All channel beverage sales have remained strong this month, despite an ongoing volume shift towards the on-premise channel. According to an analysis by Goldman Sachs Equity Research of Nielsen sales data for the period ending October 9, non-alcoholic drinks were up 12.9% in the two-week period while total dollar sales grew 22.6% in the period on a two-year stacked basis.
How did the major companies do?
PepsiCo total company dollar sales increased 8.8% in the two-week period, compared to 9.1% in the four-week period and 7% in the 12-weeks. Salty snacks grew 7.8% in the two-week period. Total volume improved 0.7% in the period and average pricing rose 8.1%, following the company’s previously stated intent to increase prices across the board to address rising supply costs. On a two-year stacked basis, PepsiCo dollar sales were up 16.1% in the two-weeks.
Total company sales for The Coca-Cola Company were up a “robust” 11.3% in the period, according to Goldman Sachs, compared to 11.7% growth in the four-weeks and 8.5% improvement in the 12-weeks. The dollar increase appears to have come primarily from average pricing increases (+11.7%), however, as volume sales fell 0.4%. On a two-year stacked basis dollar sales were up 18.9% for the two-week period.
Keurig Dr Pepper (KDP) saw total company dollar sales rise 6.8% in the two-weeks, accelerating from the four-week (+6.6%) and 12-week (+5.1%) periods. Volume sales dropped 0.9% and average pricing jumped 7.7% for the two-week window. On a two-year stacked basis, KDP reported a 20.5% increase in dollar sales during the period.
How are energy drinks doing?
Dollar sales for the energy category were up 11.6% in the two-weeks (+11.6% in four-weeks and +12% for 12-weeks). Volume sales were up 6.9% in the two-weeks while average pricing rose 4.3%. On a two-year stack basis the energy category is up 23.4% for the two-week period.
Red Bull again leads dollar sales growth among the leading brands, up 16.2% in the two-week period and volume sales up 15.7%. Average pricing rose just 0.4% in the period. Sales for the brand’s Summer Edition climbed 165.8% in the two weeks (compared to +133.3% in the four-weeks). On a two-year stack basis, total company sales rose 36.4% in the period.
Monster also remained strong, with dollar sales up 7.3% in the two-weeks and volume increasing 4.4%. Average pricing rose 2.7%. The core green Monster line saw sales climb 9.3% in the two-weeks, while Monster Zero Ultra jumped 20.3% and Java Monster improved 7.3%. However, the company’s performance energy play, REIGN, declined 9.4%. On a two-year stack basis, Monster’s overall sales were up 15.9% year-over-year in the two-week period.
Bang sales were up 2.5% in the two-weeks, consistent with the four-week period (sales were up 5.9% in the 12-weeks). Bang’s distribution partner, PepsiCo, saw its owned energy portfolio of Rockstar and MTN Dew fall 2.9% in the two weeks (-3.1% in the four-weeks and -3.5% in the 12-weeks). MTN Dew Rise maintains a 0.9% dollar share of the energy category.
Among other players, CELSIUS is continuing its triple-digit climb, with sales growth in tracked channels accelerating to 216.2% in the two-weeks, compared to 208% growth in the four-weeks and 196.6% improvement in the 12-weeks. On a two-year stacked basis the brand’s sales rose 280.4% in the two-week period.
How did other categories do?
Carbonated Soft Drink (CSDs): Total category sales were up 10.1% over the two-weeks, with strong growth from the leading strategics. Sales for Coke were up 12.2% in the two-weeks, Pepsi grew 7.9% and KDP’s sales rose 10.6%.
Bottled Water: Bottled water sales rose 17% in the two-week period. Beyond private label (+17.6% in the period), most major manufacturers saw solid sales growth including Coke (+10.6%), PepsiCo (+20.8%), Danone North America (+6.8%) and Niagara Bottling Company (+9.8%). However, KDP reported a 5.7% drop in dollar sales during the same period.
Sports Drinks: Sports drinks dollar sales were up 25.3% in the two-week period, led by BODYARMOR, which saw sales rise 61%, which was facilitated by a 65.8% increase in volume sales and an average pricing decrease, down 2.9%. Meanwhile, PepsiCo (Gatorade) improved 19.3% and Coke (Powerade) was up 4.4%).
RTD Tea: Tea sales increased 6.8% in the two-weeks, with volume up 1% and average pricing growing 5.8%. Milo’s Tea Company again led growth, up 50.3%, while category leader Pepsi/Lipton was up 6.7%.
Sparkling Flavored Water: Total category sales for sparkling water grew 8.4% in the two-weeks, mildly decelerating from 10.3% in the four-weeks. Spindrift led dollar sales growth, up 32.2%, while Coke (AHA) also saw double-digit growth at 30.4%.
RTD Coffee: Coffee sales increased 11.6% in the two-week period, roughly consistent with 11.4% growth in the four-weeks and 11.8% growth in the 12-weeks. PepsiCo/Starbucks was up just 2.1% in the two-weeks, but smaller brands saw robust double digit growth, including Danone North America (+30.9%), Coke (+20.9%) and Califia Farms (+30.5%).
Still Flavored Water: Sales growth decelerated slightly, up 15.1% in the two-weeks compared to 16.1% growth during the four-week period. In Zone Brands, the makers of kids drink good2grow, saw sales jump 106.6% in the two-week period while Hint was up 43%. Coke (+8.2%) and PepsiCo (+16.3%) also reported dollar sales increases in the period.