After five years of sustained growth at high rates, energy drinks has reached maturity in Colombia, and growth is not expected to continue displaying double-digit levels. In 2018, the category barely grew, driven by economy brands, which have been able to reach a wide consumer base, displacing imported brands.
In the second half of 2018, Quala introduced a small 190ml bottle for Vive 100, available only at small independent grocers, at COP1,000, looking to attract consumers with tight budgets as well as to help with portion control. It can be expected that economy brands will follow this strategy and develop a variety of bottle sizes aiming to capture share.
Reduced sugar energy drinks still enjoy low popularity in Colombia, but main brands such as Vive 100, Red Bull and Speed Max have incorporated reduced sugar alternatives in their portfolios. Although prospects are optimistic for the forecast period, it is not expected that reduced sugar energy drinks will reach a significant share within the category.
The competitive landscape has not changed significantly and Vive 100 remains the leading brand, although it is facing a challenge from Speed Max, owned by Postobón, which competes with similar prices. Competition in energy drinks, besides prices, strongly relies on availability at points of sale, and Quala has been able to build a wide network through all channels, including the on-trade channel.
The aggressive expansion of economy brands has threatened both Red Bull and Monster, with some consumers downtrading to the former brands. Despite foreign brands changing their distribution strategies to expand beyond the modern channel and be present at small independent grocers, the high prices these brands carry compared to domestic brands and the decline in consumers’ loyalty will constrain further expansion of Red Bull and Monster.
With the dominance of economy brands and low to moderate growth expected, the struggle for share will intensify. No new entrants are expected, and innovations will be focused more on new flavours and bottle sizes.
You have no recently viewed reports.
Why not browse through our Featured or Trending Reports to see what we have to offer?
Delivery: Files are delivered directly into your account within a few minutes of purchase.
Discover the latest market trends and uncover sources of future market growth for the Energy Drinks industry in Colombia with research from Euromonitor's team of in-country analysts.
If you're in the Sports and Energy Drinks industry in Colombia, our research will save you time and money while empowering you to make informed, profitable decisions.
The Energy Drinks in Colombia market research report includes:
Our market research reports answer questions such as:
Why buy this report?
This industry report originates from Passport, our Soft Drinks market research database.