Non-alcoholic beverage retail sales “remained robust” but decelerated sequentially in the two-week period ending March 25, driven by softer pricing, according to an analysis of NielsenIQ data by Goldman Sachs Equity Research.
Dollar sales grew 9.9% in the two-week period, compared with 11.1% for four-weeks and 12.1% for 52-weeks. Meanwhile, volume declines were “broadly stable,” dropping -3.5% in the period, compared to a -3.3% decline in the four-weeks. Average pricing “remained robust but decelerated slightly sequential,” Goldman Sachs reported, rising +13.4% in the period (+14.4% for the four-weeks).
On a four-year stack basis, total dollar sales were up 38.8% in the two-week period, versus 41.1% in the four-week period, led by improvement in carbonated soft drinks (CSDs), energy drinks and sports drinks.
CSDs
The pace of carbonated soft drink dollar sales slowed slightly, growing 13.7% in the two-week period (+14% for four-weeks and +14.2% for 52-weeks) against a 1.7% increase in volume and 40.8% increase to average pricing. The Coca-Cola Company dominated the category, up 39.3% in the period (volume -2.7% and pricing +44.2%), while PepsiCo was up 30.3% (volume -1.6% and pricing +35.7%). Keurig Dr Pepper (KDP) improved dollar sales 51.3%, while volume and pricing rose 15.3% and 38.8%, respectively.
Energy Drinks
Dollar sales for energy drinks rose 9.5% in the two-week period (+11% for four-weeks and +10.8% for 52-weeks) as volume grew 27.3% and average pricing was up by 16.1%.
Category leader Monster Energy reported sales up 6.6%, while Red Bull saw sales increase 7%. Meanwhile, on the heels of the announcement of CEO and founder Jack Owoc’s departure, Bang saw sales drop a steep -55.3% in the two-weeks (down by -53.7% for the four-weeks) as volume fell by -57.9% and pricing rose 6.1%.
PepsiCo’s Portfolio (Rockstar and MTN DEW) rose 7.6% in the two-week period with a -6% volume decline offset by a 14.4% average pricing hike. Meanwhile, Starbucks dollar sales dropped 4% and CELSIUS was up 129.6% (dropping from 133.5% in the four-weeks).
Other performance energy drink brands announced strong dollar sales growth in the two-weeks, including Nutrabolt/C4 (+64.7% sales and +51.3% volume), Campbell Soup Co. V8+ Energy (+16.8% sales and +87.8% volume) and KDP (+10.9% sales). A Shoc, however, reported sales down by -31.1% (-38.5% for volume).
Bottled Water
Water sales grew 7% in the two-weeks (+9% for four-weeks and +14% for 52-weeks) as volume fell -2.7% and average pricing jumped 10%. Private label sales continued to lead the category, up 14.5%, while Blue Triton Brands grew 10.3% (-6.5% volume and +17.9% pricing). The Coca-Cola Company (+2.8%) and Nestle Holdings Inc (+1%) reported positive dollar gain sales. Meanwhile, PepsiCo (-0.6%), The Wonderful Company (-2.4%) and KDP (-5.6%) faced declines.
Sports Drinks
Sports drink sales were up 10.4% in the two-weeks (+13.1% for four-weeks and +11.1% for 52-weeks) against a -6.1% volume slide and 17.6% average pricing growth. PepsiCo (Gatorade) led the category as sales were up 6.8% though volume fell -9.5%, while Coke (Body Armor and Powerade) fell -8.1% in the period and volume dropped -12.2%.
Sparkling Flavored Water
Sales of sparkling flavored waters grew 3.4% in the two-weeks (+3.4% for four-weeks and +5% for 52-weeks) as volume decreased -6.8% and pricing rose 11%. PepsiCo (+9%), Polar (+7.1%), Spindrift (+23.4%), Waterloo (+69.8%) and Wis-Pak (+40.2%) reported positive sales growth while National Beverage Corp (-3%), Coke (-28.2%) and Nestle (-40.5%) all faced declines.
RTD Coffee
Coffee sales rose 6% in the two-weeks (+7.4% for four-weeks and +8.7% for 52-weeks) as volume grew 2.5% and average pricing increased 3.4%. Danone North America (+22.6%), and Black Rifle (+42.6%) reported double-digit sales gains while Coke (Dunkin’ and Costa) sales fell -23.6%. Meanwhile, Starbucks (+8.6%) and Molson Coors (+1.5%) experienced single-digit sales growth.
Still Flavored Water
Dollar sales in the still flavored water category dropped slightly in the two-weeks, falling -0.1% (+2% for the four-weeks and +4.7% for the 52-weeks) as volume dove -15% and average pricing grew 17.6%. Coke (+2.5%), PepsiCo (+5%) and In Zone Brands (+0.6%) all reported positive sales gains for the period.