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Beverage in Chile Current Behavior Changes Analysis

Ongoing Behavior Changes

Based on the analysis of the provided reports, "Final Customers Identification" and "Current Demand Behavior Analysis," several ongoing behavior changes among final customers are significantly impacting relationships and demand within the Chilean beverage value chain. These changes are primarily driven by evolving consumer preferences, health consciousness, and the increasing adoption of digital technologies in retail.

A major shift is observed in consumer preferences towards healthier beverage options. This includes a growing demand for low/no-sugar, low/no-alcohol, and functional beverages. [Value Chain Analysis], [Emol, 2023, Jul 8], [El Mostrador, 2021, Dec 7] This behavior change is partly a result of increased health consciousness among Chilean consumers and is reinforced by regulatory measures such as the tax on sugary drinks, which has already led to a significant decrease in their consumption volume. [Escuela de Salud Pública UCH, 2018, Jul 4] While overall alcohol consumption per capita has declined, beer consumption per capita has shown a notable increase. [T13, 2024, Jul 30], [Aprocor, 2024, Jul 24], [AIM Chile, 2024, Jan 18] This suggests a nuanced change in alcoholic beverage consumption, favoring beer over other categories. Consumers are also demonstrating a rising interest in premium and sustainable products. [Value Chain Analysis]

Another significant behavior change is the increasing adoption of e-commerce and digital platforms for purchasing beverages. Both the "Value Chain Analysis" and "Current Demand Behavior Analysis" reports highlight e-commerce as one of the fastest-growing retail channels. [Value Chain Analysis], [Current Demand Behavior Analysis] This indicates a shift in how consumers are accessing beverages, moving towards online convenience and delivery services facilitated by platforms like Rappi. [Value Chain Analysis] This is part of a broader trend of growth in modern retail, which includes convenience stores that are also experiencing rapid expansion. [Value Chain Analysis], [RedBakery, 2022, Apr 8]

These changes in consumer behavior are not isolated; they are intertwined and collectively reshape the demand landscape. The demand is not just about volume but also about the type of beverages desired and the channels through which consumers prefer to purchase them. Health trends are driving reformulation and innovation in product offerings, while the rise of digital retail is transforming the last-mile delivery and sales strategies of beverage companies and retailers.

Value Chain Step Impact of Behavior Changes
Raw Material Supply Increased demand for alternative sweeteners, natural flavorings, and ingredients for functional beverages. Potential impact on demand for traditional agricultural inputs (e.g., sugar). Growing need for sustainable packaging materials influences sourcing decisions.
Production & Bottling Pressure to reformulate existing products and develop new low/no-sugar, low/no-alcohol, and functional options. Investment in flexible production lines to handle diverse product portfolios. Adaptation to new packaging formats and materials for sustainability.
Distribution Increased complexity in logistics due to a wider variety of products (more SKUs). Growing importance of last-mile delivery capabilities to serve e-commerce channels. Potential changes in order volumes and frequencies from different retail formats (e.g., smaller, more frequent orders for online). Need for efficient inventory management across multiple channels.
Retail & Sales Shift in sales mix towards healthier, premium, and non-alcoholic options. Increased importance of online presence and effective integration with delivery platforms. Growing role of convenience stores as key sales points. Need for dynamic pricing and promotion strategies across diverse channels. [Value Chain Analysis], [Current Demand Behavior Analysis]
Consumption Direct impact on the types and quantities of beverages consumed. Increased engagement with brands through online channels. Higher expectations for product variety, health attributes, and sustainable packaging.

References

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