After months of climbing, energy drinks sales slowed during the two week period ending on November 28, according to an analysis of Nielsen data by Goldman Sachs.
Overall U.S. energy drink sales grew at 8.8% over the period, falling from 10.9% growth in the four weeks and 10.8% growth in the 12 weeks. Volume decelerated to 13.5% over the two weeks, while pricing remained steady, down 4.1%.
While still outpacing Monster, overall sales of Red Bull slowed as well, growing 18% over the two weeks compared to 20.7% over the four weeks. Volume increased 19% during the two weeks. The brand’s core line was up 11.7% over the two weeks, while its Summer Editions continued to expand even as colder weather fell across the country, growing 263.6% over the two weeks. On the other end of the spectrum, Red Bull Red Edition was down 92%.
According to analysts at Goldman Sachs, Red Bull’s continued share gains have been fueled by the shift from on-premise to take-home/tracked channels and the success of recent flavor innovations, such as Watermelon.
Meanwhile, U.S. sales of Monster grew roughly in line with the category, increasing 8.7% over the two weeks, decelerating from 10.7% over the four-weeks. The slow down cut across lines, with the flagship Monster line growing 4.5% over the two weeks, and Monster Zero Ultra up 5.2%. Elsewhere, Reign was down 13.3% in the two weeks, though it is still up 55.3% over the last 52 weeks.
Though still yet to break the $100 million mark, Celsius continues to enjoy steady growth, growing sales 75.9% over the two week period and 60.3% over the 52 weeks.
On the downside, Pepsi’s struggles to grow its energy drink portfolio continued over the two week period. As ruled by an arbitrator earlier this week, the company remains the exclusive distributor of Bang products in the U.S., for which sales slipped by 4% over the two weeks. Meanwhile, Rockstar’s numbers are still trending negative: the brand saw U.S. sales contract 34% over the two weeks, and down 12% for the 52 weeks.
Monster’s U.S. sales grew 8.7% over the period, falling from 10.7% over the four-weeks and 9% in the 12 weeks.
According to analysts at Goldman Sachs, Red Bull’s continued share gains have been fueled by the shift from on-premise to take-home/tracked channels and the success of recent flavor innovations, such as Watermelon.
Sales of Monster Energy products slowed over the two week period ending on November 28, according to an analysis of Nielsen data by Goldman Sachs Equity Research.
Monster’s U.S. sales grew 8.7% over the period, falling from 10.7% over the four-weeks and 9% in the 12 weeks.