Juice in Argentina

PROSPECTS

Premium 100% juice: Low per capita consumption

Not-from-concentrate 100% juice is still a relatively underdeveloped category, but experienced high growth rates during the review period. The factors driving 100% juice include health concerns and flavour extensions, for which consumers have been willing to pay higher prices.

Organic juice: New beverage options

Organic beverages continue to have low sales, because of the considerably higher prices in comparison to standard products, thus restricting sales to upper-mid- to high-income consumers. Despite these constraining factors, there is a potential with the improvement of living standards and more awareness of natural products.

Juices will suffer competition from cheaper options

In the short term, juice is expected to continue to experience fierce competition from concentrates, especially powder versions.

COMPETITIVE LANDSCAPE

Coca-Cola Argentina leads with Cepita and Hi-C

In 2018, Coca-Cola Argentina SA maintained its leadership in off-trade value terms, after entering the category in 2004 with the acquisition of Cepita. It has a particularly strong position in juice drinks (up to 24% juice), with Hi-C.

El Carmen SA leads 100% juice with Citric

The leading player in 100% juice is El Carmen SA, a regional company based in Tucuman in north of the country. It has developed not-from-concentrate orange 100% juice in Argentina, with its Citric chilled brand.

Cepas Argentinas sees good results with Terma

Terma Limonada/Pomelada is the first line extension of Terma, the leading brand in liquid concentrates. The new version is ready-to-drink lemon juice mixed with herbs, with low added sodium and presented in three varieties.

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