Soft Drinks in Venezuela
Euromonitor International's Soft Drinks in Venezuela 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: 130 | Publication date: May 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
Rising disposable incomes and new launches drive market development
The Venezuelan soft drinks market grew significantly in volume and current value terms for the fourth consecutive year in 2007. The driving force for this performance was increasing disposable incomes, a trend which was in turn fuelled by record government spending and a policy shift towards socially oriented programmes. Soft drinks companies responded to the opportunity with innovations in the form of new packaging, a broader mix of flavours, sugar-free versions and product launches in new and emerging categories. New entrants gave an additional boost to the development of the market, particularly those with extensive distribution networks and broad product portfolios.
Carbonates sector continues to dominate the soft drinks market in 2007
Carbonates remained by far the largest soft drinks sector in volume and current value sales terms in 2007, thanks mainly to the enduring popularity of regular cola carbonates products. Strong brand loyalty in regular cola carbonates ensured that the category was one of the main beneficiaries of rising disposable incomes during the review period. Moreover, in 2007 average unit prices in regular cola carbonates as a whole remained lower than in many other soft drinks categories, thanks partly to the strong penetration of economy brands and private label products. The decision of category leader Coca-Cola Femsa de Venezuela SA to renew its focus on its core brands also contributed to the positive development of regular cola carbonates. Non-cola carbonates meanwhile continued to benefit from rising demand for and new launches of ‘malta’ products, malt-based soft drinks made by beer companies that have a healthier image than standard carbonates. However, despite a generally positive performance overall, growth in per capita volume consumption of carbonates continued to slow in 2007 as consumer preferences shifted towards healthier alternatives such as those in bottled water and fruit/vegetable juice.
Empresas Polar CA strengthens its leadership in soft drinks over 2007-2007
Empresas Polar strengthened its leadership in the Venezuelan soft drinks market in 2007, making volume and value share gains in a number of key sectors. In carbonates, strong performances by brands like Maltín Polar (other non-cola carbonates), Pepsi (regular cola carbonates) and Golden (orange carbonates) allowed the company to overtake main rival Coca-Cola and claim the number one position in the sector. In fruit/vegetable juice, rising demand for the Yukery brand saw the company become the sector leader in current value sales terms. Empresas Polar also remained the clear leader in the dynamic bottled water and functional drinks thanks to the strength of the Minalba and Gatorade brands respectively. The company’s strong brand portfolio is supported by a well-established nationwide distribution network, ensuring that Empresas Polar soft drinks products are easily accessible in retail outlets of all types around the country.
Energy drinks goes from strength to strength
Energy drinks, still a relatively new subsector, was one of the most dynamic performers in the Venezuelan soft drinks market in 2007, and is expected to remain so over the forecast period. Originally targeted at younger partygoers, the consumer base for energy drinks expanded to include people leading busy, on-the-go lifestyles, such as students, truck drivers and business executives. The entry of market leader Empresas Polar with the Adrenaline Rush brand in late 2006 gave an additional boost to the subsector in 2007, though it significantly intensified the competitive pressure on smaller players. Over the forecast period, increased investment in advertising and the expansion of distribution networks by leading players will ensure that energy drinks continue to expand at a rapid pace.
Health and wellness trend will shape the market over 2007-2012
Leading a healthy lifestyle and maintaining an attractive physical appearance are important to many Venezuelans. As a result, soft drinks products that offer health benefits are sure to see success over the forecast period. Consumer preferences are changing, and in response manufacturers are innovating with products that include value added ingredients like minerals and vitamins, as well as sugar-free versions of leading brands. The health trend will be particularly influential in driving the development of sectors like fruit/vegetable juice, bottled water and RTD tea over 2007-2012, while carbonates is likely to face difficulties due to its traditionally unhealthy image.
Table of contents
SOFT DRINKS IN VENEZUELA : MARKET INSIGHT
EXECUTIVE SUMMARY
Rising disposable incomes and new launches drive market development
Carbonates sector continues to dominate the soft drinks market in 2007
Empresas Polar CA strengthens its leadership in soft drinks over 2007-2007
Energy drinks goes from strength to strength
Health and wellness trend will shape the market over 2007-2012
KEY TRENDS AND DEVELOPMENTS
Government economic policies boost consumer purchasing power
Protectionist economic policies cause market distortions
Dynamic retail channels offer new opportunities for soft drinks producers
Packaging changes aim to offer greater convenience to consumers
Functional drinks is poised to maintain its dynamic development
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
Low-calorie Carbonates: % Volume Share by Subsector 2003-2007
Table 28 Low-calorie Carbonates: % Volume Share by Subsector 2003-2007
Still vs Carbonated Functional Drinks: % Off-trade Volume 2005-2007
Table 29 Still vs. Carbonated Functional Drinks: % Off-trade Volume 2005-2007
Table 30 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2002-2007
Table 31 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2002-2007
Table 32 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2003-2007
Table 33 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2007
Table 34 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2003-2007
Table 35 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2007
Table 36 Company Shares of Concentrates (RTD) by Off-trade Volume 2003-2007
Table 37 Brand Shares of Concentrates (RTD) by Off-trade Volume 2004-2007
Table 38 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2007-2012
Table 39 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2007-2012
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - VENEZUELA
AJEVEN CA - SOFT DRINKS - VENEZUELA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Ajeven CA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Ajeven CA: Competitive Position 2007
CORPORACIóN INLACA CA - SOFT DRINKS - VENEZUELA
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Corporacion Inlaca CA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Corporacion Inlaca CA: Competitive Position 2007
EMPRESAS POLAR CA - SOFT DRINKS - VENEZUELA
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Empresas Polar CA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Empresas Polar CA: Competitive Position 2007
FRANCISCO DORTA A SUCRS CA - SOFT DRINKS - VENEZUELA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Francisco Dorta A Sucrs CA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Francisco Dorta A Sucrs CA: Competitive Position 2007
LáCTEOS LOS ANDES CA - SOFT DRINKS - VENEZUELA
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Lácteos Los Andes CA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Lácteos Los Andes CA: Competitive Position 2007
CARBONATES IN VENEZUELA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Off-trade Sales of Carbonates by Subsector: Volume 2002-2007
Table 41 Off-trade Sales of Carbonates by Subsector: Value 2002-2007
Table 42 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2002-2007
Table 43 Off-trade Sales of Carbonates by Subsector: % Value Growth 2002-2007
Table 44 On-trade vs Off-trade Sales of Carbonates: Volume 2002-2007
Table 45 On-trade vs Off-trade Sales of Carbonates: Value 2002-2007
Table 46 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2002-2007
Table 47 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2002-2007
Table 48 Company Shares of Carbonates by Off-trade Volume 2003-2007
Table 49 Brand Shares of Carbonates by Off-trade Volume 2004-2007
Table 50 Company Shares of Carbonates by Off-trade Value 2003-2007
Table 51 Brand Shares of Carbonates by Off-trade Value 2004-2007
Table 52 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2007-2012
Table 53 Forecast Off-trade Sales of Carbonates by Subsector: Value 2007-2012
Table 54 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2007-2012
Table 55 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2007-2012
FRUIT/VEGETABLE JUICE IN VENEZUELA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2002-2007
Table 57 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2002-2007
Table 58 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2002-2007
Table 59 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2002-2007
Table 60 Leading Flavours for 100% Juice: % Volume Breakdown 2003-2007
Table 61 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2003-2007
Table 62 Leading Flavours for Juice Drinks (up to 24% Juice): % Volume Breakdown 2003-2007
Table 63 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2006
Table 64 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2003-2007
Table 65 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2007
Table 66 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2003-2007
Table 67 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2007
Table 68 Nectars Flavours : % Off-Trade Volume 2004-2007
Table 69 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2007-2012
Table 70 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2007-2012
Table 71 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2007-2012
Table 72 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2007-2012
BOTTLED WATER IN VENEZUELA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 73 Off-trade Sales of Bottled Water: Volume 2002-2007
Table 74 Off-trade Sales of Bottled Water: Value 2002-2007
Table 75 Off-trade Sales of Bottled Water: % Volume Growth 2002-2007
Table 76 Off-trade Sales of Bottled Water: % Value Growth 2002-2007
Table 77 Company Shares of Bottled Water by Off-trade Volume 2003-2007
Table 78 Brand Shares of Bottled Water by Off-trade Volume 2004-2007
Table 79 Company Shares of Bottled Water by Off-trade Value 2003-2007
Table 80 Brand Shares of Bottled Water by Off-trade Value 2004-2007
Table 81 Forecast Off-trade Sales of Bottled Water: Volume 2007-2012
Table 82 Forecast Off-trade Sales of Bottled Water: Value 2007-2012
Table 83 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2007-2012
Table 84 Forecast Off-trade Sales of Bottled Water: % Value Growth 2007-2012
FUNCTIONAL DRINKS IN VENEZUELA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 85 Off-trade Sales of Functional Drinks by Subsector: Volume 2002-2007
Table 86 Off-trade Sales of Functional Drinks by Subsector: Value 2002-2007
Table 87 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2002-2007
Table 88 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2002-2007
Table 89 Company Shares of Functional Drinks by Off-trade Volume 2003-2007
Table 90 Brand Shares of Functional Drinks by Off-trade Volume 2004-2007
Table 91 Company Shares of Functional Drinks by Off-trade Value 2003-2007
Table 92 Brand Shares of Functional Drinks by Off-trade Value 2004-2007
Table 93 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2007-2012
Table 94 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2007-2012
Table 95 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2007-2012
Table 96 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2007-2012
CONCENTRATES IN VENEZUELA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 97 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2002-2007
Table 98 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2002-2007
Table 99 Off-trade Sales of Concentrates by Subsector: Value 2002-2007
Table 100 Off-trade Sales of Concentrates by Subsector: % Value Growth 2002-2007
Table 101 Company Shares of Concentrates by Off-trade Value 2003-2007
Table 102 Brand Shares of Concentrates by Off-trade Value 2004-2007
Table 103 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2007-2012
Table 104 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2007-2012
Table 105 Forecast Off-trade Sales of Concentrates by Subsector: Value 2007-2012
Table 106 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2007-2012
RTD TEA IN VENEZUELA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 107 Off-trade Sales of RTD Tea by Subsector: Volume 2002-2007
Table 108 Off-trade Sales of RTD Tea by Subsector: Value 2002-2007
Table 109 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2002-2007
Table 110 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2002-2007
Table 111 Leading Flavours for RTD Tea: % Volume Breakdown 2005-2007
Table 112 Company Shares of RTD Tea by Off-trade Volume 2003-2007
Table 113 Brand Shares of RTD Tea by Off-trade Volume 2003-2007
Table 114 Company Shares of RTD Tea by Off-trade Value 2003-2007
Table 115 Brand Shares of RTD Tea by Off-trade Value 2004-2007
Table 116 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2007-2012
Table 117 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2007-2012
Table 118 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2007-2012
Table 119 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2007-2012