Hot Drinks in Peru
Euromonitor International's Hot Drinks in Peru market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 69 | Publication date: Mar 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Coffee; Other hot drinks; Tea
Executive summary
Coffee consumption begins to take off
Peruvian coffee consumption increased in 2008. The government implemented initiatives with the aim of expanding coffee production not only to promote exports but also domestic consumption as well with actions such as nominating Peruvian coffee as producto bandera or “flag product” and establishing the “Day of Peruvian coffee”. Companies in the coffee segment are using marketing to combat the misconception of Peruvian consumers who believe that coffee is unhealthy and are raising awareness of its beneficial features. The Peruvian economy had continued strong performance, people have more disposable income and hence they demand higher value-added products like coffee.
The seasonality of hot drinks is decreasing
Most hot drink categories see the best volume sales performance during wintertime. However, over time the behaviour of Peruvian consumers has changed to incorporate frequent hot drinks consumption throughout the entire year. Coffee is consumed both in the morning, at home or the office but also at night through the on-trade channels. Other hot drinks, such as flavoured powder drinks, have recently targeted children to reduce the seasonality of the product since this group of consumers drink this kind of products almost everyday at breakfast and at lonche or “tea time”.
Increased varieties of tea available
Traditionally, the most common variety of tea consumed in Peru has been black tea. However, the tea segment has become highly competitive, with more than 20 brands currently active. This has meant that companies engage in efforts to strengthen and increase their share in this segment. The main strategy has been the introduction of new varieties of tea, such as green tea and others types that incorporate traditional ingredients. By doing this, the leading companies have not only increased their share but gained the interest of new consumers, including the young and also women, who look for natural ways to keep fit, expanding from its traditional roots to a more mainstream and diverse category.
Coffee shops in fashion
The proliferation of coffee shops in Peru has ended the myth that Peruvian consumers were not willing to pay a higher price for a hot drink sold through on-trade channels. Currently, Starbucks, the biggest coffee shop chain operating in Peru, owns 20 stores and has already started to expand to provinces outside the capital Lima. This success story has motivated other coffee shops to open and Bembos and McDonald’s fast food outlets have launched some restaurants that include a café section focused on coffee. The affect of the expansion of coffee shops has not only being the increase of on-trade sales but have created a lifestyle of consuming coffee habitually, which has spread the off-trade channel.
Fresh ground coffee to continue leading growth
Although Peruvians are amongst the lowest per capita consumers of coffee in Latin America, there are a significant group of Peruvians who appreciate the taste of coffee and also a substantial group that are joining the coffee culture. Fresh ground coffee is expected to lead the growth in hot drinks as the Peruvian economy is expected to continue showing a good performance. The higher disposable income of consumers will make the higher priced variety of coffee more available to them in the forecast period.
Table of contents
HOT DRINKS IN PERU : MARKET INSIGHT
EXECUTIVE SUMMARY
Coffee consumption begins to take off
The seasonality of hot drinks is decreasing
Increased varieties of tea available
Coffee shops in fashion
Fresh ground coffee to continue leading growth
MARKET DATA
Table 1 Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2003-2008
Table 2 Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2003-2008
Table 3 Retail Sales of Hot Drinks by Sector: Volume 2003-2008
Table 4 Retail Sales of Hot Drinks by Sector: Value 2003-2008
Table 5 Retail Sales of Hot Drinks by Sector: % Volume Growth 2003-2008
Table 6 Retail Sales of Hot Drinks by Sector: % Value Growth 2003-2008
Table 7 Foodservice Sales of Hot Drinks by Sector: Volume 2003-2008
Table 8 Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2003-2008
Table 9 Total Sales of Hot Drinks by Sector: Total Volume 2003-2008
Table 10 Total Sales of Hot Drinks by Sector: % Total Volume Growth 2003-2008
Table 11 Hot Drinks Company Shares by Value 2004-2008
Table 12 Hot Drinks Brand Shares by Value 2005-2008
Table 13 Sales of Hot Drinks by Distribution Format: % Analysis 2003-2008
Table 14 Sales of Hot Drinks by Sector and Distribution Format: % Analysis 2008
Table 15 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2008-2013
Table 16 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2008-2013
Table 17 Forecast Retail Sales of Hot Drinks by Sector: Volume 2008-2013
Table 18 Forecast Retail Sales of Hot Drinks by Sector: Value 2008-2013
Table 19 Forecast Retail Sales of Hot Drinks by Sector: % Volume Growth 2008-2013
Table 20 Forecast Retail Sales of Hot Drinks by Sector: % Value Growth 2008-2013
Table 21 Forecast Foodservice Sales of Hot Drinks by Sector: Volume 2008-2013
Table 22 Forecast Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2008-2013
Table 23 Forecast Total Sales of Hot Drinks by Sector: Total Volume 2008-2013
Table 24 Forecast Total Sales of Hot Drinks by Sector: % Total Volume Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
COFFEE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 25 Retail Sales of Coffee by Type: Volume 2003-2008
Table 26 Retail Sales of Coffee by Type: Value 2003-2008
Table 27 Retail Sales of Coffee by Type: % Volume Growth 2003-2008
Table 28 Retail Sales of Coffee by Type: % Value Growth 2003-2008
Table 29 Coffee Company Shares 2004-2008
Table 30 Coffee Brand Shares 2005-2008
Table 31 Forecast Retail Sales of Coffee by Type: Volume 2008-2013
Table 32 Forecast Retail Sales of Coffee by Type: Value 2008-2013
Table 33 Forecast Retail Sales of Coffee by Type: % Volume Growth 2008-2013
Table 34 Forecast Retail Sales of Coffee by Type: % Value Growth 2008-2013
Table 35 Forecast Retail Sales of Coffee by Type: Volume 2008-2013
Table 36 Forecast Retail Sales of Coffee by Type: Value 2008-2013
Table 37 Forecast Retail Sales of Coffee by Type: % Volume Growth 2008-2013
Table 38 Forecast Retail Sales of Coffee by Type: % Value Growth 2008-2013
TEA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 39 Fruit/Herbal Tea by Type: % Off-trade Volume 2007-2008
Table 40 Retail Sales of Tea by Subsector: Volume 2003-2008
Table 41 Retail Sales of Tea by Subsector: Value 2003-2008
Table 42 Retail Sales of Tea by Subsector: % Volume Growth 2003-2008
Table 43 Retail Sales of Tea by Subsector: % Value Growth 2003-2008
Table 44 Tea Company Shares 2004-2008
Table 45 Tea Brand Shares 2005-2008
Table 46 Forecast Retail Sales of Tea by Subsector: Volume 2008-2013
Table 47 Forecast Retail Sales of Tea by Subsector: Value 2008-2013
Table 48 Forecast Retail Sales of Tea by Subsector: % Volume Growth 2008-2013
Table 49 Forecast Retail Sales of Tea by Subsector: % Value Growth 2008-2013
OTHER HOT DRINKS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 50 Retail Sales of Other Hot Drinks by Subsector: Volume 2003-2008
Table 51 Retail Sales of Other Hot Drinks by Subsector: Value 2003-2008
Table 52 Retail Sales of Other Hot Drinks by Subsector: % Volume Growth 2003-2008
Table 53 Retail Sales of Other Hot Drinks by Subsector: % Value Growth 2003-2008
Table 54 Other Hot Drinks Company Shares 2004-2008
Table 55 Other Hot Drinks Brand Shares 2005-2008
Table 56 Forecast Retail Sales of Other Hot Drinks by Subsector: Volume 2008-2013
Table 57 Forecast Retail Sales of Other Hot Drinks by Subsector: Value 2008-2013
Table 58 Forecast Retail Sales of Other Hot Drinks by Subsector: % Volume Growth 2008-2013
Table 59 Forecast Retail Sales of Other Hot Drinks by Subsector: % Value Growth 2008-2013
ALICORP SAA
Strategic Direction
Key Facts
Summary 2 Alicorp SAA: Key Facts
Summary 3 Alicorp SAA: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 4 Alicorp SAA: Competitive Position 2008
ALTOMAYO PERÚ SAC
Strategic Direction
Key Facts
Summary 5 Altomayo Perú SAC: Key Facts
Summary 6 Altomayo Perú SAC: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 7 Altomayo Perú SAC: Competitive Position 2008
INDUSTRIAS ORO VERDE SA
Strategic Direction
Key Facts
Summary 8 Industrias Oro Verde SA: Key Facts
Summary 9 Industrias Oro Verde SA: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 10 Industrias Oro Verde SA: Competitive Position 2008