While better for beverages recorded value growth in 2020, the growth was much lower than the previous two years when it had been in the double-digits. BFY reduced caffeine performed better than BFY reduced sugar and BFY reduced sugar also registered much lower value growth than in 2019, compared with the decline in value growth for BFY reduced caffeine.
Fomento Económico Mexicano SAB de CV retained the lead in BFY beverages in 2020 and offers the bestselling better for you brand, Coca-Cola Sabor Ligero. Fomento’s Coca-Cola Sabor Ligero and Coca-Cola Sin Azúcar brands benefited from strong advertising and product reformulation, with these brands looking to better replicate the taste of standard cola carbonates.
Postobón SA recorded the most dynamic growth in current value terms in 2020 with it being ranked second in BFY beverages. The company offers a range of popular and familiar brands such as Colombiana Ligera, Pepsi Light and 7-Up Free, while it also holds a monopoly in reduced sugar flavoured bottled water with its H2OH! Brand.
COVID-19 had a dampening effect on value growth in 2020. It is expected that value growth will be higher over the forecast period, as consumers are able to move around again and pick up their old routines.
In Colombia, coffee consumption grew consistently over the review period, with a focus on premium lines. However, there is still limited variety in terms of reduced caffeine coffee.
With many consumers looking to reduce their potential exposure to COVID-19 in 2020, e-commerce grew considerably. Not only have occasional shoppers begun using this channel more often due to COVID-19, 2020 has also seen many first-time online shoppers.
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Understand the latest market trends and future growth opportunities for the Better For You Beverages industry in Colombia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Better For You Beverages research and analysis database.
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