The new course for maqui and blueberries
Their healthy conditions and high levels of antioxidants have led to their becoming a new product in the export basket, within a niche estimated to grow at a rate of 13% annually in volume and value over the next three years. .
Work has cost the maqui to find his way. Not even its functional conditions, such as the high level of antioxidants, have managed to acquire the commercial potency of other fruits, perhaps because it is still almost unknown. However, in the last time, it seems that a new opportunity opens up with the help of several innovators: turn it into a natural energy drink, item that these days has more and more strength and to which small and large actors are added.
For the next three years it is estimated that the global market for energy drinks will grow around 13% annual in volume and value, with sales of US $ 89.500 million in 2019, compared to US $ 49 billion in 2014, according to projections by the Technavio market research firm. One of the factors that will drive the development of these products is the appearance of new varieties, such as those free of sugar and those made from natural elements. Technavio's report also ensures that these drinks will stop being consumed only by athletes or young people, and will be closer to traditional juices and drinks, even replacing the consumption of alcohol in some cases.
«The traditional energy drink segment is expected to decrease in the coming years, due to the increase in consumption of 'energyshots' and the growing preference for natural drinks», adds the study.
The trend opens an opportunity for products made with guarana, ginseng and so-called "superfruits", such as pomegranates and berries, from which the first Chilean ventures have emerged in this field, most of them from maqui, and recently one in blueberries.
Although in Chile some do not call themselves energy drinks and are rather profiled as isotonic and high in antioxidants, they are within that segment and attractive opportunities are glimpsed, especially in Chile and Latin America.
Maqui, the Chilean fruit
Carlos Valdivia is dedicated to advising companies in the area of digital marketing. Some years ago he had a disco in Vitacura and worked with the owners of the Battery drink, so when the idea of making a natural drink with his brother Jorge came up, at the beginning of 2012, the item was not unknown to him.
At that time they knew that they wanted to develop a product different from traditional energy drinks, so they created a drink that they describe as "intermediate" functional.
«We saw the antioxidant properties of maqui, which only occurs in Chile, and we chose it as the main ingredient, without mixing it, because we wanted to keep its properties intact», explains the creator of Ancestral Maqui, who is also associated with ColoColo player Jaime Valdés.
Since they began, sales have doubled year by year and in 2015 they sold 700 a thousand cans. For this reason, they are building their own process plant in San Bernardo and are preparing to export to China and the Middle East, supported by ProChile.
"We have the country brand logo on our products, so they will be recognized as the maqui of Chile, and in the future we want to launch other drinks that include murtilla and calafate", Valdivia advances.
The fresh maqui buy it from harvesters in the south of the country, where it is harvested with special bags to avoid its tendency to ferment quickly. After processing, they store the frozen fruit concentrate.
They are not the only ones who have opted for the maqui to make energy drinks, as it is seen as a good alternative to differentiate themselves from the big players, such as RedBull, Pepsico and Coca-Cola.
In the innovation area of the forestry company Arauco they saw a similar opportunity. At 2012, as part of an innovation project to recover value from the company's native forests, they began to develop + Maqui, a drink that they qualify as an antioxidant and not an energy source, which last year was on the stand of Chile at the Expo Milan, where they sold some 11 a thousand cans.
1.200 is currently selling outlets in Chile and has plans to export it to nine markets starting this year. One of the characteristics that differentiates + Maqui from the competition is that it has organic and fair trade certification, working with collectors from the Los Ríos Region.
«It is very important to have certifications, so that when people consume this product, they see that there is a responsibility behind it. What we are doing is seeing how to give value to this typical Chilean product.", explains the manager of innovation of Arauco, Francisco Lozano, who considers that the social component also gives value to the history of the drink, as it happens with Juan Valdez coffee or Natura cosmetics.
The attractiveness of Latin America
Although the United States is the main consumer of energy and isotonic drinks worldwide, it is also a destination where competition is growing, so there are other more attractive markets to develop by Chilean producers.
This is the case of Latin America, one of the most attractive regions for these products, since in recent years it has had the highest growth rates (see infographic) and it is estimated that the trend will continue. In this area, the main spaces are in Brazil, Mexico and Argentina, followed by Colombia and Chile.
"The growing popularity of new flavors and the introduction of other ingredients, in addition to products that claim to be 50% fruit juice, will be some of the factors that will drive consumption in the coming years", says another Technavio report focused on the region.
This has been proven in Komaki, the maqui energy drink developed by entrepreneurs Marcelo Guital - creator of the Benedictine water - and Alex Weisner in 2013, which is currently sent to Colombia, as well as the United States, Canada and Australia.
«At first we did not expect a good reception in South America, but we avoided the language and cultural barriers, which has made access easier for us. That happens even in the state of Florida., says the marketing manager of Komaki, Jorge Bahamondes, although he warns that Asia is still an attractive destination to explore.
As, in general, the enterprises focus on exports, they assure that this has opened a space in the domestic market, which they see as more abandoned. Therefore, they want to concentrate on Chile.
«Competition has increased and we see it as something very positive, because it will encourage greater coverage of these products at a national level. That is, people will be more exposed to these healthy drinks and will have more opportunities to buy them.", projects Jorge Bahamondes.
Bet on blueberries
Although most of the healthy energy products developed in the country have opted for the maqui, Bear Berry, made from blueberries, was launched a few months ago.
Its creator, Alamiro Garrido, is a producer and exporter of these berries and wanted to add another product, with greater added value, to send to Asia, USA. and Europe, and thus take advantage of its distribution channels and the English food safety certifications BRC (British Retail Consortium) and good agricultural practices Global GAP has for fresh blueberries.
It is already in talks to start exporting it - it estimates that the first shipment will be made in August to the US - and believes that another attractive niche is Europe. «It is an interesting market because people are very concerned about what they consume and, in some countries, they have even banned the marketing of traditional energy companies», Explica.
Although the main content of Bear Berry is the blueberry concentrate, it also has ginseng and guarana extracts and, as in the other local enterprises, it is sweetened with stevia, reason why it believes that it will also have good reception in the local market.
«However, our focus is the international market, because we produce fresh blueberries and Chile in that area has a name earned for its quality, safety and seriousness for business. "This drink is a byproduct that we were not taking advantage of, but that will bring us good results.", projects Alamiro Garrido.
Source: Revista del Campo
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