Executive Summary

Jul 2018
PROSPECTS
New flavour extensions and packaging updates continue to boost sales

Despite the broad penetration already achieved by major spirit-based RTDs in Costa Rica, local manufacturers and distributors continue to find new development opportunities through segmentation based on new flavour launches and packaging updates. In this context, further consolidation of top-of-mind brands under the control of Florida Bebidas continued to be seen in 2017, particularly Smirnoff Ice, which continued to take advantage of new flavour updates based on the wide versatility provided by vodka-based drinks.

Further segmentation over the coming five years

As demand for RTDs/high-strength premixes becomes more mature, it is expected that major manufacturers and distributors will continue to focus on developing additional levels of segmentation based on gender, age and product innovation. They will use a broader base of trendy flavours and mixes of spirits/wine, whilst taking advantage of top-of-mind umbrella brands capable of generating immediate awareness of such proposals.

Niche development opportunities

It is also expected that players will become more proactive in following the changing expectations of young and more mature consumers who were loyal buyers of high sugar drinks earlier in their lives, but are anticipated to continue moving away from such proposals as their health concerns increase. Products with a healthier positioning, including sugar-free products and products containing all-natural ingredients, are set to find niche development opportunities over the forecast period, targeting middle- and high-income buyers, who will continue to find value in the convenience of RTD proposals.

COMPETITIVE LANDSCAPE
Florida Bebidas maintains its dominant position

Maintaining the same competitive strength from the review period, the local brewer Florida Bebidas maintained its strong dominance in RTDs/high-strength premixes in Costa Rica in total volume terms during 2017. The regional player continued to take advantage of its economies of scale, derived from the leading role it plays in the other alcoholic and non-alcoholic drinks categories in which it participates, benefiting from strong distribution and marketing networks which help to support the high penetration of its broad portfolio of local and international brands.

New competitors are anticipated to increase their penetration to 2022

As other major alcoholic drinks distributors in Costa Rica continue to look for additional revenue opportunities over the coming five years, they are anticipated to increase their attention on the development potential offered by RTDs/high-strength premixes, challenging the dominant position of a single player that concentrates most of its sales on a few brands that focus on flavour variations to increase awareness. In this context, mid-priced international proposals, such as the recently introduced Mokai, are expected to find appealing development opportunities, based on their capacity to provide new alcoholic drinks mixes (cider-based in this case), whilst still offering value and good availability across modern grocery retailers.

Florida Bebidas will have to respond

In response to the new product launches, Florida Bebidas is expected to increase the number of its own offerings, which will address the changing expectations of different segments of young local consumers, whilst reflecting the growing popularity that recent launches such as Bendito Té and Bliss are anticipated to have over the forecast period.

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Rtds/High-Strength Premixes in Costa Rica

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Overview

Discover the latest market trends and uncover sources of future market growth for the RTDs/High-Strength Premixes industry in Costa Rica 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 RTDs/High-Strength Premixes industry in Costa Rica, our research will save you time and money while empowering you to make informed, profitable decisions.

The RTDs/High-Strength Premixes in Costa Rica 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 volume 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 RTDs/High-Strength Premixes in Costa Rica?
  • What are the major brands in Costa Rica?
  • How has premium lager performed in the wake of the global recession, has it lost out to economy lager as consumers traded down?
  • What are the most popular flavours within non-alcoholic beer?
  • What are the market opportunities for ‘healthier’ beers like low calorie and/or low abv beers?
  • Has the implementation of a stricter drink driving law benefited sales of low/non-alcohol beer?
  • Has the recession benefited domestic lager over imported lager?
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 Alcoholic Drinks market research database.

Rtds/High-Strength Premixes in Costa Rica - Category analysis

HEADLINES

PROSPECTS

New flavour extensions and packaging updates continue to boost sales
Further segmentation over the coming five years
Niche development opportunities

COMPETITIVE LANDSCAPE

Florida Bebidas maintains its dominant position
New competitors are anticipated to increase their penetration to 2022
Florida Bebidas will have to respond

CATEGORY DATA

Table 1 Sales of RTDS/High-Strength Premixes by Category: Total Volume 2012-2017
Table 2 Sales of RTDS/High-Strength Premixes by Category: Total Value 2012-2017
Table 3 Sales of RTDS/High-Strength Premixes by Category: % Total Volume Growth 2012-2017
Table 4 Sales of RTDS/High-Strength Premixes by Category: % Total Value Growth 2012-2017
Table 5 Sales of RTDS/High-Strength Premixes by Off-trade vs On-trade: Volume 2012-2017
Table 6 Sales of RTDS/High-Strength Premixes by Off-trade vs On-trade: Value 2012-2017
Table 7 Sales of RTDS/High-Strength Premixes by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 8 Sales of RTDS/High-Strength Premixes by Off-trade vs On-trade: % Value Growth 2012-2017
Table 9 GBO Company Shares of RTDS/High-Strength Premixes: % Total Volume 2013-2017
Table 10 NBO Company Shares of RTDS/High-Strength Premixes: % Total Volume 2013-2017
Table 11 LBN Brand Shares of RTDS/High-Strength Premixes: % Total Volume 2014-2017
Table 12 Forecast Sales of RTDS/High-Strength Premixes by Category: Total Volume 2017-2022
Table 13 Forecast Sales of RTDS/High-Strength Premixes by Category: Total Value 2017-2022
Table 14 Forecast Sales of RTDS/High-Strength Premixes by Category: % Total Volume Growth 2017-2022
Table 15 Forecast Sales of RTDS/High-Strength Premixes by Category: % Total Value Growth 2017-2022