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: 101 | Publication date: Feb 2010
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
Health-conscious market keeps growing beyond imports
Despite a moderate slowdown in the Bolivian economy, health-positioned and functional drinks products have been introduced and are gaining momentum. The trend, promoted through the brands of global operators, has impacted the Bolivian industry by stimulating the local production of health-orientated and functional products that clearly aim to compete with imports by emulating their attributes and presentations. The popularity of low calorie international brands is strongest within the carbonates category. Domestic brands are mainly benchmarking international sports drinks and low calorie drinks and using price as a differentiating competitive advantage. It is yet to be seen if the local edge translates into real share gains.
Energy drinks are the star products in 2009
In less than a year, energy drinks have taken centre stage in Bolivian soft drinks by having grown a consumer base that is willing to pay unusually high prices even though these products do not present their attributes in the clearest of lights. The fast-growing category has given international brands incentives to introduce their products, as seen with The Coca-Cola Co’s Burn (offered in Bolivia by Embotelladoras Bolivianas SA), which entered the category in 2009, a couple of years after other specialised energy drink brands such as Red Bull (D&M Bolivia Ltda) and Rush (Opal Ltda) established their positions. Although energy drinks are targeted at middle- and higher-income young adults, the products also appeal to a younger set of consumers as well as older adults. Energy drinks are commonly used as mixers in pubs and discotheques, which serves to embellish their ‘trendy’ image.
Traditional competition for cola carbonates is revamped
In the 1980s Pepsi was the leading carbonates brand in Bolivia; today it lags behind the Coca-Cola brand. However, recently the brand has seen efforts intensify to regain lost territory, as the new owner of the Pepsi brand in Bolivia, Quilmes Group, a subsidiary of AB Inbev – which paid US$27 million for the ownership rights – launched the ‘Refresca tu mundo’ (Refresh your world) campaign in the hope of reviving the Pepsi brand once again.
Growing supermarkets struggle to expand soft drinks sales
The price of soft drinks in supermarkets has increased, particularly among international brands. Supermarket executives acknowledge that despite growth in carbonates sales, their developing modern channel will not necessarily be able to increase carbonates sales much more in the future given purchasing habits in the country – Bolivian consumers typically buy carbonates on a daily basis from independent small grocers and kiosks. Some supermarket executives have also alluded to the fact that the high level of investment in infrastructure recently added pressure to increase mark-ups, particularly within soft drinks; carbonates would be subjected to price increases because minor increments would not affect the typical budget of a consumer who shops at a large, modern supermarket. Carbonates sales have never previously been a priority for supermarkets because there was no price differentiation in the past.
Low-priced, health-orientated drinks and new products suggest growth
The inclination that consumers have acquired for healthier and functional drinks suggests that this tendency will continue over the forecast period. Low-calorie drinks are the subject of growing demand and the burgeoning health and wellness trend has increased the opportunities for sports drinks operators to benefit from rising demand. A more dynamic dimension has been added to Bolivian soft drinks as a result of the introduction of a rising number of domestic products, the increased rivalry between imported energy drinks and a revival in the cola carbonates category. This dynamism has translated into more reasonable and stable prices for the typical Bolivian, particularly among the low-calorie fruit/vegetable juice and energy drinks categories, which are offering a variety of options. The main hindrance to growth is the low purchasing power of Bolivian consumers; however, this is set to improve once the economy begins to strengthen towards a full recovery.
Table of contents
SOFT DRINKS IN BOLIVIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Health-conscious market keeps growing beyond imports
Energy drinks are the star products in 2009
Traditional competition for cola carbonates is revamped
Growing supermarkets struggle to expand soft drinks sales
Low-priced, health-orientated drinks and new products suggest growth
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2004-2009
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2004-2009
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2004-2009
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2004-2009
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2009
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2009
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2009
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2009
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2004-2009
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2004-2009
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2004-2009
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2004-2009
Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2005-2009
Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2006-2009
Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2005-2009
Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2006-2009
Table 17 Company Shares of Off-trade Soft Drinks by Value 2005-2009
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2006-2009
Table 19 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2009
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2009-2014
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2009-2014
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2009-2014
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2009-2014
Table 24 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2009-2014
Table 25 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2009-2014
Table 26 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2009-2014
Table 27 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2009-2014
APPENDIX
FOUNTAIN SALES
Table 28 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2004-2009
Table 29 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2004-2009
Table 30 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2005-2009
Table 31 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2006-2009
Table 32 Company Shares of Concentrates (RTD) by Off-trade Volume 2005-2009
Table 33 Brand Shares of Concentrates (RTD) by Off-trade Volume 2006-2009
Table 34 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2009-2014
Table 35 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2009-2014
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - BOLIVIA
EMBOTELLADORAS BOLIVIANAS SA - SOFT DRINKS - BOLIVIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Embotelladoras Bolivianas SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 3 Embotelladoras Bolivianas SA: Production Statistics 2009
COMPETITIVE POSITIONING
Summary 4 Embotelladoras Bolivianas SA: Competitive Position 2009
INDUSTRIAS VENADO SA - SOFT DRINKS - BOLIVIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Industrias Venado SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Industrias Venado SA: Competitive Position 2009
CARBONATES IN BOLIVIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
CATEGORY DATA
Table 36 Low Calorie Carbonates by Subcategory
Table 37 Off-trade Sales of Carbonates by Subsector: Volume 2004-2009
Table 38 Off-trade Sales of Carbonates by Subsector: Value 2004-2009
Table 39 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2004-2009
Table 40 Off-trade Sales of Carbonates by Subsector: % Value Growth 2004-2009
Table 41 On-trade vs Off-trade Sales of Carbonates: Volume 2004-2009
Table 42 On-trade vs Off-trade Sales of Carbonates: Value 2004-2009
Table 43 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2004-2009
Table 44 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2004-2009
Table 45 Company Shares of Carbonates by Off-trade Volume 2005-2009
Table 46 Brand Shares of Carbonates by Off-trade Volume 2006-2009
Table 47 Company Shares of Carbonates by Off-trade Value 2005-2009
Table 48 Brand Shares of Carbonates by Off-trade Value 2006-2009
Table 49 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2009-2014
Table 50 Forecast Off-trade Sales of Carbonates by Subsector: Value 2009-2014
Table 51 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2009-2014
Table 52 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2009-2014
FRUIT/VEGETABLE JUICE IN BOLIVIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
CATEGORY DATA
Table 53 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2004-2009
Table 54 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2004-2009
Table 55 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2004-2009
Table 56 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2004-2009
Table 57 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2005-2009
Table 58 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2006-2009
Table 59 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2005-2009
Table 60 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2006-2009
Table 61 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2009-2014
Table 62 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2009-2014
Table 63 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2009-2014
Table 64 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2009-2014
BOTTLED WATER IN BOLIVIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
CATEGORY APPENDIX
Institutional Bottled Water Sales
Table 65 Sales of Bottled Water to Institutional Channel 2005-2009
CATEGORY DATA
Table 66 Off-trade Sales of Bottled Water: Volume 2004-2009
Table 67 Off-trade Sales of Bottled Water: Value 2004-2009
Table 68 Off-trade Sales of Bottled Water: % Volume Growth 2004-2009
Table 69 Off-trade Sales of Bottled Water: % Value Growth 2004-2009
Table 70 Company Shares of Bottled Water by Off-trade Volume 2005-2009
Table 71 Brand Shares of Bottled Water by Off-trade Volume 2006-2009
Table 72 Company Shares of Bottled Water by Off-trade Value 2005-2009
Table 73 Brand Shares of Bottled Water by Off-trade Value 2006-2009
Table 74 Forecast Off-trade Sales of Bottled Water: Volume 2009-2014
Table 75 Forecast Off-trade Sales of Bottled Water: Value 2009-2014
Table 76 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2009-2014
Table 77 Forecast Off-trade Sales of Bottled Water: % Value Growth 2009-2014
FUNCTIONAL DRINKS IN BOLIVIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
CATEGORY DATA
Table 78 Off-trade Sales of Functional Drinks by Subsector: Volume 2004-2009
Table 79 Off-trade Sales of Functional Drinks by Subsector: Value 2004-2009
Table 80 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2004-2009
Table 81 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2004-2009
Table 82 Company Shares of Functional Drinks by Off-trade Volume 2005-2009
Table 83 Brand Shares of Functional Drinks by Off-trade Volume 2007-2009
Table 84 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2009-2014
Table 85 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2009-2014
Table 86 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2009-2014
Table 87 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2009-2014
CONCENTRATES IN BOLIVIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
CATEGORY APPENDIX
Concentrates Conversions
Table 88 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
CATEGORY DATA
Table 89 Off-trade Sales of Concentrates by Subsector: Value 2004-2009
Table 90 Off-trade Sales of Concentrates by Subsector: % Value Growth 2004-2009
Table 91 Company Shares of Concentrates by Off-trade Value 2005-2009
Table 92 Brand Shares of Concentrates by Off-trade Value 2006-2009
Table 93 Forecast Off-trade Sales of Concentrates by Subsector: Value 2009-2014
Table 94 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2009-2014
Table 95 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2009-2014