Non-alcoholic beverage sales in U.S. retail decelerated in the two-week period ending April 6, according to an analysis of NielsenIQ data by Goldman Sachs Equity Research, as “softer volumes” combined with slower pricing action and an “unusually early Easter” combined to reduce year-over-year growth.
- Total NA beverage sales growth was up +0.4% in the two-week period, compared to +2.4% in the four-week period and +1.8% in the 12-week period.
- Volume sales fell -1.1% in the two-weeks, compared to +0.4% growth for the four-weeks and -0.7% in the 12-weeks.
- Average pricing grew +1.5% in the two-week period, versus +2% in the four-weeks and +2.5% in the 12-weeks.
CSDs
Carbonated soft drinks grew +3.5% in the two-week period, decelerating from +4.2% in the four-week period. Volume sales remained down -0.6%, consistent across the two- and four-weeks, while average pricing slowed slightly at +4.2%, versus +4.8% in the four-weeks.
The Coca-Cola Company outpaced the category, growing dollar sales by +4.2% in the two-weeks (+4.7% for four-weeks) with volume up 2.1% across both periods and average pricing up 2.1% (+2.6% for four-weeks). PepsiCo meanwhile grew sales just +0.8% (+1.9% for four-weeks) as volumes dropped -2.3% (-1.9% for four-weeks) and average pricing was up +3.2% (+3.9% for four-weeks).
Keurig Dr Pepper’s (KDP) dollar sales accelerated in the two-weeks, growing +2.2% versus +2% for four-weeks. Volume sales declines improved as well, falling just -1% compared to -2.3% in the four-weeks and average pricing grew 3.3% (+4.4% for four-weeks).
Among better-for-you brands, prebiotic soda maker Poppi reported dollar sales up 144.3% (+177.8% for four-weeks) and volumes grew 160.9% (+198.1% for four-weeks). Average pricing declined -6.4% (-6.8% for four-weeks). Stevia-sweetened brand Zevia posted dollar sales down -4.7%, hastening a decline from -2.7% in the four-week period. Volumes fell -14.3% (-12.3% for four-weeks) and average pricing was up by 1+1.2%, roughly consistent with +11.3% in the four-weeks.
Energy Drinks
Energy drink dollar sales growth saw notable deceleration in the two-week period, up just +1.6% compared to +3.7% in the four-weeks and +8.9% in the 52-week period. Volume sales slid -0.1% (+2.1% for four-weeks) and average pricing crept up by +1.7% (+1.5% for four-weeks).
Category leader Monster, excluding Bang, saw sales fall -1.6% in the two-weeks (+0.4% in four-weeks) as volumes fell -2.6% and average pricing rose +1%. Red Bull, now amassing over $7 billion in trailing 52-week dollar sales, was up by +1.6% (+3.6% in four-weeks) as volumes fell -3.3% and average pricing jumped by +5.1%.
Rising number-three player Celsius continued to see elevated growth at +49.2%, but decelerated slightly from+55.4% in the four-week period. Volume sales grew +56.9% and average pricing was cut by -4.9%. Meanwhile, that brand’s exclusive distribution partner PepsiCo (Rockstar and MTN Dew) saw sales drop -22.4% (-20.6% for four-weeks) with volume down -22.9% and average pricing up by +0.6%.
Energy shot pioneer 5-Hour Energy also fell in the period with sales down -10.2% (-9% for four-weeks) as volumes declined -13.2% and pricing grew +3.4%.
Other emerging energy brands posted double-digit sales growth, including Nutrabolt/C4 (+35.3%), Alani Nu (+50.1%) and Ghost (+12.4%), whereas PRIME (-59.8%) and A Shoc (-38.2%) dipped.
Bottled Water
Water sales fell -2% in the two-weeks, down from +1.2% in the four-week period. Volumes slid -0.2% (+1.9% for four-weeks) and average pricing dropped -1.8% (-0.7% for four-weeks).
Private label products stayed strong at the top of the category, growing sales +2.4% and volume by +2.6%. Branded leader BlueTriton was down -3.1% (+0.2% for four-weeks) with volume down -0.8% and average pricing at -2.3%.
Coke (-3.6%), PepsiCo (-9.1%), Fiji (-8.2%), Nestle Holdings (-8.9%), CG Roxane (-0.2%), KDP (-11.9%) and flavored water brand Hint (-12.8%) all reported dollar sales declines. On the upside, Danone North America (+7.8%), Niagara Bottling (+3.9%) and Liquid Death (+13.3%) continued to see positive growth.
Sports Drinks
Hydration drinks dropped -9.1% in the two-week period, a rapid decline from -4.3% dollar sales in the four-week period. Volumes were down -12.7% (-8.5% for four-weeks) and average pricing grew by +4.1% (+4.5% for four-weeks).
PepsiCo (Gatorade) was in-line with the category, down -9.1% in sales (-4.2% for four-weeks) as volumes dropped -14% and average pricing grew 5.7%. Coke’s portfolio of BodyArmor and Powerade fell -9.6% (-6.8% for four-weeks) with -11.6% volume and +2.3% average pricing.
PRIME was down -24% (-15.2% for four-weeks) with -23.8% volume and -0.2% average pricing while Electrolit decelerated but remained elevated at +21.8% (+26.9% for four-weeks) at +21.1% volume and +0.6% pricing.
Sparkling Water
Sparkling water dollar sales were up by 3% in the two-weeks (+5.2% for four-weeks) as volumes fell -0.2% (+1.3% in the four-week period) and pricing was up +3.1% (+3.9% for four-weeks).
Category leader Talking Rain was up 5.8% (+8.1% for four-weeks) with volume up +6.7% and average pricing down -0.9%. LaCroix maker National Beverage Corp. declined -3.2% in the period (-0.9% for four-weeks) with volumes down -0.8% and average pricing down -2.4%).
Nestle Holdings (-8.5%) was also down, while Polar (+5.3%), Coke/AHA (+6.2%), PepsiCo/Bubly (+4.4%), Spindrift (+17.8%), Waterloo (+20.7%) and Liquid Death (+35.9%) all reported positive sales growth.
RTD Coffee
Liquid coffee drinks dropped by -8.1% in the two-weeks, a worsening decline from -6.4% in the four-week period. Volumes dropped by -8.7% (-7.2% for four-weeks) and average pricing grew just +0.7% (+0.9% for four-weeks).
Starbucks was a key part of the drag, falling -11.4% (-9.5% for four-weeks) with a -14.3% volume hit and +3.4% average pricing. Danone’s STOK provided some lift, however, up +9.1% in the two-weeks (+9.5% for four-weeks) with +3.2% volume and +5.7% pricing.
Black Rifle (-1.2%), Coke (-25.2%), Califia Farms (-11.7%) and Super Coffee maker Kitu Life (-29.7%) faced sales declines.
Coconut Water
Though smallest in market share, coconut water was the strongest of the tracked categories with dollar sales up +5.9% (+9.7% in the four-weeks) as volumes grew +7.5% (+11% for four-weeks) and average pricing slid -1.5% (-1.1% for four-weeks).
Vita Coco’s dollar sales rose +2.7% in the two-weeks (+6.2% for four-weeks) with volume improving +1.8% and average pricing inching up +0.9%.
Harmless Harvest’s dollar sales were down -1% (+6.5% for four-weeks) but Goya (+11.9%), C2O (+11.1%), Sun Hing Foods (+15.4%) and Brooklyn Bottling Group (+20%) maintained elevated growth.