Under the brand name of Topo Chico, Coca-Cola began to commercialize in the Costa Rican market a carbonated drink with alcohol, which belongs to the category known as "hard seltzer" or "spiked seltzer."
For now, the drink will be imported from Mexico, but Coca-Cola does not rule out producing it locally in the future.
In Costa Rica, Topo Chico Hard Seltzer will compete directly with "Adam & Eve", a product of the same category that is marketed since 2019 by Florida Ice, Farm & Co (Fifco).
According to the digital behavior of consumers, it is estimated that in the countries of the region more than 1.6 million people show interest in energy drinks, and most of them are between 19 and 35 years old.
A study of consumer interests and preferences in Central America, prepared by the Trade Intelligence Unit of CentralAmericaData, provides interesting results on people's preferences and tastes in various products, services and activities.
Once the Honduran economy begins to return to normal, as isolation and mobility restrictions are relaxed, it is estimated that household demand for flavored soft drinks will have decreased by 2%.
Through a demand/income sensitivity model developed by the Trade Intelligence Unit of CentralAmericaData, it is possible to project the variations that the demand of Honduran households for different goods and services will undergo as the most critical phases of the spread of covid-19 are overcome and the measures restricting mobility in the country are lifted.
In Costa Rica, 5% of the population shows interest in energy drinks, and about 57% of them are between 21 and 30 years old, and have one of the highest purchasing power levels.
An analysis of consumer interests and preferences in Costa Rica, prepared by the Trade Intelligence Unit of CentralAmericaData, provides interesting results on the characteristics and people who show interest in any type of beverage.
In Guatemala, 12% of consumers are interested in wines, and almost half of them are between 21 and 30 years old, and have a high level of purchasing power.
An analysis of consumer interests and preferences in Guatemala, compiled by CentralAmericaData's Trade Intelligence Unit, provides interesting results on the preferences and tastes of people who are interested in the different varieties of alcoholic and non-alcoholic beverages. [GRAFICA caption="Click to interact with graphic"]
Embotelladora La Mariposa in Guatemala, Distribuidora La Florida in Costa Rica and Femsa in Panama are three of the companies in Central America that report the highest figures for purchases of all types of beverages.
An analysis of CentralAmericaData's Trade Intelligence unit provides details on the companies according to sector, main activity, volume and value of their imports, exports and other relevant data.
In Panama, a proposal is being discussed that seeks to increase from 5% to 8% the Selective Consumption Tax on soft drinks, carbonated beverages, processed juices and other sugary beverages.
Laestrella.com.pa reports that "... The vice president of Corporate Affairs of the National Brewery, and representative of the Industrial Union of Panama (SIP), Juan Antonio Fabrega, warned last Tuesday that jobs generated by the industry of sugary beverages could be reduced, if the Selective Excise Tax is increased from 5 to 8%, as established by Law 570, which will be discussed today in the first debate in the Economy and Finance Commission of the National Assembly."
Over the past year, countries in the region imported $448 million worth of non-alcoholic beverages, and 42% of the total was purchased by companies in Panama and Guatemala.
Figures from the information system on the market for Non Alcoholic Beverages in Central America complied by the Business Intelligence Unit at CentralAmericaData: [Figure caption = "Click to interact with graph"]
90% of the $300 million that the countries in the region exported as non-alcoholic beverages were destined for the same Central American market.
Figures from the information system on the market for non alcoholic beverages in Central America complied by the Business Intelligence Unit at CentralAmericaData: [Figure caption = "Click to interact with graphics"]
Between January and September 2016 the Central American countries exported 550,000 tons of soft drinks at a value of $230 million, led by Guatemala, with $93 million.
Figures from the information system on themarket for non alcoholic beverages in Central Americacomplied by the Business Intelligence Unit at CentralAmericaData: [Figure caption = "Click to interact with graphics"]
Reports show that in the last five years consumption has grown by 150%, going from 3.6 million liters consumed in 2010 to 10 million in 2015.
Brands such as Monster, Jet, Battery and Red Bull are some of the energy drinks sold in Costa Rica, where, as in other countries, the consumption of these drinks has been growing steadily in recent years.
Projected consumption of beverages such as water, ready to drink tea and juices will generate about 65% of new sales in 2018 in developed countries.
From a statement issued by the Foreign Trade Promotion Office of Costa Rica (PROCOMER):
Healthy drinks are a priority in developed markets
The global beverage market is splitting into two macro markets: one composed of consumers in emerging economies demanding by big brands and traditional products such as carbonated beverages, and the other in developed markets looking for healthy drinks.
The consumption of energy drinks and "Ready to Drink" coffee increased by 14.3% and 9.5%, respectively.
During the period 2011-12 energy drinks increased sales more than any other segments with 14.3%, followed by ready to drink (RTD) coffee with 9.5 %, bottled water 5.8 % and RTD tea with 9%.
From an article by the Costa Rican Foreign Trade Promotion Office (PROCOMER):
With an investment of $5 million in a new plant, the manufacturer and bottler of Big Cola soft drinks, plans to increase its market share.
Ajecen del Sur, founded on Peruvian capital, has managed to get its main brand Big Cola, third in the ranks of sales of soft drinks in the Costa Rican market, behind the traditional Coca-Cola and Pepsi.
According to statements by Enrique Moya, CEO of Ajecen del Sur the new plant - the company’s third in the country - will expand production by 30%.
There are opportunities in the Nicaraguan market for the following products; instant coffee, fruit juices and concentrates, energy drinks, and fruit cocktails.
The Costa Rican Foreign Trade Promotion Office (PROCOMER) has published on its website, Www.procomer.com, business opportunities identified this week:
Beverage Industry Digital Magazine established in 1942, the oldest Spanish trade journal and the only beverage trade magazine serving the Latin American beverage market. It serves soft drink bottlers, brewers, bottled water...
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