Andy Morton

just On Call - CAGNY 2013: Get ready for North America rebound - Coca-Cola Co

By | 22 February 2013

Coca-Cola is bullish on North America

Coca-Cola is bullish on North America

The Coca-Cola Co has predicted North America's NARTD category will revitalise over the next decade as “headwinds turn to tailwinds”.

At the Consumer Analyst Group of New York conference in Florida today (22 February), Coca-Cola Americas EVP & president Steve Cahillane said the region still has great potential, and has grown volumes by 6% in the past three years. “If these are the results that our industry has generated in what I think we can all accept is a very tumultuous and very difficult three years, then imagine what we can accomplish when the headwinds turn to tailwinds,” he said.

Coca-Cola is “bullish” on North America as the region is expected to increase its population by 30m between 2010 and 2020, Cahillane said. “Think about it - 30m extra people on the richest nation in the world,” he said.

Cahillane also said pressure on Coca-Cola over obesity issues will not deter it from building strong brands.

“As the leading beverage business in this market, we will continue to raise awareness of the need to balance calories,” he said. “This does not mean that we are taking our eye of the ball in the most important thing we do, which is build brand love for our core brands.”

Last month Coca-Cola launched a TV ad addressing the issue of obesity, admitting it has an "important role" to play in the fight against the problem.

Expert analysis

Coca-Cola Co, The in Soft Drinks (World )

The Coca-Cola Company, the world’s leading soft drinks company, has a stated aim to double its size over the 2010 to 2020 decade. However, with US sales on the decline and regular carbonates losing their appeal, the company needs growth to come in the BRIC countries and in low calorie drinks. In this report, Euromonitor International assesses The Coca-Cola Company’s chances of succeeding in its quest for growth.

Sectors: Soft drinks

Companies: Coca-Cola Co

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