Carbonates recorded only a marginal off-trade volume increase in 2018, affected negatively by consumers’ concerns regarding sugar consumption, and migration to other beverage categories. Product promotions, especially on larger pack sizes of one litre and above, helped keep volume sales positive.
Over the review period, some consumers shifted to other types of beverage because of sugar concerns, while others reduced the frequency of their consumption of carbonates, or opted for “light” products. However, sales trends indicate that Mexicans are still fond of carbonates, and many of them have returned to their previous consumption patterns.
Because of consumers’ concerns regarding the sugar content in beverages, some consumers have migrated to other beverage categories, including flavoured water, purified water, RTD tea and juices. Carbonates companies are launching new options with a lower calorie content in an attempt to maintain their consumer base in the category; however, these low-calorie options still represent just a niche segment.
Sales of carbonates in Mexico are dominated by cola, led by the two big brands, Coca-Cola and Pepsi, and some smaller ones, including Consorcio Aga’s Red Cola. Among other flavour categories, the Peñafiel brand, owned by Keurig Dr Pepper, has been gaining space on retailers’ shelves by launching new flavours.
Consorcio Aga SA de CV is a notable example of a local player that has succeeded in offering an attractive alternative for consumers and has gained a significant share of the category. Its brand Red Cola has been present for over a decade in the central region of the country, but over the review period it significantly increased its sales and expanded to new regions.
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This industry report originates from Passport, our Soft Drinks market research database.