--(BUSINESS WIRE)-- Research and Markets (http://www.researchandmarkets.com/research/gxf97r/usa_cider_market) has announced the addition of Canadean Ltd's new report "USA Cider Market Insights 2012" to their offering.
Cider seems to be following a similar development pattern to the craft beer sector. As with craft beer, the sector is driven by enthusiasts, and a sense of rediscovery. Innovation is very important and many producers are now producing seasonal and limited edition products and marketing 'variety' packs containing a number of brand variants. Many producers are actively promoting consumer knowledge of cider, and in particular of apple varieties.
Key Market Issues
The American palate tends to favor sweeter tastes and many drinkers find English style ciders too dry. This is especially true on the West Coast, East Coast drinkers being more attuned to dryer styles.
Increased competition means some brands will decline, though Hornsby's was the only major brand to witness declining volume and share in 2011.
Hornsby's move to 33cl (11oz) bottles was not followed by anyone else, and may have backfired, being perceived as a cynical way of increasing prices.
Overall prices increased by around 4%, driven by increased premium offerings.
Hornsby's suffered from a lack of focus and investment as part of the Gallo wine business.
Cider continued to grow strongly, driven by innovation.
Cider's growth is expected to continue unabated with the market predicted to grow by around 30% in 2012. The entry of major brewers into the category, together with innovative marketing and product development, should see cider emulate the trajectory experienced by craft beer.
Historically, cider was often a name given to a non-alcoholic apple drink in the US, and consequently alcoholic ciders were often labeled as 'hard' ciders. One consequence of the increasing popularity of cider is the fact that most American consumers now seem to understand the term cider to refer to the alcoholic drink, and most brands have dropped the word 'hard' from their names.
As with the craft beer business, a lot of the really spectacular growth is coming from the grassroots level. Crispin was the fastest growing brand in 2011, posting a 300% plus increase.
The market is benefiting from increasing premiumisation, with premium ciders, which account for a quarter of the market, growing at more than double the rate of mainstream cider.
VERMONT HARD CIDER COMPANY, HORNSBY'S PUB DRAFT CIDER LTD, Original Sin Corporation, The California Cider Company, The Boston Beer Company Inc, Crispin Cider, Fox Barrel Cider Company and Fish Brewing Company
For more information visit http://www.researchandmarkets.com/research/gxf97r/usa_cider_market
Source: Canadean Ltd
Source: Research and Markets