Monster Energy Company saw a boost in year-over-year sales for the period ending April 10, alongside other brands in the energy category, as the industry laps the one year anniversary of the COVID-19 pandemic.
According to an analysis of Nielsen data by Goldman Sachs Equity Research, Monster reported dollar sales growth of 31.2% to $5.87 billion in the two-week period, compared to a 28.8% increase in the 4-week period, 16.8% in the 12-weeks and 9.6% for the 52-weeks. On a two-year stacked basis, Monster’s dollar sales were up 21.1% year-over-year for the two week period and 22.1% for the four-weeks. Volume sales for Monster increased 28% in the two-week period and was up 11.1% for the 52-weeks. Average unit price rose 2.5% in the two-weeks, but was down 1.4% for the 52-weeks.
Within Monster’s portfolio, dollar sales increased double digits for nearly all product lines in the two-week period, with the exception of Monster Hydro which fell 10.7% to $91.3 million. Monster Ultra Violet grew just 4% to $129.1 million and Monster Ultra Blue increased 3% to $49.2 million. Within the portfolio, Java Monster saw the highest growth rate, up 38.9% to $543.4 million, followed by Monster Ultra Sunrise which jumped 30.4% to $156 million.
The company’s fitness energy line Reign grew 14.8% to $356.3 million, but sales for the line were down 0.7% in the 52-weeks.
“Looking forward, we expect [Monster’s] growth (along with the Energy Drink category) to remain elevated in the coming weeks as the category laps the initial effects of last year’s Covid-related lockdowns, which has a significant impact on the energy drink category in late March & early April 2020,” the report stated, adding that the analysts “remain upbeat” about Monster’s 2021 innovation pipeline and predict 20% year-over-year growth for the company in Q1.
The report also cited Goldman Sachs’ recent Beverage Bytes survey of convenience retailers, which found that many retailers believe Monster will gain shelf space this year, which will help drive further momentum. The company also launched a 12 oz. can line in February , another factor in the brand’s double digit growth.
The energy drink category overall reported 38.2% dollar sales growth in the two-weeks, versus a 34.9% increase in the four-weeks, 18.8% for 12-weeks and 12% in the 52-weeks. On a two-year stacked basis, category sales “modestly accelerated” to 27% year-over-year growth in the two-weeks and 26% for four-weeks. Volume sales for the category improved 41% in the two-week period and 14.7% in the 52-weeks, while average unit price fell 1.9% in the two-weeks.
Meanwhile, Red Bull outpaced the category, up 46.3% in the two-weeks to $5.4 billion and 44.1% in the four-weeks, 27.2% for 12-weeks and 20% for 52-weeks. On the two-year stacked basis sales increased 37.2% in the two-weeks and 35.8% for the four-weeks. Volume sales growth roughly matched dollar sales, up 47.1% in the two-weeks and 20.7% for the 52-weeks. Average unit price fell just 0.6% in the two-weeks.
Performance energy brand Bang saw the reversal of a months-long sales decline last year as it transitioned from the AB InBev distribution network to PepsiCo. Dollar sales were up 41.7% in the two-week period to $1.1 billion, compared to 36.2% in the four-weeks, 13.6% in the 12-weeks, and down 0.2% for the 52-weeks. On a two-year stacked basis, Bang sales were up 17.6% in the two-weeks and 15.1% in the four weeks.
PepsiCo sales, including Rockstar and MTN Dew, increased 10% to $1.01 billion in the two-weeks (versus 5.2% in the four-weeks and down 9.8% in the 12-weeks). Individually, Rockstar’s core products fell 3.5% in the two-weeks and were down 9.9% for the 52-weeks.
CELSIUS continued its triple-digit sales surge, up 222.8% during the two-weeks to $114.7 million in tracked channels. Volume similarly jumped 202.9% while average unit price rose 6.6%.