In 2017, NH beverages continued to decline in retail volume terms. This performance can be explained by the degree of maturity of the largest categories such as NH bottled water, as well as low dynamism in terms of new entrants and new product developments.
Bottled water continued to dominate the category despite a de facto price deregulation in 2016. Although the category was under price regulation since 2011, high inflation overpowered the government offices in charge of price-setting.
Venezuelans are not particularly aware of the concept of NH superfruit juice, so this category remained an underexploited niche. Varieties of superfruit juice include guava juice in nectars and coconut water in NH 100% juice, with health benefits unknown to most Venezuelans, who continued to prefer other flavours such as apple, pear and peach.
Pepsi-Cola Venezuela CA (Minalba) and Coca-Cola FEMSA de Venezuela SA (Nevada) continued to show a strong presence in 2017 thanks to their positions in bottled water. Leadership depends largely on the companies’ ability to obtain plastic bottles, which remains one of the weakest links in the supply chain.
NH beverages did not escape from the slowdown trend of innovation experienced by the overall beverages industry. The category suffered from the erratic presence of its most emblematic brands of bottled water and 100% juice.
The price positioning of HW beverages depends largely on the product category. For instance, NH bottled water and NH other hot drinks (rice-based hot drinks) are consumed by all income groups and regarded as commodities for which achieving a high degree of brand recognition remains a key strategy.
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Understand the latest market trends and future growth opportunities for the Naturally Healthy Beverages industry in Venezuela with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Naturally Healthy Beverages research and analysis database.
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