With the entry into the market of a new product, the segment of energy drinks continues its growth, which for now is slow, but at a steady pace. The important thing, say its players, is that the consumers who choose them do not abandon them and the new offer also seeks to open the moments of consumption to make them more everyday.
According to the Argentine Chamber of the Non-Alcoholic Beverages Industry (Cadibsa), the growth in 2020 of these beverages was 46.7%, but their volume does not reach 1% of the mix of the total within the non-alcoholic beverage industry. With a large part of the terrain to be conquered, the entity assures that it is perceived « that it is a segment that has been under development in the last two years ».
Compared to other countries in the region, Argentina has a low per capita consumption of energy drinks, so there is potential for development. 100 million liters are sold per year, about 2.3 liters per year per person, according to Global Data. “In recent years, the growth in the energy drinks category in Latin America was double digits and Argentina follows this trend. Compared to other countries in the region, in Argentina it is a category with low penetration but that has been evolving very favorably and with many opportunities for growth « , says Martín Watson, Marketing Director of PepsiCo’s Beverages division for the South of Latin America.
It is precisely Pepsico who introduced a new proposal to the market: Rockstar, a drink that is more strongly linked to work moments. “What we are looking for with this launch is to give the category a new consumption opportunity that has not been explored before and to make it more accessible,” says Watson.
With this the director alludes to the fact that, historically, this category always had a high price and was focused on night-time consumption. « Rockstar is for daytime consumption, supported by ingredients of natural origin and at a convenient price, » he details. Currently the bottle is available for 60 pesos.
With Rockstar, Pepsico started in the country as a participant in the world of energy drinks. However, it is true that This category carries several preconceptions that seem difficult to break when speaking to the mass public: they are expensive, they have too much caffeine, they are linked to alcohol consumption and nightlife.
“We had been thinking of launching a product in this category and when in March 2020 the purchase of Rockstar was announced at a global level, we defined what this brand would be (Argentina is the first country in Latin America where we launched it). In the country we seek to position this drink in an unexplored or white space consumption occasion that has high growth potential in the category: during the day, as an ideal complement to daily activities and in a 500ml bottle format. And a large part of…