Non-alcoholic beverage sales remained “healthy but decelerated sequentially,” growing 8.8% in the two-week period ending May 6, according to an analysis of NielsenIQ data by Goldman Sachs Equity Research.
Dollar sales in the two-weeks slowed from 10.1% growth in the four-week period and 12% in the 12-week period, according to the report. Meanwhile, volume sales declines worsened, falling -3.3% in the two-weeks, versus -2.6% for the four-weeks. Average pricing remained elevated, but also decelerated slightly, growing 12.1% in the two-weeks compared to +12.7% for the four-week period.
CSDs
Carbonated soft drink sales were up 11.1% in the two-week period, accelerating from 10.5% growth in the four-week period. Volume sales were down -4% (improved from -6.7% in the four-weeks) while average pricing climbed up 15.8%.
- The Coca-Cola Company reported dollar sales growth in line with the category, up 11.1%, against a -3.4% volume slide and 15% pricing increase.
- PepsiCo sales were up a more modest 5.6% (decelerating from +6.1% in the four-week period) as volume fell -10.1% and pricing rose 17.4%.
- Keurig Dr Pepper (KDP) posted 14.4% dollar sales growth (+13.1% for four-weeks) with volume down -1.8% and pricing up 16.4%.
Energy Drinks
Energy drinks reported a slight deceleration in dollar sales, up 11.9% in the two-week period compared to +12.5% in the four-weeks. Volume rose 1.7% (+2.2% for four-weeks) while average pricing jumped 10%.
Performance energy player Celsius, which has an exclusive distribution agreement with PepsiCo, rose to the position of the fourth largest company in the category, growing sales 140.8% to $884 million in the two-weeks. The rise comes as former number-three brand Bang – still within the bankruptcy process and under court order to pull products featuring its “Super Creatine” ingredient from stores – continues to face steep declines, down -58.8% in the two-week period.
- Monster Energy grew sales by 8.3% in the two-weeks (+9.3% for four-weeks) with volume down -1.7% and average pricing up 10.2%.
- Red Bull was up 8.9% in the two-weeks and 9.7% for four-weeks, with volume growing by just 0.8% and pricing up 8%.
- PepsiCo (Rockstar and MTN Dew) saw sales grow by 10.3% (+10.5% for four-weeks) with volume down -4.8% and pricing up 16%.
- Other brands continued to show strong double- and triple-digit sales growth including Nutrabolt/C4 (+68.5%), Alani Nu (+29%), Ghost (+188.3%) and KDP (+19.7%). Starbucks (-8.3%), A Shoc (-28%) and ZOA (-37.1%) reported sales declines in the period.
Bottled Water
Water grew 4.5% in the two-week period, a notable deceleration from 7.9% growth in the four-weeks. Volume sales dropped -2.2% with +6.8% average pricing. Sales data for private label products was not included.
- Blue Triton Brands was up 3.5% in the period, as 15.1% pricing growth offset a steep -10.1% volume slide.
- Coke grew dollar sales +4.6% while PepsiCo (+0.9%), CG Roxane (+4.3%), Niagara Bottling (+3.2%) and Danone North America (+8.4%) also all reported positive dollar sales growth
- Fiji (-4%) and KDP (-4.1%) were down in the two-week period.
Sports Drinks
Sports drinks sales slowed down in the two-week period, up 9%, compared to 14.7% growth in the four-week period. Volume sales fell -6.8% (an acceleration from -2.3% in the four-weeks) while pricing was up 17%.
- PepsiCo (Gatorade) grew sales 4% in the two-weeks, slowing down from 10% growth in the four-weeks, with volume down double-digits at -12% and pricing up a steep 18.2%.
- Coke (Powerade) reported sales down -5.7% in the period and its BodyArmor brand, listed separately in the data, was down -9.9%.
- Mexican brand Electrolit was up 19% in the period, with volume sales growth in line at around 18.3%.
RTD Tea
Tea drink sales grew 3.6% in the two-week period, versus a 5.4% improvement for the four-weeks. Volume sales fell -8% and average pricing was up 12.6%.
- Category leader Lipton was up just 0.1% in the period, while volume fell a sharp -13.6% with 15.9% average pricing offsetting the slide.
- Coke was up 4.4% in the period, along with AriZona (+7.5%) and Milo’s Tea Company (+20.1%).
Sparkling Flavored Water
Category sales for sparkling flavored water grew 4.6% in the two-week period, compared to +5.1% in the four-week period. Volume fell -4.8% and pricing grew by 10%.
- Category leader Talking Rain reported a -0.5% dollar sales decline in the two-weeks, while LaCroix-maker National Beverage Corp. fell by -1.9%.
- PepsiCo (Bubly) improved dollar sales by 0.7%. Polar (+15.2%), Spindrift (+20.3%), Waterloo (+80%), and BUBBL’R (+47.1%) all saw double-digit growth in the period.
- Coke (AHA) fell -28.9%, continuing a period of sliding sales for the brand.
RTD Coffee
Coffee sales slowed slightly in the two-week period, growing 5.2% compared to 6.1% in the four-weeks. Volume was up a modest 1.2% and pricing rose an average of 4%.
- Starbucks dollar sales were up 6.3% on strong 8.9% volume growth and a -2.3% average pricing decrease.
- Danone (STOK) was up 13.8%, with +18.6% pricing offsetting a -4.1% volume drop.
- Black Rifle Coffee Company posted dollar sales growth of 42.7% and volume growth of 34%.
- Coke’s coffee portfolio fell -11.4% in the period, with volume down an even steeper -32.1%.
Still Flavored Water
Still flavored water dollar sales were up 5.4% in the two-week period, versus +8% for the four-week period. Volume sales fell -8.3% and average pricing was up by 14.9%.
- Coke (+8.3%) and PepsiCo (+16.7%) saw positive dollar sales growth.
- Independent player Hint was down -2.7% in the two-week period.
- Blue Triton (-26.4%), Kraft Heinz (-23.3%) and good2grow (-15.6%) all reported double-digit drops in dollar sales.