In 2025, the brand Playadito, operated by the Cooperative of Producers of Colonia Liebig, became the leading yerba mate brand in Argentina, achieving internal market sales of 56.7 million kilos. This significant growth has allowed Playadito to overtake Las Marías, which finished second with 49.05 million kilos in sales. The surge of Playadito is notable given the competition within the industry, particularly from brands based in Misiones, which traditionally has dominated the yerba mate production landscape in the country.

Additionally, this year has seen notable performances from Cordoba-based yerba mate companies, with CBSé and Verdeflor securing the third and fifth positions in sales, respectively. Their rise is especially remarkable considering that Misiones remains home to around 80% of Argentina's yerba mate supply and is home to over 200 yerba mate companies. The increasing success of these Cordoba brands raises questions about the competitive dynamics within the yerba mate market and signals potential shifts in consumer preferences.

The statistics released by the National Institute of Yerba Mate (INYM) not only highlight the sales figures of top brands but also reflect changing trends in the yerba mate market. With more than 200 companies producing yerba mate in Argentina, the competition is fierce, but the ability of brands like Playadito and those from Cordoba to capture significant market share indicates evolving consumer tastes and the potential for innovation in the industry. The implications of these shifts could redefine the landscape of yerba mate consumption in the country, influencing both production strategies and marketing approaches across the sector.