Magners and Bulmers kick-started the cider resurgence with their over-ice trend in the early 2000’s.
The market then saw a shift towards pear ciders as opposed to traditional apple ciders, whilst the latest trend in the market is fruit flavoured cider. Both the pear and fruit flavour cider trends have fuelled the emergence of new consumer groups, specifically 2.3 million younger (18-24) female drinkers with which the pear and fruit varieties are popular. Figures for 2011 reveal a 17% increase in volume together with a 26% growth in value.
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