In 2017, the performance of juice continues to be adversely affected by an unstable supply of packaging materials that slows down production and affects the availability of products. Shortages of carton for packaging have produced large increases in the average unit price of containers changing relative prices with respect to plastic, which used to be three or four times higher than carton.
In 2017, the purchase of fruit concentrates and fruit pulp must be done at the black-market exchange rate, making the importation of these critical inputs extremely expensive, forcing companies to rationalise their portfolios. Imported concentrates are mostly comprised of fruits that are not locally cultivated, such as apple, pear and peach, besides some orange concentrates which are imported from Brazil.
Price competition between juice and carbonates and concentrates is crucial to understanding this category. While juice saw a larger volume fall in 2017 compared to 2016, juice drinks is the category that exhibited the smallest volume loss thanks to a relatively lower unit price.
Empresa Nacional Lácteos Los Andes (ENLANDES) and Industria Láctea Venezolana CA (INDULAC) – both state-owned – are the category leaders, although lost value share during 2017. ENLANDES took the leadership from INDULAC thanks to a better presence and wider portfolio of juice drinks and nectars, marketed under the Los Andes brand.
Companies are restructuring portfolios towards products which require a lower fruit pulp content. Players are also reformulating and reclassifying their products, switching from nectars to juice drinks.
Corporación Inlaca CA, maintained its third position in 2017, followed by Del Monte Andina and Pepsi-Cola Venezuela SA. Since 2015, Corporación Inlaca CA has made strategic changes to its portfolio by focusing on its Carabobo brand, and has made an alliance with Tetra Pak to develop the first recycled packaging with FSC certification in the country, known as Tetra Rex 100% recyclable, as a solution to the lack of inputs and to maintain its shelf presence.
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This industry report originates from Passport, our Soft Drinks market research database.