Naturally Healthy Beverages in Peru

PROSPECTS

Government initiatives to combat obesity have mixed effects

In its attempt to combat growing obesity in the country, the government took specific action towards the end of the review period, by first increasing the Selective Consumption Tax, which affects sugary drinks. Beverages that were previously exempt from tax, such as juice, will now be subject to 17% tax as long as they contain less than 6g of sugar per 100ml.

Health and wellness trend boosts growth

Peruvian consumers are increasingly interested in their health, paying greater attention to what they purchase, as awareness is rising fuelled by the government with its recent initiatives to combat obesity. As a consequence, consumers are increasingly looking for products that are good for their wellbeing, granting categories such as naturally healthy beverages with attractive growth rates.

Promising future for naturally healthy beverages

Following the trend towards natural products and an increasing concern for wellbeing, naturally healthy beverages is expected to record a positive performance in both volume and current value terms over the forecast period. Development in NH 100% juice and NH natural mineral bottled water, which are already showing rapid growth, are expected to lead this positive performance.

COMPETITIVE LANDSCAPE

Anheuser-Busch InBev NV retains leadership of naturally healthy beverages

Anheuser-Busch InBev NV is a well-known company in Peru and holds a strong position in naturally healthy beverages with the San Mateo brand, which retains the outright lead in NH natural mineral water. The company has invested in updating its brand image while also making its brands available in personal and bulk presentations.

FuXion Biotech markets natural ingredients with specific benefits

Multinational direct selling company FuXion Biotech focuses on producing products with natural ingredients. It extracts the nutrients of fruit and plants through leading technology and innovation.

Nestlé’s brand marketing focuses on specific consumption moments

Towards the end of the review period, Nestlé emphasised the nutritional element of its Milo brand by promoting its suitability in lunch boxes through its vitamins, minerals and malt content. It also recently introduced its new Ecco barley soft drink with natural ingredients.

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