Non-alcoholic beverage sales “remained healthy but moderately decelerated” during the two-week period ending January 13 as faster volume growth was offset by softer pricing growth, according to Goldman Sachs Equity Research’s latest analysis of NielsenIQ data.
Here’s the top-level view:
- Dollar sales in the two-week period grew 2%, compared to +2.8% in the four-weeks and +7.8% in the 52-weeks.
- Volume growth accelerated to +0.7% in the two-weeks, versus -0.5% in the four-week period.
- Average pricing growth decelerated to 1.4% in the two-week period, compared to +3.3% in the four-weeks.
Carbonated Soft Drinks
CSD sales remained flat in the two-week period at 3.5% versus +3.4% in the four-weeks but slowed significantly from 8.8% in the 52-weeks. Volumes fell -2.3% (improving slightly from -2% in the four-week period) while pricing grew moderately at 5.9% compared to +5.4% in the four-weeks.
Category leader The Coca-Cola Company outperformed, with sales up 3.9% in the two-weeks, while volume rose 0.3% and average pricing grew 3.5%. Elsewhere, PepsiCo dollar sales crept up a mere 0.5% ( -4.5% volume and +5.2% average pricing) while Keurig Dr Pepper (KDP) posted a +2.7% dollar sales growth, against a -2.9% volume slide partially offset by +5.8% pricing growth.
Elsewhere, better-for-you brand Zevia saw sales drop -15.2% with volumes down a significant -28.9%.
Energy Drinks
Looking at the energy category, dollar sales slowed to 2.9% in the two-weeks versus +5.9% in the four-week period and +10.9% in the 52-week period. Volume sales were up by 2.8% (+6.1% in the four-weeks) and average pricing grew just 0.1% (-0.2% in the four-weeks).
Frontrunner Monster Energy Company – including Bang – saw dollar sales declines worsen, dropping to -6.9% (-4.2% in the four-weeks and -1% in the 52-weeks). Still vying for the top spot, Red Bull sales rose 0.9% in the two-week period (+2.7% in the four-weeks) while volumes fell -4.2%.
Rising star Celsius grew dollar sales +74.1% with +37.7% volume growth and +26.4% average pricing growth. PepsiCo, the brand’s primary distribution partner, saw its own portfolio of Rockstar and MTN DEW drop -10.3% against a -14.5% volume dip and a 5% price increase. Meanwhile, sales of Starbucks fell a steep -37.9%.
Other emerging brands saw double-digit gains in the category including C4 maker Nutrabolt (52.4% sales and +47.1% volume), Alani Nu (+30% sales and +41.6% volume) and GHOST (41.4% sales and +41.3% volume).
Bottled Water
Bottled water sales were up 1% in the two-week period, accelerating from -0.2% in the four-weeks. Volumes also improved, ticking up 3.7% (compared to 0.7% in the four-weeks) while average pricing growth hastened to -2.7% (-0.9% for four-weeks).
Private label dominated the category, with sales rising +8.1% (+7.3% volume and +0.7% average pricing). Meanwhile, Blue Triton Brands, the largest branded water portfolio, saw sales drop -0.1% (-0.9% in the four-weeks) with volume sales up by 3.9% and average pricing down -3.9%.
Elsewhere, PepsiCo (-7.7%), Nestle (-6%), KDP (-5.9%) and Hint (-7.5%) all reported single-digit losses.
Sports Drinks
Sports drinks fell -1.8% in the two-week period, compared to +1.3% in the four-weeks and +6.9% in the 52-weeks. Volume sales were down -10.1%, worsening from -7.9% in the four-weeks, while average pricing jumped up 9.2%.
PepsiCo’s Gatorade saw sales drop to -2.7% (-0.4% in the four-week period) while volume slid -12% and average pricing rose +10.6%. The Coca-Cola Company’s portfolio of BodyArmor and Powerade accelerated its sales declines to -12% (-9.2% in the four-weeks) with volumes down by -13.9% and pricing up 2.2%.
Up-and-coming competitor PRIME saw a slowdown in the period, reporting 65.4% sales growth (+65.4% in the four-weeks and +465.5% in the 52-weeks).
Sparkling Water
Sparkling water sales slowed to 3.3% in the two-weeks (+4.5% in the four-week period and +5.1% in the 52-week period) with volume sales down -1.5% (-0.4% in four-weeks) and average pricing up 4.9% (5% in four-weeks).
Category leader Talking Rain reported sales down by -0.7% in the period against +1% volume and -1.7% average pricing. Meanwhile, Polar Corp (+11.6%), Spindrift (+22.4%) and Waterloo (+35%) all saw double-digit dollar sales gains.
RTD Coffee
Coffee was down -8.2% in the two-week period, compared to -6.2% in the four-weeks and +1.5% in the 52-weeks. Volume sales declined by -8.5%, worsening from -7.4% in the four-week period, and average pricing was up 0.3% compared to +1.4% in the four-weeks.
Starbucks sales fell -10.3% in the two-weeks versus -6.8% in the four-weeks. Volumes were down -11.2% and average pricing grew just 1%. The Coca-Cola Company’s portfolio of brands – Dunkin’ and Costa – also fell, sliding -27.1% with a -42.1% volume drop and +25.8% average pricing.
Danone, which produces STOK, grew dollar sales by 7.8% with +3.7% volume and +4% average pricing. Meanwhile, Califia Farms (-10.2%) and Kitu Life’s Super Coffee (-36.9%) both posted declines.
Coconut Water
Coconut water again saw the largest dollar sales growth among major non-alc beverage categories, rising +11.3% in the two-weeks (+12% for four-weeks and +14.5% for 52-weeks). Volumes rose 13.4% (flat compared to the four-weeks) while average pricing dropped -1.8% (-1.2% for four-weeks).
Vita Coco (+14%), C20 Pure Coconut Water (+15.4%), and Brooklyn Bottling Group (+19.3%) all exceeded the category’s average sales while Harmless Harvest (+6.5%) and Goya (+8.7%) experienced less dramatic growth.