Although growth of non-alcoholic beverage sales remained “robust” during the two-week period ending October 8, volume declines and softer pricing growth led to decelerated overall sales, according to an analysis of NielsenIQ data by Goldman Sachs Equity Research.
Overall sales growth for the two-week period was up 12.2% year-over-year versus 12.9% for the four-week period and 12.2% for the 52-weeks. Volumes declined slightly at -0.4% year-over-year for the two week period. Pricing growth declined sequentially in nearly all non-alc beverage categories including soda (CSDs), energy drinks, sports drinks and bottled water.
On a three-year stack basis, sports drinks and energy drinks led total dollar sales, up 35.7% year-over-year for two weeks versus 36.2% for four-weeks.
Carbonated Soft Drinks (CSDs)
Dollar sales increased 14.5% in the two-week period, slightly down from the four-week-period (+15%). Volume growth declined -1.6% with pricing growth down slightly at 16.3%. The Coca-Cola Company led sales growth for the top CDS makers with growth at 16.9% for the period, followed by PepsiCo (+10.4%) and KDP (+14.4%).
Energy Drinks
Total energy drink sales slowed slightly in the two weeks, up 12.1% (compared to +13.2% for the four-weeks). Volume growth dropped to 2.1% in the two weeks versus 3.2% in the four weeks while pricing remained relatively unchanged from the two- to four-week periods at 9.8%.
Monster Energy Co. saw dollar sales accelerate by 12.1% (+13.2% for four-weeks) with volume down 0.4% (+3.2% for four-weeks) and pricing increased 11.7% compared to 10.5% in four-weeks. Red Bull sales grew to 7.1% (+8.3% for 52-weeks) while volume fell -0.5% (+0.5% for four-weeks). Bang continued to report sales declines at -17.5% amid its ongoing transition out of the PepsiCo distribution network. Volumes were down -29.9% while pricing was up 5.2%.
PepsiCo (Rockstar and MTN Dew) was also down -1.2% in dollar sales and -12.1% in volume, though pricing improved 12.4% over the two-weeks (+11.9 in the four-weeks). Sales grew quadruple digits for Ghost LLC (+1286%) and triple digits for Nutrabolt (+107.8%). Meanwhile, ZOA Energy’s sales growth has slowed to 8.9% (+14% for four-weeks and +24.8% for 12-weeks) as it continues its efforts to strengthen its online business.
Bottled Water
Overall bottled water sales growth rose slightly in the two weeks, up 32.6% (compared +31.7% for the four-weeks). Volume increased to 9.8% (+8.7% in four-weeks) while sales growth remained relatively unchanged at 20.7%. Private label sales rose 32.6% with volume increasing 9.8% and a flat price growth of 12.8% (+12.9% in the four-weeks). Blue Triton Brands sales increased by 0.9% (-12.9% volume) in the period. The Coca-Cola Company’s bottled water sales increased 9.4% (-4% volume) while PepsiCo sales increased 4.5% (+0% volume). Both KDP (+27.6%) and Niagara (+38.5%) increased dollar sales by double digits.
Sports Drinks
Overall sales decelerated to 6.6% (+8.2% in four-weeks) while volume declined -4.6% and pricing increased 11.7%. PepsiCo (Gatorade) was up 12.2% in dollar sales compared to 14.3% in the four-week period. Its volume fell -1.7% in the two-week period while pricing was up 14.1%. The Coca-Cola Company’s sales fell to -9.4% as volume decreased -13% and pricing rose 4.2%.
RTD Tea
Overall RTD tea sales fell to 6.9% in the two-week period versus 8.2% in four-weeks. Volume continued to fall to -3.4% (-2% in the four-weeks). PepsiCo/Lipton Tea dollar sales were down -1.4% while volumes fell to -8% and pricing increased 7.2%.
Sparkling Flavored Water
Sparkling flavored water sales increased 3.6% in the two-week period, compared to 3.8% in four-weeks and 5.9% in 12-weeks. Pricing in the period remained relatively unchanged at 11% (+10.9% in four-weeks). Although Talking Rain Beverage (Sparkling Ice) continues to dominate the category, it reported a 0% sales increase and a -11.2% volume decline. Meanwhile, dollar sales continued an upward trend for Polar (18.9%) and Spindrift (27%) whereas The Coca-Cola Company (-35.6%) and Nestle (-21.9%) were down.
RTD Coffee
RTD coffee sales grew 14.6% during the two-weeks compared to 16.1% in four-weeks. Volume fell slightly to 14.6% versus the 14.9% in four-weeks. N.A. Coffee Partnership (+13.2%) and Danone (+26.8%) grew sales while sales for The Coca-Cola Company fell to -4.7%.
Still Flavored Water
Sales in the category were up 2.8% in the two-weeks with pricing growing 25.7% and volume falling -2.3%. Coca-Cola Company sales were up 9.3% (-2.3% volume and +11.9% pricing). PepsiCo sales increased 3.1% (-17.8% volume and +25.4% pricing).