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.

Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes including on-trade and off-trade, company and brand shares, distribution and pricing data.

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 volume sales growth at its highest in five years

The Colombian soft drinks market continues to grow, despite a slowing economy and declining consumer confidence. Volume growth was the highest the industry has witnessed in five years as manufacturers tried to increase market penetration through innovative new approaches and market strategies. Constant value growth was also high, but lagged behind volume growth due to the growing price competition between manufacturers. Nowhere was this more evident than in the carbonates sector. Even though the global recession has negatively affected the local economy, soft drinks are an important part of daily consumption habits and therefore sales have not been drastically affected.

Health continues to weigh heavily on product development decisions

With each year, Colombians are becoming increasingly concerned about their health and wellness, leading to changing consumption habits in the soft drinks industry. While this trend is not brand new, industry participants tend to concentrate most of their product development around this issue in an attempt to attract new consumers and improve consumer loyalty to their brands. In carbonates, this trend has resulted in a growing number of low-calorie products, with industry sources discussing the potential of launching fortified products as well. In sectors like fruit/vegetable juice and bottled water, where the products are naturally healthier, manufacturers are trying to exploit this trend in their marketing activities, illustrating their superiority in this regard. The growing preference for healthy beverages has caused non-traditional sectors to become some of the most dynamic in the industry, attracting increased investment and development.

Growing competition has manufacturers expanding into new sectors

The competitive environment became more consolidated in 2008 as manufacturers entered new sectors and increased their overall presence in the soft drinks industry. The most notable migration has been traditional leaders in the carbonates sector, like FEMSA and Postobon SA, increasing their investment in more dynamic sectors like fruit/vegetable juice and bottled water. As the carbonates sector continues to mature, leading companies are starting to realise the importance of having a more balanced presence in the industry, resulting in efforts to improve participation in other soft drinks. The most prominent example of this trend is FEMSA’s acquisition of Bavaria SA’s bottled water business.

Small grocers maintain their importance in soft drinks distribution

Even though supermarkets/hypermarkets continue to increase their presence throughout Colombia, small independent grocers are still the most effective way for soft drinks manufacturers to reach low- and middle-income consumers, which is important given the size of these segments in the overall Colombian population. The impulsive nature of soft drinks consumption tends to reward convenience, which comes along with the close proximity of neighbourhood grocery stores.

Industry sources expect bright future for soft drinks industry

Going forward, the soft drinks industry is expected to put in a strong performance over the 2008-2013 forecast period as the Colombian economy recovers and consumers increase their consumption of these products. In addition to increased consumption of traditional products like carbonates, consumers are also expected to trade up to more expensive soft drinks like fruit/vegetable juice, bottled water and functional drinks, driving development of these smaller sectors.

Table of contents

SOFT DRINKS IN COLOMBIA : MARKET INSIGHT

EXECUTIVE SUMMARY

Soft drinks volume sales growth at its highest in five years

Health continues to weigh heavily on product development decisions

Growing competition has manufacturers expanding into new sectors

Small grocers maintain their importance in soft drinks distribution

Industry sources expect bright future for soft drinks industry

KEY TRENDS AND DEVELOPMENTS

Coca-Cola FEMSA’s acquisition of the Brisa brand to boost bottled water sales

Industry competition intensifies as companies expand juice businesses

Government regulation to hinder growth of energy drinks

Industry competition increasingly determined by price and value

Small independent grocers maintain their importance in soft drinks distribution

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 Penetration of Private Label (as sold) by Sector by Volume 2003-2008

Table 20 Penetration of Private Label by Sector by Value 2003-2008

Table 21 Penetration of Private Label (as sold) by Sector by Volume 2007-2008

Table 22 Penetration of Private Label by Sector by Value 2007-2008

Table 23 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2008

Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2008-2013

Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2008-2013

Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2008-2013

Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2008-2013

Table 28 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008-2013

Table 29 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2008-2013

Table 30 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2008-2013

Table 31 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2008-2013

APPENDIX

Fountain Sales in Colombia

SECTOR DATA

Table 32 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2003-2008

Table 33 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2003-2008

Table 34 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2008

Table 35 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2005-2008

Table 36 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2008

Table 37 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2005-2008

Table 38 Company Shares of Concentrates (RTD) by Off-trade Volume 2004-2008

Table 39 Brand Shares of Concentrates (RTD) by Off-trade Volume 2005-2008

Table 40 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2008-2013

Table 41 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2008-2013

DEFINITIONS

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 Productos Alimenticios SA: Competitive Position 2008

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 2008

POSTOBON SA - SOFT DRINKS - COLOMBIA

STRATEGIC DIRECTION

KEY FACTS

Summary 9 Postobon SA: Key Facts

Summary 10 Postobon SA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 11 Postobon SA: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 12 Postobon SA: Competitive Position 2008

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 2008

CARBONATES IN COLOMBIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 42 Low-Calorie Carbonates by Subsector

Table 43 Off-trade Sales of Carbonates by Subsector: Volume 2003-2008

Table 44 Off-trade Sales of Carbonates by Subsector: Value 2003-2008

Table 45 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2003-2008

Table 46 Off-trade Sales of Carbonates by Subsector: % Value Growth 2003-2008

Table 47 On-trade vs Off-trade Sales of Carbonates: Volume 2003-2008

Table 48 On-trade vs Off-trade Sales of Carbonates: Value 2003-2008

Table 49 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2003-2008

Table 50 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2003-2008

Table 51 Company Shares of Carbonates by Off-trade Volume 2004-2008

Table 52 Brand Shares of Carbonates by Off-trade Volume 2005-2008

Table 53 Company Shares of Carbonates by Off-trade Value 2004-2008

Table 54 Brand Shares of Carbonates by Off-trade Value 2005-2008

Table 55 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2008-2013

Table 56 Forecast Off-trade Sales of Carbonates by Subsector: Value 2008-2013

Table 57 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2008-2013

Table 58 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2008-2013

FRUIT/VEGETABLE JUICE IN COLOMBIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 59 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2003-2008

Table 60 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2003-2008

Table 61 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2003-2008

Table 62 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2003-2008

Table 63 Leading Flavours for 100% Juice: % Volume Breakdown 2003-2008

Table 64 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2003-2008

Table 65 Leading Flavours for Juice Drinks (up to 24% Juice): % Volume Breakdown 2003-2008

Table 66 Leading Flavours for Fruit-flavoured Drinks (No Juice Content): % Volume Breakdown 2003-2008

Table 67 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2008

Table 68 Chilled Vs Ambient Not From Concentrate 100% Juice: % Analysis 2003-2008

Table 69 Chilled Vs Ambient Reconstituted 100% Juice: % Analysis 2003-2008

Table 70 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2008

Table 71 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2005-2008

Table 72 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2008

Table 73 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2005-2008

Table 74 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2008-2013

Table 75 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2008-2013

Table 76 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2008-2013

Table 77 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2008-2013

BOTTLED WATER IN COLOMBIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Institutional Bottled Water Sales

Table 78 Off-trade Sales of Bottled Water: Volume 2003-2008

Table 79 Off-trade Sales of Bottled Water: Value 2003-2008

Table 80 Off-trade Sales of Bottled Water: % Volume Growth 2003-2008

Table 81 Off-trade Sales of Bottled Water: % Value Growth 2003-2008

Table 82 Company Shares of Bottled Water by Off-trade Volume 2004-2008

Table 83 Brand Shares of Bottled Water by Off-trade Volume 2005-2008

Table 84 Company Shares of Bottled Water by Off-trade Value 2004-2008

Table 85 Brand Shares of Bottled Water by Off-trade Value 2005-2008

Table 86 Forecast Off-trade Sales of Bottled Water: Volume 2008-2013

Table 87 Forecast Off-trade Sales of Bottled Water: Value 2008-2013

Table 88 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2008-2013

Table 89 Forecast Off-trade Sales of Bottled Water: % Value Growth 2008-2013

FUNCTIONAL DRINKS IN COLOMBIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 90 Still vs Carbonated Functional Drinks % Off-trade Volume 2005-2008

Table 91 Off-trade Sales of Functional Drinks by Subsector: Volume 2003-2008

Table 92 Off-trade Sales of Functional Drinks by Subsector: Value 2003-2008

Table 93 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2003-2008

Table 94 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2003-2008

Table 95 Company Shares of Functional Drinks by Off-trade Volume 2004-2008

Table 96 Brand Shares of Functional Drinks by Off-trade Volume 2005-2008

Table 97 Company Shares of Functional Drinks by Off-trade Value 2004-2008

Table 98 Brand Shares of Functional Drinks by Off-trade Value 2005-2008

Table 99 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2008-2013

Table 100 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2008-2013

Table 101 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2008-2013

Table 102 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2008-2013

CONCENTRATES IN COLOMBIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Concentrates Conversions

Table 103 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format

Table 104 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2003-2008

Table 105 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2003-2008

Table 106 Off-trade Sales of Concentrates by Subsector: Value 2003-2008

Table 107 Off-trade Sales of Concentrates by Subsector: % Value Growth 2003-2008

Table 108 Company Shares of Concentrates by Off-trade Value 2004-2008

Table 109 Brand Shares of Concentrates by Off-trade Value 2005-2008

Table 110 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2008-2013

Table 111 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2008-2013

Table 112 Forecast Off-trade Sales of Concentrates by Subsector: Value 2008-2013

Table 113 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2008-2013

RTD TEA IN COLOMBIA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 114 Off-trade Sales of RTD Tea by Subsector: Volume 2003-2008

Table 115 Off-trade Sales of RTD Tea by Subsector: Value 2003-2008

Table 116 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2003-2008

Table 117 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2003-2008

Table 118 Leading Flavours for RTD Tea: % Volume Breakdown 2005-2008

Table 119 Company Shares of RTD Tea by Off-trade Volume 2004-2008

Table 120 Brand Shares of RTD Tea by Off-trade Volume 2005-2008

Table 121 Company Shares of RTD Tea by Off-trade Value 2004-2008

Table 122 Brand Shares of RTD Tea by Off-trade Value 2005-2008

Table 123 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2008-2013

Table 124 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2008-2013

Table 125 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2008-2013

Table 126 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2008-2013