Executive Summary

Mar 2019
PROSPECTS
Sales of energy drinks cool down

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.

Downsizing in energy drinks packaging

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 a growing niche

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.

COMPETITIVE LANDSCAPE
Quala SA continues dominating energy drinks

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.

Red Bull and Monster lag behind

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.

No remarkable innovations expected

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.

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Energy Drinks in Colombia

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Overview

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.

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 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:

  • 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 Sports and Energy Drinks in Colombia?
  • What are the major brands in Colombia?
  • What are key new sports and energy drinks launches and what impact impact did they have on #category#?
  • Who are the key consumers of sports and energy drinks in Colombia?
  • What time of day are sports and energy drinks most commonly consumed?
  • What trends motivate people to drink sports and energy drink in Colombia?

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.

Energy Drinks in Colombia - Category analysis

HEADLINES

PROSPECTS

Sales of energy drinks cool down
Downsizing in energy drinks packaging
Reduced sugar energy drinks a growing niche

COMPETITIVE LANDSCAPE

Quala SA continues dominating energy drinks
Red Bull and Monster lag behind
No remarkable innovations expected

CATEGORY DATA

Table 1 Off-trade Sales of Energy Drinks: Volume 2013-2018
Table 2 Off-trade Sales of Energy Drinks: Value 2013-2018
Table 3 Off-trade Sales of Energy Drinks: % Volume Growth 2013-2018
Table 4 Off-trade Sales of Energy Drinks: % Value Growth 2013-2018
Table 5 NBO Company Shares of Off-trade Energy Drinks: % Volume 2014-2018
Table 6 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2015-2018
Table 7 NBO Company Shares of Off-trade Energy Drinks: % Value 2014-2018
Table 8 LBN Brand Shares of Off-trade Energy Drinks: % Value 2015-2018
Table 9 Forecast Off-trade Sales of Energy Drinks: Volume 2018-2023
Table 10 Forecast Off-trade Sales of Energy Drinks: Value 2018-2023
Table 11 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2018-2023
Table 12 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2018-2023

Soft Drinks in Colombia - Industry Overview

EXECUTIVE SUMMARY

Soft drinks grows in 2018
Diversification in packaging observed in soft drinks
Postobón maintains its lead in soft drinks
Claims such as no added sugar, high fruit content or no preservatives are popular in new products
Soft drinks expected to see positive and steady volume sales growth

MARKET DATA

Table 13 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 15 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 17 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 19 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 21 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 23 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 24 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 25 Sales of Soft Drinks by Total Fountain On-trade: Volume 2013-2018
Table 26 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2013-2018
Table 27 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 28 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 29 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 30 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 31 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 32 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 33 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 34 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 35 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 36 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 37 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 38 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 39 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 40 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 41 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 42 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 43 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 44 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2018-2023
Table 45 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2018-2023

APPENDIX

Fountain sales in Colombia
Trends

SOURCES

Summary 1 Research Sources