Coca-Cola Argentina launched Monster at the beginning of 2018, revitalising FF energy drinks. The partnership with Coca-Cola gives Monster a massive distribution scale across all retail channels at a national level.
Despite the economic crisis in Argentina, FF sports drinks is projected to increase strongly, mainly due to aggressive promotional activity in supermarkets and hypermarkets, and high profile activity behind the two main brands: Gatorade and Powerade, which collectively dominated FF sports drinks consumption in value share terms in 2018.
FF bottled water had a niche profile in the country driven only by a premium positioning by Vitamin Water (Coca-Cola Argentina), with the category recording double-digit retail volume decline from 2013 onwards. Consequently Coca-Cola Argentina withdrew Vitamin Water in January 2018.
Although Gatorade from Cervecería y Maltería Quilmes retained its lead of fortified/functional beverages in 2018 through exclusive contracts in multiple retailers, since the entry of Powerade in 2008 from Coca-Cola Argentina and the player’s distribution muscle, the leader started to lose important ground.
FF energy drinks is concentrated amongst the leading three companies, Energy Group SRL(Speed Unlimited) Red Bull Argentina, and Coca-Cola Argentina (Monster) with mainly small local players accounting for low value share in 2018.
Hard discounters continued to expand, driven by economic instability reflected in the sixth consecutive year of double-digit inflation. Therefore, purchasing power declined notably, and consumers started to prefer small grocery retailers or discounters to reduce their bills.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Fortified/Functional Beverages industry in Argentina with research from Euromonitor's team of in-country analysts.
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The Fortified/Functional Beverages in Argentina market research report includes:
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