Closing out the year, non-alcoholic beverage sales growth “accelerated” sequentially in the two-week period ending December 28 amid stronger volume and stable average pricing, according to an analysis of NielsenIQ data by Goldman Sachs Equity Research.
Here’s the overview:
- Dollar sales grew 5.4% during the two-week period, compared to 3.6% for four-weeks and 5.1% for the 12-week period.
- Volume rose 1.2% in the two-weeks versus -0.4% in the four-weeks and 1.7% in the 12-week period.
- Overall price growth held steady at 4.2% in comparison to 4% and 3.4% in the four- and 12-week periods, respectively.
CSDs
For the two weeks ended December 28, carbonated soft drink sales grew 7.3% with volume rising 1.9% (-0.7% in the 4-weeks). Pricing growth was 5.3%, slightly down from 5.7% in four-weeks.
The Coca-Cola Company nearly matched the category in sales (7.3%), volume (1.8%) and pricing (5.4%) during the period. PepsiCo sales were up 1.9% with volume trending upwards at -2.6%, compared to -5.1 in the four-weeks. Keurig Dr Pepper’s (KDP) sales were 8.2% (5.7% and 7.8% in the four- and 12-week periods). Volume rose 2.6%, as did pricing 5.4%.
Private Label was up 11% during the two-week period, while Poppi (Vngr Beverage) saw sales increase triple digits again to 175.9% (171.8% in the 52-week). Zevia posted double-digit sales (20.5%) and volume (19%) growth in the period with pricing up 1.2%.
Energy
In the energy drink category, dollar sales elevated to 6.8%, up almost a full percentage point from the 4-weeks (5.9%). Volume rose 4.5% as pricing growth remained consistent at 2.2% (1.9% in four-weeks and 2% in 12-weeks).
Category leader Monster Energy (excluding Bang Energy) improved dollar sales to 4.8% with volume improving to -0.8% (-2.3% in four-weeks). At Red Bull, sales rose 9.5% in the two week period. Volume was up 9.3% while pricing returned to green at 0.2% (-0.1% in four-weeks).
Celsius Holdings raised dollar sales 3% as the third biggest energy brand. PepsiCo energy brands Rockstar and MTN DEW suffered more declines dropping 16.5% (-17.7% in four-weeks). Volume also fell 19.4% and pricing rose 3.5%
Elsewhere in the energy category, C4 maker Nutrabolt reported a sales increase of 7.1% with volume rising 37%. Other rising energy drink makers made double-digit gains: Alani-Nu (85.6% sales and 77.2% volume) and Ghost (19.6% sales and 16.4% volume). Sales for PRIME (-70.3%), N.A. Coffee Partnership (Starbucks) (-94.9%) and A Shoc Beverage (-85.2%) all declined by double digits.
Bottled Water
Water sales ticked up to 1.9% in the two-week period (0.4% in 4-weeks). Volume returned to positive at 0.9%, compared to -0.1% in four-weeks. Pricing elevated to 1.1%, versus 0.5% in four-weeks.
Private Label outpaced the category with sales up 2.4%, volume rising 1.8%. Blue Triton Brands trailed with sales to 2.6%, 2% volume growth and pricing up 0.6%. The Coca-Cola Company sales returned to green (0.4% in two-weeks versus -1.7% in four-weeks). Dollar sales increased for PepsiCo (1.9%), Crystal Geyer’s CG Roxanne (1.4%), Danone North America (0.3%) and Niagara Bottling (4.7%).
Fiji’s The Wonderful Company (-9.2%), Nestle (-4.7%), KDP (-5.2%), Hint (-7.5%) and Liquid Death’s Supplying Demand (-9.9%) all saw dollar sales slumps in the two-week period.
Sports Drinks
Sports drink sales fell 0.7% in the two-week period (-2.6% for four-weeks) as volume declined -3.8% and pricing jumped 3.1%.
PepsiCo’s Gatorade sagged sales (-1.1%) and volume (-6.2%) while pricing gains remained even at 5.5% (5.4% in four-weeks). Coca-Cola portfolio drinks Powerade and BodyArmor improved sales to 3.8% (2% four-week period). Electrolit (Laboratorios Pisa S.A. De C.V.) sales were up 29.5% with volume elevating 24% and pricing rising 4.4%. Following a trend for the brand, PRIME Hydration slumped -48.8% in sales, -41.4% in volume and -12.7% in pricing.
Sparkling Flavored Water
In the flavored carbonated water category, sales increased 6.7% (5.3% and 8.1% in the four- and 52-week periods). Volume rose 3.2% (2% in four-weeks) and pricing remained flat at 3.4% (3.3% in the four- and 12-week periods.
Category leader Talking Rain (-5%) and National Beverage Corp (-6.9%) saw sales declines. Volumes also fell -5.1% and -10.1% respectively for the two sparkling water brands. Private Label increased sales 7.7%, volume 7.2% and pricing 0.5%. Sales increased for Nestle (3.5%), Coca-Cola (23.4%), Polar (4.2%), Spindrift (32.7%), Waterloo (29.7%) and Supplying Demand (12.8%). PepsiCo sales dipped -3.7%.
RTD Coffee
Coffee dollar sales were down 0.3% this period (-0.9% and -4.3% in the four- and 52-weeks). Meanwhile, volume fell -5.1% and average pricing rose 5.7%.
Sales declined for Starbucks 2.5% while gains were made by Danone North America (14.4%), Black Rifle (11.3%), Coca-Cola’s Dunkin’ and Costa brands (4.9%).
Coconut Water
Coconut water saw the largest dollar sales growth among major non-alc beverage categories, rising 19.2% in the two-weeks (18% for four-weeks and 14.9% for 52-weeks) with volume increasing 16.7% and pricing up 2.2%.
Across the reported brands, sales increased double digits with Vita Coco (13.3%), Harmless Harvest (15.4%), Goya Foods (33%), Private Label (13.5%), C20 (26.2%), Sun Hing (22.4%) and Brooklyn Bottling Group (52.9%) all riding the wave.