Energy Drinks in Peru

PROSPECTS

Increasingly busy lifestyles fuel energy drinks in Peru

In spite of the trend towards healthier products and the perception of energy drinks as unhealthy, sales grew in 2018.

Selective Tax on Consumption leads to price increases in energy drinks

Energy drinks were not affected by the Selected Tax on Consumption until 2018. Owing to increasing levels of obesity in Peru, the government has been working on different regulations, like the Labelling Law.

Expansion of channels like convenience stores and forecourt retailers fuels sales of energy drinks

The growth of convenience stores like the Peruvian Tambo +, with more than 300 stores in Lima, and the Mexican Oxxo, which entered the market in mid-2018 and already has six stores in Lima, is a factor that has contributed to growth in energy drinks. This channel seeks to satisfy the needs of consumers who increasingly have less time to go to a supermarket to do their shopping, and need to make a quick, on-the-go purchase.

COMPETITIVE LANDSCAPE

Ajeper remains the leader of energy drinks in Peru

Ajeper has a strong position in energy drinks, through its brand Volt. The company launched Volt in 2010, and has seen strong growth since then.

Industrias San Miguel starts distributing its 360º energy drink in Lima

Industrias San Miguel, which like Ajeper is owned by the Añaños family, was originally focused on cities outside Lima, where it sells its own brands and some brands shared with Ajeper. With Lima being a very attractive market, which accounts for a large proportion of sales, especially in new categories, it was only a matter of time before the company started to distribute its 360º energy drink in the city.

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