Soft Drinks in Bolivia
Euromonitor International's Soft Drinks in Bolivia 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: 95 | Publication date: Mar 2009
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Executive summary
Soft drinks consumption hurt by social and economic instability
The social and political troubles that intensified in 2008 had noticeable repercussions on Bolivia’s economic health. The growth in soft drinks slowed down noticeably due to the double digit inflation rate during the review period that resulted in the diminished real purchasing power of Bolivians. Bolivian consumer habits were affected by a need to prioritise between staples and non-essential goods. The informal sector and lower-priced local beverages gained from this; however, an overall slowdown in investments and growth was evident in soft drinks in Bolivia.
Global over local
Despite the first mover advantage that several established national soft drinks brands once profited from in the past, today the overwhelming marketing of global brands is cannibalising their already dwindling soft drinks share. A national favourite, Papaya Salvietti from Corporación Boliviana de Bebidas SA, for example, is steadily being displaced by Simba Papaya, owned by The Coca-Cola Co and licensed to Embotelladoras Bolivianas SA locally. This player uses its global marketing leverage and local distribution contracts to position its products in both local and global fast-food chains, such as Pollos Copacabana and Burger King. Other national brands such as Coca-Kina from Embotelladora La Cascada Ltda and are gradually fading away as well, unable to compete with their multinational competitors.
The cola war heats up in Bolivia
The latest drive by PepsiCo Inc’s local operator Corporación Boliviana de Bebidas SA (CBB) to gain some of the soft drinks share lost in Bolivia to The Coca-Cola Co local entity Embotelladoras Bolivianas SA (EMBOL) in the past is evident through its efforts to grow a youthful customer base, with its “hip with the times” campaign. This campaign is widespread in Bolivia, with TV advertisements during children’s programmes and the sponsorship of teenage TV events, such as dance contests, and school sporting and academic competitions at a national level. The Coca-Cola Co’s EMBOL, on the other hand, has clearly decided to invest in keeping its share and dominance by sponsoring bigger events such as the Bolivian national football team in the 2010 World Cup bid and major international musical events. These efforts have seen PepsiCo Inc’s CBB reclaim its share of cola carbonates from a much eroded share just a couple of years previously; The Coca-Cola Co’s EMBOL has lost some category share as a result, rekindling a brand war of sorts.
Street kiosks (anaqueles) modify traditional distribution patterns
Independent small grocers at one time was basically the most common off-trade distribution channel for soft drinks; however, the latest phenomenon in distribution is the growth of street kiosks or anaqueles (other grocery retailers) distribution. There are thousands of street kiosks in the main cities of Bolivia, which were once simply candy kiosks, but today have become mini grocery retailers, distributing a wide range of bottled soft drinks, juice cartons and sachets. The advantage that street kiosks have is the immediacy of the contact with potential consumers on the streets. Soft drink companies have helped to consolidate this distribution channel by decorating and improving kiosks in exchange for advertising space and creating special units to deal with the commercialisation of soft drinks.
Expected forecast performance contingent on Bolivia’s economic health
Social unrest, racial strife, economic turmoil and political uncertainty affected the performance of the Bolivian market as a whole over the course of 2008. In the foreseeable future, it is quite certain that all these aforementioned factors will continue to affect the expected forecast performance. However, if the trend persists at its current rate, a slowdown in the growth of soft drinks consumption is expected as these negative forces continue to affect Bolivia’s economy. Most of the Bolivian population will focus its diminished purchasing power on inflated staples, while low per capita consumption still offers hope for growth in the long term.
Table of contents
SOFT DRINKS IN BOLIVIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Soft drinks consumption hurt by social and economic instability
Global over local
The cola war heats up in Bolivia
Street kiosks (anaqueles) modify traditional distribution patterns
Expected forecast performance contingent on Bolivia’s economic health
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2003-2008
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2003-2008
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2003-2008
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2003-2008
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2008
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2008
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2008
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2003-2008
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2003-2008
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2003-2008
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2003-2008
Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2008
Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2005-2008
Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2008
Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2005-2008
Table 17 Company Shares of Off-trade Soft Drinks by Value 2004-2008
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2005-2008
Table 19 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2008
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2008-2013
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2008-2013
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2008-2013
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2008-2013
Table 24 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008-2013
Table 25 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2008-2013
Table 26 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2008-2013
Table 27 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2008-2013
APPENDIX
Table 28 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2008
Table 29 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2005-2008
FOUNTAIN SALES
Trends
DEFINITIONS
Summary 1 Research Sources
CARBONATES IN BOLIVIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 30 Off-trade Sales of Carbonates by Subsector: Volume 2003-2008
Table 31 Off-trade Sales of Carbonates by Subsector: Value 2003-2008
Table 32 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2003-2008
Table 33 Off-trade Sales of Carbonates by Subsector: % Value Growth 2003-2008
Table 34 On-trade vs Off-trade Sales of Carbonates: Volume 2003-2008
Table 35 On-trade vs Off-trade Sales of Carbonates: Value 2003-2008
Table 36 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2003-2008
Table 37 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2003-2008
Table 38 Company Shares of Carbonates by Off-trade Volume 2004-2008
Table 39 Brand Shares of Carbonates by Off-trade Volume 2005-2008
Table 40 Company Shares of Carbonates by Off-trade Value 2004-2008
Table 41 Brand Shares of Carbonates by Off-trade Value 2005-2008
Table 42 Low Calorie Carbonates by Subsector
Table 43 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2008-2013
Table 44 Forecast Off-trade Sales of Carbonates by Subsector: Value 2008-2013
Table 45 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2008-2013
Table 46 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2008-2013
FRUIT/VEGETABLE JUICE IN BOLIVIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 47 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2003-2008
Table 48 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2003-2008
Table 49 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2003-2008
Table 50 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2003-2008
Table 51 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2008
Table 52 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2005-2008
Table 53 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2008
Table 54 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2005-2008
Table 55 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2008-2013
Table 56 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2008-2013
Table 57 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2008-2013
Table 58 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2008-2013
BOTTLED WATER IN BOLIVIA
Headlines
Trends
Competitive Landscape
Prospects
SECTOR APPENDIX
Table 59 Sales of Bottled Water through Institutional Channel 2003-2008
Sector Data
Table 60 Off-trade Sales of Bottled Water: Volume 2003-2008
Table 61 Off-trade Sales of Bottled Water: Value 2003-2008
Table 62 Off-trade Sales of Bottled Water: % Volume Growth 2003-2008
Table 63 Off-trade Sales of Bottled Water: % Value Growth 2003-2008
Table 64 Company Shares of Bottled Water by Off-trade Volume 2004-2008
Table 65 Brand Shares of Bottled Water by Off-trade Volume 2005-2008
Table 66 Company Shares of Bottled Water by Off-trade Value 2004-2008
Table 67 Brand Shares of Bottled Water by Off-trade Value 2005-2008
Table 68 Forecast Off-trade Sales of Bottled Water: Volume 2008-2013
Table 69 Forecast Off-trade Sales of Bottled Water: Value 2008-2013
Table 70 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2008-2013
Table 71 Forecast Off-trade Sales of Bottled Water: % Value Growth 2008-2013
FUNCTIONAL DRINKS IN BOLIVIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 72 Off-trade Sales of Functional Drinks by Subsector: Volume 2003-2008
Table 73 Off-trade Sales of Functional Drinks by Subsector: Value 2003-2008
Table 74 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2003-2008
Table 75 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2003-2008
Table 76 Company Shares of Functional Drinks by Off-trade Volume 2004-2008
Table 77 Brand Shares of Functional Drinks by Off-trade Volume 2005-2008
Table 78 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2008-2013
Table 79 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2008-2013
Table 80 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2008-2013
Table 81 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2008-2013
CONCENTRATES IN BOLIVIA
Headlines
Trends
Competitive Landscape
Prospects
SECTOR appendix
Table 82 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Sector Data
Table 83 Off-trade Sales of Concentrates by Subsector: Value 2003-2008
Table 84 Off-trade Sales of Concentrates by Subsector: % Value Growth 2003-2008
Table 85 Company Shares of Concentrates by Off-trade Value 2004-2008
Table 86 Brand Shares of Concentrates by Off-trade Value 2005-2008
Table 87 Forecast Off-trade Sales of Concentrates by Subsector: Value 2008-2013
Table 88 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2008-2013
EMBOTELLADORAS BOLIVIANAS SA
Strategic Direction
Key Facts
Summary 2 Embotelladoras Bolivianas SA: Key Facts
Company Background
Production
Summary 3 Embotelladoras Bolivianas SA: Production Statistics 2008
Competitive Positioning
Summary 4 Embotelladoras Bolivianas SA: Competitive Position 2008
INDUSTRIAS VENADO SA
Strategic Direction
Key Facts
Summary 5 Industrias Venado SA: Key Facts
Company Background
Production
Summary 6 Industrias Venado SA: Production Statistics 2008
Competitive Positioning
Summary 7 Industrias Venado SA: Competitive Position 2008