Licensed & Tobacco Category Guide 2024

18 0 5 10 15 20 25 30 35 40 (1) Circana Symbols and Independents data 52 week to 24/02/2024 (2) NielsenIQ (March 2021 – Feb 2024) Cider Category Performance Standard Apple & Pear and Value constitute 50% of sales. Allocate 1/3 of chiller space to Standard Apple & Pear. See pages 8-9 for details. Also, stock Black Storm & White Storm Cider to meet demand for value. (1) Premium Apple and Pear is boosting growth. Thatcher’s Gold makes up 44% of sales. Inch’s holds 10% of sales, growing rapidly at +79%, outpacing the category by 60%. (1) Cost of Living and post Covid behaviours are driving more drinking occasions in home, so offering a Premium range is essential for helping shoppers explore new tastes and experiences. What type of Cider sells the most? (1) Value Sales % Share of Cider -10% -2% +19% +9% +4% +17% +1% -4% -12% -12% -2% -5% -4% Standard Apple & Pear Premium Apple & Pear Premium Flavoured Alcohol Free Standard Flavoured Super Premium Value Sales Volume Sales Change Level