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Brazil carbonates market: Coca-Cola the runaway industry leader

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PR-Inside.com: 2014-04-22 18:43:02
Coca-Cola, the absolute leader in the Brazil carbonates market, is one of the most innovative companies within the non-alcoholic drinks industry, frequently introducing novelties in terms of packaging besides investing heavily on advertisements on television. Consequently, the company registered the biggest increase in off-trade value share in 2012.

Rising IPI taxes for carbonates continued impacting performance of carbonates during 2012 and was responsible for increasing overall prices for such products over the 2011-12 period. Carbonates also saw slower total volume growth compared to the 2007-2012 review period volume CAGR, in part due to price adjustments and in part due to consumers´ switching to healthier soft drinks such as bottled water and fruit juices.

Carbonates is expected to see faster growth in total volume over the 2012-2017 forecast period compared to the review period mostly due to the global events. In particular, the 2014 FIFA World Cup and 2016 Olympic Games which will be held in Brazil should greatly result in higher volume sales of carbonates in those years. Coca-Cola and Cia Brasileira de Bebidas are expected to invest significant resources to promote their key carbonates brands in such events as well as to sponsor marketing actions in such periods.

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