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Distribution Trends in Soft Drinks Chile
Contents
Distribution Trends in Soft Drinks: On-Premise vs Off-Premise Dynamics & Forecasts to
2015 .................................................................................................................................................. 2
Distribution Trends .................................................................................................................................... 2
Market Valuation/Pricing ............................................................................................................................ 2
Soft Drinks On-Premise vs Off-Premise – Volume, 2006-2010F (% Growth) ........................................... 3
Soft Drinks On-Premise vs Off-Premise – Value, 2006-2010F (% Growth) .............................................. 3
Soft Drinks on-Premise vs Off-Premise – Volume & Value, 2006-2010F (M Litres/Local Currency) ........ 4
Soft Drinks On-Premise vs Off-Premise by Category, 2009 vs 2010F (% Growth).................................. 4
Soft Drinks On-Premise vs Off-Premise, 2009-2015F (% Growth) .......................................................... 5
Soft Drinks On-Premise vs Off-Premise, 2009, 2010F & 2015F (% Share) ............................................. 5
Soft Drinks On-Premise vs Off-Premise Average Price Per Litre by Category, 2010F (Local Currency) .. 6
Soft Drinks Product Definitions ..................................................................................................... 7
Glossary ..........................................................................................................................................14
Forecast Methodology...................................................................................................................16
Soft Drinks Service/Dec-2010 1
Chile Distribution Trends in Soft Drinks
Distribution Trends in Soft Drinks: On-Premise vs Off-Premise
Dynamics & Forecasts to 2015
Distribution Trends
Price increases limited by the economic crisis
Companies were reluctant to increase prices in the face of the cautious mood of consumers due to the
economic crisis. Margins were squeezed as companies tried to encourage consumer spending.
Retail price increases for carbonates were delayed until the final quarter of 2009 in a bid to maintain
consumption; they were offset to a certain extent by the promotion of refillable packaging as an affordable
option.
On-premise channels were hardest hit by both the poor economic climate and the outbreak of swine flu, losing
some 5% of value in 2009. The total soft drinks market value fell 4% overall across all channels.
Market Valuation/Pricing
Traditional channels still hold lion’s share of retail volume
Traditional retail stores continue to hold the largest single share of soft drinks retail volume, although modern
retail channels, including supermarkets, convenience stores and discount stores, are making gains. Companies
are improving their distribution chains to find economically viable ways to penetrate remote areas, and reach
consumers who are currently served only by regional producers.
The economic crisis benefited traditional channels as consumers opted for stores near their homes offering a
range of products at affordable prices. In addition traditional channels offer their customers credit for daily
purchases.
The arrival of Wal-Mart at the end of 2008 boosted modern retail, with some 44 stores opening in 2009 (Lider 1,
Hiper Lider 3, Ekono 33 and Acuenta 7). Wal-Mart has increased its share in the D&S SA of Chile grocery chain
to 73%. However, the entrance of Wal-Mart has been controversial as it has significantly cut the number of
SKUs, reducing shelf space for brands th