Fresh consumer research commissioned by the National Association of Cider Makers suggests the drink still occupies a distinctive place in British culture, while also pointing to room for expansion in both mainstream and premium segments. The study says cider contributes £2.7bn to UK GDP, supports 65,000 jobs and generates £1.4bn in wages, underlining the sector’s wider economic weight as well as its role on the bar and in the off-trade. According to government figures, the industry has already grown substantially over the past decade, with the number of medium-to-large producers rising sharply and hundreds of smaller makers also operating across the country.

The NACM polling of more than 1,250 adults found that four in 10 alcohol drinkers buy cider at least monthly, while just under six in 10 said they consider it when choosing a drink. Respondents most often described cider as refreshing, and many associated it with social occasions such as pub visits, bars, clubs and barbecues. The survey also found that cider scored ahead of other alcoholic drinks on taste, quality and value for money, suggesting the category still has considerable headroom with consumers who already drink alcohol.

A notable part of the opportunity appears to lie with drinkers who are not yet regular cider buyers. The NACM said roughly a third of non-cider drinkers would consider trying it in future, while a sizeable share said they would prefer a British producer. The findings also point to low- and no-alcohol cider as a possible growth engine: more than half of respondents said they would consider trying it, and it was the most appealing option for non-drinkers compared with beer, wine and cocktails. That matters at a time when more consumers say they are cutting back on alcohol.

The wider market backdrop is also encouraging for producers positioned at the premium end. The Standard reported that premium cider labels have been expanding even in a flat overall drinks market, with Showerings posting strong volume growth and the premium share of cider sales rising year on year. Separately, The Guardian has noted that a strong apple harvest has provided makers with abundant fruit and naturally sweeter raw material, which could help support quality-focused brands. Against that backdrop, NACM chief executive Fenella Tyler said the priority now is to persuade more consumers to sample the breadth of British cider, with British Cider Week intended as an early rallying point for the trade.

We are delighted to announce that entries are still open for the UK Quality Food & Drink Awards 2026. We are also pleased to share that the Beer - Cider category has been reintroduced for 2026, offering an exciting opportunity for cider producers to once again showcase their products on this respected stage. Submit your entries today and be recognised among the UK’s finest. For further details on categories, entry criteria, and deadlines, please visit UK Quality Food & Drink Awards 2026 - 2026 Beer & Cider