COMPETITIVE LANDSCAPE
Postobón maintains leadership despite reformulation challenges and share loss
Postobón retains its leading position in the juice category with brands such as HIT and Tutti Frutti, although it has gradually lost share over the review period. Efforts to reformulate HIT to reduce sugar and achieve a cleaner label have faced pushback due to flavour changes disliked by consumers.
Pepsi-Cola strengthens its presence through partnerships as Country Hill exits the category
Pepsi-Cola Colombia Ltda, through its alliance with Ocean Spray, has become increasingly relevant by offering cranberry juice positioned around antioxidant benefits – appealing to health-conscious consumers. Meanwhile, Country Hill, a traditional brand in the market, is exiting juice.
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Overview:
Understand the latest market trends and future growth opportunities for the Juice 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 Juice 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 Juice 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 Juice in Colombia?
- To what extent are health considerations impacting consumption of Juice 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 Juice in Colombia?
- Which are the leading brands in Juice in Colombia?
- What potential exists for multinational or domestic soft drinks companies to expand in Colombia?
- How are products distributed in Juice 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 Juice?
- 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?
Juice in Colombia - Category analysis
KEY DATA FINDINGS
Juice demand declines as consumers favour healthier and more affordable alternatives
Retail volume sales of juice continued to decline in 2025
100% juice grows as consumers seek clean labels and value through private label
Retail volume sales of juice are expected to see slight decline over the forecast period
Digital transformation accelerates Postobón’s omnichannel presence
Functional juices for adults remain niche but poised for long-term opportunity
Postobón maintains leadership despite reformulation challenges and share loss
Pepsi-Cola strengthens its presence through partnerships as Country Hill exits the category
Traditional trade remains dominant but loses share as consumers seek better value
Discounters lead growth with expanding coverage and strong private label
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:
Juice
-
- Not from Concentrate 100% Juice
- Reconstituted 100% Juice
- Coconut and Other Plant Waters
- Juice Drinks (up to 24% Juice)
- Nectars
Juice
This category covers all still packaged juice obtained from fruits or vegetables by mechanical processes, reconstituted or fresh, often including pulp or fruit/vegetable puree. All unpackaged juices are excluded. Only still drinks are included here. Carbonated varieties are included non-cola carbonates. Juice-flavoured milk drinks and fruit shakes which are primarily milk are excluded–these are instead tracked in Packaged Foods Dairy. However, if the juice component is greater, the product is to be excluded from Packaged Foods Dairy coverage and tracked under the relevant category (based on % juice content) within Soft Drinks juice. This sector is the aggregation of 100% juice, nectars (25-99% juice content), juice drinks (up to 24% juice content), and coconut & other plant waters.
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 Juice research and analysis database.
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