Soft Drinks in Colombia
Euromonitor International's Soft Drinks in Colombia 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: 132 | Publication date: Apr 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
Soft drinks market increases in both volume and value sales in 2007
The Colombian soft drinks market continued to expand in 2007, experiencing growth in both volume and value sales. The increased consumption of fruit/vegetable juices, bottled water and functional drinks allowed volume sales to grow at higher than average rates when compared to the 2002-2007 review period. Conversely, value growth was below the review period average, as increased competition in carbonates kept unit prices down, impacting value growth rates.
AJEGROUP launches its Big Cola brand, stirring up the market
With investments of nearly US$10 million, the successful Peruvian manufacturer has entered the Colombian market offering its low priced brand, Big Cola. After only a few months in the market, the company attacked the traditional carbonates leaders with low price strategies that forced both FEMSA and Postobón SA to react by offering products in newer, larger presentations with lower unit prices. Meanwhile, AJEGROUP has had to continue to expand its production to meet increasing demand.
Postobón takes over as market leader due to success in fruit/vegetable juice
After acquiring Bavaria SA’s juice products portfolio in 2006, Postobón has increased its position as market leader in the juice sector and, as a result, is now the top soft drinks company in Colombia in terms of off-trade retail value sales, supplanting rival FEMSA. Postobón’s strength in the juice sector helped to balance its less impressive performance in carbonates, where its Pepsi brand faces strong competition from traditional market-leader Coca-Cola from FEMSA as well as from new entrant Big Cola from AJEGROUP and private label offerings. Postobón also enjoys a dominant position in the functional drinks sector with its leading brand, Gatorade.
Small grocery retailers still account for nearly half of soft drink sales
Whilst supermarkets/hypermarkets is gaining share as an increasingly important retail channel for soft drinks, nearly half of all soft drinks are still sold at small grocery retailers. Independent grocers offer great convenience, especially for impulse purchases, which are common in a nation with a warm climate. Many supermarkets offer private label products and products that come in large sizes with cheaper unit prices. These presentations are appealing to customers looking to save money and will continue to challenge small grocery retailers who typically offer smaller sizes, often for individual consumption.
New health and wellness products will dominate launches during the forecast period
The 2007-2012 forecast period will undoubtedly see a large number of launches in the soft drinks industry, many of which will be driven by health and wellness trends. In 2008, for example, products in carbonates, bottled water, functional drinks and tea were launched with health and wellness features to attract increasingly health-conscious consumers in Colombia. These products will help drive volume and value growth, especially the latter. Many soft drinks with health and wellness attributes such as being sugar-free, functional or all natural have higher unit prices than other soft drinks products. The willingness of Colombian consumers to pay more for health and wellness features will help to spur growth, especially as sectors that are perceived as unhealthy, such as carbonates, face consumption and unit price decreases.
Table of contents
SOFT DRINKS IN COLOMBIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Soft drinks market increases in both volume and value sales in 2007
AJEGROUP launches its Big Cola brand, stirring up the market
Postobón takes over as market leader due to success in fruit/vegetable juice
Small grocery retailers still account for nearly half of soft drink sales
New health and wellness products will dominate launches during the forecast period
KEY TRENDS AND DEVELOPMENTS
AJEGROUP enters the soft drinks market with low prices and large sizes
Market segmentation shores up sales in 2007
Consumers looking for larger sizes
RTD tea targeted as a source of growth in the mature soft drinks market
Health and wellness underpins new product launches
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
Published Data Comparisons
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 Liquid Concentrates (as sold) by Off-trade Volume 2003-2007
Table 31 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2007
Table 32 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2003-2007
Table 33 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2007
Table 34 Company Shares of Concentrates (RTD) by Off-trade Volume 2003-2007
Table 35 Brand Shares of Concentrates (RTD) by Off-trade Volume 2004-2007
Table 36 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2007-2012
Table 37 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2007-2012
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - COLOMBIA
ALPINA PRODUCTOS ALIMENTICIOS SA - SOFT DRINKS - COLOMBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Alpina Productos Alimenticios SA: Key Facts
Summary 3 Alpina Productos Alimenticios SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Alpina Products Alimenticios SA: Competitive Position 2007
BAVARIA SA - SOFT DRINKS - COLOMBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Bavaria SA: Key Facts
Summary 6 Bavaria SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 7 Bavaria SA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 8 Bavaria SA: Competitive Position 2007
POSTOBON SA - SOFT DRINKS - COLOMBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Postobón SA: Key Facts
Summary 10 Postobón SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 11 Postobón SA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 12 Postobón SA: Competitive Position 2007
QUALA SA - SOFT DRINKS - COLOMBIA
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Quala SA: Key Facts
Summary 14 Quala SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Quala SA: Competitive Position 2007
CARBONATES IN COLOMBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 38 Off-trade Sales of Carbonates by Subsector: Volume 2002-2007
Table 39 Off-trade Sales of Carbonates by Subsector: Value 2002-2007
Table 40 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2002-2007
Table 41 Off-trade Sales of Carbonates by Subsector: % Value Growth 2002-2007
Table 42 On-trade vs Off-trade Sales of Carbonates: Volume 2002-2007
Table 43 On-trade vs Off-trade Sales of Carbonates: Value 2002-2007
Table 44 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2002-2007
Table 45 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2002-2007
Table 46 Company Shares of Carbonates by Off-trade Volume 2003-2007
Table 47 Brand Shares of Carbonates by Off-trade Volume 2004-2007
Table 48 Company Shares of Carbonates by Off-trade Value 2003-2007
Table 49 Brand Shares of Carbonates by Off-trade Value 2004-2007
Table 50 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2007-2012
Table 51 Forecast Off-trade Sales of Carbonates by Subsector: Value 2007-2012
Table 52 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2007-2012
Table 53 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2007-2012
FRUIT/VEGETABLE JUICE IN COLOMBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 54 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2002-2007
Table 55 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2002-2007
Table 56 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2002-2007
Table 57 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2002-2007
Table 58 Leading Flavours for 100% Juice: % Volume Breakdown 2003-2007
Table 59 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2003-2007
Table 60 Leading Flavours for Juice Drinks (up to 24% Juice): % Volume Breakdown 2003-2007
Table 61 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2006
Table 62 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2003-2007
Table 63 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2007
Table 64 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2003-2007
Table 65 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2007
Table 66 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2007-2012
Table 67 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2007-2012
Table 68 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2007-2012
Table 69 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2007-2012
BOTTLED WATER IN COLOMBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR APPENDIX
Institutional Bottled Water Sales
SECTOR DATA
Table 70 Off-trade Sales of Bottled Water: Volume 2002-2007
Table 71 Off-trade Sales of Bottled Water: Value 2002-2007
Table 72 Off-trade Sales of Bottled Water: % Volume Growth 2002-2007
Table 73 Off-trade Sales of Bottled Water: % Value Growth 2002-2007
Table 74 Company Shares of Bottled Water by Off-trade Volume 2003-2007
Table 75 Brand Shares of Bottled Water by Off-trade Volume 2004-2007
Table 76 Company Shares of Bottled Water by Off-trade Value 2003-2007
Table 77 Brand Shares of Bottled Water by Off-trade Value 2004-2007
Table 78 Forecast Off-trade Sales of Bottled Water: Volume 2007-2012
Table 79 Forecast Off-trade Sales of Bottled Water: Value 2007-2012
Table 80 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2007-2012
Table 81 Forecast Off-trade Sales of Bottled Water: % Value Growth 2007-2012
FUNCTIONAL DRINKS IN COLOMBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 82 Off-trade Sales of Functional Drinks by Subsector: Volume 2002-2007
Table 83 Off-trade Sales of Functional Drinks by Subsector: Value 2002-2007
Table 84 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2002-2007
Table 85 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2002-2007
Table 86 Company Shares of Functional Drinks by Off-trade Volume 2003-2007
Table 87 Brand Shares of Functional Drinks by Off-trade Volume 2004-2007
Table 88 Company Shares of Functional Drinks by Off-trade Value 2003-2007
Table 89 Brand Shares of Functional Drinks by Off-trade Value 2004-2007
Table 90 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2007-2012
Table 91 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2007-2012
Table 92 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2007-2012
Table 93 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2007-2012
CONCENTRATES IN COLOMBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR APPENDIX
Concentrates Conversions
Table 94 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
SECTOR DATA
Table 95 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2002-2007
Table 96 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2002-2007
Table 97 Off-trade Sales of Concentrates by Subsector: Value 2002-2007
Table 98 Off-trade Sales of Concentrates by Subsector: % Value Growth 2002-2007
Table 99 Company Shares of Concentrates by Off-trade Value 2003-2007
Table 100 Brand Shares of Concentrates by Off-trade Value 2004-2007
Table 101 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2007-2012
Table 102 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2007-2012
Table 103 Forecast Off-trade Sales of Concentrates by Subsector: Value 2007-2012
Table 104 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2007-2012
RTD TEA IN COLOMBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 105 Off-trade Sales of RTD Tea by Subsector: Volume 2002-2007
Table 106 Off-trade Sales of RTD Tea by Subsector: Value 2002-2007
Table 107 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2002-2007
Table 108 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2002-2007
Table 109 Leading Flavours for RTD Tea: % Volume Breakdown 2005-2007
Table 110 Company Shares of RTD Tea by Off-trade Volume 2003-2007
Table 111 Brand Shares of RTD Tea by Off-trade Volume 2003-2007
Table 112 Company Shares of RTD Tea by Off-trade Value 2003-2007
Table 113 Brand Shares of RTD Tea by Off-trade Value 2004-2007
Table 114 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2007-2012
Table 115 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2007-2012
Table 116 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2007-2012
Table 117 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2007-2012
RTD COFFEE IN COLOMBIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS