Organic Beverages in Colombia

PROSPECTS

Coffee is the key organic beverage

There have been no major developments in organic beverages in the country, with organic coffee the only significant product type. Within organic coffee, fresh is the main format, partly due to much lower unit prices than instant alternatives.

Small presence of organic coffee in premium lines

While organic coffee continued to see strong retail volume and current value sales growth in 2018, the development of premium lines in regular coffee caught the attention of consumers and companies. Although premium lines include organic coffees, the offer is not abundant and prices are affordable only to more affluent consumers.

Negligible presence of organic soft drinks

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 higher production costs.

COMPETITIVE LANDSCAPE

Some consolidation in organic fresh coffee

Over the review period, the competitive landscape of organic fresh coffee saw a gradual shift away from smaller players towards Procafecol, which accounted for slightly more than one half of retail value sales by 2018. While there was some fluctuation during the review period, “others” and Toscafé OMA (Café Oma) and Almacenes Éxito (Café Orgánico Taeq) lost ground to Procafecol (Juan Valdez Colombian Coffee Organico).

Quality is the watchword for Procafecol

Procafecol’s products are recognised as high-quality offerings, while consumers are also attracted by the variety of the selection. The company aims to lure consumers with special editions and wide product availability.

A near monopoly in 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 2018, with “others” holding only a marginal share.

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