Non-alcoholic beverage sales were “healthy and accelerated” as volume sales rebounded in the two-week period ending February 10, according to the latest analysis of NielsenIQ data by Goldman Sachs Equity Research.
- Total dollar sales rose 3.2% in the two-week period, up from +1.9% in the four-weeks and +2.7% for the 12-week period.
- Volume sales bounced back from a period of decline, up 0.4% in the two-weeks, compared to a -0.8% drop for the four-weeks and -0.6% in the 12-weeks.
- Average pricing was relatively consistent, up 2.8% in the two-weeks, +2.7% for the four-weeks and +3.3% in the 12-weeks.
CSDs
Carbonated soft drink sales rose 4% in the two-week period, picking up pace from 3% growth in the four-weeks. Volume declines slowed to -0.3%, softening from a -2.5% drop in the four-week period. Average pricing growth also came down, growing 4.4% in the period versus +5.6% in the four-weeks.
The Coca-Cola Company posted sales growth of +5.9% and volume growth of +5.1% in the period, with just a +0.7% average price increase. PepsiCo’s results were more muted, up +1.2% with volume down by -3.4% and pricing of +4.8%. Keurig Dr Pepper (KDP) similarly faced slow growth of +0.9% as volumes fell -3% and pricing rose by 4.1%.
Although the data set cut off a day before its big Super Bowl ad premiere, prebiotic soda brand Poppi reported sales 217.1% in the two-weeks and volume growth of 241.5% to around $147.2 million. Stevia-sweetened zero calorie soda Zevia fell -9.7% against a -18.2% volume dive.
Energy Drinks
Energy drink sales growth stayed elevated at +6.1% in the two-week period and +4.3% in the four-weeks. Volume sales grew 4.2% in the two-weeks, up from +2.4% in the four-weeks. Average pricing was relatively consistent, up +1.8% and +1.9% respectively in the two- and four-weeks.
Sales of category leader Monster (excluding Bang) were up 1.5% in the two-weeks, a turnaround from a -0.3% decline in the four-week period. Meanwhile, second place competitor Red Bull posted +5.1% sales growth in the two-weeks, up from 3.1% in the four-weeks.
Celsius retained its position as the fastest growing brand in the category, up 78.3% in the two-week period and 132.3% in the 52-week period to surpass $1.7 billion, with volume growth of 84.9% and a -3.6% cut in pricing. Its distribution partner, PepsiCo, however, saw its owned portfolio of brands (Rockstar and MTN Dew) fall -16.8%, worsening from -15.4% in the four-weeks, with a volume drop of -18.1%.
5-Hour Energy sales were down -7.1% in the period, improving slightly from -9% in the four-weeks. Volumes fell by -5.5% in the period.
Rising brands like Nutrabolt/C4 (+62.6%), Alani Nu (+46.5%) and Ghost (+31%) also saw strong two-week growth, however PRIME (-24%) and A Shoc (-30.9%) reported declines.
Bottled Water
Water sales accelerated to +1.3% in the two-weeks (+0.3% for four-weeks), with volume up +1.7% (+1.2% for four-weeks) and average pricing down by -0.4%.
Private label sales top the category, up 4.2% in the two- and four-week periods, with volume sales up 4% and average pricing inching up +0.2% in the two-weeks.
Among branded portfolios, BlueTriton Brands grew sales by 0.1% against +1.6% volume growth as a -1.6% average price decrease led volumes to outpace dollar performance. Coke (+1.9%) CG Roxane (1.1%), KDP (+2.8%), Niagara Bottling (+0.5%), Danone North America (+8.5%) and Liquid Death (+12.5%) all reported positive dollar sales growth.
However, PepsiCo (-3.8%), Fiji (-6.5%), Nestlé Holdings (-5.2%) and flavored water maker Hint (-10.4%) all saw declines in the period.
Sports Drinks
Sales of sports drinks fell -0.3% in the two-weeks (-1.8% for four-weeks) with a -8.7% volume decline (-10.4% for four-weeks) and +9.3% average price hike.
Category leaders were the main source of the decline as PepsiCo (Gatorade) dollar sales fell -0.9% and Coke (BodyArmor and Powerade) was down -5%. PRIME’s growth remained elevated but decelerated, up 13.8% in the two-weeks compared to +29.9% in the four-week period. Mexican hydration brand Electrolit rose 25% in the two-weeks, picking up pace form +22.9% growth in the four-weeks.
Sparkling Water
Sparkling water dollar sales were up 4.4% in the two-week period, accelerating from +3.2% in the four-weeks. Volume sales improved, down just -0.6% in the two-weeks versus -1.5% in the four-weeks. Average pricing rose by 5%.
Talking Rain reported sales up 4.1% and volumes up 6.8% with a -2.6% drop in average pricing. LaCroix-maker National Beverage Corp was down -6.8% in the period with volumes diving -8.8% far outpacing a +2.2% average price increase.
Nestlé Holdings (+0.1%), Polar (+17.6%), Coke’s AHA (+1.5%), Spindrift (+20.2%), Waterloo (+23.3%) and Liquid Death (+42%) were all up in the period, while PepsiCo’s Bubly dropped by -6.2%.
RTD Coffee
Liquid coffee saw the worst declines among the tracked categories, with dollar sales down by -7.2% in the two-weeks, albeit improving from -8.8% in the four-weeks. Volume sales performed similarly, down -8% in the two-weeks and -9.4% in the four-weeks. Average pricing was up just +0.9%.
Starbucks was the main source of the decline, down -10.7% with volumes dropping -13.8% and average pricing growing 3.5%. Danone’s STOK (+10.9%) and Black Rifle (+7.1%) grew against the category trend, however Coke (-24.1%), Califia Farms (-2.5%) and Super Coffee maker Kitu Life (-33.3%) all fell in the two-week period.
Coconut Water
Although smallest by dollar value among the tracked categories, coconut water saw the most highest growth with dollar sales up 7.1% in the two-weeks and +7.4% in the four-weeks. Volumes grew 8.3% and 8.4% in the two- and four-week periods respectively. Average pricing was down -1.1% in the two-week period.
Category leader Vita Coco grew 3.3% in the two-weeks, however smaller competing brands outpaced its growth. Harmless Harvest (+9%), Goya Foods (+12.9%), C2O (+21.9%), Sun Hing Foods (+4.8%) and Brooklyn Bottling Group (+28.1%) all reported positive dollar sales growth.