Rtds/High-Strength Premixes in Peru

PROSPECTS

Convenience and new products fuel sales of RTDs

With increasingly hectic lifestyles, time becomes a precious resource, especially in large cities that have high levels of traffic. This creates the right environment for the development of product offerings that maximise the time of Peruvians; an example of this is the rapid development in Lima of the Glovo shipping platform, present in large cities around the world.

Spirit-based RTDs remains the largest and fastest growing category within RTDs

The largest and fastest growing category in 2017 was spirit-based RTDs. In the last three years of the review period, there were various product innovations within spirit-based RTDs, which contributed to its growth not only because there was a wider product offer, but also because there was an increase in the perception of quality, with improved flavours and more-attractive packaging.

Off-trade is the most preferred channel for RTDs

RTDs are mainly bought through the off-trade channel, especially independent small grocers, modern grocery retailers and forecourt retailers. Peruvian consumers tend to purchase these products because of their convenience when enjoying them at home or with friends.

COMPETITIVE LANDSCAPE

Cartavio launches Hit and Wild to expand its presence in RTDs

In 2017, Cartavio launched two RTD products to capture new consumers, especially young adult Peruvians, and to expand its presence in spirits. Both products are extensions from its main brands in rum and vodka.

Diageo Perú consolidates its position as category leader in RTDs

Diageo Perú was the leading company within RTDs in 2017, and increased its lead over second-placed Bebidas. Smirnoff Ice and Smirnoff Red Ice from Diageo Perú recorded strong and sustained growth in 2017, attracting young consumers based on a strong social media presence and activities within supermarkets and other points of sale.

RTDs is the only category with a presence of private label

Alcoholic drinks is an industry in which private label has almost no presence in Peru, probably due to the aspirational nature of these products. Wine-based RTDs is the exception with the product Sangria Bell from Supermercados Peruanos, which has been present in the category for some years.

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