Organic beverages continued to record dynamic growth rates in 2021. One of the most important factors behind this performance has been that local consumers are increasingly concerned about their nutrition, searching for high-quality products that are free of chemicals and preservatives that are perceived to potentially impact their health.
The safety factor has greater importance in terms of children’s nutrition, as parents pay greater attention to providing high-quality products and avoiding pesticides associated with negative health effects. Ama Time initially based its sales strategy on entering Chile by marketing organic juice for babies and children, which allowed the player to become known to local consumers and enable it to gradually compete with organic beverages targeting adults as well.
Agrícola Forrestal El Escudo and Ama Time dominated sales of organic beverages between them in 2021, driven by solid distribution networks, in addition to gaining space with innovative ways of marketing their products. E-commerce has become an important channel for Ama Time in terms of its sales structure.
Important players have taken steps to restructure their sales strategies through different distribution channels, leading to an increasing focus on e-commerce in line with consumers’ changing habits during the pandemic. They are also aware of the importance of effectively marketing themselves as being concerned about the welfare of customers and sustainability, with the aim of strengthening loyalty.
2022 is likely to see more moderate growth for organic beverages in line with increasing price sensitivity and the secession of additional funds including withdrawals of 10% from the pension system, and cash subsidies which are likely to be drastically reduced. This will undoubtedly be a factor that influences demand from a wider audience, due to the much higher than average unit prices compared to other competing health and wellness categories.
E-commerce witnessed important expansion within organic beverages in 2020-2021. This is an opportunity for companies to develop more dynamic and user-friendly online platforms, which can be utilised to attract consumers in terms of improving their shopping experience.
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Understand the latest market trends and future growth opportunities for the Organic Beverages industry in Chile with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Organic Beverages
Certified organic products are those which have been produced, stored, processed, handled and marketed in accordance with precise technical specifications (standards) and certified as "organic" by a certification body such as the Soil Association in the UK, the European Union or the US Department of Agriculture. It is important to note that an organic label applies to the production process, ensuring that the product has been produced and processed in an ecologically sound manner. The organic label is therefore a production process claim as opposed to a product quality claim. Note: For organic products to be included, the organic aspect needs to form a significant part of the overall positioning/marketing of the product, including the organic certification label in the packaging. For product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Packaged Food, Hot Drinks, Soft Drinks.
See All of Our DefinitionsThis report originates from Passport, our Organic Beverages research and analysis database.
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