RTD coffee is not a very well-known product in Chile. It appeals to the on-the-go consumption favoured by millennials and people with very busy lifestyles, but at the same time goes against the traditional tastes of Chileans, who tend to keep to known flavours and formats rather than trying new products.
There has not been any significant marketing campaign or promotion that could help position these products on the consumer radar as a refreshing alternative.
Starbucks has lost its position as the leading brand in RTD coffee, as Nescafé launched its Shakissimo chilled coffee line that offers a range of three different varieties: cappuccino, mocha and caramel, which has proved successful. Nestlé positions its RTD coffee in the lower-end price segment compared to its main direct competitors, with its 190ml single-serve format costing less than CLP1,000.
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This industry report originates from Passport, our Soft Drinks market research database.