Abstract
Euromonitor International' s Alcoholic Drinks in Costa Rica market
report offers a comprehensive guide to the size and shape of the market at a
national level. It provides the latest retail sales data, allowing you to
identify the sectors driving growth. It identifies the leading companies, the
leading brands and offers strategic analysis of key factors influencing the
market - be they new product developments, packaging innovations,
economic/lifestyle influences, distribution or pricing issues. Forecasts
illustrate how the market is set to change.
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive
environment
Product coverage
Beer; Cider/Perry; RTDs/High-Strength Premixes; Spirits; Wine
Executive summary
2009 is a sobering year
The new Transit Law enacted in December 2008 had a devastating effect on the
overall Alcoholic Drinks industry in Costa Rica in 2009. Whilst the emerging
wine category remained stable, beer, spirits and RTDs were hurt by the
introduction of greater penalties for drink driving. Moreover, 2009 witnessed
an erosion of consumer confidence and budgets. This reduced non-essential
spending and, compounded by new legislation, accentuated the fall in
consumption.
Toxic mix of new drink driving legislation and economic uncertainty
Stiff new drink driving penalties could lead to immediate imprisonment for
anyone convicted of driving with more than 0.75g per litre of alcohol in the
blood. This is in stark contrast to hitherto lax drink driving laws. Drivers
fear having a drink with dinner due to the possibility of spending the night
in jail if they are found to be over the new limit. Also, the local effects of
the global economic downturn hit Costa Rica in the form of lower export
revenue, and reduced tourism and foreign investment, resulting in lower real
incomes for the average person and eroding consumer purchasing power for
perceived non-essential items.
Domestic players dominate alcoholic drinks
Florida Bebidas SA is the leading player in alcoholic drinks in Costa Rica,
with a near monopoly in beer and a dominant presence in RTDs. Similarly,
Fabrica Nacional de Licores leads spirits through the national Cacique Guaro
brand. Wines are exclusively imported as the country' s tropical climate is
unsuitable for grape production, with new world wines from Chile, Argentina,
and the US among the most popular products. Interestingly, a boom in the
number of imported beer brands is visible primarily in modern large retail
outlets such as supermarkets, while premiumisation is occurring in spirits as
consumers look for more sophisticated options to local guaro.
Off-trade growth
Alcoholic drinks consumption in Costa Rica is almost equally split between the
on- and off-trade channels. However, 2009 saw a sharp move away from bars,
discos and restaurants due to the fear of being caught drink driving. The
on-trade channel also suffered due to a slump in the number of tourist
visiting restaurants while locals cut back on their spending in bars. The
modern retail channel is helping to boost off-trade sales with a greater
variety of products and prices available compared to the choice offered by
independent small grocers, or pulperias. The modern grocery channel is fairly
established in the Grand Metropolitan Area surrounding the capital city San
Jose, while it continues to expand into provincial regions on the coast.
Slow recovery expected
The economy is predicted to recover going into 2010, and this is expected to
ease the initial shock of stiffer drink driving penalties. Overall, 2010 is
projected to witness a more or less flat total volume growth, with growth
rates picking up over the remaining years of the forecast period as the
economy and social habits normalise. People will not stop drinking away from
home for long. Importantly, the shift to off-trade consumption and
entertaining at home is less expensive and it may also lead to more
responsible social drinking and designated drivers. The off-trade channel
should lead the development of the industry into the forecast period as a more
affordable and safer bet when drinking. On top of the downturn in 2009, it is
also expected that per capita consumption will falter in volume terms over the
forecast period, as consumers make the move to more premium, higher value
offerings. This is a continuation of the emerging trend witnessed during the
review period.
Table of Contents
ALCOHOLIC DRINKS IN COSTA RICA : MARKET INSIGHT
- EXECUTIVE SUMMARY
- 2009 is a sobering year
- Toxic mix of new drink driving legislation and economic uncertainty
- Domestic players dominate alcoholic drinks
- Off-trade growth
- Slow recovery expected
- LEGISLATION
- TAXATION AND DUTY LEVIES
- Table 1 Taxation and Duty Levies on Alcoholic Drinks 2009
- Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected
Sectors 2009
- Table 3 Selling Margin of a Typical Beer Brand 2009
- Table 4 Selling Margin of a Typical Wine Brand 2009
- Table 5 Selling Margin of a Typical Spirits Brand 2009
- OPERATING ENVIRONMENT
- MARKET DATA
- Table 6 Sales of Alcoholic Drinks by Sector: Total Volume 2004-2009
- Table 7 Sales of Alcoholic Drinks by Sector: Total Value 2004-2009
- Table 8 Sales of Alcoholic Drinks by Sector: % Total Volume Growth
2004-2009
- Table 9 Sales of Alcoholic Drinks by Sector: % Total Value Growth
2004-2009
- Table 10 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade
Split: Volume 2009
- Table 11 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade
Split: Value 2009
- Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade
Split: % Volume 2009
- Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade
Split: % Value 2009
- Table 14 Company Shares of Alcoholic Drinks by Global Brand Owner
2005-2009
- Table 15 Off-trade Sales of Alcoholic Drinks by Distribution Format: %
Value Analysis 2009
- Table 16 Off-trade Sales of Alcoholic Drinks by Sector and Distribution
Format: % Volume Analysis 2009
- Table 17 Forecast Sales of Alcoholic Drinks by Sector: Total Volume
2009-2014
- Table 18 Forecast Sales of Alcoholic Drinks by Sector: Total Value
2009-2014
- Table 19 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume
Growth 2009-2014
- Table 20 Forecast Sales of Alcoholic Drinks by Sector: % Total Value
Growth 2009-2014
- DEFINITIONS
- Summary 1 Research Sources
LOCAL COMPANY PROFILES - COSTA RICA
- FaBRICA NACIONAL DE LICORES - ALCOHOLIC DRINKS - COSTA RICA
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 2 Fabrica Nacional de Licores: Key Facts
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 3 Fabrica Nacional de Licores: Competitive Position 2009
- FLORIDA BEBIDAS SA - ALCOHOLIC DRINKS - COSTA RICA
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 4 Florida Bebidas SA: Key Facts
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 5 Florida Bebidas SA: Competitive Position 2009
- GRUPO PAMPA SA - ALCOHOLIC DRINKS - COSTA RICA
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 6 Grupo Pampa SA: Key Facts
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 7 Grupo Pampa SA: Competitive Position 2009
BEER IN COSTA RICA
- HEADLINES
- TRENDS
- PRODUCTION, IMPORTS AND EXPORTS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR BACKGROUND
- Lager price band methodology
- Summary 8 Lager by Price Band 2009
- SECTOR DATA
- Table 21 Sales of Beer by Subsector: Total Volume 2004-2009
- Table 22 Sales of Beer by Subsector: Total Value 2004-2009
- Table 23 Sales of Beer by Subsector: % Total Volume Growth 2004-2009
- Table 24 Sales of Beer by Subsector: % Total Value Growth 2004-2009
- Table 25 Sales of Beer by On-trade vs Off-trade Split: Volume 2004-2009
- Table 26 Sales of Beer by On-trade vs Off-trade Split: Value 2004-2009
- Table 27 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth
2004-2009
- Table 28 Sales of Beer by On-trade vs Off-trade Split: % Value Growth
2004-2009
- Table 29 Beer: Production, Imports and Exports: Total Volume 2003-2008
- Table 30 Beer Exports by Country of Destination: Total Volume 2003-2008
- Table 31 Beer Exports by Country of Destination: Total Value 2003-2008
- Table 32 Beer Imports by Country of Origin: Total Volume 2003-2008
- Table 33 Beer Imports by Country of Origin: Total Value 2003-2008
- Table 34 Company Shares of Beer by National Brand Owner 2005-2009
- Table 35 Company Shares of Beer by Global Brand Owner 2005-2009
- Table 36 Brand Shares of Beer 2006-2009
- Table 37 Forecast Sales of Beer by Subsector: Total Volume 2009-2014
- Table 38 Forecast Sales of Beer by Subsector: Total Value 2009-2014
- Table 39 Forecast Sales of Beer by Subsector: % Total Volume Growth
2009-2014
- Table 40 Forecast Sales of Beer by Subsector: % Total Value Growth
2009-2014
CIDER/PERRY IN COSTA RICA
- HEADLINES
- TRENDS
- PRODUCTION, IMPORTS AND EXPORTS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 41 Sales of Cider/Perry: Total Volume 2004-2009
- Table 42 Sales of Cider/Perry: Total Value 2004-2009
- Table 43 Sales of Cider/Perry: % Total Volume Growth 2004-2009
- Table 44 Sales of Cider/Perry: % Total Value Growth 2004-2009
- Table 45 On-trade vs Off-trade Sales of Cider/Perry: Volume 2004-2009
- Table 46 On-trade vs Off-trade Sales of Cider/Perry: Value 2004-2009
- Table 47 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth
2004-2009
- Table 48 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth
2004-2009
- Table 49 Forecast Sales of Cider/Perry: Total Volume 2009-2014
- Table 50 Forecast Sales of Cider/Perry: Total Value 2009-2014
- Table 51 Forecast Sales of Cider/Perry: % Total Volume Growth 2009-2014
- Table 52 Forecast Sales of Cider/Perry: % Total Value Growth 2009-2014
RTDS/HIGH-STRENGTH PREMIXES IN COSTA RICA
- HEADLINES
- TRENDS
- PRODUCTION, IMPORTS AND EXPORTS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 53 Sales of RTDS/High-strength Premixes by Subsector: Total Volume
2004-2009
- Table 54 Sales of RTDS/High-strength Premixes by Subsector: Total Value
2004-2009
- Table 55 Sales of RTDS/High-strength Premixes by Subsector: % Total
Volume Growth 2004-2009
- Table 56 Sales of RTDS/High-strength Premixes by Subsector: % Total
Value Growth 2004-2009
- Table 57 On-trade vs Off-trade Sales of RTDS/High-strength Premixes:
Volume 2004-2009
- Table 58 On-trade vs Off-trade Sales of RTDS/High-strength Premixes:
Value 2004-2009
- Table 59 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: %
Volume Growth 2004-2009
- Table 60 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: %
Value Growth 2004-2009
- Table 61 Company Shares of RTDS/High-strength Premixes by Global Brand
Owner 2005-2009
- Table 62 Company Shares of RTDS/High-strength Premixes by National Brand
Owner 2005-2009
- Table 63 Brand Shares of RTDS/High-strength Premixes 2006-2009
- Table 64 Forecast Sales of RTDS/High-strength Premixes by Subsector:
Total Volume 2009-2014
- Table 65 Forecast Sales of RTDS/High-strength Premixes by Subsector:
Total Value 2009-2014
- Table 66 Forecast Sales of RTDS/High-strength Premixes by Subsector: %
Total Volume Growth 2009-2014
- Table 67 Forecast Sales of RTDS/High-strength Premixes by Subsector: %
Total Value Growth 2009-2014
WINE IN COSTA RICA
- HEADLINES
- TRENDS
- PRODUCTION, IMPORTS AND EXPORTS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 68 Sales of Wine by Subsector: Total Volume 2004-2009
- Table 69 Sales of Wine by Subsector: Total Value 2004-2009
- Table 70 Sales of Wine by Subsector: % Total Volume Growth 2004-2009
- Table 71 Sales of Wine by Subsector: % Total Value Growth 2004-2009
- Table 72 Sales of Wine by On-trade vs Off-trade Split: Volume 2004-2009
- Table 73 Sales of Wine by On-trade vs Off-trade Split: Value 2004-2009
- Table 74 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth
2004-2009
- Table 75 Sales of Wine by On-trade vs Off-trade Split: % Value Growth
2004-2009
- Table 76 Wine Production, Imports and Exports: Total Volume 2003-2008
- Table 77 Wine Exports by Country of Destination: Total Volume 2003-2008
- Table 78 Wine Exports by Country of Destination: Total Value 2003-2008
- Table 79 Wine Imports by Country of Origin: Total Volume 2003-2008
- Table 80 Wine Imports by Country of Origin: Total Value 2003-2008
- Table 81 Forecast Sales of Wine by Subsector: Total Volume 2009-2014
- Table 82 Forecast Sales of Wine by Subsector: Total Value 2009-2014
- Table 83 Forecast Sales of Wine by Subsector: % Total Volume Growth
2009-2014
- Table 84 Forecast Sales of Wine by Subsector: % Total Value Growth
2009-2014
SPIRITS IN COSTA RICA
- HEADLINES
- TRENDS
- PRODUCTION, IMPORTS AND EXPORTS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 85 Sales of Spirits by Subsector: Total Volume 2004-2009
- Table 86 Sales of Spirits by Subsector: Total Value 2004-2009
- Table 87 Sales of Spirits by Subsector: % Total Volume Growth 2004-2009
- Table 88 Sales of Spirits by Subsector: % Total Value Growth 2004-2009
- Table 89 Sales of Spirits by On-trade vs Off-trade Split: Volume
2004-2009
- Table 90 Sales of Spirits by On-trade vs Off-trade Split: Value 2004-2009
- Table 91 Sales of Spirits by On-trade vs Off-trade Split: % Volume
Growth 2004-2009
- Table 92 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth
2004-2009
- Table 93 Spirits Production, Imports and Exports: Total Volume 2003-2008
- Table 94 Spirits Exports by Country of Destination: Total Volume
2003-2008
- Table 95 Spirits Exports by Country of Destination: Total Value 2003-2008
- Table 96 Spirits Imports by Country of Origin: Total Volume 2003-2008
- Table 97 Spirits Imports by Country of Origin: Total Value 2003-2008
- Table 98 Whisk(e)y Production, Imports and Exports: Total Volume
2003-2008
- Table 99 Brandy & Cognac Production, Imports and Exports: Total Volume
2003-2008
- Table 100 Vodka Production, Imports and Exports: Total Volume 2003-2008
- Table 101 Gin Production, Imports and Exports: Total Volume 2003-2008
- Table 102 Rum Production, Imports and Exports: Total Volume 2003-2008
- Table 103 Liqueurs Production: Total Volume 2003-2008
- Table 104 Company Shares of Spirits by National Brand Owner 2005-2009
- Table 105 Company Shares of Spirits by Global Brand Owner 2005-2009
- Table 106 Brand Shares of Spirits 2006-2009
- Table 107 Forecast Sales of Spirits by Subsector: Total Volume 2009-2014
- Table 108 Forecast Sales of Spirits by Subsector: Total Value 2009-2014
- Table 109 Forecast Sales of Spirits by Subsector: % Total Volume Growth
2009-2014
- Table 110 Forecast Sales of Spirits by Subsector: % Total Value Growth
2009-2014
