“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鈥檚 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.”
