Caricature: Clearance sale
It is reported by Reuters that Coca-Cola and PepsiCo are now facing severe challenges due to the Israeli-Palestinian conflict, though they have invested hundreds of millions of dollars over decades to build demand for their soft drinks in Muslim-majority countries, including Egypt, Pakistan, and so on.
According to NielsenIQ, the overall sales of Western beverage brands in the Middle East fell by 7% in the first half of this year. Global Muslim communities began to boycott these brands, following the United States' lead in supporting Israel since Hamas attacks on Israel that triggered the invasion of Gaza on Oct. 7 last year.
Meanwhile, many local beverage brands are rapidly developing. The export volume of the Egyptian beverage brand V7 triples compared to last year's period, with sales in Egypt also increasing by 40%.
Local brands such as Cola Next and Pakola became very popular on the Pakistani delivery app Krave Mart, accounting for 12% of non-alcoholic beverage sales, a significant increase compared to 2.5% before the boycott.
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