{"id":142267,"date":"2026-02-16T16:42:35","date_gmt":"2026-02-16T15:42:35","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=142267"},"modified":"2026-02-16T16:51:12","modified_gmt":"2026-02-16T15:51:12","slug":"zo-gaat-coca-cola-voor-nieuw-decennium-van-groei","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/zo-gaat-coca-cola-voor-nieuw-decennium-van-groei\/","title":{"rendered":"Zo gaat Coca-Cola voor &#8220;nieuw decennium van groei&#8221;"},"content":{"rendered":"\n<p><strong>Coca-Cola<\/strong> boekte in 2025 5% organische groei en wil dat tempo in 2026 vasthouden. Toch is het een vertraging: klassieke frisdranken ervaren tegenwind. De frisdrankreus zet daarom in op digitale transformatie en &#8220;stoutmoedige&#8221; productlanceringen.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">De prijs van groei<\/h2>\n\n\n\n<p>\u201cWij hebben een duurzame strategie en onze startbaan is lang,\u201d zei COO en binnenkort CEO Henrique Braun. \u201cIk ben ervan overtuigd dat we onze richtlijnen voor 2026 waarmaken en de beste beschikbare kansen grijpen.\u201d Analisten reageerden positief; Jefferies noemde het bedrijf \u201cklaar voor versnelling\u201d. <\/p>\n\n\n\n<p>Die groei komt echter niet zonder offers. In januari kondigde Coca-Cola aan 75 banen op het hoofdkantoor in Atlanta te schrappen, met mogelijk verdere ingrepen in het verschiet. Voormalig CEO James Quincey benadrukte eind vorig jaar dat stilstand geen optie is. &#8220;We willen <a href=\"https:\/\/www.foodnavigator.com\/Article\/2026\/02\/16\/cocacola-maps-bold-growth-strategy-for-2026\/\">een nieuw decennium van groei aanjagen<\/a>,&#8221; citeert Foodnavigator.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Digitalisering als speerpunt<\/h2>\n\n\n\n<p>Een belangrijke pijler in de strategie is digitalisering. Eind maart neemt Braun het stokje over van Quincey, die voorzitter blijft. Nog opvallender is de aanstelling van Sedef Salingan Sahin als eerste chief digital officer. Zij moet de digitale transformatie van het bedrijf leiden en verschillende functies integreren. &#8220;We leunen beslist op technologie, data en AI,&#8221; zegt Braun. &#8220;Het gaat om de transformatie van een jarenlang analoog bedrijf naar een volledig gedigitaliseerde organisatie.&#8221;<\/p>\n\n\n\n<p>Ook bottelaars digitaliseren hun verkoopplatformen om dichter bij de consument te staan en beter in te spelen op nieuwe trends. &#8220;We willen niet alleen begrijpen wat de volgende propositie is, maar ook hoe we meer waarde kunnen toevoegen,&#8221; aldus Braun. &#8220;We rekruteren de volgende generatie consumenten via lokale platformen en passiepunten.&#8221;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Nood aan nieuwigheden<\/h2>\n\n\n\n<p>Naast digitalisering zet Coca-Cola immers ook sterk in op nieuwe producten, nu de kerncategorie vertraagt. De <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/groei-vertraagt-bij-coca-cola-een-signaal-van-veranderende-consumentenvoorkeuren\/\">verkoop van klassieke Coca-Cola stagneerde vorig jaar<\/a>, met zelfs dalingen in Latijns-Amerika en Noord-Amerika. Suikervrije varianten, zoals Coke Zero Sugar (+14%), water, sportdranken, koffie en thee presteren beter.<\/p>\n\n\n\n<p>Quincey wil daarom &#8220;grotere en stoutmoedigere innovaties&#8221;, zoals Sprite + Tea in Noord-Amerika, Bacard\u00ed-mixen in Mexico en Europa, en Powerade Springboks Edition in Zuid-Afrika. Of Coca-Cola speelt in op nostalgie met limited editions zoals Coca-Cola Cherry Float, gelanceerd in de VS, Canada en het VK. &#8220;Nostalgie biedt comfort en vertrouwdheid in onzekere tijden,&#8221; zegt analist Baghdadi van GlobalData. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Coca-Cola boekte in 2025 5% organische groei en wil dat tempo in 2026 vasthouden. Toch is het een vertraging: klassieke frisdranken hebben wind tegen. De frisdrankreus zet daarom in op digitale transformatie en &#8220;stoutmoedige&#8221; productlanceringen.<\/p>\n","protected":false},"author":5,"featured_media":67527,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18],"tags":[],"people":[],"extra":[43],"company":[222],"topic":[630,386,233],"region":[207],"class_list":["post-142267","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-plus","company-coca-cola","topic-digitalisering","topic-fmcg","topic-innovatie","region-verenigde-staten"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Zo gaat Coca-Cola voor &quot;nieuw decennium van groei&quot; - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Coca-Cola ziet een vertraging: frisdranken hebben wind tegen. 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