Non-alcoholic beverage sales decelerated slightly as volume declines worsened during the two-week period ending February 24, according to the latest analysis of NielsenIQ data by Goldman Sachs Equity Research.
- Overall dollar sales growth rose +0.7% in the two-week period, compared to +2% in the four-week period.
- Volume sales fell -2.4%, hastening their decline from -0.9% in the four-weeks.
- Average pricing was “broadly stable,” per the report, up +3% in the two-weeks and +2.9% in the four-weeks.
CSDs
Carbonated soft drink sales rose +1.4% in the two-week period, compared to +2.7% in the four-week period. Volume sales fell -2.8% in the period (-1.5% in the four-weeks) while average pricing was consistent at +4.3% across both periods.
The Coca-Cola Company reported dollar sales up +2.2% in the two-weeks (+4% for four-weeks) with volume growth of +1.1% and average pricing up +1.2%. PepsiCo sales were down -1.6% (-0.1% for four-weeks) with volume dipping -5.3% and pricing up +3.9%. Keurig Dr Pepper (KDP) was down -0.7% in dollar sales (+0.1% for four-weeks) with volume falling -4.6% and average pricing up by +4%.
Hot off its Super Bowl commercial spot, Poppi reported sales growth of +236.1% in the two-weeks to over $155.1 million in retail revenue, with volume up +244.5% and average pricing down -2.4%. Stevia-sweetened brand Zevia fell -6.4% in the period, with volumes diving -12.4% and pricing up by +6.9%.
Energy Drinks
Energy drink sales rose +3.2% in the two-week period, decelerated from +4.6% in the four-weeks. Volume sales were up by +2.1% (+3.2% for four-weeks) while average pricing slowed at +1% (+1.4% for four-weeks).
Category leader Monster Energy (excluding Bang) saw sales slide by -1.2% (flat in the four-weeks) as volume dipped -1.7% and pricing was up by just +0.5%. Meanwhile, Red Bull saw modest growth of +2.7% (+3.9% in the four-weeks) with volume down -1.7% and average pricing increasing by +4.5%.
Celsius led growth for the category, up by +70.6% with a +79.2% volume spike, however its distributor, PepsiCo, saw dollar sales for its portfolio of Rockstar and MTN Dew fall -18.8% and volume dropped -17.1%.
Nutrabolt/C4 (+49.2%), Alani Nu (+46.4%) and Ghost (+24.8%) were all up double digits; however 5-Hour Energy (-8.6%), PRIME (-47.8%) and A Shoc (-30.4%) reported negative sales growth.
Bottled Water
Water sales were down by -1.8% in the two-weeks, with declines hastening from -0.2% in the four-week period. Volume fell -2.2% (-0.2% for four-weeks) and pricing was up just +0.4% (-0.1% in the four-weeks).
Private label product sales, which represent the largest share of the category, grew by 0.3% in the two-weeks (+2.3% for four-weeks), while portfolio company BlueTriton Brands saw dollar sales dip -2.7% (-1.3% for four-weeks). Most leading brands also reported declining dollar sales in the period, including Coke (-1.4%), PepsiCo (-7.8%), Fiji (-5.5%), Nestle Holdings (-6.1%), CG Roxane (-0.5%), KDP (-3.8%) and flavored water maker Hint (-4.7%).
However, Danone North America (+10.4%), Niagara Bottling (+4.9%) and Liquid Death (+12.4%) reported positive sales gains, accelerating from the four-week period.
Sports Drinks
Sports drink sales fell -2.6% in the two-weeks and -1.2% in the four-weeks. Volume growth was down -8.3% across both time periods and average pricing was up by +6.2% in the two-weeks (+7.7% for four-weeks).
Gatorade maker PepsiCo posted dollar sales down by -3.3% as -10.4% volume outpaced a +7.9% average price increase. Coke (BodyArmor and Powerade) was down -6%, with -7.8% volume and +1.9% pricing.
PRIME saw significant deceleration, growing dollar sales by just +1.3% in the two-weeks, compared with +8.9% in the four-weeks and a stark 323% in the 52-week period. Volume was down -3.2% for the two-week period while pricing growth was +4.6%. Rapid hydration brand Electrolit remained more consistent, up +21.7% in the two-weeks and +23.3% for four-weeks, with +19.2% volume and +2.1% pricing.
Sparkling Water
Sparkling water sales accelerated slightly, up +4.9% for the two-weeks and +4.7% in the four-weeks. Volume grew +1.9% (+0.6% for four-weeks) and average pricing improved by +3% (+4% for four-weeks).
Talking Rain boosted dollar sales by 8.3% and volumes by 11.1%, as it cut pricing an average -2.5%. Sales were more muted for LaCroix maker National Beverage Corp, down -0.2% (-0.4% in the four-week period) but volume rebounded to +6.6% (up from +2.5% in the four-week period) with a -6.3% average pricing decrease accounting for the lower dollar sales.
Nestle Holdings (+0.2%), Polar (+19.7%), Spindrift (+17%), Waterloo (+24%) and Liquid Death (+34.2%) posted positive dollar growth, while Coke’s AHA (-2.3%) and PepsiCo’s Bubly (-5.3%) declined.
Coffee
Ready-to-drink coffee sales fell -7.1% across both the two-week and four-week period. Volume declines softened slightly, down -7% in the two-weeks and -7.3% in the four-weeks, while average pricing was down -0.1% in the two-weeks and up by +0.3% in the four-weeks.
Starbucks sales dropped -10.9% (-10.8% for four-weeks) with volumes down by -12% and average pricing up just +1.2%. Danone’s STOK grew sales by +11.2%, however, (+11.5% for four-weeks) with volume up 6.7% and average pricing increasing by +4.3%).
Black Rifle sales were up by +7.7% and Califia Farms grew by +1.4%, however Coke (-22.4%) and Kitu Life’s Super Coffee (-35.5%) reported double-digit drops, in line with long-term declines of -30.8% and -39% drops respectively for the 52-week period.
Coconut Water
Coconut water sales accelerated slightly, up +7.4% in the two-week period and +7.3% in the four-weeks. Volume sales improved +9% (+8.7% for four-weeks) as average pricing was cut -1.4% (-1.2%).
Vita Coco grew by +4.1% (+3.8% for four-weeks) against +3.5% volume and +0.6% pricing. Harmless Harvest (+6.8%), Goya (+13.4%), C2O (+21.1%) and Sun Hing Foods (+14.1%) all saw dollar sales improve in the two-weeks.