The Argentine Market
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In Argentina, there are more than 200 brands in the market, many very local. There are approximately 10 companies with some national presence, accounting for 80% of the market. The market leader is Las Marias, with slightly more than 30% of the Argentine mate market. Taragüí is the leading brand of Las Marias.
In Argentina, mate is present in 95% of households and 79% of the population drinks the beverage. The vast majority drink it in the traditional way. The act of consuming mate is also a social occasion. The beverage is also available in tea bags, representing roughly 5% of the market.
Mate harvested at different times and from different areas have different characteristics. For instance, north Misiones Province has a heavier taste than Corrientes Province, and mate harvested in summer is higher in caffeine than that of spring and fall.
Since mate dominates the beverage market in Argentina, it dominates the grocery shelves. In a leading supermarket in Buenos Aires, shelf space dedicated to mate is eight times the size of that of coffee and tea combined. Mate is also sold in most neighborhood markets and many street kiosks. It is as ubiquitous as soft drinks are in many other markets.
Read more about this topic: Yerba Mate
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