Soft Drinks in Peru
Euromonitor International's Soft Drinks in Peru 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: 98 | Publication date: Mar 2009
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Executive summary
Demand Driven by Health Concerns
In 2008, consumers increased their consumption of products perceived as offering health benefits, such as fruit/vegetable juice and bottled water. Although carbonates is still the biggest category in soft drinks, it is increasingly threatened by healthier product types. The exceptional performance of Peru's economy has led to strong disposable income increases, and therefore many more consumers are able to purchase higher quality products that have a positive impact on their health. Major players have either rearranged their portfolio to focus on products that satisfy this need or introduced enhanced low calorie carbonates.
Fruit/Vegetable Juice Booms
Fruit/vegetable juice registered robust double-digit growth rates in volume and value terms since 2006. This product category continued to benefit from the greater consumer demand for natural and healthier products. Since 2007, the main companies have successfully marketed their products to a new consumer group: children. Children more frequently carry fruit/vegetable juice in their school lunchboxes while also consuming these products at home. The launch of new on-the-go convenience formats such as small 300ml cans has been well received by people who demand portability and time savings. Companies have realised there are plenty of opportunities to introduce new products and it is expected that they will introduce new flavours by taking advantage of the native, exotic tropical fruits available from the Amazon jungle.
The Expansion of A- and B-brands Boosts Consumption
Peru's strong economic expansion, low inflation rates, and increasing consumer disposable income over the past decade has created competition in the soft drinks industry and the emergence of a dual growth path. Higher purchasing power encouraged upper-income consumers to increase their consumption of A-brands, while the large base of lower-income consumers consumed more large presentation B-brands. Moreover, most A-brand producers reduced their profit margins in order to secure leading positions, focusing more on volume sales to attract lower- and middle-income consumers. This levelling of prices and increased competition will create a general increase in volume consumption and a potential loss of share for some B-brands as higher quality and previously more expensive brands are competing at lower, more affordable prices.
Bodegas Leads While Modern Retails Channels Expand
Modern retail outlets, mainly supermarkets/hypermarkets, have relatively modest penetration in Peru. Bodegas, or independent small grocers, still account for the majority of total volume sales of soft drinks and for Peruvian consumers they represent traditional and convenient points of sale. However, supermarkets/hypermarkets increased its share over the review period, and it is projected to continue to gain shares during the forecast period based on lower retail prices though greater economies of scale and also more opportunities to launch new products due to the increasingly high level of consumer traffic in larger stores. Peruvian consumers are adapting to new trends and they are increasingly making regular purchases of consumer goods in supermarkets, as they can find nearly every item on their grocery list in one place.
Functional Drinks to Experience the Highest Growth Over the Forecast Period
Functional drinks only appeared in Peru at the beginning of the 2000s. These products have been registering double-digit volume and value growth since 2003 and as the category is still young and developing, it is expected to enjoy continued strong growth over the forecast period. The target audience for both energy drinks and sports drinks is primarily composed of students and athletes. However, in 2008 sports drinks introduced small pack sizes for other consumers with 200ml presentations intended to appeal to children participating in sports after school and people looking for on-the-go drinks to quench their thirst. The popularity of functional drinks continued to grow in 2008, and it is expected to be the fastest-growing category in soft drinks over the forecasted period.
Table of contents
SOFT DRINKS IN PERU : MARKET INSIGHT
EXECUTIVE SUMMARY
Demand Driven by Health Concerns
Fruit/Vegetable Juice Booms
The Expansion of A- and B-brands Boosts Consumption
Bodegas Leads While Modern Retails Channels Expand
Functional Drinks to Experience the Highest Growth Over the Forecast Period
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
Fountain Sales
Data
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
DEFINITIONS
Summary 1 Research Sources
CARBONATES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 30 Low Calorie Carbonates by Subsector
Table 31 Off-trade Sales of Carbonates by Subsector: Volume 2003-2008
Table 32 Off-trade Sales of Carbonates by Subsector: Value 2003-2008
Table 33 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2003-2008
Table 34 Off-trade Sales of Carbonates by Subsector: % Value Growth 2003-2008
Table 35 On-trade vs Off-trade Sales of Carbonates: Volume 2003-2008
Table 36 On-trade vs Off-trade Sales of Carbonates: Value 2003-2008
Table 37 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2003-2008
Table 38 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2003-2008
Table 39 Company Shares of Carbonates by Off-trade Volume 2004-2008
Table 40 Brand Shares of Carbonates by Off-trade Volume 2005-2008
Table 41 Company Shares of Carbonates by Off-trade Value 2004-2008
Table 42 Brand Shares of Carbonates by Off-trade Value 2005-2008
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
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
Headlines
Trends
Competitive Landscape
Prospects
Sector Appendix
Table 59 Sales of Bottled Water to 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
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
Headlines
Trends
Competitive Landscape
Prospects
Sector Appendix
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Sector Data
Table 82 Off-trade Sales of Concentrates by Subsector: Value 2003-2008
Table 83 Off-trade Sales of Concentrates by Subsector: % Value Growth 2003-2008
Table 84 Company Shares of Concentrates by Off-trade Value 2004-2008
Table 85 Brand Shares of Concentrates by Off-trade Value 2005-2008
Table 86 Forecast Off-trade Sales of Concentrates by Subsector: Value 2008-2013
Table 87 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2008-2013
AJEPER SA
Strategic Direction
Key Facts
Summary 3 Ajeper SA: Key Facts
Summary 4 Ajeper SA: Operational Indicators 2005-2007
Company Background
Production
Competitive Positioning
Summary 5 Ajeper SA: Competitive Position 2008
CORP JOSÉ R LINDLEY SA
Strategic Direction
Key Facts
Summary 6 Corp José R Lindley SA: Key Facts
Summary 7 Corp José R Lindley SA: Operational Indicators 2005-2007
Company Background
Production
Competitive Positioning
Summary 8 Corp José R Lindley SA: Competitive Position 2008
LAIVE SA
Strategic Direction
Key Facts
Summary 9 Laive SA: Key Facts
Summary 10 Laive SA: Operational Indicators 2005-2007
Company Background
Production
Competitive Positioning
Summary 11 Laive SA: Competitive Position 2008