The economy is putting pressure on Argentines’ budgets and deepening changes in consumer habits.
According to the Brand Footprint 2024 report, prepared by Kantar’s Worldpanel division, Coca-Cola fell 2.3% in Consumer Reach Points, while Manaus grew 10.4% in CRP.
Coca-Cola and Pepsi They no longer reign comfortably in the soft drink market. As in other segments, the loss of purchasing power also affects the multinational giants that have historically led the beverage rankings.
Coca Cola drops 2.3% in CRP
According to the Brand Footprint 2024 report, prepared by Kantar Worldpanel division, Coca-Cola fell a 2.3% in Consumer Reach Points (although it maintains the leadership), while Manaus grew by 10.4% in CRP, metric obtained by multiplying the number of households by the percentage of households that purchase the brand and the number of brand interactions across all categories.
Today, consumers look at prices, they will buy. And second brands are beginning to appear on the horizon, such as Secco, Pritty, Cunnington and the mentioned one Manaus, among others. The case of Coca Cola is also reflected in other large companies in the food and beverage sector such as The Most Serene, SanCor, Danone, Ala, Arcor, Natura, etc.; all top-line brands that are losing market share to second-league players who are eager to satisfy the demands of today’s consumers.
soft drinks
freepik.es
The advance of low cost airlines
It is a fact that low-cost products have managed to adapt to a context of high inflation and deterioration of consumer purchasing power. Today, it is the price-quality equation that is best adapted to the new scenario.
In the case of Coca Cola, the main difficulties are in the interior of the country. In Córdoba it loses the fight with Pritty and in Greater Buenos Aires, with Manaus, to mention two examples.
Source: Ambito
