Concentrates in Peru are preferred by low- and middle-income households, which tend to look for affordable and quick options to offer fruit beverages to their families. The fact that it is a dry product which lasts longer and does not require special conditions for its preservation also comes into play.
The health and wellness trend has had a positive impact on sales of reduced sugar concentrates. This trend is expected to continue to have an impact on the category, particularly with the introduction of the Labelling Law.
Peruvian consumers are increasingly interested in products that are natural and healthy. In general, they have a strong preference for home-made preparations, which are considered healthier, and avoid beverages with artificial ingredients and colours.
Alicorp dominates the concentrates category, in which it has been present for many years. It has removed the brands Yaps and Kiriba from the market, allowing the company to focus its efforts on its main brands Negrita and Kanu, supporting its market position.
On the health and wellness side, the brand Clight, from Mondelez Peru, which is known for its healthier approach and was one of the first to introduce a light version in concentrates, continued to have the highest share among reduced sugar products. Other brands, like Zuko, Universal and former leader Tang, maintained their sales share in the country owing to their long-standing presence.
The main brands have focused their efforts on innovation in recent years as a way to improve or at least maintain their position in a stagnating category.
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This industry report originates from Passport, our Soft Drinks market research database.