Heineken UK has released the second edition of its series of industry reports, Shelf Talk, this time focusing on the booming cider category. The report offers insights into the category, as well as help and guidance on how retailers can grow their sales throughout the summer and across the year
The study suggests that there are major sales opportunities available for retailers who want to maximise their profits in the cider category. In the wake of new flavours hitting the market and brands upping their sustainability credentials, Heineken highlights that the cider market is evolving, with retailers needing to keep up with the changing landscape to continue to drive sales.
Nielsen data shows the cider market is worth a £1bn in the off-trade and with Heineken responsible for 35% of all cider sales in the UK.
The report initially highlights the ‘State of the Nation’ and ‘key players’ within it, and who are driving the category forward. Touching on how retailers can maximise their merchandising of the category, the report later delves into how to tackle the big issues and FAQs surrounding cider, as well as a flavour wheel detailing how the different tastes of ciders can be paired and matched – proving the strength of the apple category and profiles within it as well as the new fruit flavours bolstering the category’s success.
Toby Lancaster, Category and Shopper Marketing Director at Heineken UK, commented: “Helping to drive the category forward, as well as helping our customers increase their sales, is of utmost important to us all at Heineken UK. That’s why we’ve decided to focus our second edition of Shelf Talk on the cider category. With cider an integral offering over the Summer period, this report not only offers retailers guidance on how to maximise sales during the warmer months, it also demonstrates how the category is still significant in the cooler seasons that follow.”
Download the Cider Shelf Talk report
The first report in the Shelf Talk focused on the No and Low Alcohol category. The next will be released in September, focusing on the Premium Beer category.
