Coca-Cola lost its leadership in sales share to Dobroy
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The Dobry brand took second place in the ranking in terms of sales share. Based on the results of the first eight months of 2023, its share accounted for 1.2% of all sales in the Russian FMCG market in value terms. The first place in the ranking was taken by Winston brand tobacco products (2.2%).
Original Coca-Cola was not included in the ranking by sales share at all. Back in March of this year, the “Prodazhi.rf” service introduced data according to which Coca-Cola remained among the leaders in sales among cola-flavored drinks in online and non-chain retail. Then it also took second place after the Dobry brand. According to the service, in January-February, Coca-Cola’s share in sales decreased to 14.1% from 47.8% in January-February 2022.
After the start of a special military operation in Ukraine, Coca-Cola and PepsiCo began to reduce their presence in Russia. In particular, they decided to suspend investments in marketing and abandon the production and sale of their global beverage brands on the Russian market – Coca-Cola, Fanta, Sprite and Pepsi, 7UP and Mirinda, respectively.
As a result, those enterprises that were involved in the production of Coca-Cola drinks focused on the production and sale of local brands – Dobry, Rich and Moya Semya juices. The owner of Russian factories, Coca-Cola Hellenic Bottling Company (Coca-Cola HBC), changed its name to Multon Partners in July 2022. In August of the same year, it became known that instead of a drink with the usual name, the “Good Cola” brand would appear.
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