Hot Drinks in Colombia

Stable economy supports growth in hot drinks

Hot drinks continued to see steady growth in both retail volume and current value terms in 2019 supported by economic growth. Consumers showed a growing willingness to trade up to premium options such as barista style coffee and fresh ground coffee pods.

Colombians show growing demand for specialist coffee and tea shops

Foodservice continues to have a significant influence over hot drinks in Colombia with Millennials and the younger generation in particular showing a strong interest in specialist coffee and tea shops. While traditional chains such as Juan Valdez and Oma have strong and established positions in the market there have also been new entrants making headway, with the overall number of specialist coffee and tea shops growing by almost a third over the review period.

New product development and digital marketing on the rise

Industria Colombiana de Café SA (Colcafé) remained the clear leader in hot drinks in 2019 thanks to its strong position in coffee with the Café Sello Rojo and Colcafé brands. Nevertheless, the company lost share as competitors such as second-ranked Nestlé de Colombia SA continued to invest in new product development and innovation, with a strong focus on health and wellness and premiumisation.

New product development focused on health, convenience and indulgence

New product development continued to focus on premiumisation, health and wellness and convenience in 2019. In coffee there were a number of premium options launched towards the end of the review period, with fresh ground coffee pods seeing new varieties such as organic, barista style and single-origin.

Bright future ahead for hot drinks

Hot drinks in Colombia is projected to see similar growth to the review period in retail volume and current value terms, albeit more significant in actual terms due to it coming from a higher base. Similar trends will likely also prevail with the demand for new, more interesting and healthier options likely to drive sales and new product development.

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