BFY beverages saw a slight growth in retail volume terms in 2020, mainly owing to an increase in demand for reduced sugar powder concentrates. Demand for reduced sugar powder concentrates rose as a consequence of the economic recession, leading to a decline in consumer disposable incomes.
Home seclusion led to an increase in demand for larger pack sizes and multi-packs of BFY beverages. In response, companies such Coca-Cola Argentina and Cerveceri´a y Malteri´a Quilmes (PepsiCo Inc) changed their production management, prioritising family pack sizes of their reduced sugar carbonates over single serve packs.
Coca-Cola Argentina SA extended its lead in 2020 following a further increase in its value share. The company overhauled its portfolio of BFY beverages in the latter half of the review period with it successfully replacing Coca-Cola Zero Sugar with its rebranded and reformulated Coca-Cola No Sugar.
Consumers in Argentina are becoming increasingly health conscious and many are looking to reduce their intake of calories and sugar, which has benefited sales of BFY beverages, but in particular reduced sugar carbonates. The Health Ministry has used public health campaigns to help raise awareness about the dangers of consuming too much sugar and this has not only helped to increase demand for BFY reduced sugar beverages but it has also encouraged more players to launch reduced sugar options.
Demand for reduced sugar sports drinks such as Coca-Cola’s Powerade Zero and Pepsi’s Gatorade Zero in particular is on the rise, interest for which is generated through marketing activities. This is expected to contribute to reduced sugar carbonates volume sales over the forecast period.
One other area to see retail volume growth in 2020 was reduced sugar flavoured bottled water and reduced sugar fruit/vegetable juice, with these benefiting from a healthier image than reduced sugar carbonates. Once Argentina’s economy begins to recover so too should volume sales of other products such as RTD tea, a product seen as somewhat of a novelty in the country.
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