Average unit price in energy drinks declined over 2014-2018 due to both international and local companies offering lower-priced products as part of a strategy to maintain customers during a period of economic slowdown. Local players looking to compete through lower prices reduced their costs by changing their packaging from metal beverage cans to PET bottles, while new companies started to locally produce international brands under licensing agreements.
In Bolivia, energy drinks have been introduced in on-trade outlets such as bars and discos, where people tend to mix them with alcoholic beverages for an extra energy boost. In this channel, premium brands tend to be more widely available, while the off-trade offers more standard variants, with the majority of sales accounted for by street vendors, supermarkets and neighbourhood stores.
With a significant number of companies now present in energy drinks, manufacturers are making a concerted effort to get closer to end consumers in bid to further drive sales. Indeed, energy drinks are increasingly being sold at traffic lights in the streets of the main cities.
D&M Bolivia remained the clear leader in energy drinks in 2018. The company’s Red Bull brand is well-positioned among Bolivian consumers and supported through strong distribution and marketing activities.
Industrias Bongo Bongo moved up the rankings in energy drinks to third place in 2018. The company offers the Black brand, which benefits from an extensive distribution network.
Comerbol, the NBO of the Ciclón brand, has widened its range of pack sizes in an effort to reach a larger consumer base, for example offering sizes from 250ml to 1-litre. One of its most recent developments has been a 60ml shot format containing natural ingredients such as acai and no sugar.
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This industry report originates from Passport, our Soft Drinks market research database.