Cider is a golden opportunity for convenience retailers willing to tap into the latest trends.
Scotland’s convenience cider market remains a significant category for local retailers, currently worth £42m, with total volume sitting at 11.5 million litres [Circana Market Advantage Convenience Exc Major Mults Scotland 52 w/e to 16 May 2026].
“While the category has softened slightly year on year in both value and volume, cider continues to play an important role in convenience, particularly around social occasions, seasonal events and chilled impulse purchases,” says Claire James, Senior Shopper Marketing Manager at Kopparberg, noting that performance is increasingly polarised.
Apple cider is benefiting from changing drinking occasions and evolving consumer tastes, particularly among younger adult shoppers who are increasingly discovering the category for the first time, claims James. “Traditionally, apple cider skewed older and drier in flavour profile, but there is now growing demand for sweeter, more accessible apple variants that offer refreshment and easy drinkability without losing the familiarity of apple cider.”
Kopparberg Crisp Apple provides a lighter, slightly sweeter take on traditional apple cider that appeals to both existing apple cider drinkers and shoppers who would typically choose fruit cider, states the firm. “It offers retailers an opportunity to recruit younger consumers into the apple cider segment while broadening appeal across occasions,” says James.
Young adults are also driving the trend towards low and no. “Low- and no-alcohol cider continues to grow within Scottish convenience, with the category currently up +13.2% in Scotland [ibid]. Moderation remains a clear long-term consumer trend, particularly among younger adult shoppers looking for balance across different occasions,” says James, adding that Kopparberg Alcohol-Free singles are currently the number one and number two alcohol-free cider SKUs within Scottish convenience [ibid].
Demand for low-and-no alcohol is shaping the cider category, with innovation in this segment helping to drive this, concurs Jonathan Ford, Off-Trade Director at Heineken UK.
Earlier this year, the firm announced the launch of Inch’s 0.0, the first dealcoholised cider in the UK. The process of dealcoholisation, which took over two years to develop, involves removing alcohol after the cider has been fermented, ensuring the cider retains its depth and character while being no more than 0.05% alcohol.
“Innovation within the low-and-no alcohol segment not only caters to those consumers looking to moderate alcohol intake, but it also attracts those consumers who do not drink alcohol to explore the cider category,” says Ford. “Strong performance from Old Mout Berries & Cherries 0.0 supports this, with the brand variant growing 180% in the last year alone [Nielsen IQ – Full year 2025].”
Price is also a key consideration for cider drinkers, highlights Aston Manor Cider.
“With shoppers still feeling the pressure on household budgets, and 69% of occasions now taking place in the home [IGD ShopperVista research 2025], the warmer months offer retailers a strong opportunity to drive sales through trusted value brands,” says Trade Marketing Manager Natalie Marshall.
“Consumers still want to socialise and enjoy quality experiences, but they’re being more mindful about how and where they spend their money. Summer and BBQ occasions allow them to enjoy time with friends and family without the cost of going out, which puts affordable cider firmly on the menu.”
Marshall claims that Crumpton Oaks is the No.1 value cider brand in the impulse channel [Nielsen, Cider, GB Impulse, Value Segment, Volume, MAT to 01/11/2025] and sells twice as much as its nearest competitor in convenience [TWC, Cider, Product Performance, Volume, Last 13wks to 30.11.2025].
“There are areas of enormous opportunity emerging [in cider],” she concludes. “Retailers that take a critical approach to their range and make changes to reflect areas of demand can stand out and become a destination.”x
