Coca-Cola: There’s no ‘big trade-off’ between increasing prices and volumes
The Coca-Cola Company will continue to “earn” its brands’ price points with consumers, leaning into marketing as a key component.
Coca-Cola’s CEO has insisted there doesn’t need to be a “big trade-off” between gradually increasing pricing and driving demand for its brands.
Price-driven revenue growth had been the dominant pattern for many businesses amid the cost crisis, but as inflation moderates and companies cycle large price increases, many are returning to volume growth as a priority.
For Coca-Cola, the idea is to return to a more “balanced” picture of growth, with both volume and pricing contributing to revenue increases, CEO James Quincey said, speaking at the Morgan Stanley Global Consumer and Retail Conference yesterday (3 December) to an audience of financial analysts.
