After velocities slowed at the end of December, total non-alcoholic beverage sales began the year strongly with accelerated momentum over the two week period ending January 23, according to an analysis of Nielsen data by Goldman Sachs Equity Research.
Overall beverage sales improved 15.6% in the two week period, up from 13.4% in the four weeks and 11.6% in the 12 weeks. Sales were up 10.1% year-over-year in the 52 week period. Goldman Sachs credited strong sales for at home use as driving the growth.
Carbonated soft drinks were among the faster growing categories, up 15.4% in the two weeks, up from 14.1% for the four weeks, 10.8% in the 12 weeks and and 11.4% for the 52 weeks. Average price grew 5.2% in the two weeks and volume improved 9.7%.
The Coca-Cola Company saw total dollar sales rise 15.6% year-over-year for the two week period, compared to 10.6% growth for the 52-week period. Average price grew 5% and volume was up 10.1% in the two weeks. Coke’s full calorie CSDs were up 15.1% in the two weeks while reduced calorie products improved 16.5% year-over-year.
PepsiCo reported 12.2% growth in the two weeks and was up 9.2% in the 52 weeks. Average price climbed 3.1% and volume jumped 8.9% in the two weeks. Full calorie products improved 12% versus 12.7% growth for low calorie products in the same period.
Keurig Dr Pepper (KDP) outpaced its competition with 21.1% dollar sales growth in the two week period, versus 16.5% in the 52 weeks. Average price was up 3.9% in the two weeks and volume grew 16.6%. Full calorie products improved 20.5% in the two weeks while reduced calorie drinks saw 23.2% growth.
In energy drinks, sales broadly improved, up 15.4% in the two weeks versus 8.2% for the 52 weeks. Category leader Monster grew dollar sales in line with the category by 15.2% versus 6.7% for the 52 weeks. Red Bull’s growth also picked up with a 24.3% year-over-year increase in dollar sales in the two weeks compared to 14.4% in the 52 weeks. Bang’s decline slowed, as the brand’s sales fell 1.9% in the two weeks, although it was down 4.7% for the 52 weeks. PepsiCo (Rockstar) fell 12.6% in the two weeks and 11.5% in the 52 weeks. Fitness energy brand CELSIUS reported a 65% dollar sales hike in the two week period, decelerating from 80.1% in the four weeks but on par with 63.7% growth in the 52 weeks. Overall, the category saw average price drop 2.2% in the two week period while volume climbed 18.1%.
Sparkling flavored water was up 22.8% over the two weeks, with a 5.7% average price jump and 16.3% volume growth. The Coca-Cola Company (AHA) saw the highest dollar sales growth, up 81.4% in the two weeks, while Spindrift, PepsiCo (Bubly), Talking Rain, National Beverage Corp. (LaCroix) and Polar all saw double digit increases.
Liquid coffee improved 31.3% over the two weeks, with Danone again leading velocities at 57.8% growth. The market share leader, Starbucks, was up 30.4% in the same period. Still flavored water was up 12.3%, liquid tea grew 12.9%, bottled water jumped 10.8% and sports drinks were up 20.7% in the period.