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
Famous quotes containing the word market:
“I respect not his labors, his farm where everything has its price, who would carry the landscape, who would carry his God, to market, if he could get anything for him; who goes to market for his god as it is; on whose farm nothing grows free, whose fields bear no crops, whose meadows no flowers, whose trees no fruit, but dollars; who loves not the beauty of his fruits, whose fruits are not ripe for him till they are turned to dollars. Give me the poverty that enjoys true wealth.”
—Henry David Thoreau (1817–1862)