Distribution Trends in Soft Drinks: On-Premise vs Off-Premise Dynamics & Forecasts to 2015 Peru

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                  Distribution Trends in Soft Drinks                                                                                              Peru



Contents
Distribution Trends in Soft Drinks: On-Premise vs Off-Premise Dynamics & Forecasts to
2015 .................................................................................................................................................. 2
   Distribution Trends .................................................................................................................................... 2
   Market Valuation/Pricing ............................................................................................................................ 3
     Soft Drinks On-Premise vs Off-Premise – Volume, 2006-2010F (% Growth) ........................................... 4
     Soft Drinks On-Premise vs Off-Premise – Value, 2006-2010F (% Growth) .............................................. 4
     Soft Drinks On-Premise vs Off-Premise by Category, 2009 vs 2010F (% Growth).................................. 5
     Soft Drinks On-Premise vs Off-Premise, 2009-2015F (% Growth) .......................................................... 5
     Soft Drinks On-Premise vs Off-Premise, 2009, 2010F & 2015F (% Share) ............................................. 6
     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
             Peru                                           Distribution Trends in Soft Drinks


    Distribution Trends in Soft Drinks: On-Premise vs Off-Premise
                    Dynamics & Forecasts to 2015


Distribution Trends

Companies are improving their distribution network to penetrate remote areas

Off-premise traditional retailers, known as ‘bodegas’ (grocers) are by far the preferred choice for Peruvians
when making daily purchases, driven by the fact that they are located near their homes and offer a good range
of products at affordable prices. In addition, they offer clients the possibility of having a small amount of credit.
With almost 68% of soft drinks distribution market share, ‘bodegas’ help boost the consumption of soft drinks. In
2009, there were approximately 150,000 ‘bodegas’ in Peru.

In contrast there are only 152 supermarkets and hypermarkets, although three years ago there were less than
110. Although the presence of modern retail remained very low compared to other Latin American countries,
Peru experienced fast growth in the number of new commercial facilities in 2009, aided especially by
Supermercados Peruanos, owners of Vivanda, Plaza Super Vea, Plaza Vea, and Mass.

Traditional retail stores continue to hold the largest share of soft drinks retail volume, although modern retail
channels are having higher rates of growth due to the amount of stores being opened every year, including
hypermarkets, supermarkets, and convenience stores. Companies are improving their distribution chains to find
economically viable ways of penetrating remote areas and reach consumers who are currently served only by
regional producers.

During the global economic crisis, the modern retail channel offered several promotions to attract consumers,
such as ‘2 for the price of 1’, ‘3 for the price of 2’, and even ‘4 for the price of 3’. These promotions did manage
to encourage consumers to shop in modern retail. Not all the modern retail companies however engaged in a
large amount of promotions, as they led to higher sales but fewer profits.

Wal-Mart is evaluating whether to enter the 
				
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