"Rtds/High-Strength Premixes in Costa Rica" is now available at Fast Market Research

While RTDs continued developing further in 2013, high-strength premixes' performance remained incipient, mainly as a result of local consumers' preference for more traditional alcoholic drinks (rum, vodka, whiskies, beer). In the case of RTDs, low alcoholic content and the ongoing dynamism (due to product innovation, further availability and competitive prices) have consolidated demand among local consumers, especially younger consumers, who are very attracted to such flavoured products. Such products cater to the active lifestyles of local, young people and the increasing base of working women in the country, who are always looking for RTD products, ready to eat meals, and other convenient alternatives. The latest innovation trends appeal to consumers' aspirational lifestyles, which have developed in line with local trendy cultures, such as the Cuban, Spanish and Mexican influences, as do the category's most popular and novel flavours, such as green apple.

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Competitive Landscape

Florida Bebidas SA continued dominating RTDs/high-strength premixes sales during 2013, with an 87% share of total volume sales, thanks to the strong positioning of its popular brands Smirnoff Ice, Bamboo and Cuba Libre, which enjoy consolidated logistic and distribution systems while benefiting from economies-of-scale savings. Besides offering wide product availability and constant innovation, the local manufacturer also benefits from having relatively accessible prices.

Industry Prospects

The forecast period might keep developing towards the introduction of trendy ingredients such as superfruits and novel flavour blends in order to differentiate amid the increasingly competitive environment and the new, emerging markets. Manufacturers are anticipated to keep investing in packaging, given the increasing interest in convenience among locals, mainly the younger generation, which is constantly looking for trendy and 'cool' alternatives to identify with, such as the latest doypacks. The latest developing trends and the increasing product availability are anticipated to boost demand, even attracting new consumer segments (those with higher income levels), such as in the case of the Mojito premix from Bacardi (given its presentation, point-of-sale promotion and strategic positioning).

Report Overview

Discover the latest market trends and uncover sources of future market growth for the RTDs/High-Strength Premixes industry in Costa Rica with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

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