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Beverage in Chile Emerging Consumption Needs Analysis

Impact of Behavior Changes

Based on the analysis of the provided reports, several ongoing behavior changes among Chilean beverage consumers are significantly influencing the value chain and driving emerging consumption needs. A primary shift is the increased health consciousness, leading to a growing demand for beverages perceived as healthier. [Value Chain Analysis], [Emol, 2023, Jul 8], [El Mostrador, 2021, Dec 7] This is evident in the decreased consumption of sugary drinks following the implementation of a tax. [Escuela de Salud Pública UCH, 2018, Jul 4] While overall alcohol consumption per capita has declined, there is a notable increase in beer consumption per capita, suggesting a preference shift within alcoholic beverages. [T13, 2024, Jul 30], [Aprocor, 2024, Jul 24], [AIM Chile, 2024, Jan 18] Consumers are also increasingly seeking premium and sustainable products. [Value Chain Analysis]

Concurrently, the increasing adoption of e-commerce and digital platforms for beverage purchases is reshaping the retail landscape. [Value Chain Analysis], [Current Behavior Changes Analysis] This trend is part of the broader growth in modern retail, which includes the rapid expansion of convenience stores. [Value Chain Analysis], [RedBakery, 2022, Apr 8] These changes collectively influence not just what consumers buy but how and where they buy it, necessitating adjustments across the entire beverage value chain.

The impact of these behavior changes on the beverage value chain can be observed across its various steps:

Value Chain Step Impact of Behavior Changes
Raw Material Supply Increased demand for alternative sweeteners, natural flavorings, and ingredients suitable for functional beverages. This could potentially reduce the demand for traditional inputs like sugar. The growing emphasis on sustainability also drives the need for sourcing sustainable packaging materials.
Production & Bottling Significant pressure to reformulate existing products to reduce sugar content and develop new product lines focusing on low/no-sugar, low/no-alcohol, and functional attributes. This requires investment in research and development, and potentially flexible production capabilities to manage a wider variety of SKUs. Adaptation to using new and sustainable packaging materials is also necessary.
Distribution The proliferation of product varieties due to changing preferences increases the complexity of logistics and inventory management. The rise of e-commerce necessitates the development and optimization of last-mile delivery capabilities. Changes in retail channel importance may lead to shifts in order volumes and frequencies delivered to different types of outlets, requiring efficient inventory management across multiple channels.
Retail & Sales A direct impact on the sales mix is observed, with a shift towards healthier, premium, and non-alcoholic beverage options. The increasing importance of online channels requires retailers to establish a strong online presence and integrate effectively with delivery platforms. Convenience stores are becoming increasingly significant sales points. Retailers need to implement dynamic pricing and promotional strategies across diverse sales channels. [Value Chain Analysis], [Current Behavior Changes Analysis]
Consumption Directly influences the types and quantities of beverages purchased and consumed. Consumers are increasingly engaging with brands through online channels and have higher expectations regarding product variety, health benefits, and environmentally friendly packaging.

Emerging consumption needs stemming from these behavior changes include:

  • Demand for healthier options: Beverages with reduced or no sugar, natural ingredients, and functional benefits (e.g., added vitamins, probiotics, energy).
  • Preference for low/no-alcohol alternatives: Growth in the market for non-alcoholic beers, wines, and spirits.
  • Interest in premium and craft beverages: Desire for higher-quality, artisanal, or specialty drinks across categories (beer, spirits, juices).
  • Need for sustainable packaging: Preference for easily recyclable, recycled content, or innovative sustainable packaging solutions.
  • Convenience in purchasing: Demand for easy access to beverages through online platforms with fast delivery options and readily available options in convenience stores.

These emerging needs are compelling beverage companies to innovate, adapt their supply chains, and modify their marketing and distribution strategies to remain competitive in the evolving Chilean market.

References

  • Acechi. (2024, June 28). 28 de junio de 2024. https://www.acechi.cl/novedades/28-de-junio-de-2024/
  • AIM Chile. (2024, Jan 18). Radiografía al consumo de bebidas alcohólicas de los chilenos. https://aimchile.cl/radiografia-al-consumo-de-bebidas-alcoholicas-de-los-chilenos-el-725-declara-beber-habitualmente-y-el-37-lo-hizo-antes-de-los-18-anos/
  • Aprocor. (2024, Jul 24). Chile es el tercer país de la OCDE que más disminuyó su consumo de alcohol. https://aprocor.cl/chile-es-el-tercer-pais-de-la-ocde-que-mas-disminuyo-su-consumo-de-alcohol-en-la-ultima-decada/
  • Diarios en Red. (2024, Jul 30). Cerveza en Chile: Producción y Consumo. https://www.diariosenred.com/cerveza-en-chile-produccion-y-consumo-en-auge-con-un-incremento-del-887-en-18-anos/
  • El Mostrador. (2021, Dec 7). El mercado de bebidas sin alcohol sigue creciendo. https://www.elmostrador.cl/generacion-elastica/negocios/2021/12/07/el-mercado-de-bebidas-sin-alcohol-sigue-creciendo-y-se-posiciona-como-una-nueva-tendencia/
  • Emol. (2023, Jul 8). La “embestida” de los tragos sin alcohol. https://m.emol.com/noticias/Economia/2023/07/08/1099840/tragos-sin-alcohol-tendencia-cero.html
  • Escuela de Salud Pública UCH. (2018, Jul 4). Consumo de bebidas azucaradas disminuyó 21 %. https://www.saludpublica.uchile.cl/noticias/146440/consumo-de-bebidas-azucaradas-disminuyo-21-tras-impuesto
  • RedBakery. (2022, Apr 8). Tiendas de Conveniencia. https://redbakery.cl/tiendas-de-conveniencia-crecimiento-explosivo/
  • T13. (2024, Jul 30). Chilenos beben 57 L de cerveza al año. https://www.t13.cl/noticia/tendencias/chilenos-beben-57-litros-cerveza-ano-consumo-aumento-casi-90-18-anos-30-7-2024