Published by Canadean, Latin America Beverage Forecasts provides consumption trends 1999 to 2013 provisional and 2014 to 2019 forecasts for key beverage categories.
Introduction and Landscape
Why was the report written?
This bi-annual report from Canadean is designed to show past consumption trends for all commercial beverage categories and forecast trends five years into the future. Product analysis is broken down into 30 categories: packaged water, bulk/HOD water, carbonates, juice, nectars, still drinks, squash/syrups, fruit powders, iced/rtd tea drinks, iced/rtd coffee drinks, sports drink, energy drinks, hot tea, hot coffee, beer, sorghum beer, cider, spirits, wine, fortified wine, sake, rice wine, FABs, dairy drinks (white milk, fermented milk, drinking yogurt, flavoured milk, soymilk, evaporated and condensed milk).
What is the current market landscape and what is changing?
Despite carbonates decent performance, consumers have started to be more health conscious. The younger generation have started to develop an appreciation for coffee, driving the hot drinks category. The premium and superpremium segments have caught the attention of consumers, especially in the beer category where imported premium beers saw an increase in growth.
What are the key drivers behind recent market changes?
Increase in purchasing power has given consumers an incentive to purchase more premium options, especially in the case where health and wellness factors come into consideration.
What makes this report unique and essential to read?
The report facilitates valuable data comparisons, enabling the user to monitor the development of commercial beverages over time by category and determine share of throat. It is an essential aid for anyone interested in the beverage industry.
Key Features and Benefits
Data for 27 individual beverage categories, covering historical trends (1999-2013 provisional and 2014-2019 forecast provided in excel).
Data measures in million litres and litres per capita
Supporting analysis for the individual beverage categories
Canadean's Latin America Beverage Forecasts includes data tables for 18 markets in Latin America.
Supporting text for 7 markets.
Key Market Issues
Throughout the entire region, consumers are becoming increasingly health conscious leading to strong growth in categories such as packaged water, still drinks and sports drinks. Conversely, categories such as carbonates are often exhibiting decelerated growth or even decline.
Import restrictions and taxes on sugar in parts of the reason have slowed growth in certain categories. However, government intervention and investment in categories such as carbonates and hot coffee has strengthened the growth of those categories in some countries in the region.
In certain countries in the region, consumers are developing a more sophisticated palate and as such are drawn to the premium products within categories leading to strong growth of categories such as wine, hot drinks and juice.
To ensure the solid growth seen in all of the categories, international producers and market leaders strongly marketed their products. This was particularly notable in beer, packaged water and energy drinks.
Throughout the region, countries had been enjoying strong economic growth in recent years. However, economic growth is beginning to slow and as such there will likely be a deceleration of growth of commercial beverages over the next five years.
All commercial beverage consumption is forecast to grow strongly in 2014 and 2016, particularly in Brazil as they host the World Cup and the Olympics. Categories experiencing negative growth or decelerated growth such as carbonates and beer are expected to perform well during these periods despite the increasing health awareness of consumers.
Production costs and therefore prices of all commercial beverages in Venezuela are forecast to increase because of a scarcity of raw materials. Glass, plastic and carton board are all becoming scarcer in the country and so growth may be restricted.
Growth in categories such as carbonates, nectars and still drinks will be limited by new taxes on sweetened drinks in Mexico. Conversely, categories such as packaged water are expected to heighten marketing efforts as an attempt to further grow as a result of this tax.
In Peru, the hot coffee category is exhibiting very strong growth of 12% after the government intensely promoted the industry. Conversely, in Venezuela where the main product manufacturer belongs to the government, hot coffee growth is very uncertain as a result of the government's inefficiency in production of the beverage.
The import quotas imposed by the Argentinian government are affecting the growth of categories such as beer, which rely on the premium imported products, and categories such as energy drinks, which heavily depend upon international companies such as Red Bull. By limiting the imports of these categories, the Argentina government may be limiting the growth of all commercial beverages.
Beverage Consumption Data Tables
Data Horizon 1999-2013P PROVISIONAL and 2014F-2019F FORECASTS
Measures: Volume (million litres), Population (millions), Litres Per Capita
LATIN AMERICA: Argentina, Bolivia, Brazil, Caribbean, Chile, Colombia, Costa Rica, Ecuador, El Salvador, Guatemala, Honduras, Mexico, Nicaragua, Panama, Paraguay, Peru, Uruguay, Venezuela,
Other Latin America
For regions where it has not been possible to generate total market volumes by profiling each individual country, specifically Central and South America , we have taken a value judgement to arrive at a balancing Others figure. This is recorded as a separate entity, specific to the Region to which it belongs
Main beverage category groups: Soft (standard), Soft (extended), Beer, Spirits (standard), Spirits (extended) and Wines.
Individual beverage categories within each main group are as follows:
Soft (standard): Packaged Water, Carbonates, Juice (100% pure juice), Nectars (products with a 25-99% juice content), Still Drinks (<25% juice content), Squash/Syrups, Fruit Powders, Iced/Ready To Drink (RTD) Tea, Iced/Ready To Drink (RTD) Coffee, Sports Drinks, Energy Drinks. Packaged Water excludes all water sold in large containers of >10 litres
Soft (extended): Bulk/HOD Water, Dairy Drinks (White Milk, Flavoured Milk, Soymilk and Cultured Dairy Drinks including Drinking Yogurt and Fermented Milk combined), Hot Coffee, Hot Tea
Beer: Beer, Sorghum Beer and Cider
Spirits (standard): Spirits (excludes Fortified Wine and Flavoured Alcoholic Beverages (FABs))
Spirits (extended): Flavoured Alcoholic Beverages (FABs), Fortified Wine, Rice Wine and Sake
Wines: Wine (Still and Sparkling combined)
LATIN AMERICA: Argentina, Brazil, Chile, Colombia, Mexico, Peru, Venezuela
Categories covered where applicable:
Iced/Rtd Tea Drinks
Iced/Rtd Coffee Drinks
Latin America Beverage Forecasts - Methodology