Latin America Carbonates Report 2012




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Product Synopsis

Published by Canadean, the Latin America Carbonates Report 2012 provides a detailed analysis of the carbonated soft drinks market in Latin America, with data at a regional and individual country level, including forecasts to 2015

Introduction and Landscape

Why was the report written?

The Latin America Carbonates Report 2012 is an essential guide for anyone with an interest in the carbonated soft drinks market and forms part of Canadean's best selling series of global soft drinks reports.

What is the current market landscape and what is changing?

Argentina: The carbonates category has been under attacks from health association, doctors, etc. They are trying to discourage carbonates consumption because of their high sugar content.

What are the key drivers behind recent market changes?

Argentina: Expect the low calorie segment to develop and grow more as producers will try to make the segment more appealing for consumers. Stevia sweetened carbonates beverages have started to appear and they will continue to develop, although the current offer is quite limited.

What makes this report unique and essential to read?

The report comprises of data tables and supporting text, providing information at a regional and country level. The report is compiled from Canadean's extensive global soft drinks databases which are researched individually by country using our specialist researchers 'on the ground'. Comprising of 17 individual country profiles and a regional overview, the report provides an invaluable guide to the latest trends and forecasts in the carbonates category.

Key Features and Benefits

  • Dataincludesconsumption volumes (million litres and litres per capita)from 2006 to 2011, plus forecasts to 2015 by country.
  • Percentage market shares are provided for segmentation data, packaging data and distribution (2010 and 2011 actuals, plus 2012 forecasts).
  • Leading companies' market shares for 2010 and 2011 are provided.
  • A market valuation is provided for eachcountry and, where applicable, new products in 2011 are identified by country.
  • Supporting text includes commentary on current and emerging trends, segmentation, packaging, distribution, pricing/valuation and where applicable, functional products and private label.

Key Market Issues

  • Cola represents half or more of category volume
  • Brazil: Major retail chains have their own PL carbonates. Volume share remained steady, with volumes slightly decreasing. Private Labels compete directly with small/regional players (B brands) which present the same low prices, but are better known regionally and are better quality.
  • Brazil: Discount retail in Brazil has been presenting steady growth and chains are investing and will keep taking volumes from traditional and large modern retail, especially when prices are more attractive in a category desirable to the new middle classes
  • Peru: As a consequence of the significant increases in international oil prices (affecting PET costs) as well as international sugar costs, the prices of all carbonates went up in 2011.
  • Ecuador: In on-premise EDA and QSR remain the most important channels. Exclusivity agreements are fairly common, which makes it difficult for the non-cola companies to get a foothold.

Key Highlights

  • Panama: Off-premise prices did not rise like the on-premise channel as certain promotions of upsizing were put in place. In general, carbonates are perceived as expensive, which is the reason why certain producers have decided not to rise their prices as much in the off-premise sector.
  • Argentina: Private Label products are present in the market but continue to fail to gain ground against premium brands. Good economic performance, low unemployment, and heavy advertising from category leaders is limiting the capacity of PL brands to grow.
  • Brazil: It has already been announced that several BR$ billion will be invested in increasing production capacity for the demands of the 2014 World Cup and the 2016 Olympic Games.
  • PET is the dominate packaging type throughout Latin America.
  • Both Coca-Cola and PepsiCo have strong marketing campaigns which help support sales. e.g.. in Guatemala Coca-Cola had a TV campaign, "There are reasons to believe in a better world" and PepsiCo sponsored music concerts.