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The Russian market has evolved since the sanctions, with homegrown brands filling the gaps left by Western companies. Brands like Gloria Jeans and local clothing labels have seized this opportunity, launching intensive marketing campaigns and expanding their reach. Price hikes have occurred for many items, reflecting both inflation and the gap left by former competitors.
The landscape for Coca-Cola also illustrates the challenges Western companies face. Although Coca-Cola withdrew, the market has remained saturated with alternatives, reflecting a robust local production footprint. The renewed trademark by Coca-Cola signifies a cautious yet defined interest in the market.