Executive Summary

Mar 2019
PROSPECTS
RTD coffee faced a difficult 2018

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.

Fresh-made cold preparations compete with RTD coffee in the on-trade

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.

Challenging outlook for RTD coffee

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.

COMPETITIVE LANDSCAPE
Starbucks Frappuccino is the leading brand

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.

Café Latte Alpina Juan Valdez fading away

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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RTD Coffee in Colombia

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Overview

Discover the latest market trends and uncover sources of future market growth for the RTD Coffee industry in Colombia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the RTD Coffee industry in Colombia, our research will save you time and money while empowering you to make informed, profitable decisions.

The RTD Coffee in Colombia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of RTD Coffee in Colombia?
  • What are the major brands in Colombia?
  • What are the key new launches of RTD Coffee and bottled coffee products?
  • Who are the consumers of RTD coffee in Colombia?
  • Where is ready to drink coffee most commonly consumed?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Soft Drinks market research database.

RTD Coffee in Colombia - Category analysis

HEADLINES

PROSPECTS

RTD coffee faced a difficult 2018
Fresh-made cold preparations compete with RTD coffee in the on-trade
Challenging outlook for RTD coffee

COMPETITIVE LANDSCAPE

Starbucks Frappuccino is the leading brand
Café Latte Alpina Juan Valdez fading away

CATEGORY DATA

Table 1 Off-trade Sales of RTD Coffee: Volume 2013-2018
Table 2 Off-trade Sales of RTD Coffee: Value 2013-2018
Table 3 Off-trade Sales of RTD Coffee: % Volume Growth 2013-2018
Table 4 Off-trade Sales of RTD Coffee: % Value Growth 2013-2018
Table 5 NBO Company Shares of Off-trade RTD Coffee: % Volume 2014-2018
Table 6 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2015-2018
Table 7 NBO Company Shares of Off-trade RTD Coffee: % Value 2014-2018
Table 8 LBN Brand Shares of Off-trade RTD Coffee: % Value 2015-2018
Table 9 Forecast Off-trade Sales of RTD Coffee: Volume 2018-2023
Table 10 Forecast Off-trade Sales of RTD Coffee: Value 2018-2023
Table 11 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2018-2023
Table 12 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2018-2023

Soft Drinks in Colombia - Industry Overview

EXECUTIVE SUMMARY

Soft drinks grows in 2018
Diversification in packaging observed in soft drinks
Postobón maintains its lead in soft drinks
Claims such as no added sugar, high fruit content or no preservatives are popular in new products
Soft drinks expected to see positive and steady volume sales growth

MARKET DATA

Table 13 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 15 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 17 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 19 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 21 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 23 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 24 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 25 Sales of Soft Drinks by Total Fountain On-trade: Volume 2013-2018
Table 26 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2013-2018
Table 27 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 28 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 29 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 30 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 31 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 32 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 33 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 34 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 35 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 36 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 37 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 38 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 39 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 40 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 41 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 42 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 43 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 44 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2018-2023
Table 45 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2018-2023

APPENDIX

Fountain sales in Colombia
Trends

SOURCES

Summary 1 Research Sources