Energy Drinks in Peru

PROSPECTS

Accelerating lifestyles and competitive pressures underpin consumer interest in energy drinks

Energy drinks saw continued growth in both current value and volume terms in 2019. Consumers’ increasingly busy lifestyles have made energy drinks more popular among Peruvians.

Functionality more important than healthy attributes for many consumers regarding energy drinks

Regular energy drinks also saw a positive performance despite recent price increases. This is particularly relevant in a context of contraction in general consumption, arising from political uncertainty, a decrease in construction, and a cold summer, as consumers prioritised expenditure in other categories.

Energy drinks’ distribution sees development, including roadside sales

2019 also saw the development of new distribution channels: the growth of convenience stores such as Peruvian Tambo +, with more than 300 outlets in Lima, and the Mexican Oxxo, which already has six stores in Lima, contributed to energy drinks’ growth. This channel is focussed on addressing the lack of time faced by many consumers, and the need to make a quick, on-the-go purchase.

COMPETITIVE LANDSCAPE

Ajeper’s Volt benefits from innovation and natural positioning, but faces potential competition from CBC’s 220V

Ajeper consolidated its dominant position in the energy drinks category in 2019, through its Volt brand. Its distribution strategy through “cruceristas” represents one of the brand’s strengths.

Ajeper’s new formulations include coca, ginseng and guarana content

In recent years, Ajeper has sought to reduce its dependence on low prices, by investing in innovation. In this context, Volt has become an innovative brand, incorporating natural and local ingredients in its different varieties, as consumers seek more natural products.

CBC seeks ambitious share gain for vitamin-fortified 220V

Meanwhile, CBC’s 220V has a modern value proposition: an excellent vitamin-enriched product, great taste, and differentiated packaging, aimed at addressing consumers’ requirements within the Daily Energy category. The goal is to achieve a 20% category value share with this new product.

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