Concentrates’ volume sales continue to be adversely affected by a limited product offering, which is the result of the continuously increasing cost of foreign currency for the importation of inputs and packaging materials affecting domestic and imported brands. Concentrates is completely dominated by powder concentrates, while the supply of liquid concentrates can be considered marginal, being comprised of a handful of local brands that have an irregular and limited presence.
Forced by high inflation rates, Venezuelan households are trading down to more affordable products to meet basic consumption needs. However, there is some nuance about the choice of powder concentrates made by consumers.
Concentrates’ volume sales are projected to decline over the forecast period, not showing any improvement over the review period’s performance. Shortages of inputs, including pouches, will persist as long as the government continues to block or threaten private initiatives.
Alimentos Kraft de Venezuela CA led overall concentrates again in 2017. The company manufactures Tang – the leading brand of powder concentrates – and also markets Clight – the first no-sugar added brand – which is positioned in the health and wellness segment.
Domestic company Alfonzo Rivas & Cía recovered some share it lost after withdrawing the international brands Zuko and Livean during a portfolio rationalisation in 2014 and 2015 due to increasing costs of importation. The strategy proved right as the company has focused its resources on the manufacturing of its most popular brands.
Under the current economic environment in Venezuela, it is expected that manufacturers and importers will continue to switch towards natural flavours based on local fruits and vegetables. Besides Jamaican flowers (hibiscus), flavours like tangerine, mango, and passion fruits are available.
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