Naturally Healthy Beverages in Peru

PROSPECTS

Government initiatives to combat obesity have mixed effects

In its attempt to combat growing obesity rates in the country, the government took specific action in 2018, by first increasing the Selective Consumption Tax, which affects sugary drinks. Beverages that were not previously considered such as juice, will now be impacted with an extra 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, and awareness 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.

Naturally healthy beverages has promising future

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

Toscafé OMA SA retains leadership of naturally healthy beverages

Toscafé OMA SA is a well-known company in Peru and holds a strong position in naturally healthy beverages with the brand San Mateo, which dominates NH natural mineral water. The company has invested in updating its brand image and making it available both in personal and bulk presentations.

NH 100% juice is dynamic category

NH 100% juice experienced a dynamic performance over the review period with key players emerging. In this context, apart from Tropicana’s continued share gain, other multinational brands decided to invest in the category.

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