“Exceptional” sales growth marks Australian cider boom

Posted by AFN Staff Writers on 19th October 2011

Cider is outpacing all other alcoholic brands in Australia, with “exceptional” sales growth seen over the past year, according to a report released today by international market research company Nielsen.

Nielsen’s report shows that, in the past year, cider sales in Australia have increased by just over a third (35 per cent) in value terms and just over a fifth (23 per cent) in volume terms.

A spokesperson for Nielsen said that, considering the Australian liquor market is currently decreasing at 0.5 per cent annually, the growth in cider sales is a “phenomenal achievement”.

According to the report, cider has gained a 0.5 per cent increase in value share over past 12 months and now represents 1.8 per cent of total liquor purchases in Australia.

Forty-five new cider brands have been introduced over the past 24 months, nearly doubling the average number of active cider brands in the market.

Director of Nielsen’s Liquor Services Group, Liz Watkinson said, “Wine may be twelve times bigger in value size, but the cider segment has contributed more in terms of value growth to the total liquor market in the past year. New product development in the cider is significant and currently has 89 active brands, half of which were introduced in the past two years.”