Juice in Argentina

PROSPECTS

Consumers switch to less expensive soft drinks for the second year running

Total juice consumption declined for the second consecutive year in 2019 as the ongoing economic crisis encouraged consumers to switch to less expensive soft drinks. This was clearly demonstrated by the fate of not from concentrate 100% juice, the most expensive category and the one to witness the steepest decline in consumption in both 2018 and 2019.

New entrant drives growth of juice drinks (up to 24% juice)

Juice drinks (up to 24% juice) returned to retail volume growth in 2019, the only category within juice to achieve this. This was, as previously mentioned, partly due to its lower prices than most other formats of juice, but growth was also supported by an interesting development in the competitive environment.

Organic products suffer due to high prices, but offer potential for the future

Organic 100% juice and juice drinks (up to 24% juice) are present in Argentina but witnessed significant declines in consumption at the end of the review period. These products obviously have a higher price positioning than regular products, which deterred many consumers, given the weak economy, with sales thus limited to upper-mid- to high-income consumers.

COMPETITIVE LANDSCAPE

Coca-Cola Argentina continues to lose share

Coca-Cola Argentina maintained its lead in juice in 2019, while losing retail value share for the third year in a row. Its leading Cepita 100% brand lost share in reconstituted 100% juice, while Hi-C had a poor year in juice drinks (up to 24% juice), losing ground to El Carmen’s new product.

El Carmen retains its strong lead in 100% juice despite continuing share declines

El Carmen retained its strong lead in 100% juice, despite losing retail value share for the third year in a row. Its Citric brand lost share to smaller brands, including recent entrants, PuroSol by Record CD and Dia % by the Dia Argentina discounter chain as consumers continued to opt for lower-priced products.

Refres Now relaunches Pindapoy

Refres Now, the leading domestic player in carbonates players, entered nectars at the end of the review period with the relaunch of Pindapoy, formerly owned by Molinos Rio de la Plata. The company introduced the nectar brand in a variety of flavours, including orange, apple, and cocktail fruits in September 2018.

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