All data Westons Cider Report 2026, Circana 52 w/e 27 December 2025 and Kantar 28th December 2025 unless otherwise stated. 
- Convenience is now the biggest selling cider channel, accounting for 51.7% of total category value.
- Apple cider dominates, delivering 67.4% of value sales and growing +5% YOY as drinkers return to classic styles.
- Crafted cider fuels premium growth, rising +10.4% in convenience and creating a ripe profit opportunity for retailers.
- Cans account for 65%+ of category value, while bottles of vintage cider continue to deliver premium value for retailers (+3.7% YOY).
Britain’s cider drinkers are becoming increasingly discerning, with a growing thirst for premium products at the same time as practising greater moderation, according to the latest deep dive into the category from cider maker Westons.
The 2026 annual Westons Cider Report reveals an evolving and increasingly sophisticated market dynamic, as changing shopper habits reshape the UK’s £1.1bn off-trade cider category. While drinking occasions across the wider drinks aisle continue to shift, cider remains resilient as consumers increasingly choose fewer drinks but better ones.
Convenience retailers are firmly at the centre of this shift. The channel now accounts for 51.7% of total cider sales, up from 51.1% last year, while also outperforming the wider market with value growth of +1.8% year-on-year, compared with +0.6% across the category overall.
Despite broader moderation trends, cider remains resilient. 401 million litres were sold through retail last year.
Sally McKinnon, Head of Marketing & Strategy at Westons Cider, says: “Convenience retailers are playing an increasingly important role in the cider category. As shoppers drink less but trade up in quality, the channel is well placed to meet demand for premium cider, trusted brands and formats suited to everyday drinking occasions.
“What’s particularly exciting is the scale of opportunity still ahead. With cider currently purchased by just 39.6% of UK households, more than 60% of shoppers remain outside the category, creating significant headroom for retailers to recruit new drinkers.”
APPLE AT THE CORE OF THE CATGEORY
Traditional apple cider has now firmly re-established itself as the core of the cider category, wrestling back the previous momentum offered by fruit-based ciders.
McKinnon says: “Now accounting for 67.4% of cider value sales, apple cider is growing +5% year-on-year, while flavoured cider’s share has fallen to 28.5%.
“Worth £762M in the off-trade, apple cider continues to resonate with shoppers looking for authentic flavour, heritage, and trusted brands.”
At the same time, the average price per litre across cider has risen from £2.60 to £2.82 over the past two years, reflecting both inflation and a clear trend towards premiumisation.
“For convenience retailers, ensuring classic apple cider sits firmly at the heart of the fixture will be key to capturing future category growth,” adds McKinnon.
PREMIUM CRAFTED CIDER DELIVERS DISPROPORTIONATE VALUE
Premiumisation continues to reshape the cider aisle and crafted cider is leading the charge.
The segment is the fastest-growing part of the market, increasing +7.6% year-on-year overall and +10.4% in convenience.
Despite this momentum, crafted cider still represents just 22% of value sales in convenience, compared with 25% across the total cider market.
This gap highlights a ripe opportunity for convenience retailers to unlock additional value by strengthening their premium range.
McKinnon adds: “Crafted cider is delivering disproportionate value growth. With a significantly higher price per litre than the category average, it taps directly into what today’s drinkers are seeking — drinks with provenance, authenticity, and flavour.
“Prioritising bestselling premium brands and ensuring strong availability represents a clear opportunity for convenience retailers to drive both value and margin.”
INDEPENDENTS LEADING CHANNEL MOMENTUM
Independent convenience retailers are currently outperforming the wider market.
Cider value sales in independents have grown +6.5% year-on-year, well ahead of the category overall.
Symbol groups are also delivering growth, with value sales up +3.7%, while convenience multiples have declined slightly.
However, there is still considerable headroom for independents to unlock further growth.
Crafted cider currently accounts for just 18% of value sales in independent convenience stores, compared with 25% across the total category.
McKinnon says: “Independent retailers are already outperforming the market and are in a strong position to unlock even greater value from cider. Expanding premium ranges and giving greater prominence to quality apple and crafted ciders can deliver significant growth in the years ahead.”
DRINKING LESS, TRADING UP
Moderation continues to influence purchasing behaviour across the drinks market.
The low and no alcohol cider segment, now worth £52.9M, has grown +37.3% year-on-year, highlighting the growing demand for lower-strength alternatives.
Notably, low and no cider shoppers tend to be younger and more affluent than the average cider consumer, suggesting the segment is helping recruit a new generation of drinkers into the category.
UNLOCKING GROWTH IN 2026
Tying these trends together, and to help operators make the most of the cider opportunity during the year ahead, Westons’ annual Cider Report contains a number of key recommendations for retailers to follow, including:
- Keep apple at the core.
With apple cider dominating category sales, the range should reflect this demand. - Expand premium crafted cider.
Crafted cider continues to outperform the market and offers retailers a clear route to higher value sales. - Back independent momentum.
Independent stores are already outperforming the market and have significant headroom to grow premium cider. - Capitalise on key drinking occasions.
During the 2018 FIFA World Cup, cider sales rose 59% above the weekly average when England played Panama and Belgium. With the 2026 tournament running from June to July, retailers should ensure strong availability to capture the opportunity.
CONVENIENCE CATEGORY HOTSPOTS & OPPORTUNITIES
- Crafted cider’s Southern stronghold. Nearly two-thirds (64%) of cider sales come from the five most southern TV regions including Wales, London and the Midlands. This rises to 72% for crafted cider, suggesting retailers in these regions should allocate more shelf space to premium cider.
- Independents outperform the market – with further growth to unlock. Independent convenience stores are currently delivering the strongest performance in the channel, with cider value sales growing +6.5% year-on-year, significantly ahead of the wider market. Despite this strong growth, crafted cider remains underrepresented in independent stores, accounting for just 18% of value sales, compared with 25% across the total cider market. Closing this gap presents a clear opportunity for independent retailers to grow cider sales by expanding their premium offering and giving greater prominence to bestselling crafted brands.
- How cans are reshaping the cider aisle. More than 65% of cider value is now sold in cans, with multipacks and rapidly growing 568ml pint cans (+55.8% YoY) transforming how the category is merchandised in convenience.
- Recruiting the next generation of cider drinkers. With cider penetration currently at 39.6% of UK households, more than 60% of shoppers are not yet engaged with the category, presenting a significant opportunity for retailers to recruit new drinkers.
Sally McKinnon, Head of Marketing & Strategy at Westons Cider, concludes: “What we’re seeing in cider mirrors wider trends across the drinks market: consumers are drinking more consciously and choosing products that deliver genuine quality and character.
“That’s why classic apple cider and premium crafted styles are performing so strongly. They offer the authenticity, flavour, and provenance that today’s drinkers increasingly value.
“Independent stores are already outperforming the market, and by giving greater prominence to quality apple cider and bestselling premium crafted brands, they have a clear opportunity to unlock even greater value from the category in the years ahead.”
The full report – including impartial stocking advice for retailers – is also available for digital download here.
Comments are closed.