COMPETITIVE LANDSCAPE
Postobón maintains leadership but faces intensifying competition from low-priced brands
Postobón remains the leading player in the energy drinks category with its flagship brand Speed Max, although the company has faced a gradual erosion of share as lower-priced competitors strengthen their position in the market. Speed Max continues to benefit from Postobón’s vast distribution network, reaching over 330,000 small local grocers nationwide, and from its ability to innovate around flavour, format and cultural relevance.
Quala emerges as the strongest performer through value pricing and cultural partnerships
Quala, meanwhile, has emerged as the most dynamic competitor in the segment. The company’s portfolio benefits from an aggressive pricing structure and pervasive marketing campaigns that effectively target younger, urban consumers.
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Overview:
Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Colombia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Energy Drinks industry in Colombia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Energy Drinks in Colombia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Energy Drinks in Colombia?
- To what extent are health considerations impacting consumption of Energy Drinks in Colombia?
- How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Energy Drinks in Colombia?
- Which are the leading brands in Energy Drinks in Colombia?
- What potential exists for multinational or domestic soft drinks companies to expand in Colombia?
- How are products distributed in Energy Drinks in Colombia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How have home seclusion and social distancing measures following COVID-19 impacted sales of Energy Drinks?
- How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
- Where is future growth expected to be most dynamic?
Energy Drinks in Colombia - Category analysis
KEY DATA FINDINGS
Health taxes and shifting consumption habits reshape the energy drinks landscape
Retail volume sales of energy drinks decreased in 2025
Regular and reduced-sugar formats show similar trends amid rising preference for rehydration solutions
Retail volume outlook for the forecast period
Digital engagement and marketing strategies
Functional positioning and evolving consumer preferences
Postobón maintains leadership but faces intensifying competition from low-priced brands
Quala emerges as the strongest performer through value pricing and cultural partnerships
Traditional trade remains the main channel despite pressures, while e-commerce gradually gains relevance
Convenience stores expand strongly with nationwide chain growth
Soft Drinks in Colombia - Industry Overview
Economic volatility, regulatory pressures, and changing consumer needs redefine soft drinks demand in 2025
KEY DATA FINDINGS
Functional and fortified beverages strengthen their position
Health consciousness boosts reduced-sugar products and clean label innovation
Price sensitivity and migration toward discounters and modern retail
Volume recovery expected, though category performance will diverge
Health and functionality will shape innovation pipelines
Digital strategies, influencer collaborations, and direct-to-consumer models gain traction
Event sponsorship and experiential marketing remain priority investments
Postobón maintains strong leadership through diversification and distribution
RTD coffee growth led by Procafecol and rising challenger brands
Quala expands across multiple categories with strong, price-competitive brands
Small local grocers remain key but continue to lose share
Health and beauty specialists emerge as the fastest-growing channel
E-commerce expands gradually with rising promotional sophistication
FOODSERVICE VS RETAIL SPLIT
Fountain sales in Colombia
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Energy Drinks
- Regular Energy Drinks
- Reduced Sugar Energy Drinks
Energy Drinks
These are the aggregated total of regular and reduced sugar functional drinks designed to boost energy levels. Often lightly carbonated, these contain high levels of caffeine and a number of added water-soluble vitamins, most often a selection of B vitamins including niacin, pantothenic acid, vitamin B6, and vitamin B12. Ingredients can also include amino acids such as taurine and glucuronolactone, as well as herbal products such as guarana and ginseng. Can be carbonated or still. Leading brands in off-trade volume include Red Bull, Monster and RockStar. Glucose-based energy beverages such as Lucozade Energy are included here.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Energy Drinks research and analysis database.
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