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Beverage in Chile Final Customers Identification

Customers Categorization

The final customers in the Chilean beverage value chain can be broadly categorized into two segments: Business-to-Business (B2B) customers and Business-to-Consumer (B2C) customers.

B2B Customers: These are the entities that purchase beverages from producers or distributors as the final step before the product reaches the individual consumer or is consumed on-premise. Based on the value chain analysis, the key B2B customer segments are found within the "Retail & Sales" step:

  • Supermarkets and Hypermarkets: Large retail chains that purchase significant volumes of a wide variety of beverages for resale to the general public. Examples include Cencosud (Jumbo, Santa Isabel), SMU (Unimarc, Alvi), and Walmart Chile. These players held 48% of the food retail market in 2015, indicating their substantial purchasing power in the value chain.
  • Convenience Stores: Smaller retail outlets strategically located for quick and easy purchases. They buy beverages for resale, often focusing on single-serve formats and popular items. Examples include OK Market, Big John, Pronto, and upa!. This segment is noted for its swift growth.
  • Specialized Stores: Retailers that focus on specific beverage categories, such as "botillerías" (liquor stores) or gourmet shops. They purchase curated selections of beverages to cater to specific consumer preferences.
  • Horeca (Hotels, Restaurants, Cafés, Bars): Businesses in the foodservice and hospitality sector that purchase beverages for consumption on their premises. This channel is highlighted as crucial for premium alcohol and single-serve soft drinks.
  • E-commerce/Online Retail Platforms: Digital platforms and online stores that purchase or facilitate the sale of beverages for home delivery or pickup. While they serve the end consumer, their direct customers in the value chain can be distributors or producers. Players like Rappi affiliate with stores and restaurants to offer beverage delivery.
  • Traditional Retail ("Almacenes"): Small, independent neighborhood stores that purchase beverages, typically from wholesalers or smaller distributors, for sale to the local community.

These B2B customers represent the direct buyers from the distribution stage of the value chain and play a critical role in making beverages available to the final consumers through various retail and consumption formats.

B2C Customers: This segment represents the ultimate end-users of the beverages – the individual consumers who purchase and consume the products for personal use.

  • Individual Consumers: The general public in Chile who buy beverages through the various retail channels (supermarkets, convenience stores, specialized stores, online platforms, and traditional stores) for consumption at home or on-the-go.
  • Foodservice Consumers: Individuals who consume beverages purchased within the Horeca channel (in restaurants, bars, cafes, etc.). While the purchase is made by the Horeca establishment (B2B), the final consumption is by this B2C group.

These individual consumers are the driving force behind demand in the beverage market, and their preferences and purchasing habits directly influence the strategies of players throughout the value chain.

Customer Characteristics and Demographics:

Based on the provided text, the following characteristics and trends are relevant to the final customers:

B2C Customers (Individual Consumers):

  • Consumption Volume: Chilean consumers had a per capita beer consumption of 57 liters in 2023. Per capita pure alcohol consumption (for those aged 15+) was 6.8 liters in 2019, showing a decrease over the past decade. Consumption of sugary drinks decreased by 21% after the implementation of a tax in 2014.
  • Shifting Preferences: There is a noticeable trend towards lower/no-sugar beverages, low/no-alcohol options, functional drinks, and premium products. Consumers are also increasingly interested in sustainable and eco-friendly packaging.
  • Usage Occasions: Consumption occurs both at home and on-premise (in Horeca establishments).
  • Awareness: Consumers' purchasing decisions are influenced by health considerations (driven partly by regulations like the sugar tax) and environmental concerns.

Specific demographic data such as age distribution, income levels, or detailed geographic concentration (beyond online sales in Santiago) for the general B2C customer base is not provided in the text.

B2B Customers (Retail & Sales):

  • Market Dominance: Supermarkets are the dominant force in food retail (48% in 2015), acting as major customers for beverage distributors and producers.
  • Growth Channels: Convenience stores and e-commerce platforms are the fastest-growing retail channels. Modern retail is expected to see a CAGR of 5.9% from 2025-2034.
  • Strategic Importance: Horeca is particularly important for specific beverage categories like premium alcohol and single-serve soft drinks.
  • Operational Characteristics: These B2B customers engage in activities like merchandising, pricing, promotions, and inventory management to facilitate sales to the end consumer. Online platforms also handle order fulfillment and last-mile delivery.

Detailed demographic or specific business characteristics (e.g., size distribution of "botillerías" or "almacenes") for all B2B segments are not extensively detailed, but their roles and relative importance in the distribution chain are highlighted.

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