Non-alcoholic beverage sales stabilized in the two-week period ending July 1, as volume declines slowed against more moderate pricing action, according to an analysis of NielsenIQ data by Goldman Sachs Equity Research.
Dollar sales growth was up 6.3% in the two-week period, compared to 6.2% in the four-week period and 8.8% for the 12-week period. Meanwhile, volume fell -4.8%, improving from -5.7% in the four-weeks. Average pricing growth was up 11.1%, decelerating from 11.9% in the four-weeks.
CSDs
Carbonated soft drink sales were up 9.8%, a modest deceleration from 10% in the four-week period and 11.3% in the 12-weeks. Volume sales fell -3.7%, an improvement from -5% in the four-weeks while average pricing rose by 14%, down from +15.7% in the four-weeks.
The Coca-Cola Company reported dollar sales up by 11.4% in the two-weeks, with volume falling -3.1% and average pricing up 15%. PepsiCo grew sales by 4.8%, while volumes dropped -5.6% and pricing climbed by 11%. Keurig Dr Pepper (KDP) was up 10.4%, with volumes down-5.4% and pricing growing 16.7%.
Energy Drinks
Energy drinks decelerated slightly, growing 13.8% in the two-weeks versus 14.4% in the four-weeks. Volume was up by 3.7% while average pricing increased 9.8%.
Monster reported dollar sales up 12.5% in the period with volume growing 1.9% and average pricing jumping 10.3%. Red Bull improved 9.6% with volume up 1.6% and +7.9% average pricing.
Performance energy brand Celsius officially rose to the number three spot in the energy category, growing sales by 156.2% to over $1 billion, officially surpassing its distribution partner PepsiCo, whose own energy portfolio of Rockstar and MTN Dew grew by 8.6%.
Meanwhile, former third place brand Bang, which had been warning of a potential liquidation threat last month prior to the FTC’s approval of its sale to Monster, reported sales down -64.4% with volumes dropping by -67.2%. Other performance energy brands including Nutrabolt/C4 (+68%), Alani Nu (+23.7%), and Ghost (+120.4%) saw sales rise double or triple digits in the two-week period. Elsewhere, A Shoc (-28.9%) and ZOA (-44.2%) faced declines.
Bottled Water
Water sales increased by 1.4% in the two-week period, up from 0.7% in the four-weeks. Volumes fell -4.1% while +5.8% average pricing offset the decline.
Blue Triton Brands sales fell -1.3% in the two-weeks, with a -13.5% drop in volume and +14.1% average pricing hike. Coke reported sales up by 2.6% while PepsiCo fell -1.8%. Other brands in the category also reported dollar sales dives, including Fiji (-5.6%), CG Roxane (-6.9%) and KDP (-0.2%). Niagara Bottling (+1.7%) and Danone North America (+9.6%) posted positive growth.
Sports Drinks
Sports drink sales grew 0.9%, inverting a -1.5% decline in the four-week period. Volume declines softened to -12%, compared to -14.7% in the four-weeks, as did average pricing, up 14.7% in the two-weeks and 15.5% in the four-weeks.
The positive growth for the category came from independent brands as PepsiCo (Gatorade) reported sales down -3.5% while Coke (-12%) and its BodyArmor brand (-14%) reported negative dollar sales. Electrolit grew 22.1% in the period. However, sales of fast-rising sports drink player PRIME were not included.
RTD Tea
Tea sales decelerated in the two-week period, rising just 0.2%, versus +1.3% in the four-week period. Average pricing growth of 10.1% offset a -8.9% volume hit. Lipton products fell -4.9% while Coke (+3.7%), AriZona (+2.5%), Milo’s Tea Company (+17.7%) and Guayaki (+25.7%) grew dollar sales.
Sparkling Flavored Water
Carbonated waters fell -1% in the period, declining from modest 0.1% growth in the four-week period. Volume sales dropped -8.8% as pricing rose by 8.6%.
The top three brands – Talking Rain (-6.3%), National Beverage/LaCroix (-9.6%) and PepsiCo’s Bubly (-3.7%) – reported sales declines, as did Coke’s AHA (-27.4%) and Nestle Holdings (-42.9%). Other brands saw double digit growth, however, including Polar (+13.9%), Spindrift (+32.2%) and Waterloo (+34.7%).
RTD Coffee
Coffee sales decelerated slightly, up 1.4% in the two-weeks and 2.2% in the four-weeks. Volume sales fell by 3.9% and pricing increased by 5.6%. Starbucks was up 3.1% while Danone’s STOK improved sales by 13.3% and Black Rifle Coffee Company rose 34.5%. Coke’s coffee portfolio saw sales slide -22.9%.
Still Flavored Water
Still flavored water was up 2.2% in the two-week period and 2.4% in the four-week period. Volume sales dropped -11.5% against +15.5% average pricing.
Coke (+3.6%) and PepsiCo (+18%) both reported positive gains in the period, but dollar sales were down for Hint (-15.3%), Blue Triton (-38%), Kraft Heinz (-21.6%) and good2grow (-3.8%).