Non-alcoholic beverage sales decelerated in the two-week period ending August 12, according to the latest analysis of NielsenIQ data by Goldman Sachs Equity Research.
- Total retail dollar sales in tracked channels was up 6.7% in the two-week period, compared to +7.4% in the four-weeks and +8.3% in the 12-weeks.
- Volume sales declines were “broadly stable,” falling -1.0% in the period compared to -1.3% in the four-weeks.
- Average pricing rose 7.7% year-over-year, decelerating from +8.7% in the four-weeks.
CSDs
Carbonated soft drink sales were up 7.7% in the two-week period versus +8.2% for the four-weeks. Volumes declined -3.3% and average pricing rose 11.4%.
- The Coca-Cola Company reported dollar sales up 8.1% in the two-weeks, with volumes down just -0.6% and pricing up 8.8%.
- PepsiCo reported dollar sales up 4.7% against -6.9% volume declines and +12.4% pricing.
- Keurig Dr Pepper (KDP) reported dollar sales up 7.8% as volumes fell -4.8% and pricing was up 13.3%.
- Stevia-sweetened brand Zevia reported dollar sales down -0.9% to around $146.3 million in the two-weeks (+1.4% in four-weeks) as volumes dropped by -21.5%.
- Two prebiotic soda makers each reported triple-digit growth. Poppi posted sales up 198.5% to around $92.7 million with volume growing by 208.9%. Meanwhile, Olipop grew sales 765.6% to $28.6 million against volume growth of 788.1%.
Energy Drinks
Energy drinks saw the largest dollar sales growth among major beverage categories, up 12.1% in the two-week period and 12.4% in the four-weeks. Volume sales were up 5.8% and average pricing increased by 6%.
- Category leader Monster Energy grew sales by 10.3% in the two-week period as volume improved by 2% and average pricing rose 8.2%.
- Red Bull sales were up 6.4% as volume was nearly flat at just +0.1% and pricing increased by 6.3%.
- PepsiCo (Rockstar and MTN Dew) rose to third place in total dollar sales for the category, up 7.2%, while a -7.6% volume decline was offset by +16% average pricing. Celsius, which is distributed by PepsiCo, was up 164.5% in the period, with volume growth of 126.5% and a sharp +16.8% average price hike.
- As it is integrated into Monster’s system, Bang continued its sharp sales declines, falling -67.2% with volume down -70.6%.
- Leading energy shot brand 5-Hour Energy faced declines as well, down -3.5% (softening from -4% in the four-week period) with volume dropping -2% and pricing down by -1.5%.
- Emerging performance energy brands maintained their strong growth rates, including Nutrabolt/C4 (+72.4%), Alani Nu (+50.2%) and Ghost (+122.8%). However, plant-based energy player ZOA faced a -41.1% dollar sales decline.
Bottled Water
Water sales declined sequentially, growing 2.6% in the two-week period against +3.7% in both the four- and 12-week periods. The slide, however, came from lower price increases of +2.1% (versus +3.5% in the four-weeks) as volume sales picked up at a modest +0.5% (+0.2% for four-weeks).
- Private label sales lead the category at +6.5% in the two-week period (+8.2% in the four-weeks), with +5.6% volume and +0.9% average pricing.
- Blue Triton Brands accelerated sales, up 4.4% in the two-weeks and +2.9% in the four-weeks. Volume was flat in the period while average pricing drove growth at +4.4%.
- Coke sales grew 1.1%, decelerating from +3.8% in the four-weeks, while PepsiCo faced -2.7% dollar sales declines (worsening from -1.2% in the four-weeks).
- Smaller brands faced sales declines nearly across the board, including Fiji (-5.4%), Nestlé Holdings (-3.6%), CG Roxane (-3%), KDP (-0.2%) and Niagara Bottling (-2.8%). However, Danone North America grew sales by 4.9%.
- Previously categorized under still flavored water (the category was not included in the data set), Hint reported dollar sales down -5.3% to $140.2 million, with volumes dropping by -12.2% and average pricing up by 7.9%.
Sports Drinks
Athletic hydration beverages grew sales by 5.9% in the two-weeks, slowing from +6.8% in the four-week period. Volume declines hastened, down -4.2% (-3.8% in the four-weeks) while +10.5% average pricing made up the difference.
- PepsiCo (Gatorade) grew dollar sales by 1.4% as volumes fell by -7.7% and average pricing improved 9.9%.
- Coke’s combined portfolio of BodyArmor and Powerade was down -5.8% (-4.7% in the four-weeks) with volume declines of -8.5% and average pricing up 2.9%.
- Teen-favorite sports drink brand PRIME Hydration was up 600.2% to around $493.2 million (compared to +524.6% growth in the four-week period). Volume sales grew by 494.6% while average pricing was up 17.8%.
- Electrolit reported dollar sales growth of 29.3% against +30.3% volume and -0.8% average pricing.
Sparkling Water
Sales growth of sparkling water decelerated, growing 2.6% in the two-weeks versus +3.5% in the four-weeks. Volume sales were down by -4.4% and average pricing increased by 7.3%.
- Top category leaders reported sales down in the two-week period including Talking Rain (-4.3% sales, +0.1% volume), National Beverage Corp/LaCroix (-9.3% sales, -11.6% volume) and Nestlé Holdings (-8.3% sales, -14.3% volume). Private label sales also fell by -4.7% in the period with volume falling -9.4%.
- PepsiCo’s Bubly reported dollar sales up 6% with volume increasing 5.6% and average pricing up just +0.4%. Coke’s AHA appears to have ended a sustained period of sliding dollar sales, growing 10.1% as +38.2% average pricing offset a -20.3% volume decline.
- Spindrift (+29.8% sales, +24.8% volume) and Waterloo (+38% sales, +30.7% volume) both saw double-digit sales and volume gains.
RTD Coffee
Coffee sales fell by -1.4% in the period, worsening from -0.5% in the four-weeks. Volume sales dropped by -7.4% as average pricing grew by 6.5%.
- Starbucks sales were up a modest +0.8% (+1.9% in the four-weeks) as volume dropped by -6.4% and average pricing jumped +7.7%.
- Danone’s STOK grew 8.6% in the two-weeks (+9.6% in the four-weeks) with +2% volume and +6.5% pricing.
- Coke’s coffee portfolio fell -25.6% in the two-weeks (-25.9% in the four-weeks) with volumes plummeting -47.3% and average pricing up by 41%.
- Black Rifle Coffee Company shot up double-digits in the two-weeks, growing 19.2% (+22.5% for four-weeks) while volume improved by 15% and average pricing rose 3.7%.
- Califia Farms fell -2.3% in the two-weeks (flat four four-weeks) with volume down -2.8% and average price rising just 0.5%.
- Kitu Life, maker of functional brand Super Coffee, reported a sales slide of -43.5% to $39.1 million (-41.1% for four-weeks) as volume dropped by -46% and average pricing increased by 4.7%.
Coconut Water
Coconut water dollar sales were up 18.9% in the two-week period and +18.5% in the four-weeks. Volume sales improved 16.9% and average pricing grew just 1.6%.
- Vita Coco outpaced the category at +24% dollar sales growth (accelerating from +22.5% in the four-weeks) with volume growing by 18.5% and average pricing up 4.6%.
- Harmless Harvest increased sales 17% as volumes grew 20% and average pricing fell -2.5%.
- Goya Foods (+18.8%), C2O Pure Coconut Water (+17.6%) and Sun Hing Foods (+26.9%) all saw double digit sales growth while private label products were up by 9.8%.
Sales data for ready-to-drink teas was not included in the data set.