Executive Summary

Mar 2018
PROSPECTS
Continued dominance of powder concentrates

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.

Powder concentrates are inferior goods to Venezuelans

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.

No major growth opportunities for concentrates

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.

COMPETITIVE LANDSCAPE
Alimentos Kraft de Venezuela CA maintains its lead

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.

Alfonzo Rivas & Cía CA shows the largest share increase in 2017

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.

Local flavours to lower costs of production

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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Concentrates in Venezuela

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Overview

Discover the latest market trends and uncover sources of future market growth for the Concentrates 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 Concentrates industry in Venezuela, our research will save you time and money while empowering you to make informed, profitable decisions.

The Concentrates 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 Concentrates in Venezuela?
  • What are the major brands in Venezuela?
  • Who are the key consumers of concentrates 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.

Concentrates in Venezuela - Category analysis

HEADLINES

PROSPECTS

Continued dominance of powder concentrates
Powder concentrates are inferior goods to Venezuelans
No major growth opportunities for concentrates

COMPETITIVE LANDSCAPE

Alimentos Kraft de Venezuela CA maintains its lead
Alfonzo Rivas & Cía CA shows the largest share increase in 2017
Local flavours to lower costs of production

CATEGORY DATA

Concentrates Conversions
Summary 1 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 1 Off-trade Sales of Concentrates (RTD) by Category: Volume 2012-2017
Table 2 Off-trade Sales of Concentrates by Category: Value 2012-2017
Table 3 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2012-2017
Table 4 Off-trade Sales of Concentrates by Category: % Value Growth 2012-2017
Table 5 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2013-2017
Table 6 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2014-2017
Table 7 NBO Company Shares of Off-trade Concentrates: % Value 2013-2017
Table 8 LBN Brand Shares of Off-trade Concentrates: % Value 2014-2017
Table 9 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2013-2017
Table 10 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2014-2017
Table 11 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2013-2017
Table 12 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2014-2017
Table 13 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2017-2022
Table 14 Forecast Off-trade Sales of Concentrates by Category: Value 2017-2022
Table 15 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2017-2022
Table 16 Forecast Off-trade Sales of Concentrates by Category: % Value 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 17 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2012-2017
Table 18 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2012-2017
Table 19 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2012-2017
Table 20 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2012-2017
Table 21 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2017
Table 22 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2017
Table 23 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2017
Table 24 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2017
Table 25 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2012-2017
Table 26 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2012-2017
Table 27 Off-trade Sales of Soft Drinks by Category: Value 2012-2017
Table 28 Off-trade Sales of Soft Drinks by Category: % Value Growth 2012-2017
Table 29 Total Sales of Soft Drinks by Fountain On-trade: Volume 2012-2017
Table 30 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2012-2017
Table 31 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2013-2017
Table 32 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2017
Table 33 NBO Company Shares of Off-trade Soft Drinks: % Value 2013-2017
Table 34 LBN Brand Shares of Off-trade Soft Drinks: % Value 2014-2017
Table 35 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2017
Table 36 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2017-2022
Table 37 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2017-2022
Table 38 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2017-2022
Table 39 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2017-2022
Table 40 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2017-2022
Table 41 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2017-2022
Table 42 Forecast Off-trade Sales of Soft Drinks by Category: Value 2017-2022
Table 43 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2017-2022
Table 44 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2017-2022
Table 45 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2017-2022

APPENDIX

Fountain sales in Venezuela
Trends

SOURCES

Summary 2 Research Sources