Organic Beverages in Chile

2020 IMPACT

At-home consumption slows organic juice growth and consumers trade down

The closure of schools and movement restrictions implemented as a protective measure against COVID-19 infections, negatively impacted the juice market in Chile, thus slowing organic juice growth in 2020. The back-to-school campaign, usually a high point in yearly sales conducted every March, did not happen, leading the organic juice market to suffer a growth deceleration.

Companies adapt to reach a more conscious consumer

One of the major trends in 2019 and beginning of 2020 was the increase in importance of the ingredients being included in the juices. Products with added value have been gaining share, and the value proposition offered by 100%, organic and cold pressed juices have increased their importance in the market.

Competition increasing in organic coffee

Known for its high penetration in coffee vending machines in Chile, Marley Coffee, which has a large array of organic products in its portfolio, launched its first lyophilised organic instant coffee, to compete with Nestlé’s Nescafé organic instant coffee, a segment that is still very limited in the number of players and SKUs. With the movement restrictions implemented in Chile and the e-commerce boom, Nescafé and Marley Coffee’s organic instant coffee options leveraged their penetration within major supermarkets, while other smaller players struggled with their presence, limited to smaller stores and deli shops.

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