In the days leading up to Super Bowl LV, total non-alcoholic beverage sales “modestly decelerated” but remained elevated over the two week period ending February 6, according to an analysis of Nielsen data by Goldman Sachs Equity Research.
Sales were up 11.1% year-over-year in the two-week period, compared to 13.6% growth in the four-week period, 11% in the 12 weeks and 10.3% in the 52 weeks. According to Goldman Sachs, the deceleration may be related to the period ending one day prior to the Super Bowl on February 7 and therefore not reflecting game day sales (although, the report notes that a reduction in parties due to the COVID-19 pandemic may also have had a modest impact).
Among the leading manufacturers, Keurig Dr Pepper (KDP) posted the highest total dollar sales growth, up 12.5% in the two week period and 14.4% for the 52 weeks. The Coca-Cola Company improved dollar sales 11.6% in the two weeks and 10.3% for year-over-year. PepsiCo was up 5.7% for the two weeks and 9.4% for the 52 weeks, with salty snacks up 4.3% in the two week period.
Carbonated soft drinks were up 12.2% in the two weeks, 14.5% in the four weeks, 10.7% in the 12 weeks and 11.9% for 52 weeks. Average unit price increased 6.2% during the two week period and volume sales were up 5.7%.
Coke’s soft drink sales climbed 11.8% to $12.6 billion in the two weeks compared to 11% for the 52 weeks. Volume was up 5.6% in the two weeks versus 7.1% for the full year. The company’s low calorie CSDs (+15.1% in two weeks) outpaced their full calorie counterparts (+10.2%).
PepsiCo’s CSD dollar sales climbed 12.1% in the two weeks and 9.8% in the 52 weeks, while volume grew 6.8% in the two weeks and 7.6% for the year. Full calorie was up 12.9% in the two weeks compared to 10.1% growth for low calorie drinks in the two weeks.
Meanwhile, KDP grew dollar sales for its CSD portfolio 14.8% in the two week period and 16.9% for the 52 weeks. Volume was up respectively 9% and 12.9% in the same periods. Low calorie beverages improved 18.7% in the two week period while full calorie drinks were up 13.7%.
Energy drink sales jumped 11.6% in the two week period, up 8.4% for the 52 weeks. Volume improved 15.5% in the two weeks and 11.6% in the full year. Average unit price declined 3.4% in the past two weeks, also down 2.9% for the 52 weeks. Among the top growers were Red Bull (dollar sales up 20.5% in the two week period to $5.2 billion) and Starbucks (20.7% to $499.1 million). Category leader Monster Energy Company increased sales 12.2% in the same period to $5.7 billion while performance energy brand Bang continued to face declines, down 3.3% to $1.08 billion. Sales for PepsiCo — whose portfolio is led by Rockstar but also includes some MTN Dew sublines — dropped 15.8% in the period. However, fitness energy brand CELSIUS saw sales climb triple digits, up 108.7% to $97.5 million. KDP, which distributes Adrenaline Shoc, fell 11.6% to $58.4 million.
Sparkling flavored waters saw sales grow 19.2% in the two weeks, compared to 22.6% in the 52 weeks. Talking Rain continues to lead the category, up 24.6% to $707.2 million in the two weeks. National Beverage Corp. (LaCroix) was up 20.3% in the same period and PepsiCo (Bubly) grew 23.2%. Coke (AHA and Topo Chico) was up 83.6% in the period while Polar Seltzer (distributed via KDP) climbed 19.1% and premium brand Spindrift grew 69.3%. Sales for Nestlé, however, fell 9.1%.
Bottled water grew sales 2.8% in the two week period to $14.2 billion, compared to 4.5% in the 52 weeks and still flavored water improved 8.4% to $1.6 billion in the two weeks and 10.7% for the full year. Liquid coffee sales jumped 31.4% in the two weeks, with Coke leading growth up 82.2%, followed by Danone (60.1%) and Starbucks (25.7%). Tea was up 9.5% in the two weeks while sports drinks increased 11.8%.