Coca-Cola Woos Price-Conscious Buyers as Affordability Pressure Mounts

Coca-Cola

Affordability is a concern in every market around the world, and The Coca-Cola Company’s efforts to address this need are working, CEO Henrique Braun said Tuesday (Oct. 27) during the consumer packaged goods (CPG) firm’s third quarter earnings call.

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    “We have seen that value continues to be something that cuts across every market and every consumer that we see all over the world,” Braun said.

    Coca-Cola’s most recent initiatives around affordability include new price pack architecture in Western Europe, new single-serve packages in South Africa and expanded availability of single-serve packages in Vietnam, Braun said.

    During the third quarter, Coca-Cola’s organic revenues grew 7%, net revenues grew 7% to $13.4 billion and global unit case volume grew 5%, according to a Tuesday press release.

    Together with its Coca-Cola soft drink, the company offers other sparkling soft drinks, juice, value-added dairy beverages, plant-based beverages, water, sports drinks, coffee and tea, per the release.

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    Looking ahead, Coca-Cola’s full year 2026 guidance calls for at least 5% growth in organic revenues. The company will provide its full year 2027 guidance when it reports its fourth quarter earnings, according to the release.

    “To sum it all up, while the global operating environment remains uneven, we are encouraged by the momentum across our business and believe in our ability to deliver more for more markets and more for more brands,” Braun said during the call.

    When sharing the company’s full year 2026 guidance during the call, The Coca-Cola Company President and Chief Financial Officer John Murphy said logistics and transportation costs are elevated but manageable.

    PYMNTS reported Thursday (Oct. 22) that another CPG company, Procter & Gamble, said in a press release that it expects the costs of raw materials, energy and transportation to be higher throughout its fiscal year 2027.

    Coca-Cola’s Murphy said Tuesday: “Our commodity exposure overall remains manageable. However, we are seeing elevated cost pressures in aggregate, driven by increased logistics and transportation costs.”

    Braun said during the call that Coca-Cola continues to strengthen its capabilities around digital.

    PYMNTS reported in September that Coca-Cola has enhanced its self-ordering platform for retailers with an artificial intelligence-powered feature that helps retailers determine what to stock and how much to buy.

    “Our disciplined investments in digital capabilities are creating momentum across many of our markets and brands,” Braun said during Tuesday’s call.