After a difficult 2017, in which almost all soft drinks categories were negatively impacted by adverse weather conditions, economic slowdown and increased VAT, in 2018 overall soft drinks volume observed low but positive growth with the off-trade channel being more dynamic than the on-trade channel. Bottled water and carbonates displayed the better performance and were responsible for the positive rate of total soft drinks growth.
During 2018, diversification in soft drinks packaging was observed. In bottled water, the presence of multipacks was not common, but recently companies have been focusing on multipacks of small bottles of 250ml or 300ml in presentations from six to 24 bottles, at affordable prices and promoting them as a convenient alternative for all family members.
During the review period, domestic company Postobón has been able to retain leadership despite the economic difficulties and changes in consumption patterns. The company has been diversifying its portfolio, not only in presentations and bottle sizes, but also by introducing new products and reformulating others to adapt to demands of consumers across the different segments it reaches.
With consumers embracing healthier lifestyles more often and looking for new flavours and experiences, companies have made different launches orientated to products with claims of no artificial flavours, no preservatives and no added sugar. In addition, besides the traditional flavours present in juice, mixes are seeing interesting development with Biofrut from Postobón and Balanz from California that is the only brand in the market, so far, that offers mixes of fruits and vegetables.
Over the forecast period, soft drinks is expected to see moderate and steady growth, with bottled water outperforming the overall industry, driven by healthier habits, more affordable presentations and growth of flavoured water. Carbonates is expected to see positive growth, with people moving towards reduced sugar products.
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Discover the latest market trends and uncover sources of future market growth for the Soft Drinks industry in Colombia with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Soft Drinks market research database.