Non-alcoholic beverage sales remained “healthy and broadly stable” in the two-week period ending November 4 primarily reflecting a slight acceleration in pricing growth that was offset by weaker volumes, according to the most recent analysis of NielsenIQ data by Goldman Sachs Equity Research.
Here’s the top-level view:
- Dollar sales were up 2.9% in the two-week period, compared with 3% for four-weeks and 9.3% for 52-weeks.
- A slight increase in pricing growth, up 4.4% in the period versus 4.1% in the four-weeks, came alongside a slight acceleration in volume declines, down -1.5% for two-weeks compared to -1.1% in the four-weeks.
- Overall, the slightly weaker volumes were driven by sports drinks, RTD coffee and sparkling water, per the report.
CSDs
Carbonated soft drinks climbed 2.5% in the two-week period, a slight increase from +2.3% in the four-weeks but a significant slowdown from +10.6% in the 52-weeks. Volumes declined -4.5% (improving from -4.7% in the four-week period) while pricing remained relatively flat at +7.4% compared to +7.3% in the four-weeks.
The Coca-Cola Company continued to lead the pack and outperformed the category, with sales up 3.3% in the two-weeks, while volume dropped -1.6% and average pricing rose 5%. Elsewhere, PepsiCo sales were down -1.7% (-10.3% volume and +9.6% pricing) while Keurig Dr Pepper (KDP) reported sales growth of 3.2% with a -4.3% volume slide offset by +7.8% average pricing.
Energy
The pace of energy drink sales remained relatively flat, increasing 6.9% in the two-week period (+6.8% for the two-weeks). Volume rose by 6.5% while average pricing grew just +0.4%.
Frontrunner Monster Energy reported dollar sales down -4% in the two-weeks, with volume falling -6.9% and average pricing climbing +3.1%. Red Bull was up 1.4% with a volume slide of -0.6% and an average pricing increase of +2%.
Performance energy drink brand Celsius grew dollar sales +126.8%, with +122.4% volume growth and +2% average pricing growth. PepsiCo, the brand’s primary distribution partner, saw its own energy drink portfolio of Rockstar and MTN DEW drop -1.4% with a -8.9% volume decline and a +8.2% price increase. Meanwhile, sales of Starbucks fell a steep -34.8%.
Several other energy drink brands also reported strong dollar sales growth in the two-week period, including Alani Nu (+50.5% sales and +57.3% volume), GHOST (+58.9% sales and +59.1% volume).
Bottled Water
Bottled water sales slowed slightly, increasing 1.4% in the two-weeks against 2% for the four-weeks with a 1% volume increase and a +0.4% hike in average pricing.
Blue Triton Brands outpaced the category, reporting sales up 2% in the period (+1% volume and +0.9% average pricing).
Elsewhere, PepsiCo (-4.2%), Nestle (-2.2%), KDP (-3.9%) and Hint Water (-10.6%) all reported losses.
Sports Drinks
Sales of sports drinks also slowed in the two-week period, up 1.5% (+2.3% for four-weeks and +8.4% for 52-weeks) with a -8.4% volume slide and +10.8% increase in average pricing.
PepsiCo (Gatorade) led the category, though sales were down -2.4% (-11.4% volume and +10.2% average pricing), while The Coca-Cola Company (BodyArmor and Powerade) saw sales slip -9.9%.
Meanwhile, newcomer PRIME significantly outperformed the category with dollar sales growth of +211.7% (+163.6% volume and +18.3% average pricing).
Sparkling Flavored Water
Sparkling water sales in the period grew 2.3% (+2.5% for four-weeks and +4.5% for 52-weeks).
Spindrift (+27%) and Waterloo (+48.6%) both experienced dollar sales growth while The Coca-Cola Company (-0.6%), PepsiCo (-0.7%), Nestle (-4.9%) and Talking Rain (-2.4%) all faced declines.
RTD Coffee
Coffee sales were down -4.5% in the two-weeks, worsening from -3.9% in the four-weeks and +3.8% in the 52-weeks. Meanwhile, volume fell -6.2% and average pricing rose +1.8%.
Sales dropped for Starbucks (-3.9%), The Coca-Cola Company’s Dunkin’ and Costa brands (-25.5%) and Califia Farms (-12.9%) while Danone North America (+6.5) and Black Rifle (+18.8%) posted growth.
Coconut Water
Though coconut water again saw the largest dollar sales growth among major non-alc beverage categories, sales declined sequentially, up +11.1% in the two-week period (+12.8% for four-weeks and +14.3% for 52-weeks). Volume rose 12.1% while average pricing dropped -0.9%.
Vita Coco (7.9%), Harmless Harvest (+13.9%), Goya Foods (+7.1%) and C20 Pure Coconut Water (+31.2%) all reported dollar sales growth.