After a difficult 2017 and beginning of 2018, Peruvians are less willing to spend on unnecessary or expensive products. As they feel the money they earn represents less on their visits to the stores, they are paying closer attention to what they buy and its price.
Government efforts to fight obesity and avoid its rapid expansion in the country led to two key events in 2018. The first was an increase in the Selective Tax on Consumption, which impacts industries that have negative effects on consumer health, such as tobacco and alcoholic drinks.
Peruvians are increasingly concerned about their physical condition and health, and are more attentive to what they consume. In a context in which consumers are not willing to spend their money unnecessarily, and in which greater coverage is being given to the debate on healthy and ecological products, companies will need to resort to innovation in order to continue growing.
After its merger with Corp Lindley SA, Arca Continental Lindley became the main player in carbonates. Its extensive experience in the Peruvian market as Corp Lindley and regionally as Arca Continental has allowed it to consolidate its position in the Peruvian market, through innovative strategies; for example, the use of interactive gondolas like the one installed in one of Plaza Vea’s stores.
With the increase in the Selective Tax on Consumption from 17% to 25% for beverages with sugar content higher than 6g per 100 ml in May 2018, it was expected that prices would increase proportionally. However, according to the INEI price reports, prices of carbonates increased less than 4% in May, and by less than 1% in the following months.
Aje Group, owner of Ajeper SA, has acquired the brands of Embotelladora Don Jorge’s: Don Isaac Kola, Perú Cola and Vida. With this acquisition, Aje intends to expand its sales and share in the Peruvian market, consolidating its presence in the low-price segment.
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Discover the latest market trends and uncover sources of future market growth for the Carbonates industry in Peru with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Soft Drinks market research database.