Competitive Forces

In Colombia it is still common to prepare natural juices at home and since a few years ago there has been a trend, mainly among young generations, to prepare juices with extractors in order to obtain more nutrients from fruits and vegetables.

During 2016 the average retail unit price of juice increased by 4% in current value terms, below observed inflation, mainly due to strong competition through promotional activities. However, in 100% juice, where is a higher presence of imported brands, the average unit price rose by 7% in current value terms, still affected, but to a lesser extent than in the previous year, by exchange rate movements.

Unpackaged juice is available in Colombia, since it is a deeply rooted habit to prepare juice from fresh fruits at home. This tendency is also reflected in consumer foodservice, mainly in full-service restaurants where is very common for the menu to include an offering of freshly made natural juices. Also, unpackaged juices are available through street vendors, who offer mainly fresh squeezed orange juice.

In the competitive landscape our principal competitors are Duo barra de jugos, Semilla Andina and Jugos Mamba. Mamba is a juice provider that uses different exotic flavor originaries from Colombia, such as amazonic ones. Their business model is to retail the packaged products to small businesses. On the other hand, Duo Barra, is based on deliveries in Bogota, all their products are also organic and their value added are the healthy snacks. Semilla Andina, our other competitor, has as a main objective to promote the agricutural area, also providing organic and healthier products to the consumers.

http://www.portal.euromonitor.com.ez.unisabana.edu.co/portal/analysis/related.

http://jugosmamba.com/#jugos

http://www.semillaandina.org/quienes-somos/

http://www.duoverde.com/productos