While overall hot drinks remained stable and registered positive current retail value growth in 2018 there was stagnation in retail volume terms, and the value performances of the different categories varied considerably.
Coffee experienced a premiumisation trend towards more gourmet products with added-value propositions that drove current retail value growth. Fresh coffee’s significant double-digit current retail value growth perfectly embodied the premiumisation trend, with shoppers seeking gourmet products with added-value propositions.
Nestlé Chile SA led hot drinks by a sizeable margin. The company’s key success factors included strong nationwide distribution across all retail channels, both modern and traditional, which guarantees product availability, its wide packaging portfolio that included single-serving sachets, and strong investment in marketing, including radio and television advertising.
New product developments in tea and coffee focused on the experience rather than flavours, together with ethical labelling. These hot drinks were well promoted thanks to specialist coffee and tea stores, together with new concepts such as Santander’s Work-Coffee chains, which gave visibility to the category.
Hot drinks is expected to register healthy retail volume growth over the forecast period thanks to dynamism in fresh coffee and a consolidated tea category.
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Discover the latest market trends and uncover sources of future market growth for the Hot Drinks industry in Chile with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Hot Drinks market research database.