Strongbow is the clear frontrunner in the cider category, with Bulmers and Magners joint second. However, emerging cider brand Kopparberg is becoming a strong seller in c-stores.
For Ramesh Shingadia at Londis Southwater, West Sussex, there is only one winner. “Strongbow is a great seller,” he says. “In cider, branded products always outperform own label, whatever the format.”
Strongbow’s volume is 35% larger than the top four ‘modern’ flavoured cider brands put together, according to brand owner Heineken.
But most of the overall category growth is coming from flavoured ciders, with Strongbow Pear entering the fray last year. Kopparberg says flavoured cider grew by 50.1% in value in convenience last year (Nielsen), with 72.7% value growth from Kopparberg flavoured cider.
Strongbow Original 75%
Bulmers Original 43%
Magners Original 43%
Frosty Jack 37%
Scrumpy Jack 19%
Stella Cidre Original 18%
Gaymers Original 9%
Spar Cider 7%