All channel non-alcoholic beverage sales slowed down but remained “very strong” during the period ending November 6, according to an analysis of NielsenIQ data by Goldman Sachs Equity Research. Dollar sales were up 10.8% in the two-week period, compared to 12.1% in the four-weeks. On a two-year stack basis total dollar sales grew 24%.
How did the major companies do?
PepsiCo’s total company dollar sales rose 8.9% in the two-week window ended on November 6, compared to 10.1% in the four-week period and 9% in the 12-weeks. Salty snacks increased 11.4% for the two-weeks. Total volumes declined 1.8% in the period, while pricing rose 10.7%. On a two-year stack basis, dollar sales were up 18.2% for the two-week period.
Total dollar sales for The Coca-Cola Company decelerated, rising 8.5% in the two-weeks (versus 9.9% in both the four- and 12-week periods). Total volumes fell 4% in the period and pricing jumped up 12.5%. On a two-year stack basis, sales grew 20.8% in the two-week period.
Keurig Dr Pepper (KDP) reported 8.2% dollar sales growth in the two-weeks (+8.2% for four-weeks and +6.8% for 12-weeks). Total volume was up 1.3% in the period and average pricing rose by 7%. On a two-year stack basis, dollar sales increased 22.8% in the two-week period.
What about energy drinks?
Energy drink dollar sales rose 12.7% in the two-week period, decelerating slightly against 13.3% growth in the four-weeks and up from 12.2% for the 12-week period. Total category volumes rose 8.4% while average pricing climbed 4% in the period. On a two-year stack basis, dollar sales are up 25.5% in the two-week period. In terms of market share, Monster declined to 37.6% dollar share in the two-weeks, while Red Bull rose to 37.4% and Bang was up to 7.5%. PepsiCo’s dollar share fell to 5.9%.
Monster reported dollar sales growth of 6.5% in the two-weeks (+7.5% for four-weeks and +7.1% for 12-weeks). Volumes improved 3.7% and average pricing increased 2.8% in the period. Dollar sales of core green Monster products was up 9.7% in the two-weeks, Zero Ultra increased 24.7% and Monster Java rose 7.4%. Sales of REIGN Total Body Fuel dipped 5.9%. On a two-year stack basis Monster dollar sales grew 18.2% for the two-weeks. Goldman Sachs analysts said that the company’s recently announced plans to increase pricing and reduce promos to address rising supply costs are likely to have a positive impact on the business.
Dollar sales of Red Bull were up 16.2% in the two-week period (+17.4% for four-weeks and +16% for 12-weeks). Volume grew 16.1% and average pricing was flat. Core Red Bull sales grew 17.8% in the period and Summer Editions were up 14.3%. On a two-year stack basis, dollar sales grew 36.5% in the two-week period.
Bang grew dollar sales 2.2% in the two-weeks (+2.6% in four-weeks and +3% for 12-weeks). Total volume sales rose 0.8% and average pricing increased 1.4%. On a two-year stack basis, Bang sales rose 4.7% for the two-weeks.
PepsiCo, which distributes Bang in the U.S., continued to slow the decline of its owned energy portfolio (Rockstar and MTN Dew), with sales down 0.3% in the two-weeks (compared to -0.4% for four-weeks and -2.5% for 12-weeks). Volume sales fell 4.9% and average pricing increased 4.9%. On a two-year stack basis sales were down 13.4% in the two-weeks. While the period ending November 6 showed positive signs for the company’s energy portfolio, PepsiCo experienced a significant setback this month when a New York court ordered it to cease sales of its MTN Dew Rise Energy product amid an ongoing trademark dispute with coffee brand Rise Brewing Co. The product will be rebranded as MTN Dew Energy.
CELSIUS saw “very strong” sales growth of 211.9% for the two-weeks (+208.4 for four-weeks) with a 2% dollar share of the category. Volume rose 210.5% and average pricing was up just 0.4%. Sales data does not reflect the fitness and ecommerce channels where the brand has a significant presence. On a two-year stack basis, CELSIUS sales are up 285%.
How did other categories do?
Carbonated Soft Drink (CSDs): Total category sales was up 9% over the two-week period. Coke’s CSD portfolio saw sales increase 9.6% in the two-weeks, while Pepsi was up 7.7% and KDP grew 10.7%.
Bottled Water: Bottled water sales grew 11.7% in the two-weeks, a modest deceleration from 14.6% in the four-weeks. Private label sales grew 11.4%. Leading branded water company Blue Triton Brands, which acquired the Nestle Waters North America portfolio earlier this year, did not have data available for the two-week period but grew 14.1% in the four-weeks. Other top manufacturers reported positive dollar sales growth, including Coke (+8.5%), PepsiCo (+12.1%), KDP (+4.1%), Danone North America (+3.6%) and Niagara Bottling Company (+2.7%).
Sports Drinks: Sports drinks dollar sales grew 18.8% in the two-weeks. Following its acquisition by Coke, BodyArmor sales were up 46.9% in the period, with a 52.1% volume increase and an average pricing decrease of 3.4%. PepsiCo was up 12.5% and other Coke products (Powerade) grew 4.3%.
RTD Tea: Ready-to-drink tea reported 3.6% dollar sales growth in the two-week period. Volume sales fell 0.9% while pricing increased 4.5%. Milo’s Tea Company led growth, up 51.3% and dollar sales leader Pepsi/Lipton grew 3.9%.
Sparkling Flavored Water: Total category sales were up 6.4% in the two-weeks, with volume up 0.8% and average pricing growing 5.6%. Spindrift (+33.4%) and Coke (+32.3%) reported double-digit growth in the period. Talking Rain (+6.9%), PepsiCo (+3.9%) and Polar (7.8%) saw positive dollar sales growth. National Beverage Corp. (LaCroix) slowed its sales decline, but reported negative dollar sales, down 0.9%, while Nestle Holdings fell 4.1%.
RTD Coffee: Coffee sales were up 13.8% in the two-week period. PepsiCo/Starbucks accelerated sales, up 2% in the two-weeks. Several smaller category players reported double-digit growth, including Danone North America (+37.6%), Coke (+56.8%) and Califia Farms (+16.9%%).
Still Flavored Water: Dollar sales were up 13.8% in the two-weeks. In Zone Brands, the makers of kids drink good2grow, grew 117.2% in the two-week period while Hint was up 28.5% and The Kraft Heinz Company rose 30.8%. Coke’s sales in the category were up 11.5% and PepsiCo grew 8.5%.