Weaker volumes dragged down sequential non-alcoholic beverage sales growth during the two weeks ending September 6, according to Goldman Sachs’ latest analysis of NielsenIQ data (including xAOC + Convenience and Amazon).
Volumes fell 2.4% during the reporting period (+0.1% 4-weeks/+0.3% 12-weeks), impacting the pace of dollar sales growth to 2.8% in the 2-weeks (4.8% 4-weeks/4.7% 12-weeks). Pricing growth rose 5.2% (4.6% 4-weeks/4.4% 12-weeks).
Energy Sales Strong But Decelerated
The energy category sales grew 14.4% in the two-week period (+15.5%/4-wks and 12-wks). Volume ticked up with modest sequential deceleration to 14.2% (+14.8% 4-wks and 13.9% 12-wks) while pricing growth slowed to 0.1% in the two-weeks (0.6% 4-wks and 1.4% 12-wks). Here’s how individual brands performed during the two-week period:
Red Bull: Sales +10.7% (+12.1% 4-wks); Volume +10.6% (+12.4% 4-wks); Pricing +0.1% (-0.2% 4-wks)
Monster (excluding Bang): Sales +10.4% (+10.3%/4-wks); Volume +4.7% (+4.3% 4-wks); Pricing +5.5% (+5.8% 4-wks)
PepsiCo (not including Celsius): Sales -11.9% (-11.8% 4-wks); Volume -9.9% (-10.5% 4-wks); Pricing -2.1% (-1.5% 4-wks)
Celsius: Sales +36.3% (+41.7% 4-wks); Volume +38.2% (+40.5% 4-wks); Pricing -1.3% (+0.9% 4-wks)
Nutrabolt: Sales +15.9% (+13.8% 4-wks); Volume +63.1% (+61.8% 4-wks); Pricing -28.9% (-29.73% 4-wks)
GHOST: Sales +19.6% (+19.1% 4-wks); Volume +18.1% (+17.6% 4-wks); Pricing +1.3% (+1.3% 4-wks)
CSD Sales Lift Moderately
Overall carbonated soft drink sales rose +2.1% in the two-weeks (+3.5% 4-wks). Volume dropped -3.9% slipping further from the 4-wks (-1.6%). Pricing ticked up +6.2% (+5.2% 4-wks). Low-calorie CSD options saw dollar sales lift +9.9%, a sequential decline from +11.3% in the 4-weeks. Volume (+2.7%) continued a downward trend in the two-week period (+4.9% 4-wks), while pricing was up modestly +7% in the two-weeks (+6.1% 4-wks) . Here’s the two-week CSD numbers:
Coca-Cola: Sales +1.9% (+3.7% 4-wks); Volume -4.4% (-1.3% 4-wks); Pricing +6.6% (+5.1% 4-wks)
PepsiCo: Sales -0.4% (+0.7% 4-wks); Volume -6.8% (-5.4% 4-wks); Pricing +6.9% (+6.5% 4-wks)
Keurig Dr Pepper: Sales +2.4% (+3.9% 4-wks); Volume -3.9% (-1.6% 4-wks); Pricing +6.6% (5.5% 4-wks)
OLIPOP: Sales +24.6% (27% 4-wks); Volume +22.6% (+28.8% 4-wks); Pricing +1.7% (-1.4% 4-wks)
Zevia: Sales +28.6% (26.2% 4-wks); Volume +26.1% (+25.2% 4-wks); Pricing +2% (+0.8% 4-wks)
Sports Drinks Score
After signs of a rebound in August, sports drink sales took a downward turn in the last two-week period. Sales dropped -6.4%% (-1.2% 4-wks) and volumes followed suit down -8.7% (-3.2% 4-wks) as pricing remained relatively flat at +2.5% (+2.1% 4-wks). Here’s how category brands showed up over the two-week period:
PepsiCo (Gatorade): Sales -8.2% (-2.1% 4-wks); Volume -8.7% (-3.2% 4-wks); Pricing +2.5% (+2.1% 4-wks)
Coca-Cola (PowerAde/BodyArmor): Sales -3.2% (+0.5% 4-wks); Volume -5.7% (-2% 4-wks); Pricing +2.6% (+2.6% 4-wks)
Electrolit: Sales +25.2% (+29.8% 4-wks); Volume +20.8% (+27.5% 4-wks); Pricing +3.6% (+1.9% 4-wks)
PRIME: Sales -52.2% (-50.2% 4-wks); Volume -50.5% (-48.3% 4-wks); Pricing -3.4% (-3.7% 4-wks)
Bottled Water Takes A Step Back
Dollar sales trended in the red over the two-week period falling -2% after rising +0.8 in the four-weeks. Volume also declined -2.2% (+0.6% 4-wks) and pricing remained flat (+0.2%) in the 2- and 4-wks. Here’s how brands fared:
Private Label: Sales -0.5% (+2.6% 4-wks); Volume -1.5% (+2.1% 4-wks); Pricing +1% (+0.5% 4-wks)
PRIMO Brands: Sales -0.5% (+1.7% 4-wks); Volume -1.3% (+0.7% 4-wks); Pricing +0.8% (+1% 4-wks)
Coca-Cola: Sales +1.7% (+5.1% 4-wks); Volume +8.5% (+11.3% 4-wks); Pricing -6.3% (-5.6% 4-wks)
Pepsico: Sales -16.7% (-13% 4-wks); Volume -26.6% (-24.5% 4-wks); Pricing +13.5% (+15.1% 4-wks)
Keurig Dr Pepper: Sales -10.7% (-8.2% 4-wks); Volume -15.4% (-13.6% 4-wks); Pricing +5.6% (+6.2% 4-wks)
Supplying Demand (Liquid Death): Sales -12.1% (-12.5% 4-wks); Volume -12.9% (-14.8% 4-wks); Pricing +1% (+2.7% 4-wks)
Sparkling Water Remains Stable
Sales growth slipped nominally in the category, with overall sales reaching +6.9% (+8% 4-wks) while volume declined sequentially to +2% (+2.7% 4-wks) and pricing moderated to +4.9% (+5.2% 4-wks). Here are the brands’ numbers during the two-weeks:
Talking Rain: Sales +0.4% (+1.5% 4-wks); Volume -2.6% (-0.7% 4-wks); Pricing +3.1% (+2.2% 4-wks)
La Croix: Sales -3.8% (-3.8% 4-wks); Volume -6.3% (-6.7% 4-wks); Pricing +2.6% (+3.1% 4-wks)
Nestlé: Sales +14.8% (+17.7% 4-wks); Volume +14.8% (+18.6% 4-wks); Pricing 0% (-0.7% 4-wks)
Polar: Sales +3.1% (+10.6% 4-wks); Volume +1.3% (+8.3% 4-wks); Pricing +1.8% (+2.1% 4-wks)
Spindrift: Sales +23.8% (+28.1% 4-wks); Volume +9.6% (+19.1% 4-wks); Pricing +13% (+7.6% 4-wks)
Waterloo: Sales +27.2% (+19.4% 4-wks); Volume +31.7% (+17.4% 4-wks); Pricing -3.4% (+1.7% 4-wks)
Liquid Death: Sales +17.4% (+18.4% 4-wks); Volume +8.9% (+9% 4-wks); Pricing +7.9% (+8.7% 4-wks)
Coffee Is Broadly Flat
The coffee category stayed relatively flat over the two-week period, with sales sliding -3.6% (-3.7 4-wks), while volumes improved to -7.6% (-9.1 4-wks) and pricing was up +4.3% (6% in 4-wks). Let’s see how brands performed:
Starbucks: Sales -5% (-3.9% 4-wks); Volume -5.7% (-4% 4-wks); Pricing +0.8% (0% 4-wks)
Danone: Sales 6.7 (+5.4% 4-wks); Volume +1.2% (-5.1% 4-wks); Pricing +5.5% (11.1% 4-wks)
Black Rifle: Sales -1.1% (-1.6% 4-wks); Volume +2.3% (+1.4% 4-wks); Pricing -3.4% (-3% 4-wks)
Coca-Cola: Sales -13.8% (-13% 4-wks); Volume -15.2% (-13.7% 4-wks); Pricing +1.8% (+0.8% 4-wks)
Califia: Sales -17.8% (-13.2% 4-wks); Volume -27.4% (-18.9% 4-wks); Pricing +13.2% (+6.9% 4-wks)
Kitu Life: Sales -14.6% (-9.6% 4-wks); Volume -10.7% (-4.5% 4-wks); Pricing -4.3% (-5.3% 4-wks)
Coconut Water Lands Double-Digit Growth
Summer is about refreshment and the coconut water category appears to be delivering on it. Dollar sales grew +18.8% (+16.9% 4-wks) while volumes jumped 13.9% (8% 4-wks) and pricing lifted 4.3% (8.3% 4-wks). Here’s a sip of category brand results:
Vita Coco: Sales +31.5% (+25.2% 4-wks); Volume +31.6% (+17.3% 4-wks); Pricing -0.1% (+6.8% 4-wks)
Harmless Harvest: Sales +9.7% (+10.2% 4-wks); Volume -0.9% (-0.2% 4-wks); Pricing +10.7% (+10.4% 4-wks)
Goya Foods: Sales +2.4% (+6.8% 4-wks); Volume -10% (-6.9% 4-wks); Pricing +13.8% (+14.7% 4-wks)
C20 Pure Coconut Water: Sales +18.3% (+18.1% 4-wks); Volume +19.9% (+16.8% 4-wks); Pricing -1.3% (+1.2% 4-wks)