Executive Summary

May 2018
Supply and demand continues to be shaped by supply chain shortages

Volume declines of health and wellness (HW) categories were tied to growing shortages of imported raw materials and packaging bottlenecks. Until 2010, the government was able to supply the need for packaging with imports.

Health improvement trends overridden by increasing signs of malnutrition

Overall food scarcity, in particular of staple foods, reached seriously low levels in 2016 that continued into 2017, when several NGOs called it a famine. According to the Survey of Life Conditions (ENCOVI in Spanish), 73% of people surveyed stated that they experienced unplanned loss of weight during 2016 of 8.

Multinationals maintain leadership in spite of harsh macroeconomic conditions

Multinationals held the top five positions in health and wellness during 2017, led by Pepsi-Cola Venezuela CA thanks to a strong presence in fortified/functional (FF) beverages, BFY reduced sugar carbonates and NH beverages. Coca-Cola FEMSA de Venezuela SA’s and Pepsi-Cola Venezuela CA’s performances were benefited from the deregulation of the price of bottled water and shortages of sugar, which boosted the production of non-sugar versions of popular products.

Traditional grocery retailers leads distribution

Traditional grocery retailers continued to account for the majority of health and wellness sales, with consumers preferring this channel because of its convenience. Indeed, traditional grocery retailers even took share from modern grocery retailers in the last two years of the review period.

Health and wellness expected to decrease over the forecast period

Health and wellness is predicted to decline in both retail volume and value terms at constant 2017 prices over the forecast period. Continued deterioration of purchasing power will restrict household budgets ever more in the coming years.

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Health and Wellness in Venezuela

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Overview

Discover the latest market trends and uncover sources of future market growth for the Health and Wellness industry in Venezuela 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 Health and Wellness industry in Venezuela, our research will save you time and money while empowering you to make informed, profitable decisions.

The Health and Wellness in Venezuela 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 Health and Wellness in Venezuela?
  • What are the major brands in Venezuela?
  • Were the sales of health and wellness affected by the global recession?
  • What functional ingredients in food and drinks are in fashion in Venezuela?
  • Is the organic movement still growing?
  • Are weight management food and drinks driven by product reformulation?

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 Health and Wellness market research database.

Health and Wellness in Venezuela

EXECUTIVE SUMMARY

Supply and demand continues to be shaped by supply chain shortages
Health improvement trends overridden by increasing signs of malnutrition
Multinationals maintain leadership in spite of harsh macroeconomic conditions
Traditional grocery retailers leads distribution
Health and wellness expected to decrease over the forecast period

MARKET DATA

Table 1 Sales of Health and Wellness by Type: Value 2012-2017
Table 2 Sales of Health and Wellness by Type: % Value Growth 2012-2017
Table 3 Sales of Health and Wellness by Category: Value 2012-2017
Table 4 Sales of Health and Wellness by Category: % Value Growth 2012-2017
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2012-2017
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2012-2017
Table 7 NBO Company Shares of Health and Wellness: % Value 2013-2017
Table 8 LBN Brand Shares of Health and Wellness: % Value 2014-2017
Table 9 Distribution of Health and Wellness by Format: % Value 2012-2017
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2017
Table 11 Forecast Sales of Health and Wellness by Type: Value 2017-2022
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2017-2022
Table 13 Forecast Sales of Health and Wellness by Category: Value 2017-2022
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2017-2022
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2017-2022
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Naturally Healthy Packaged Food in Venezuela

HEADLINES

PROSPECTS

Government-controlled prices and inputs continue to prevent volume sales growth
An increase in NH olive oil imports brings relief to consumers in 2017
Continued input insufficiencies prevent volume sales growth in NH high fibre food

COMPETITIVE LANDSCAPE

Peanuts and plantains sustain PepsiCo’s leadership in spite of supply chain difficulties
International players lead NH packaged food but innovation is negligible
A split demand based on income levels is expected for NH packaged food

CATEGORY DATA

Table 17 Sales of NH Packaged Food by Category: Value 2012-2017
Table 18 Sales of NH Packaged Food by Category: % Value Growth 2012-2017
Table 19 NBO Company Shares of NH Packaged Food: % Value 2013-2017
Table 20 LBN Brand Shares of NH Packaged Food: % Value 2014-2017
Table 21 Distribution of NH Packaged Food by Format: % Value 2012-2017
Table 22 Forecast Sales of NH Packaged Food by Category: Value 2017-2022
Table 23 Forecast Sales of NH Packaged Food by Category: % Value Growth 2017-2022

Better For You Beverages in Venezuela

HEADLINES

PROSPECTS

Sugar shortages continue to boost BFY reduced sugar beverages in 2017
Artificial sweeteners dominant in 2017
Rapidly-increasing prices and shortages change consumer habits in 2017

COMPETITIVE LANDSCAPE

Lack of sugar strengthens BFY brands and companies in 2017
Light versions of powdered tea dominate BFY concentrates in 2017
Higher-priced products remain out of reach to many Venezuelans

CATEGORY DATA

Table 24 Sales of BFY Beverages by Category: Value 2012-2017
Table 25 Sales of BFY Beverages by Category: % Value Growth 2012-2017
Table 26 NBO Company Shares of BFY Beverages: % Value 2013-2017
Table 27 LBN Brand Shares of BFY Beverages: % Value 2014-2017
Table 28 Distribution of BFY Beverages by Format: % Value 2012-2017
Table 29 Forecast Sales of BFY Beverages by Category: Value 2017-2022
Table 30 Forecast Sales of BFY Beverages by Category: % Value Growth 2017-2022

Better For You Packaged Food in Venezuela

HEADLINES

PROSPECTS

Manufacturers continue to favour the production of reduced fat dairy
Sales growth is down to price increases in 2017
Volume growth occurs in a handful of categories

COMPETITIVE LANDSCAPE

Cadbury Adams SA leads after competitors pull out of the category
BFY packaged food maintains its premium profile in spite of the recession
Companies in the reduced fat dairy category continue to dominate BFY packaged food in 2017

CATEGORY DATA

Table 31 Sales of BFY Packaged Food by Category: Value 2012-2017
Table 32 Sales of BFY Packaged Food by Category: % Value Growth 2012-2017
Table 33 NBO Company Shares of BFY Packaged Food: % Value 2013-2017
Table 34 LBN Brand Shares of BFY Packaged Food: % Value 2014-2017
Table 35 Distribution of BFY Packaged Food by Format: % Value 2012-2017
Table 36 Forecast Sales of BFY Packaged Food by Category: Value 2017-2022
Table 37 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2017-2022

Fortified/Functional Beverages in Venezuela

HEADLINES

PROSPECTS

A mature category struggling with a negative business environment
FF powder concentrates has room for expansion before reaching maturity
FF plant-based hot drinks becomes a milk substitute

COMPETITIVE LANDSCAPE

Gatorade remains the leading brand
Impoverished Venezuelans choose affordability over brand name
Few opportunities for growth as the category is largely mature

CATEGORY DATA

Table 38 Sales of Fortified/Functional Beverages by Category: Value 2012-2017
Table 39 Sales of Fortified/Functional Beverages by Category: % Value Growth 2012-2017
Table 40 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2012-2017
Table 41 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2012-2017
Table 42 NBO Company Shares of Fortified/Functional Beverages: % Value 2013-2017
Table 43 LBN Brand Shares of Fortified/Functional Beverages: % Value 2014-2017
Table 44 Distribution of Fortified/Functional Beverages by Format: % Value 2012-2017
Table 45 Forecast Sales of Fortified/Functional Beverages by Category: Value 2017-2022
Table 46 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2017-2022

Fortified/Functional Packaged Food in Venezuela

HEADLINES

PROSPECTS

Manufacturers’ ingenuity produces volume growth in FF prepared baby food
Wheat-based and sugar-based products perform the worst
A mature category with few chances of expansion

COMPETITIVE LANDSCAPE

Greater access to wheat allows Bimbo to maintain its leadership in 2017
Alimentos Kellogg SA recovers from a value share drop
Probiotic food remains underdeveloped in 2017

CATEGORY DATA

Table 47 Sales of Fortified/Functional Packaged Food by Category: Value 2012-2017
Table 48 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2012-2017
Table 49 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2012-2017
Table 50 Key Functional Ingredients in Fortified/Functional Bread: % Value 2012-2017
Table 51 Key Functional Ingredients in Fortified/Functional Chocolate Confectionery: % Value 2012-2017
Table 52 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2012-2017
Table 53 Sales of Fortified/Functional Dairy-based Yoghurt by Standard Fat vs Reduced Fat: % Value 2012-2017
Table 54 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2013-2017
Table 55 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2014-2017
Table 56 LBN Brand Shares of Fortified/Functional Bread: % Value 2014-2017
Table 57 Distribution of Fortified/Functional Packaged Food by Format: % Value 2012-2017
Table 58 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2017-2022
Table 59 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2017-2022

Free From in Venezuela

HEADLINES

PROSPECTS

High foreign exchange prices continue to hit the category hard in 2017
Free from products are not meeting the needs of the diabetic population
Free from gluten products are scarce and expensive

COMPETITIVE LANDSCAPE

Universal CA leads an ever shrinking category
A lack of wheat and costly imports shape competition in 2017

CATEGORY DATA

Table 60 Sales of Free From by Category: Value 2012-2017
Table 61 Sales of Free From by Category: % Value Growth 2012-2017
Table 62 NBO Company Shares of Free From: % Value 2013-2017
Table 63 LBN Brand Shares of Free From: % Value 2014-2017
Table 64 Distribution of Free From by Format: % Value 2012-2017
Table 65 Forecast Sales of Free From by Category: Value 2017-2022
Table 66 Forecast Sales of Free From by Category: % Value Growth 2017-2022

Naturally Healthy Beverages in Venezuela

HEADLINES

PROSPECTS

Venezuelans filter and boil tap water instead of purchasing bottled water
Deregulated prices and shortages of bottles limit the category in 2017
NH superfruit juice has room for growth in Venezuela

COMPETITIVE LANDSCAPE

Leadership depends on controlling the supply of plastic bottles
Diminished supply of imported brands allows expansion of domestic production
NH RTD tea remains an unexploited niche in 2017

CATEGORY DATA

Table 67 Sales of NH Beverages by Category: Value 2012-2017
Table 68 Sales of NH Beverages by Category: % Value Growth 2012-2017
Table 69 NBO Company Shares of NH Beverages: % Value 2013-2017
Table 70 LBN Brand Shares of NH Beverages: % Value 2014-2017
Table 71 Distribution of NH Beverages by Format: % Value 2012-2017
Table 72 Forecast Sales of NH Beverages by Category: Value 2017-2022
Table 73 Forecast Sales of NH Beverages by Category: % Value Growth 2017-2022

Organic Beverages in Venezuela

PROSPECTS

Organic Packaged Food in Venezuela

PROSPECTS