Apple juice and cider experienced rapid market growth in the U.S. during the past few decades, but now a mature market is established. The industry faces economic pressures created by the globalization of the market, and growers and processors across the industry are trying to adapt to new market conditions. The development of effective competitive strategies for this industry requires an understanding of industry trends, market conditions, consumer preferences, and the forces driving competition in the industry. The purpose of this paper is to provide apple growers and processors with information on the markets for apple juice and cider to support the analysis of marketing opportunities and the development of effective competitive strategies. This paper is issued as a part of a larger project focused on the processing apple industry. This paper will be supplemented with additional consumer marketing research findings in the final report for this project.