Premium flavours and craft drive growth in Australia's cider market

The Australian cider market is set to enjoy strong growth over the next five years, with an average annual growth rate of 12% forecast, in contrast to global growth of 5%.

According to a report released by market researchers Canadean, an additional 640 million litres of cider will be consumed worldwide from 2015–2020, with growth markets the USA, Australia and South Africa forecast to contribute nearly 70% of the additional cider volume.

“Super premium fruit flavours of Scandinavian cider brands like Kopperberg and Rekorderlig are driving the increased consumption in Australia. But growth is also caused by the introduction of mass market brands like Somersby at a far lower price point than typical branded ciders,” said Rakhee Sturgess, analyst at Canadean. Craft ciders are also growing in popularity, with more apple producers returning to their roots and producing small-scale artisanal ciders.

In terms of per capita consumption increase, New Zealand also stands out, with consumers expected to drink an extra 10 L per person in 2020 than in 2015; reaching 18 L compared to the UK’s 15.5 L and a global average of just 0.4 L. New Zealand’s premium apple crop is spawning a flourishing interest in cider production. “Cider’s profile as a summery, fun drink fits well with the taste and culture preferences of Australians and New Zealanders,” added Sturgess.

Total volume of the global cider market is expected to reach three billion litres in 2020, up from an anticipated 2.4 billion litres in 2015. The UK is expected to retain its global supremacy with a 33% share.