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20.03.2025

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📝 Summary

President of X5 Lobacheva estimated the chances of Coca-Cola to return to the shelves

The company develops in Russia retail chains Pyaterochka, Perekrestok, discounter Chizhik and several digital services. According to the director, the retailer does not have a goal to retrain the consumer to something, so even if Coca-Cola or another brand decides to return to Russia, it will compete with domestic suppliers. She noted that the buyer has adapted well to the “new shelf” in three years, and the X5 has a large number of reliable projects to avoid the situation of “came, left”. “If the companies that hypothetically want to come back to us are looking for a long-term partnership, we will start a dialogue.” But this does not mean that if they came, then we immediately opened the doors for them and put them on the shelf. Lobacheva drew attention to the rapid growth and transformation of the Russian soft drinks market, adding that new suppliers do not have the conditions to “once and move”. The Coca-Cola Company and PepsiCo have restricted their operations in Russia since the outbreak of the conflict in Ukraine. The divisions of these companies in Russia changed their names and began to produce analogues of Coca-Cola, Pepsi, 7UP, Mirinda and other sodas. The most popular analogue was the drink "Good Cola", which is produced at the former factory of the American company. RBC writes that in 2023 “Dobry” was the fourth most popular among Russians brand of everyday demand.