Boston, MA -- (ReleaseWire) -- 07/09/2014 -- The category has shown an almost constant declining trend over the review period, caused by two important factors. The first is related to the empowerment of the economy; consumers, when having more disposable income, have begun migrating to other more natural categories. The second factor is related to the healthy trend prevalent in the country; people have begun to drink healthier alternatives, such as plain water, natural juice, sports drinks and others. It is expected that this trend will continue over the forecast period, moving more consumers to healthier alternatives.
Alicorp SAA continued to lead the category in 2013, accounting for 64% of total value sales. The company has different recognised brands in its portfolio, such as Negrita, Kanu and Kiriba. The company has managed to reach consumers of all income levels with different brands, and also offers a complete and diverse range of flavours. The company also has a very efficient distribution network, making it possible to find its brands across the country.
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CAGRs of -4% and -3% in volume sales and constant value sales are expected for the period 2013-2018. It is expected that the category will continue shrinking in the forecast period, because consumers will continue moving to healthier alternatives. The empowerment of the economy will also help consumers to migrate to other, healthier, categories, even though they could be more expensive.
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Product coverage: Liquid Concentrates, Powder Concentrates.
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