Energy drink sales remained relatively steady over the two-week period ended on December 26, according to an analysis of Nielsen data by Goldman Sachs Equity Research.
Dollar sales in the category were up 9% over the two weeks, falling slightly from 9.3% over the four weeks and 11.3% over the 12 weeks. Volume also was steady at around 15.6% growth during the two weeks, while average price fell 5.7%.
Red Bull posted 14.1% year—over-year sales growth in the two weeks ended on December 26, slowing from 15.2% over the four weeks and 18.8% over the 12 weeks. Sales of the brand’s core product line were up 11.8% over the two weeks, sliding 0.3% from the four weeks, but the bulk of growth came from Red Bull’s Summer Editions, up 272.4% over the two weeks (compared to 272.3% over the four weeks). Elsewhere, Red Bull’s Yellow (+28.8%), Blue (+19.1%), and Peach (+14.9%) editions all posted sales increases during the two weeks. Overall, the brand has grown sales 13.4% over the 52 weeks.
In its report, Goldman Sachs Equity Research analysts noted two key reasons behind Red Bull’s momentum: it’s strong foundation in on-premise sales, which has shifted to off-premise, and the success of recent flavor innovations.
Meanwhile, sales growth for Monster was flat over the two weeks, growing at 8.4% year-over-year. The brand saw sales gains across its core product portfolio (+4.5%), Zero Ultra (+4.1%) and Java Monster (+10.2%), while overall volume was up 11.1% and average price down 2.4% over the two weeks. Elsewhere, Hydro (-28.1% over the two weeks and -24.7% over the 52 week period) and Reign (down 14.7% over the two weeks, but up 37.2% over the 52 weeks) saw declines.
Regarding Monster’s much anticipated move into the alcoholic hard seltzer category, analysts wrote that they remain “upbeat” and the official launch announcement could come as soon as the company’s upcoming Virtual Investor Day on January 14.
Outside of the two category leaders, Bang’s sales continued to be depressed, rising slightly from -3.7% over the four weeks to down 3.3% over the two weeks. Volume increased 1% and average price fell 4.3% during the period. PepsiCo’s energy drink portfolio, which includes Rockstar, fell 14.5% over the two weeks, and is down 11.1% over the 42 weeks. High performing independent brand Celsius also maintained its strong trajectory, expanding sales by 89.8% over the two weeks. The brand is up 62.9% over the 52 weeks.