Executive Summary

Mar 2019
Economic uncertainty and new value proposals continue to boost priced-based competition in 2018

As a result of the overall levels of economic uncertainty that particularly characterised Costa Rica during the second half of 2018, a broader base of mid- and low-income consumers continued to adopt very cautious expending habits, becoming increasingly proactive in relation to discounts and promotional sales. Therefore, most segments of the population gained a further preference for value for money soft drinks, which continued to incentivise bulk product offerings (larger family-sized packaging) as well as multipacks, which continued to focus on attracting children with school lunch box content.

Affordable healthier options continue to gain momentum

Ranging from sugar-free concentrates, to all-natural functional ingredients claims across most soft drinks categories (such as energy drinks, juice and RTD tea), healthier value proposals continued to gain sales momentum in Costa Rica during 2018. An expanding base of upper- and mid-income millennial consumers continued to demand affordable but yet higher quality options, capable of meeting their evolving health and wellness-orientated lifestyles and budget capabilities.

Consolidated domestic and international players retain competitive edge in 2018

Despite the growing offer of new imported value proposals (including Wal-Mart’s private label), traditional global (Coca-Cola FEMSA) and domestic players (Florida Bebidas and Dos Pinos) remained ahead in both volume and value sales during 2018, taking advantage of consolidated top-of-mind brand awareness that benefits from strong economies of scale in terms of manufacturing, marketing and distribution. Point-of-sale availability remained associated with the capacity of these players to control the refrigeration space where most products tend to be offered.

Variety of trends influence new product development in 2018

The most relevant new product development trends in 2018 continued to be associated with healthier but still affordable soft drinks, capable of addressing the lifestyle expectations and budget capabilities of a broader base of mid-income consumers. Good examples of this trend included the further development of Wal-Mart’s private label proposal Great Value, which gained additional penetration across more dynamic soft drinks such as nectars and bottled water, based on aggressive pricing relations (which include family packs and multipacks) in addition to relevant point-of-sale presence that leverages on gondola heads and promotional/discounts activation campaigns.

Greater innovation anticipated to focus on niche consumers over forecast period

Even though it is difficult to anticipate the economic performance that will finally take place in Costa Rica over the forecast period given the delicate fiscal situation being discussed at Congress, (which could post additional pressure on public investment and unemployment as well as inflation and exchange rates), most average local consumers will remain highly cautious in relation to maximising their budget capabilities, gaining additional interest in affordable value proposals, while becoming increasingly proactive in terms of discounts and searching for promotions. In this context, additional levels of innovation and new specific proposals are expected to focus on smaller groups of niche local consumers.

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Soft Drinks in Costa Rica

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Costa Rica for free:

The Soft Drinks 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 shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Soft Drinks in Costa Rica?
  • What are the major brands in Costa Rica?
  • What potential exists for multinational vs. local soft drinks companies looking to increase market share?
  • How have changing social attitudes affected soft drink sales?
  • How have sustainability issues; such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, affected the soft drink industry?

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.

Soft Drinks in Costa Rica

EXECUTIVE SUMMARY

Economic uncertainty and new value proposals continue to boost priced-based competition in 2018
Affordable healthier options continue to gain momentum
Consolidated domestic and international players retain competitive edge in 2018
Variety of trends influence new product development in 2018
Greater innovation anticipated to focus on niche consumers over forecast period

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2013-2018
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2013-2018
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 19 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 24 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 25 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 26 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 27 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 28 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2018-2023
Table 29 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2018-2023

SOURCES

Summary 1 Research Sources

Bottled Water in Costa Rica

HEADLINES

PROSPECTS

Product availability and affordable offers continue to set the pace in 2018
Stagnation for bulk water sales
New development opportunities for natural flavoured water over forecast period

COMPETITIVE LANDSCAPE

Traditional players continue to lead bottled water
Brand loyalty begins to wane
New specific proposals and single serve formats to boost competition

CATEGORY DATA

Table 30 Off-trade Sales of Bottled Water by Category: Volume 2013-2018
Table 31 Off-trade Sales of Bottled Water by Category: Value 2013-2018
Table 32 Off-trade Sales of Bottled Water by Category: % Volume Growth 2013-2018
Table 33 Off-trade Sales of Bottled Water by Category: % Value Growth 2013-2018
Table 34 NBO Company Shares of Off-trade Bottled Water: % Volume 2014-2018
Table 35 LBN Brand Shares of Off-trade Bottled Water: % Volume 2015-2018
Table 36 NBO Company Shares of Off-trade Bottled Water: % Value 2014-2018
Table 37 LBN Brand Shares of Off-trade Bottled Water: % Value 2015-2018
Table 38 Forecast Off-trade Sales of Bottled Water by Category: Volume 2018-2023
Table 39 Forecast Off-trade Sales of Bottled Water by Category: Value 2018-2023
Table 40 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2018-2023
Table 41 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2018-2023

Carbonates in Costa Rica

HEADLINES

PROSPECTS

Despite rising health awareness, carbonates maintains stable demand
Priced-based competition and reduced sugar claims anticipated to gain momentum by 2023

COMPETITIVE LANDSCAPE

International players remain ahead in volume and value sales
Recognised global brands expected to maintain competitive edge

CATEGORY DATA

Table 42 Off-trade vs On-trade Sales of Carbonates: Volume 2013-2018
Table 43 Off-trade vs On-trade Sales of Carbonates: Value 2013-2018
Table 44 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2013-2018
Table 45 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2013-2018
Table 46 Off-trade Sales of Carbonates by Category: Volume 2013-2018
Table 47 Off-trade Sales of Carbonates by Category: Value 2013-2018
Table 48 Off-trade Sales of Carbonates by Category: % Volume Growth 2013-2018
Table 49 Off-trade Sales of Carbonates by Category: % Value Growth 2013-2018
Table 50 Sales of Carbonates by Total Fountain On-trade: Volume 2013-2018
Table 51 Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2013-2018
Table 52 NBO Company Shares of Off-trade Carbonates: % Volume 2014-2018
Table 53 LBN Brand Shares of Off-trade Carbonates: % Volume 2015-2018
Table 54 NBO Company Shares of Off-trade Carbonates: % Value 2014-2018
Table 55 LBN Brand Shares of Off-trade Carbonates: % Value 2015-2018
Table 56 Forecast Off-trade Sales of Carbonates by Category: Volume 2018-2023
Table 57 Forecast Off-trade Sales of Carbonates by Category: Value 2018-2023
Table 58 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2018-2023
Table 59 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2018-2023
Table 60 Forecast Sales of Carbonates by Total Fountain On-trade: Volume 2018-2023
Table 61 Forecast Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2018-2023

Concentrates in Costa Rica

HEADLINES

PROSPECTS

New flavour mixes and healthier ingredients claims consolidate as major trends
New specific products expected to gain momentum over the forecast period

COMPETITIVE LANDSCAPE

International top-of-mind brands lead value sales
Fragmented share amongst remaining competitors
Flavour innovation to gain additional momentum

CATEGORY DATA

Concentrates Conversions
Summary 2 Concentrates Conversion Factors for ReadytoDrink (RTD) Format
Table 62 Off-trade Sales of Concentrates (RTD) by Category: Volume 2013-2018
Table 63 Off-trade Sales of Concentrates by Category: Value 2013-2018
Table 64 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2013-2018
Table 65 Off-trade Sales of Concentrates by Category: % Value Growth 2013-2018
Table 66 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2014-2018
Table 67 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2015-2018
Table 68 NBO Company Shares of Off-trade Concentrates: % Value 2014-2018
Table 69 LBN Brand Shares of Off-trade Concentrates: % Value 2015-2018
Table 70 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2014-2018
Table 71 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2015-2018
Table 72 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2014-2018
Table 73 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2015-2018
Table 74 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2018-2023
Table 75 Forecast Off-trade Sales of Concentrates by Category: Value 2018-2023
Table 76 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2018-2023
Table 77 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2018-2023

Energy Drinks in Costa Rica

HEADLINES

PROSPECTS

Additional flavours and new brands add dynamism to energy drinks
More affordable and specialised alternatives anticipated to increase polarisation

COMPETITIVE LANDSCAPE

Florida Bebidas remains dominant category leader
Additional innovation and natural functional claims to gain momentum

CATEGORY DATA

Table 78 Off-trade Sales of Energy Drinks: Volume 2013-2018
Table 79 Off-trade Sales of Energy Drinks: Value 2013-2018
Table 80 Off-trade Sales of Energy Drinks: % Volume Growth 2013-2018
Table 81 Off-trade Sales of Energy Drinks: % Value Growth 2013-2018
Table 82 NBO Company Shares of Off-trade Energy Drinks: % Volume 2014-2018
Table 83 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2015-2018
Table 84 NBO Company Shares of Off-trade Energy Drinks: % Value 2014-2018
Table 85 LBN Brand Shares of Off-trade Energy Drinks: % Value 2015-2018
Table 86 Forecast Off-trade Sales of Energy Drinks: Volume 2018-2023
Table 87 Forecast Off-trade Sales of Energy Drinks: Value 2018-2023
Table 88 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2018-2023
Table 89 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2018-2023

Juice in Costa Rica

HEADLINES

PROSPECTS

High volume proposals and competition affect juice’s performance
Natural proposals and lower sugar formulations anticipated to gain shelf space

COMPETITIVE LANDSCAPE

Traditional local players lead juice sales
Affordable and higher-quality imported brands will continue to gain penetration by 2023

CATEGORY DATA

Table 90 Off-trade Sales of Juice by Category: Volume 2013-2018
Table 91 Off-trade Sales of Juice by Category: Value 2013-2018
Table 92 Off-trade Sales of Juice by Category: % Volume Growth 2013-2018
Table 93 Off-trade Sales of Juice by Category: % Value Growth 2013-2018
Table 94 NBO Company Shares of Off-trade Juice: % Volume 2014-2018
Table 95 LBN Brand Shares of Off-trade Juice: % Volume 2015-2018
Table 96 NBO Company Shares of Off-trade Juice: % Value 2014-2018
Table 97 LBN Brand Shares of Off-trade Juice: % Value 2015-2018
Table 98 Forecast Off-trade Sales of Juice by Category: Volume 2018-2023
Table 99 Forecast Off-trade Sales of Juice by Category: Value 2018-2023
Table 100 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2018-2023
Table 101 Forecast Off-trade Sales of Juice by Category: % Value Growth 2018-2023

RTD Coffee in Costa Rica

HEADLINES

PROSPECTS

RTD coffee remains characterised by existing inertia during 2018
New development opportunities anticipated for healthier and higher-quality options

COMPETITIVE LANDSCAPE

Grupo Café Britt continues to dominate RTD coffee
Marginal share remaining for two main competitors
New high-end domestic proposals expected to add dynamism to RTD coffee

CATEGORY DATA

Table 102 Off-trade Sales of RTD Coffee: Volume 2013-2018
Table 103 Off-trade Sales of RTD Coffee: Value 2013-2018
Table 104 Off-trade Sales of RTD Coffee: % Volume Growth 2013-2018
Table 105 Off-trade Sales of RTD Coffee: % Value Growth 2013-2018
Table 106 NBO Company Shares of Off-trade RTD Coffee: % Volume 2014-2018
Table 107 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2015-2018
Table 108 NBO Company Shares of Off-trade RTD Coffee: % Value 2014-2018
Table 109 LBN Brand Shares of Off-trade RTD Coffee: % Value 2015-2018
Table 110 Forecast Off-trade Sales of RTD Coffee: Volume 2018-2023
Table 111 Forecast Off-trade Sales of RTD Coffee: Value 2018-2023
Table 112 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2018-2023
Table 113 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2018-2023

RTD Tea in Costa Rica

HEADLINES

PROSPECTS

RTD tea close to maturity, while facing additional priced-based competition
Additional specialisation and polarisation anticipated for forecast period

COMPETITIVE LANDSCAPE

Florida Bebidas remains dominant category leader
Fragmentation amongst remaining players
Priced-based competition and availability anticipated to be important

CATEGORY DATA

Table 114 Off-trade Sales of RTD Tea by Category: Volume 2013-2018
Table 115 Off-trade Sales of RTD Tea by Category: Value 2013-2018
Table 116 Off-trade Sales of RTD Tea by Category: % Volume Growth 2013-2018
Table 117 Off-trade Sales of RTD Tea by Category: % Value Growth 2013-2018
Table 118 NBO Company Shares of Off-trade RTD Tea: % Volume 2014-2018
Table 119 LBN Brand Shares of Off-trade RTD Tea: % Volume 2015-2018
Table 120 NBO Company Shares of Off-trade RTD Tea: % Value 2014-2018
Table 121 LBN Brand Shares of Off-trade RTD Tea: % Value 2015-2018
Table 122 Forecast Off-trade Sales of RTD Tea by Category: Volume 2018-2023
Table 123 Forecast Off-trade Sales of RTD Tea by Category: Value 2018-2023
Table 124 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2018-2023
Table 125 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2018-2023

Sports Drinks in Costa Rica

HEADLINES

PROSPECTS

Low levels of innovation characterise sports drinks
New specific alternatives anticipated to gain momentum over forecast period

COMPETITIVE LANDSCAPE

Traditional international brands continue to lead
Additional segmentation efforts and further specialisation anticipated

CATEGORY DATA

Table 126 Off-trade Sales of Sports Drinks: Volume 2013-2018
Table 127 Off-trade Sales of Sports Drinks: Value 2013-2018
Table 128 Off-trade Sales of Sports Drinks: % Volume Growth 2013-2018
Table 129 Off-trade Sales of Sports Drinks: % Value Growth 2013-2018
Table 130 NBO Company Shares of Off-trade Sports Drinks: % Volume 2014-2018
Table 131 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2015-2018
Table 132 NBO Company Shares of Off-trade Sports Drinks: % Value 2014-2018
Table 133 LBN Brand Shares of Off-trade Sports Drinks: % Value 2015-2018
Table 134 Forecast Off-trade Sales of Sports Drinks: Volume 2018-2023
Table 135 Forecast Off-trade Sales of Sports Drinks: Value 2018-2023
Table 136 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2018-2023
Table 137 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2018-2023