Organic Beverages in Chile

PROSPECTS

Chilean consumers unclear about the meaning of “organic”

According to companies and industry experts, Chilean consumers continue to lack awareness about the definition of “organic”. Most companies in Chile besides approving the country’s organic certification process also certificate as USDA organic.

Organic tea needs more differentiation to prosper

Organic tea is barely present in the Chilean market with just a couple of brands offering an organic product line. This is in contrast with organic coffee where more brands and products are easily found.

Consumers still associate organic with higher unit prices

The main challenge for growth in organic beverages is the higher unit prices. Consumers identify an organic beverage as a more expensive product and do not necessarily assign correspondent value to the product.

COMPETITIVE LANDSCAPE

Agrícola Forestal El Escudo and Ama Time battle in organic 100% juice category

Agrícola Forestal El Escudo and Ama time are the main players in the organic 100% juice category in the country. Ama innovated during the review period with convenient packaging options that help position its products as being convenient beverages for children to take to school and enjoy during other away-from-home occasions.

Agrícola Forestal El Escudo engages in a rebranding strategy

Agrícola Forestal El Escudo developed a rebranding strategy to modernise its brand and appeal more to young adults and older consumers looking for a high-quality drink. Juice bottles have even become an acceptable gift when visiting a friend’s home or to take to parties instead of regular bottles of wine.

Marley Coffee to expand distribution of organic coffee

In 2019, Comercial Dicalia obtained a licence to distribute the Marley Coffee brand in Latin America. This move is set to stimulate a new impulse to the already well-established brand in the country.

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