Organic Beverages in Spain

PROSPECTS

Consumers use higher disposable incomes on more natural and healthier drinks

Organic beverages continued to see the fastest retail volume and value growth in HW beverages in 2019. While growth is derived from a relatively small sales base, the demand for organic beverages benefits from rising consumer health awareness.

Sales benefit from larger shelf space and more affordable prices in retail stores

The outlook for organic beverages is enhanced by more and more retailers dedicating more shelf space to these drinks. In line with the growing demand for more natural and environmentally-friendly products, major grocery retailers are increasing their organic offer across beverage categories.

Organic 100% juice rides momentum for fresh options to post fast growth

Organic 100% juice is projected to remain a fast-growing category in organic beverages in retail volume and current value sales terms over the forecast period. In 2019, only organic non-cola carbonates registered faster growth rates.

COMPETITIVE LANDSCAPE

Organic-focused strategies keep Carrefour on top as the competition intensifies

While more intense competition has seen Centros Comerciales Carrefour lose retail value share, it remains the key player in the category in 2019. The player allocates large shelf space for a wide product range across organic beverages.

Strong growth potential sees major branded players invest in organic ranges

Major branded soft drinks manufacturers hold relatively small retail value shares in organic beverages, compared with other health and wellness categories. However, strong sales growth and the increasing popularity of organic products encouraged owners of soft drinks brands like Nescafé, Coca-Cola, Red Bull and Font Vella to launch new organic ranges.

Packaging becomes an increasingly important competitive tool

While a relatively small category, organic beverages continues to be characterised by more intense competition and company activity. In 2019, J García Carrión, one of the major juice companies in Spain, invested in packaging to differentiate its products from the fast-increasing offer in organic beverages.

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