Non-alcoholic beverage sales remain healthy but decelerated sequentially in the two-week period ending October 21 primarily reflecting softer pricing, according to the most recent analysis of NielsenIQ data by Goldman Sachs Equity Research.
Here’s the overview:
- Dollar sales were up 3.1% in the two-week period, compared with 3.8% for four-weeks and 9.7% for 52-weeks.
- Volume declines eased, down -0.8% in the period versus a -1.6% drop in the four weeks.
- Overall, softer pricing growth was driven by bottled water and RTD coffee, according to the report, up 3.9% in the two-weeks versus 5.5% in the four-weeks.
CSDs
Carbonated soft drink sales grew 2% in the two-week period, a slowdown from +3.1% in the four-weeks and +11.2% in the 52-weeks. Volumes declined -4.8% (worsening from -3.9% in the four-week period) while pricing remained relatively flat at +7.2% compared to 7.3% in the four-weeks.
The Coca-Cola Company continued to lead the pack and outpaced the category, up 2.6% in the two-weeks, while volumes dropped -1.5% and average pricing rose +4.2%. Elsewhere, PepsiCo sales were down -2.1% (-9.8% volume and +8.5% pricing) while Keurig Dr Pepper (KDP) reported single-digit sales growth (+3%) with a -5.1% volume slide offset by +8.5% average pricing.
Energy
The pace of energy drink sales slowed slightly, increasing 6.7% in the two-week period (+7.7% for the four-weeks and +11.6% for the 52-weeks). Volume rose by 6.6% and average pricing grew just +0.1%.
Category leader Monster Energy reported dollar sales down -4.8% in the two-weeks, with volume falling -6.7% and average pricing climbing 2.1%. Red Bull was up 0.6% with volumes at 0% and average pricing up +0.6%.
Performance energy drink brand Celsius grew dollar sales +147.2%, with +125.5% and +9.6% average pricing growth. PepsiCo, the brand’s primary distribution partner, saw its own energy drink portfolio of Rockstar and MTN DEW drop -2.4% with a -10.6% volume decline and a +9.1% price increase. Meanwhile, sales of Starbucks slid -36.1%.
Several other energy drink brands also announced strong dollar sales growth in the two-weeks, including Nutrabolt (+63.8% sales and +54.7% volume), Alani Nu (+51.6% sales and +60.9% volume) and GHOST (+68% sales and +66.6% volume).
Bottled Water
Bottled water sales improved slightly, increasing 2.6% in the two-weeks against 1.5% for the four-weeks. Volumes also improved, up 2.2% (-0.4% for the four-weeks) as average pricing rose 0.4%.
Blue Triton Brands outpaced the category, reporting sales up 11.2% in the period (+11.7% volume and -0.5% average pricing). Elsewhere, The Coca-Cola Company (-0.9%), PepsiCo (-3.9%), KDP (-4.2%) and Niagara Bottling (-2.9%) all reported losses.
Sports Drinks
Sales of sports drinks slowed in the two-week period, up 3.1% (+5.8% for four-weeks and +8.9% for 52-weeks) with a -6.9% volume slide and a 10.7% hike in average pricing.
PepsiCo (Gatorade) led the category, though sales were down -1.1% (-10.1% volume and +9.9% average pricing), while The Coca-Cola Company (BodyArmor and Powerade) sales slipped -10.1%.
Meanwhile, newcomer PRIME significantly outperformed the category with dollar sales growth of +275.6% (+219.4% volume and +17.6% average pricing).
Sparkling Flavored Water
Sparkling water sales also slowed in the period, growing 2.7% (+3.1% for four-weeks and +4.7% for 52-weeks).
The Coca-Cola Company (+2.4%), PepsiCo (+2.1%), Spindrift (+29.5%) and Waterloo (+45.3%) all experienced dollar sales growth while Talking Rain (-1.5%), National Beverage Corp (-9.1%) and Nestlé (-5.9%) faced single-digit declines.
RTD Coffee
Coffee sales were down -3.3% in the two-weeks, worsening from -3.1% in the four-weeks and +4.5% in the 52-weeks. Meanwhile, volume fell -5.1% and average pricing rose +1.8%.
Sales declined for Starbucks (-1.4%) and The Coca-Cola Company’s Dunkin’ and Costa brands while Danone North America (+8.3%) and Black Rifle (+13%) posted growth.
Coconut Water
Though coconut water saw the largest dollar sales growth among major non-alc beverage categories, sales declined sequentially, up 14.4% in the two-week period (+15% for four-weeks and +17.2% for eight-weeks). Volume grew by 14.1% while average pricing increased just 0.3%.
Category leader Vita Coco (+13.7%), Harmless Harvest (+13%), Goya Foods (+5.9%), and C20 Pure Coconut Water (+23%) all reported dollar sales growth.