Better For You Beverages in Venezuela

PROSPECTS

Sugar shortages continue to boost BFY reduced sugar beverages in 2017

The offering of BFY beverages continued to be limited to a small number of categories, such as reduced sugar carbonates, reduced sugar fruit/vegetable juice and reduced sugar powder concentrates, while the supply of BFY reduced caffeine hot drinks and reduced sugar flavoured water remained negligible. While the breakdown of the category remained stable over the review period, BFY reduced sugar carbonates strengthened due to persistent shortages of industrial sugar.

Artificial sweeteners dominant in 2017

In 2017, the most common artificial sweeteners were sucralose and aspartame – only tea was sweetened with stevia. The development and introduction of BFY reduced sugar beverages sweetened with stevia was delayed by the high price of foreign currency and shortages of main raw materials and inputs.

Rapidly-increasing prices and shortages change consumer habits in 2017

Before the food crisis, Venezuelans consumed large amounts of refined sugar, as they even sweetened homemade juice. When purchasing soft drinks, they would not look purposely for reduced sugar choices unless they were on a diet.

COMPETITIVE LANDSCAPE

Lack of sugar strengthens BFY brands and companies in 2017

The two largest companies in BFY beverages owed their privileged positions to strong leadership in BFY reduced sugar carbonates. Pepsi-Cola Venezuela CA and Coca-Cola FEMSA de Venezuela SA remained leaders in this category thanks to the strengthening of reduced sugar segments caused by critical shortages of sugar for the beverages industry.

Light versions of powdered tea dominate BFY concentrates in 2017

Alfonzo Rivas & Cía CA and Nestlé Venezuela SA led BFY reduced sugar powder concentrates with the sugar-free variants of their tea-based brands Telisto and Nestea, respectively. Alimentos Kraft de Venezuela slid to third place due to an erratic presence of Clight during 2017, having led the category until 2015.

Higher-priced products remain out of reach to many Venezuelans

Traditionally, BFY beverages have mid-to-high-end positioning, where the majority of Venezuelans following healthier lifestyles are situated. With the exception of reduced sugar carbonates, the average unit price of BFY beverages is higher than that of regular beverages; therefore, consumption is not widespread among all family members.

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