Functional and convenient

According to AICV, major cider makers include Heineken, Carlsberg, C&C and Kopparberg. Collectively stand for more than 80% of all cider sold across Europe.  Based on the products with the highest sales volume, the tendency leans towards berry fusions, dark fruits, citral flavour blends and tropical flavours. Flavoured ciders and limited-edition or seasonal variants are increasingly popular, especially among younger consumers. Fruity flavours and novel taste experiences are key purchase triggers. Cider and Beer brands can look to alcoholic RTD for inspiration. The “Fourth Category” has seen impressive growth, creating ripple effects on the remaining three other categories: beer, wine and spirits. In a time when Gen Z is positioned as the most influential target group by NIQ and Statista, influencing trends in consumption and premiumization brands, they will need to find new ways to stay relevant and appeal to them.  Dubbed as “the most powerful consumer generation”, Gen Zs are more likely than older generations to experiment with different flavours and brands. Coined by MMR, the term “The discovery Era” describes the need for product innovation and rejuvenation to appeal to consumers in a time where consumers are bombarded by social media hype and increasingly focused on calling out new stuff. Therefore, the adjacent categories, including cider, may want to gain inspiration from “The fourth category” and its numerous new, vibrant flavours.