The hard cider market is struggling, experiencing a decline in dollar sales by 1.8% in 2024 compared to the previous year. Experts note ongoing challenges related to distribution in key outlets such as convenience stores and bars, contributing to the segment's niche status. Innovative trends from other beverage alcohol sectors are overshadowing hard cider, further diminishing consumer excitement and growth potential. Companies like 2 Towns Ciderhouse attempt to innovate with seasonal offerings like Spiced Cosmic Crisp Imperial, but overall, the category faces uphill battles in market visibility and competition.
"In 2024, hard cider was down -1.8% dollar sales vs. [year ago] (YA) and the three year [compound annual growth rate] (CAGR) for the segment is steadily declining at -1%," says Christal Torres.
"The category remains niche and has had challenges gaining distribution in mainstream off premise accounts, especially convenience stores and tap handles at bars and restaurants," says Brian Sudano.
"Expect the hard cider segment to continue slight decline in the coming year as consumer excitement and innovation for the category is focused in other segments," Toenies says.
"Similar to other segments with soft trends, cider struggles to keep distribution/space at retail," says Ryan Toenies.
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