In Colombia, consumption of RTD coffee remains at low levels and dropped significantly in volume and value terms in 2018. Availability is somewhat limited, being present mainly in some stores of hypermarkets such as Éxito, Carulla, Jumbo and Olímpica, located in areas visited by affluent consumers.
In the on-trade channel, competition from the variety of cold preparations offered at specialist coffee shops poses a serious threat to RTD coffee, attracting mainly young consumers, who are beginning to drink coffee in the form of cold preparations.
Prospects for RTD coffee are positive, but will remain limited to a narrow consumer base, driven mainly by Starbucks Frappuccino. Distribution is not likely to change significantly over the forecast period, remaining concentrated in the modern channel.
The number of players in RTD coffee is limited, with Starbucks Frappuccino gaining share since its entrance in 2016, leveraging the expertise and distribution network of Pepsi-Cola Colombia and in 2018 enjoyed almost monopoly status in RTD coffee. Although the global portfolio has wider options such as Double Shot, Iced Coffee and Iced Espresso Classics, it may take some time for them to be present in the country, due to the preference among Colombians for freshly- prepared coffee over bottled coffee.
In 2011, the co-branded Café Latte Alpina Juan Valdez was the pioneer in the manufacture and introduction of RTD coffee in the country, but with limited success. Over the review period and with the entrance of Starbucks Frappuccino, sales began to drop constantly and by 2018 volume sales were negligible, and recovery is not expected.
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