The most important event in carbonates in 2018 was major players starting to reformulate their products in response to Bolivian consumers’ increasing health awareness. This reformulation aims to reduce sugar content or eradicate it altogether.
The category’s decline in volume sales continued in 2018, mainly due to consumers increasingly opting to avoid sugary soft drinks and reduce their calorie intake. Growing concerns about obesity and diabetes helped drive demand for healthier products, also forcing the leading companies to look to further expand in emerging categories.
The recently introduced Law 775 aims to encourage Bolivians to adopt healthier diets. In the case of carbonates, it advocates more precise labelling information to help consumers identify the level of sugar contained in these beverages.
Embotelladoras Bolivianas Unidas (EMBOL), the representative of The Coca-Cola Co in Bolivia, remained the leading player in carbonates in 2018 in both off-trade value and volume terms. During the year the company responded to increasing consumer health awareness by reformulating its products to reduce their sugar content.
In 2017, Aje Group started to produce its Big Cola, Gold and Kola Real brands locally, while in 2018 the company focused its efforts on widening their distribution, mainly through traditional grocery retailers. Aje Group’s products are positioned as offering a good balance between quantity, quality and price.
In 2018, the representative of PepsiCo in Bolivia, Cervecería Boliviana Nacional, continued to promote its new returnable 3-litre pack size, positioned for family consumption. The company is aware of consumer demand for greater volume at a lower price and thus for the third year in a row kept its prices low to attract new consumers and retain existing ones.
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This industry report originates from Passport, our Soft Drinks market research database.