Non-alcoholic beverage sales “remained healthy and accelerated” in the two-week period ending October 7 as volume declines improved amid a slight acceleration in pricing, according to an analysis of NielsenIQ data by Goldman Sachs Equity Research.
Here’s the overview:
- Dollar sales grew 4.5% during the two-weeks, compared to 3.5% for four-weeks and 10.1% for the 52-week period.
- Volume declines lessened slightly to -2.4% in the two-weeks versus -2.8 in the four-weeks and -0.8 in the 12-week period.
- Overall price growth accelerated moderately to 6.9% in comparison to 6.4% and 7% in the four- and 12-week periods, respectively.
CSDs
Roughly in line with the larger trend during the period, carbonated soft drink sales grew 4.2% on the back of volume ticking slightly down to -3.1% (-3.6% in the 4-weeks). Pricing growth was 7.5% (flat in comparison to 7.4% in four-weeks).
The Coca-Cola Company continues to lead the pack with sales up 4.9% during the period, comparable to Keurig Dr Pepper’s (KDP) 4.5%. PepsiCo continues to struggle recently with sales at 0.8% growth while Private Label was up 12.5%.
Energy
Looking to the caffeine-fueled energy category, dollar sales elevated to 8.7%, up a full percentage point from the 4-weeks but still below the 11.8% growth in 52-weeks. Volume accelerated in energy to 8.7% as pricing was flat at 0% (compared to 0.4% in four-weeks).
Category leader Monster Energy (including the recently acquired Bang Energy brand) improved its dollar sales declines, edging up to -3.8% (-5% in four-weeks). Still pushing for the top spot, Red Bull sales rose to 1.7% in the last two-weeks (1% in four-weeks) while volume rose to 1%.
PepsiCo energy brands (Rockstar and MTN DEW) experienced a slight sales decline to 0.9% (1% in four-week) with volume edging down to -7.4% and pricing lower at 8.9% (9.6% in four-weeks). Backed by PepsiCo’s distribution network, rising star Celsius continues to climb the ladder reaching 178.4% sales growth (171.3% and 147% in the four- and 52-week periods respectively) with volume up 149% and pricing rising 11.8%.
Other emerging energy brands saw double-digit gains in the category: C4 maker Nutrabolt (+68.9% sales and +58.7% volume), Alani-Nu (+56.8% sales and +63.5% volume) and Ghost (+76.7% sales and 72.9% volume).
Bottled Water
Bottled Water sales shifted back to the green, rising 0.4% in the two-week period (-0.5% in 4-weeks). Volume declines were flat at -2.7% (compared to -2.8% in four-weeks) and pricing elevated to 3.2% (versus +2.4% in four-weeks).
Private Label showed only minimal improvement up 0.1% in sales (flat at -1.8% volume and +2% pricing). Blue Triton Brands rose sales to 6.9% with 3.3% volume growth and pricing up 3.5%. The Coca-Cola Company followed category trends, shifting sales back to green (+2.1% in two-weeks versus -1.1% in four-weeks); whereas, PepsiCo (-4.7%), Nestlé (-6.8%) and Niagara Bottling (-9.4%) continued to report declining sales.
KDP (+1.8%) and Danone North America (+7.5%) both improved sales growth.
Sports Drinks
Sales of sports drinks accelerated 8.3% during the period (+5.6% and +8.1% in the 4- and 12-week periods, respectively) as declining volume improved to -3.9% (-5.3% in four-weeks) and pricing rose to 12.7% (+11.4% in four-weeks).
PepsiCo’s Gatorade grew sales to 3.4% with volume at -8.1% and pricing gains in line with the category at 12.5%. Coca-Cola’s sports drink portfolio (Powerade and BodyArmor) improved sales declines to -4.5% (-7.1% and -6.4% in the four- and 52-week periods). Up-and-coming PRIME Hydration continued its rise with 396.2% sales growth (+316.2% volume and +19.2% pricing).
Sparkling Flavored Water
Sparkling water sales rose 3.5% in the two weeks (+2.5% for four-weeks and +4.8% for 52-weeks) as volume declined -3.5% and pricing was up 7.2%.
Category leader Talking Rain (-1.2%) and National Beverage Corp (-3.3%) saw sales decline though improved on the four-weeks (-2.5% and -5.2% respectively). Coca-Cola (+6.8%), Spindrift (+49.7%), Waterloo (+24.1%) and Supplying Demand (54%) all reported double-digit sales gains.
RTD Coffee
Coffee dollar sales were down -3.1% this period (-3.2% and +5.2% in the four- and 52-weeks. Meanwhile, volume fell -6.7% and average pricing rose 3.9%.
Sales declined for Starbucks (-0.8%) and Coca-Cola’s Dunkin’ and Costa brands (-30.5%) while Danone North America (+10%) and Black Rifle (+15.5%) posted double-digit growth.
Coconut Water
Coconut water saw the largest dollar sales growth among major non-alc beverage categories, rising 15.6% in the two-weeks (+14.9% for four-weeks and +14% for 52-weeks) with volume increasing 14.9% and pricing up 0.7%.Vita Coco (+17.1%) Harmless Harvest (+16.8%) and C20 (+21%) all exceeded the category’s sales averages while Goya Foods’ (+5.2%) experienced less dramatic growth.