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GERMANY: Coke market share dives

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Coca-Cola's market share in Germany has taken a hammering, according to recent figures. Market research company AC Nielsen said on Monday (1 November) that the US company's share of the country's market has dropped by six percentage points year-on-year.

As of the end of September, Coke's market share was down to around 56%.

According to the head of the German unit of international market research company Dragon Rouge, Johannes Rellecke, Coke has not focused on lifestyle, individuality and wellness trends - all key factors for the soft drinks market.

Rellecke pointed out that the 6% price increase introduced by Coke this year had led to significant losses.

PepsiCo has had more success than Coke in Germany, AC Nielsen said. The company posted a 30% year-on-year increase in Germany for the first nine months of this year. PepsiCo currently has the second largest share of 13% of the German soft drinks market, behind Coke.


Sectors: Soft drinks

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