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: 108 | Publication date: Mar 2008
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
Asian speciality drinks; Bottled water; Carbonates; Concentrates; Fruit/vegetable juice; Functional drinks; RTD coffee; RTD tea
Executive summary
Per Capita Soft Drinks Consumption is Still Low in Bolivia
According to consumption statistics from Embotelladoras Bolivianas SA, the per capita carbonates consumption in Bolivia was around 43 litres/year in 2007. According to Euromonitor International research, this is the second lowest annual per capita consumption rate in all of Latin America.
These data tell us that there is still room for soft drinks to grow in the domestic market and that manufacturers might achieve important growth, provided that the country enjoys social and economical stability as well as company investment.
Low-calorie Drinks Create a New Consumer Niche
The introduction of new low-calorie brands such as Sprite Zero and Coca-Cola Zero in 2006-2007 opened new possibilities for low-calorie carbonates, as well as for health and diet products.
Bolivian consumers are very traditional and are inclined to purchase brands that are familiar to them. They tend to think that soft drinks are indulgent products. The introduction of Diet Coke and Pepsi in the late 1990s did not succeed, mainly because end consumers perceived these products as less tasty and as targeted to people who want to lose weight. In early 2000, the name of Diet Coke was changed to Coke Light and advertising was increased.
The launches of Sprite Zero and Coca-Cola Zero provided the biggest boost to the low-calorie niche in Bolivia. The Coca-Cola Co, through its domestic licensee Embotelladoras Bolivianas SA, supported both product introductions with heavy marketing activities and massive advertising.
Economical Products and Sachet Packaging are Increasing Shares
Despite the improvement in the national economy, end consumers are still looking for cheap product alternatives. The most important consumers for economy soft drink products are children. Domestic manufacturers have found a way to reduce production costs by using plastic bags or sachets as packaging for fruit-flavoured products, aiming mainly to reach children who want sweet flavours at low prices. Most of these products are sold in schools and public parks. Children buy them directly, as in Bolivia the custom is for parents to give children money for school lunches and snacks.
Informal Market Still a Problem
The informal market for soft drinks in Bolivia does not necessarily mean contraband. Informal products are those produced by illicit small companies, which do not pay taxes nor have any health registration or quality control.
These small and generally artisanal companies operate locally in cities and supply street vendors and schoolyards, offering low-price, low-quality products. Most of these products are fruit-flavoured juices, water and to a lesser degree single-serve carbonates, which erode the shares of legal players.
Competition Is Increasing
In the review period, new products entered soft drinks in Bolivia. For example, Pil Andina SA launched the Splash brand in 2004 and the Jugo Pil brand of fruit/vegetable juice and the Pura Vida brand of bottled water in 2005. Also, Industrias Del Trópico recently introduced its Del Trópico fruit/vegetable juice brand, and other new brands were Tropi Frut (introduced in Santa Cruz only) and Frutika (introduced in La Paz only).
The number of small companies with artisanal production also increased, offering sachet juice drinks and water at very affordable prices and appealing to the lower socioeconomic level (SEL) of the population.
Although these new players are not yet strong competitors in soft drinks, they have provided increased competition, but only on a scattered local level as no new player except Pil Andina SA has national distribution.
Table of contents
SOFT DRINKS IN BOLIVIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Per Capita Soft Drinks Consumption is Still Low in Bolivia
Low-calorie Drinks Create a New Consumer Niche
Economical Products and Sachet Packaging are Increasing Shares
Informal Market Still a Problem
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2002-2007
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2002-2007
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2002-2007
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2002-2007
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2007
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2007
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2007
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2002-2007
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2002-2007
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2002-2007
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2002-2007
Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2003-2007
Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2007
Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2003-2007
Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2007
Table 17 Company Shares of Off-trade Soft Drinks by Value 2003-2007
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2004-2007
Table 19 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2007
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2007-2012
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2007-2012
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2007-2012
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2007-2012
Table 24 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007-2012
Table 25 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2007-2012
Table 26 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2007-2012
Table 27 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2007-2012
APPENDIX
Table 28 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2002-2007
Table 29 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2002-2007
Table 30 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2003-2007
Table 31 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2007
Table 32 Company Shares of Concentrates (RTD) by Off-trade Volume 2003-2007
Table 33 Brand Shares of Concentrates (RTD) by Off-trade Volume 2004-2007
Table 34 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2007-2012
Table 35 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2007-2012
DEFINITIONS
Sources
Summary 1 Research Sources
CARBONATES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 36 Off-trade Sales of Carbonates by Subsector: Volume 2002-2007
Table 37 Off-trade Sales of Carbonates by Subsector: Value 2002-2007
Table 38 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2002-2007
Table 39 Off-trade Sales of Carbonates by Subsector: % Value Growth 2002-2007
Table 40 On-trade vs Off-trade Sales of Carbonates: Volume 2002-2007
Table 41 On-trade vs Off-trade Sales of Carbonates: Value 2002-2007
Table 42 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2002-2007
Table 43 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2002-2007
Table 44 Company Shares of Carbonates by Off-trade Volume 2003-2007
Table 45 Brand Shares of Carbonates by Off-trade Volume 2004-2007
Table 46 Company Shares of Carbonates by Off-trade Value 2003-2007
Table 47 Brand Shares of Carbonates by Off-trade Value 2004-2007
Table 48 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2007-2012
Table 49 Forecast Off-trade Sales of Carbonates by Subsector: Value 2007-2012
Table 50 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2007-2012
Table 51 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2007-2012
Table 52 Low-calorie Carbonates % Volume Share by Subsector 2002-2005 (off-trade channel)
FRUIT/VEGETABLE JUICE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 53 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2002-2007
Table 54 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2002-2007
Table 55 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2002-2007
Table 56 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2002-2007
Table 57 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2003-2007
Table 58 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2007
Table 59 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2003-2007
Table 60 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2007
Table 61 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2007-2012
Table 62 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2007-2012
Table 63 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2007-2012
Table 64 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2007-2012
BOTTLED WATER
Headlines-
Trends
Competitive Landscape
Prospects
Sector Appendix
Table 65 Sales of Bottled Water to Institutional Channel 2003-2007
Sector Data
Table 66 Off-trade Sales of Bottled Water: Volume 2002-2007
Table 67 Off-trade Sales of Bottled Water: Value 2002-2007
Table 68 Off-trade Sales of Bottled Water: % Volume Growth 2002-2007
Table 69 Off-trade Sales of Bottled Water: % Value Growth 2002-2007
Table 70 Company Shares of Bottled Water by Off-trade Volume 2003-2007
Table 71 Brand Shares of Bottled Water by Off-trade Volume 2004-2007
Table 72 Company Shares of Bottled Water by Off-trade Value 2003-2007
Table 73 Brand Shares of Bottled Water by Off-trade Value 2004-2007
Table 74 Forecast Off-trade Sales of Bottled Water: Volume 2007-2012
Table 75 Forecast Off-trade Sales of Bottled Water: Value 2007-2012
Table 76 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2007-2012
Table 77 Forecast Off-trade Sales of Bottled Water: % Value Growth 2007-2012
FUNCTIONAL DRINKS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 78 Off-trade Sales of Functional Drinks by Subsector: Volume 2002-2007
Table 79 Off-trade Sales of Functional Drinks by Subsector: Value 2002-2007
Table 80 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2002-2007
Table 81 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2002-2007
Table 82 Company Shares of Functional Drinks by Off-trade Volume 2003-2007
Table 83 Brand Shares of Functional Drinks by Off-trade Volume 2004-2007
Table 84 Company Shares of Functional Drinks by Off-trade Value 2003-2007
Table 85 Brand Shares of Functional Drinks by Off-trade Value 2004-2007
Table 86 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2007-2012
Table 87 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2007-2012
Table 88 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2007-2012
Table 89 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2007-2012
CONCENTRATES
Headlines
Trends
Competitive Landscape
Prospects
Sector Appendix
Table 90 Concentrates Conversion Factors for the Ready-to-Drink (RTD) Format
Sector Data
Table 91 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2002-2007
Table 92 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2002-2007
Table 93 Off-trade Sales of Concentrates by Subsector: Value 2002-2007
Table 94 Off-trade Sales of Concentrates by Subsector: % Value Growth 2002-2007
Table 95 Company Shares of Concentrates by Off-trade Value 2003-2007
Table 96 Brand Shares of Concentrates by Off-trade Value 2004-2007
Table 97 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2007-2012
Table 98 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2007-2012
Table 99 Forecast Off-trade Sales of Concentrates by Subsector: Value 2007-2012
Table 100 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2007-2012
EMBOTELLADORAS BOLIVIANAS SA
Strategic Direction
Key Facts
Summary 2 Embotelladoras Bolivianas SA: Key Facts
Summary 3 Embotelladoras Bolivianas SA: Operational Indicators
Company Background
Production
Summary 4 Embotelladoras Bolivianas SA: Production Statistics 2007
Competitive Positioning
Summary 5 Embotelladoras Bolivianas SA: Competitive Position 2007
INDUSTRIAS VENADO SA
Strategic Direction
Key Facts
Summary 6 Industrias Venado SA: Key Facts
Company Background
Production
Summary 7 Industrias Venado SA: Production Statistics 2007
Competitive Positioning
Summary 8 Industrias Venado SA: Competitive Position 2007