Executive Summary

Mar 2018
PROSPECTS
Unreliable supply of inputs continues to hurt sales

The decline of domestic sugar production shaped the category in 2016 and continued to have an important influence during 2017. During the review period, the government – which has an almost complete monopoly over sugar imports – lost its ability to adequately supply the industry with imports.

Maturity limits expected growth

As the carbonates category has reached maturity, no substantial growth rates are expected over the forecast period. Given that neither the entrance of new players nor the development of non-exploited niches is anticipated, carbonates will have limited possibilities for expansion.

Venezuelans continue to choose regular colas over low calorie colas

The erratic supply of sugar has pushed the companies to increase the presence of reduced sugar versions of the main carbonated brands, charging the same unit prices as those of regular types. In 2017, regular cola carbonates performed better than their low-calorie counterparts, although both posted a volume decline.

COMPETITIVE LANDSCAPE
Coca-Cola is the single most important brand in 2017

Coca-Cola FEMSA de Venezuela SA led carbonates in 2017. The company enjoys great equity with domestic brands in the non-cola carbonates category, such as Hit (Orange, Pineapple, Grape and Apple), as well as Frescolita and Chinotto.

Pepsi-Cola Venezuela leads non-cola carbonates

The manufacturing and distribution of Pepsi-Cola Venezuela CA brands is the responsibility of Empresas Polar CA, which is the largest food company in the country. Combined, Pepsi-Cola Venezuela and Empresas Polar carbonates sales are very strong, with an important presence in non-cola carbonates, where the presence of domestic brands is more significant since all brands competing in malted barley beverages are local.

Lack of new products characterises the category in 2017

Shortages of raw materials, which continue to occur in 2017, have prevented manufacturers from venturing into new product developments, such as juice-based carbonates. As long as domestic sugar production continues to fail, it is very unlikely that manufacturers involved in the industry will venture into key launches.

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Carbonates in Venezuela

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Overview

Discover the latest market trends and uncover sources of future market growth for the Carbonates industry in Venezuela with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Carbonates industry in Venezuela, our research will save you time and money while empowering you to make informed, profitable decisions.

The Carbonates in Venezuela market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Carbonates in Venezuela?
  • What are the major brands in Venezuela?
  • Who are the key consumers of carbonates in Venezuela?
  • How do premium vs. standard vs. economy brands compete for sales and market share?
  • How does the sales performance of domestic manufacturers compare to international brands/manufacturers?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Soft Drinks market research database.

Carbonates in Venezuela - Category analysis

HEADLINES

PROSPECTS

Unreliable supply of inputs continues to hurt sales
Maturity limits expected growth
Venezuelans continue to choose regular colas over low calorie colas

COMPETITIVE LANDSCAPE

Coca-Cola is the single most important brand in 2017
Pepsi-Cola Venezuela leads non-cola carbonates
Lack of new products characterises the category in 2017

CATEGORY DATA

Table 1 Off-trade vs On-trade Sales of Carbonates: Volume 2012-2017
Table 2 Off-trade vs On-trade Sales of Carbonates: Value 2012-2017
Table 3 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2012-2017
Table 4 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2012-2017
Table 5 Off-trade Sales of Carbonates by Category: Volume 2012-2017
Table 6 Off-trade Sales of Carbonates by Category: Value 2012-2017
Table 7 Off-trade Sales of Carbonates by Category: % Volume Growth 2012-2017
Table 8 Off-trade Sales of Carbonates by Category: % Value Growth 2012-2017
Table 9 Total Sales of Carbonates by Fountain On-trade: Volume 2012-2017
Table 10 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2012-2017
Table 11 NBO Company Shares of Off-trade Carbonates: % Volume 2013-2017
Table 12 LBN Brand Shares of Off-trade Carbonates: % Volume 2014-2017
Table 13 NBO Company Shares of Off-trade Carbonates: % Value 2013-2017
Table 14 LBN Brand Shares of Off-trade Carbonates: % Value 2014-2017
Table 15 Forecast Off-trade Sales of Carbonates by Category: Volume 2017-2022
Table 16 Forecast Off-trade Sales of Carbonates by Category: Value 2017-2022
Table 17 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2017-2022
Table 18 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2017-2022
Table 19 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2017-2022
Table 20 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2017-2022

Soft Drinks in Venezuela - Industry Overview

EXECUTIVE SUMMARY

Hyperinflation is shaping consumers’ and producers’ decisions
High cost of imported inputs and packaging shortages limit growth
Empresas Polar CA remains the largest player in soft drinks
Smaller presentations and local flavours dominate new products
Volume sales will continue to fall during the forecast period

MARKET DATA

Table 21 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2012-2017
Table 22 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2012-2017
Table 23 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2012-2017
Table 24 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2012-2017
Table 25 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2017
Table 26 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2017
Table 27 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2017
Table 28 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2017
Table 29 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2012-2017
Table 30 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2012-2017
Table 31 Off-trade Sales of Soft Drinks by Category: Value 2012-2017
Table 32 Off-trade Sales of Soft Drinks by Category: % Value Growth 2012-2017
Table 33 Total Sales of Soft Drinks by Fountain On-trade: Volume 2012-2017
Table 34 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2012-2017
Table 35 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2013-2017
Table 36 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2017
Table 37 NBO Company Shares of Off-trade Soft Drinks: % Value 2013-2017
Table 38 LBN Brand Shares of Off-trade Soft Drinks: % Value 2014-2017
Table 39 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2017
Table 40 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2017-2022
Table 41 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2017-2022
Table 42 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2017-2022
Table 43 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2017-2022
Table 44 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2017-2022
Table 45 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2017-2022
Table 46 Forecast Off-trade Sales of Soft Drinks by Category: Value 2017-2022
Table 47 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2017-2022
Table 48 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2017-2022
Table 49 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2017-2022

APPENDIX

Fountain sales in Venezuela
Trends

SOURCES

Summary 1 Research Sources