RBC: Coca-Cola remains among the leaders in sales in Russia despite leaving the country
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According to Prodazhi.rf (does not include retail stores X5 group and “Magnet”), in January-February, the share of the Coca-Cola brand in sales decreased to 14.1% from 47.8% in January-February 2022, it became the second most popular brand. Drinks under the Chernogolovka brand (13.9%) are slightly ahead of it. Instead of Coca-Cola, the first popularity was the Dobry Cola drink (33.8%), which is produced at Multon Partners factories, which belonged to the bottler of the original drink, Coca-Cola HBC Russia. The share of Pepsi has decreased from 44.4% in 2022 to 3.7%.
The statistics of the fiscal data operator Evotor show that in January of this year, imported Coca-Cola took first place not only in the cola segment, but also among all sweet carbonated drinks. It accounted for 32% of sales in monetary terms, compared with 60% of Coca-Cola’s share of the Russian spill a year earlier.
After the start of a special military operation in Ukraine, Coca-Cola and PepsiCo began to reduce their presence in Russia. In particular, they have decided to suspend investment in marketing and stop producing and selling their global beverage brands in the Russian market — Coca-Cola, Fanta, Sprite and Pepsi, 7UP and Mirinda, respectively. In September 2022, Reuters reported that PepsiCo had completely stopped production of Pepsi, 7UP and Mountain Dew in Russia.
As a result, those enterprises that were engaged 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 the Russian plants Coca-Cola Hellenic Bottling Company (Coca-Cola HBC) changed its name to Multon Partners in July. In August, it became known that instead of a drink with the usual name, the Dobry Cola brand will appear. As for PepsiCo, it has focused on the production of the Evervess and Russian Gift line.
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