Due to increasingly hectic lifestyles, Bolivian consumers are looking for ways to save time as well as money. This is driving sales of instant coffee, along with the offer of a wider variety of products and pack sizes.
In 2018, some manufacturers of fresh ground coffee reduced their prices in an effort to drive up sales in a mature category. Fresh ground coffee mostly comprises standard products in small pack sizes, with price reductions used to try and attract lower-income groups.
Nescafé is a well-recognised brand among Bolivian consumers. In addition, Nestlé Bolivia constantly supports Nescafé with marketing and promotional activities, with the brand also benefiting from an extensive distribution network, which means it is accessible to most consumers.
Industria Molinera de Café Ideal remained the clear leader in fresh coffee in 2018. The company’s Café Ideal brand is widely available in both urban and rural areas in Bolivia, benefiting from an extensive distribution network which reaches both off-trade and on-trade outlets.
Global coffee brands have expanded their outlets in Bolivia, mainly in the cities of Santa Cruz, La Paz and Cochabamba. Starbucks, which entered Bolivia in 2015, has expanded rapidly throughout the country, and is targeting young people.
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This industry report originates from Passport, our Hot Drinks market research database.