Non-alcoholic beverage sales decelerated in the two-week period ending September 9 due to somewhat softer pricing and volumes, according to an analysis of NielsenIQ data by Goldman Sachs Equity Research.
Here’s the top-level view:
- Dollar sales grew 6.2% in the two-week period, compared with 7.1% for four-weeks and 10.6% for 52-weeks.
- Volume growth also decelerated, up +0.8% in the period versus a +1.3% increase in the four-weeks.
- Overall, average pricing “remained healthy, but decelerated sequentially,” according to the report, up 5.4% in the two-weeks compared to 5.8% in the four-weeks, reflecting price growth across sports drinks, carbonated soft drinks (CSDs) and sparkling water.
CSDs
The pace of soft drink sales grew slightly, increasing 6.4% in the two-week period (+6.1% for four-weeks and +12.4% for 52-weeks) against a -1.8% decrease in volume and an +8.4% increase in average pricing.
The Coca-Cola Company continued to dominate the category, up 6.1% in the period (volume +0.2% and pricing +5.9%), while PepsiCo was up +3.2% (volume -6% and pricing +9.8%). Keurig Dr Pepper (KDP) also reported single-digit dollar sales growth while volume decreased 3% and pricing rose +10.9%.
Energy
Dollar sales for energy drinks rose 8.9% in the two-week period (+9.9% for four-weeks and +11.9% for 52-weeks) as volume grew 4.5% and average pricing was up 4.2%.
Category leader Monster Energy, whose recent acquisition of former rival Bang is not reflected in the data, reported sales down 3.5%, while Red Bull saw sales increase 2.9%.
PepsiCo’s energy portfolio (Rockstar and MTN DEW) rose 3% in the two-week period, fueled by price (+14.4%) rather than volume (-9.9%). Elsewhere, Starbucks dollar sales dropped -39.1% while Celsius continued to surge, up 167.2% (+167.8% for four-weeks and +146.4% for 52-weeks).
Several other performance energy drink brands also announced strong dollar sales growth in the two-weeks, including Nutrabolt (+71.2% sales and +61.9% volume), Alani Nu (+62.6% sales and +55.7% volume and GHOST (+85.6% sales and +74.8% volume).
Bottled Water
Water sales declined sequentially, growing 4.3% in the two-weeks against +5.7% for four-weeks and +8.7% for 52-weeks. Meanwhile, volume rose 2.9% and average pricing grew 1.4%.
Private label sales outpaced the category, up 6.7% in the period (volume +5.4% and pricing +1.2%).
Blue Triton Brands also outpaced the category, as sales grew 10.1% during the two-weeks. The Coca-Cola Company (+3.1%), Danone (+16%), and Supplying Demand (+22.9%) all reported positive dollar sale gains.
Meanwhile, Nestle (-2.1%), KDP (-0.1%) and Niagara Bottling (-3.6%) all reported losses.
Sports Drinks
Sports drink sales are slowing again, up 7.7% in the two-week period (+11.6% for four-weeks and +9.2% for 52-weeks) against a -1.7% volume slide and a 9.6% increase in average pricing.
PepsiCo (Gatorade) led the category as sales were up 4.1% though volume fell -6.2%, while The Coca-Cola Company (Body Armor and Powerade) sales fell -3.8% in the period and volume fell -1.6%.
Sparkling Flavored Water
Sales of sparkling flavored waters grew 2.6% in the two-weeks (+3.7% for four-weeks and +4.6% for 52-weeks) as volume decreased by -4.9% and average pricing rose 7.9%.
The Coca-Cola Company (+15.3%), Spindrift (+40.4%) and Waterloo (+39.9%) all reported positive sales growth while Talking Rain (-5.3%), Nestle (-10.7%) and PepsiCo (-1.7%) faced declines.
RTD Coffee
Coffee sales dropped -1.6% in the two-weeks, improving slightly from -1.5% in four-weeks. Meanwhile, volume sales dropped -6.9% and average pricing increased +5.7%.
Danone North America (+17.1%) and Black Rifle (+14.2%) reported double-digit sales gains while The Coca-Cola Company (Dunkin’ and Costa) saw sales fall -27.2% and Starbucks saw sales drop -0.3%.
Coconut Water
Coconut water saw the largest dollar sales growth among major beverage categories, rising 17.5% in the two-weeks (+19.6% for four-weeks and +13.5% for 52-weeks) as volume increased by 18% and average pricing fell -0.4%.
Vita Coco (+23%) and C20 (+21.6%) both outperformed the category while Harmless Harvest (+15.2%) and Goya Foods (+14.6%) also experienced growth.