COMPETITIVE LANDSCAPE
Juan Valdez strengthens leadership as premium local brands expand
Procafecol SA, through its Juan Valdez brand, remains the clear leader in RTD coffee, benefiting from strong brand equity, an extensive retail footprint and a pricing strategy tailored to channel dynamics. By offering differentiated prices across modern and traditional channels – approximately COP5,000 in supermarkets versus significantly lower prices in small local grocers – the brand has expanded accessibility and accelerated penetration.
Veda Drinks drives premium growth with Samsara, though limited by high price points
Veda Drinks, owner of the Samsara brand, ranked second in 2025 and contributed to the category’s premium segment with flavoured cold-brew lattes that appeal to consumers seeking a more indulgent, café-style experience. The brand’s presence is concentrated in supermarkets and hypermarkets, where consumers are more willing to pay a premium for high-quality RTD coffee.
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Overview:
Understand the latest market trends and future growth opportunities for the RTD Coffee 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 RTD Coffee 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 RTD Coffee 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 RTD Coffee in Colombia?
- To what extent are health considerations impacting consumption of RTD Coffee 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 RTD Coffee in Colombia?
- Which are the leading brands in RTD Coffee in Colombia?
- What potential exists for multinational or domestic soft drinks companies to expand in Colombia?
- How are products distributed in RTD Coffee 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 RTD Coffee?
- 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?
RTD Coffee in Colombia - Category analysis
KEY DATA FINDINGS
Early-stage category expands through local innovation and digital engagement
Strong double-digit gains powered by local brands and new consumption occasions
Concentrated cold brew and flavoured lattes were the most dynamic formats in 2025
Rapid growth ahead supported by innovation, new occasions and functional positioning
Innovation in concentrated and versatile formats will unlock broader use occasions
Functional and natural ingredient trends will shape future RTD coffee innovation
Juan Valdez strengthens leadership as premium local brands expand
Veda Drinks drives premium growth with Samsara, though limited by high price points
Modern retail leads while traditional trade and discounters remain underdeveloped
Shelf expansion and category education support growth in modern retail
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
RTD Coffee
Includes packaged ready-to-drink coffee, consumed either hot or cold, made using a base of either brewed coffee or coffee extract. Excludes all coffee flavoured milk drinks that primarily target children, or where coffee is one of a number of flavours within the brand range. Leading brands in off-trade volume include Georgia, Nescafé and Suntory Boss.
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 RTD Coffee research and analysis database.
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