Question · Q4 2025
Thiago Bortoluci asked about Coca-Cola FEMSA's comfort level in implementing another round of price adjustments in Mexico to cover underlying raw material inflation, given current elasticities. He also inquired about the visibility on gross margins and cost inflation for the next 12 months, considering current hedge levels.
Answer
CEO Ian Craig stated it's too early to consider another price increase in Mexico, as consumer elasticity is behaving as imagined and the consumer remains sluggish, requiring observation of Q1 2026 results. CFO Gerardo Cruz Celaya indicated pressure on Mexico's gross margins, despite benign raw material costs (except aluminum), aiming to compensate with fixed cost and expense controls to achieve close to flat EBIT margins for the full year.
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