“Faddy flavours” could de-valuate cider market, warns Gaymer |
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| Written by Claire Weekes | |
| Thursday, 25 September 2008 | |
"Faddy fruit flavours" are in danger of de-valuing the cider market, the managing director of Gaymer Cider Company, John Mills has warned. Mills spoke out as Gaymer published the findings of a wide-scale drinks industry survey suggesting that the cider market would beat the economic downturn and continue to grow over the next 12 months. Commenting on the findings, Mills said: "It is my view that brand investment, through engaging marketing and trade programmes, rather than sku proliferation, is the key to cider's future. Faddy fruit flavours are in danger of de-valuing the market. "The future is in marketing and investment in quality ciders, which you can't make with fruit other than apples or pears because other fruits aren't true to what cider is traditionally all about." Gaymers surveyed 100 on and off-trade retailers, drinks buyers and drinks industry experts, asking them for their views on the challenges ahead for cider and specifically, whether the "cider phenomenon" seen in recent years will continue. Results suggested that growth of the cider market is set to continue, with marketing investment, rather than innovation, seen as the most important factor in maintaining growth. Gaymer admitted that growth would be challenged by increased competition among brands, the credit crunch and duty and legislation, but, said Mills, continued investment would lead to continued growth "well beyond the next two years". In the survey, 70% of respondents said they believed that growth in the cider market is sustainable, with 92% adding that cider was not ‘past its peak'. Meanwhile 81% felt that cider's growth had been at the expense of lager. "Cider has been the fastest growing drinks category for three years, and it is extremely encouraging to see that the trade shares our view that this growth is here to stay. Wine is a good example of a category that has continued to grow in the UK, and it is my belief that cider can do the same, keeping its place in the market and consumers' repertoires," said Mills. "As an industry, cider mustn't repeat the mistakes of the past. In the 90s, when growth slowed, the industry cut its investment and focused on price at the expense of quality. As a result, the market declined. "My challenge to the industry is that we must continue to invest in high profile and engaging marketing campaigns and in building authentic, differentiated brands, not faddy fruit flavours. This will ensure we retain current cider drinkers and continue to draw new consumers to the market." Related Articles
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