Organic Beverages in Colombia

PROSPECTS

Coffee key to organic beverages

There were no major developments seen in organic beverages in Colombia at the end of the review period, with organic coffee the only significant product type. Organic coffee fresh coffee remained the dominant category, partly due to a much lower average unit price than instant organic coffee.

Small presence of organic coffee in premium lines

While organic coffee continued to see strong retail volume and current value growth in 2019, the development of premium lines in regular coffee caught the attention of consumers and companies. Although some of these premium lines also include organic coffee, the offer is still limited and prices remain affordable only to more affluent consumers.

Negligible presence of organic soft drinks

Sales of organic soft drinks remained negligible in Colombia at the end of the review period. Significant development is not anticipated in the short to medium term, largely because of the higher production costs and limited demand.

COMPETITIVE LANDSCAPE

Procafecol focuses on quality and distribution to win share

Procafecol increased its lead in organic beverages in 2019 with its Juan Valdez Colombian Coffee Organico brand accounting for more than half of value sales of organic fresh coffee. The brand’s products are recognised as being of a high-quality, while consumers are also attracted by the variety of options it offers.

Buendía Organico Liofilizado dominates organic instant coffee

Federación Nacional de Cafeteros de Colombia is the only significant player in organic instant coffee. The company accounted for almost all retail value sales in 2019, with “others” holding only a marginal share.

Smaller players struggle to compete in organic fresh coffee due to limited distribution

Within organic fresh coffee the competitive landscape became increasingly consolidated during the review period, with category leader Procafecol managing to successfully expand its distribution reach. As a result, Toscafé OMA SA and Almacenes Éxito SA both lost share.

Files are delivered directly into your account within a few minutes of purchase.