Copa de Excelência
Oct. 21, 2024
Uberlândia Brasil grew more than 7 p.p. in CCTM Non-Sugar Mix vs. 2023
Last month, we held our Meeting Point and Uberlândia Refrescos presented its best practices in sugar-free growth over the last few years, which have taken it to a level of excellence.
Lincoln Vasconcelos, responsible for Soft Drinks at Uberlândia Refrescos, presented the strategy they have adopted in their operation to go from a mix of 3% non-sugar Coca-Cola in 2019 to 15% in 2024 with a growth of 12 p.p., which places them as a benchmark in this KPI. In addition, with a total focus on sugar-free, Uberlândia grew 50% in coverage between 2019 and 2024, reaching 87%.
Uberlândia is located in Brazil's well-known triangle of Minas Gerais, between the operations of Brasal and Andina, which also operate in this state. Uberlândia Refrescos has the largest market share in Brazil so far this year, with 76.4% of the market share value, and its main competitor is Guaraná Mineiro, a regional flavor brand.
Unlike many places in Brazil, where the main competitor is Ambev, in Minas Gerais is Guaraná Mineiro, which has an 11.9% share but has been losing importance compared to last year YTD.
With this challenge and with a total focus on the combined coverage program, with the unforgivables in both SS and MS, Uberlândia expanded its product portfolio in this category, generating a growth of 83% vs. 2019 in customers who buy 5 or more SKUs in the same store. Today, all their communication material always has a Coca-Cola non-sugar as the hero, as well as a super-important price differentiation.
The sales team in Uberlândia has a key mantra which is that where there is original Coca-Cola there must be Coca-Cola non-sugar, reflecting the importance of this product in all areas and stages.
Do you want to see the presentation in detail?
Click below to access our library and check out the recording of the presentation
