The premiumisation trend in the West European cider market has led to growth of premium brands, according to a report by Canadean.

Titled ‘Spain Cider Market Insights Report 2016; France Cider Market Insights Report 2016; Republic of Ireland Cider Market Insights Report 2016’, the report states that premium cider brands have grown at a compound annual growth rate of 18% between 2009 and last year.

"Growth in the Republic of Ireland was primarily driven by a recovering economy, which led the country to become the fastest growing economy in West Europe last year."

Compared to discount and mainstream brands, which have posted declines, premium brands have registered strong growth between 2009 and last year. With a price index between 115% and 149% compared to the leading mainstream brands, premium brands have benefitted from the premiumisation trend. Super-premium brands, with a price index of 150% and above, have, however, not benefitted from the trend.

The countries with the strongest growth in West Europe included the Republic of Ireland (107%), Spain (3%) and France (15%).

Growth in the Republic of Ireland was primarily driven by a recovering economy, which led the country to become the fastest growing economy in West Europe last year. Premium brands in the traditional cider drinking market benefitted from the growth, as a result. One particular brand, which experienced double volume growth in the premium price segment, was Heineken’s Orchard Thieves, which was introduced in last year.

The second biggest premium cider market by volume, Spain witnessed growth from the increased demand for imported cider and ‘natural’ cider. Both types generally associated with premium and super-premium price points witnessed growth due to their popularity among young adult consumers.

In France, growth was driven by the change in drinking habits of consumers from quantity to quality.

The report forecasts that the premium cider market in West Europe will continue to witness strong growth due to increase in consumer interest and willingness to spend more on quality ciders. Brewers offering unique and premium ciders similar to Heineken can capitalise and benefit from this trend, adds the report.