Beverage Digest | February 18, 2000


US 1999 Top-10 Soft Drink Companies and Brands.
Cadbury Tops Share Growth and Out-Paces Industry. Pepsi's Mt. Dew Gains Most Share of Top-10 Brands.
Coke Has Five of Top-10 Brands but Loses Share. Industry Total Volume Up Just +0.5%.

Total US 1999 carbonated soft drink volume grows +0.5% to 9.93 bil 192-oz cases, according to BD/Maxwell all-channel data. Overall growth rate in 1999 is far lower than industry's +3% growth in 1998 (BD 2/12/99) and +3.2% in 1997 (BD 2/12/98). Cadbury's Dr Pepper/Seven Up unit (DPSU) posts healthy share and volume growth. Coke slips in both measures. Pepsi grows volume modestly; its market share is flat. DPSU's share up +0.5 points to 14.7. Coke's down -0.4 to 44.1. Pepsi's share at 31.4. DPSU's volume in US grows by 47.9 mil cases last year. Coke's volume down 22 mil cases. Pepsi's volume up 19.2 mil cases. Also posting strong growth: private label producer Cott. Company's market share grows +0.4 points; volume up +14.8%.

Brands. Pepsi's Mt. Dew posts best share and volume growth among top-10 brands. Its total case volume passes 700 mil mark. Dr Pepper and Coke's Sprite each gain +0.2 share points. Dr Pepper's volume grows +5.1%; Sprite volume up +3%. DPSU's 7UP loses volume, but its market share was flat at 2.1. Sprite's share now more than triple 7UP's. Coke's Barq's also gains share and volume. Note. Barq's now listed as #10 brand for 1999 and 1998 due to data restatement. Coke's Minute Maid was originally listed as 1998's #10 brand; data included entire flavor line. Barq's data includes only regular root beer. Ranks. Rankings for top-10 companies and brands unchanged vs 1998.

Colas. Market shares are flat or down for all top-10 cola brands. Coke Classic, Pepsi, Diet Coke, Diet Pepsi and Caffeine-Free Diet Coke all experienced volume declines.

Data. Table shows top-10 CSD companies and brands. Data includes rank, market share and case volume for 1999; also changes in market share and volume 1999 vs 1998. Data published with BD contributing editor John C. Maxwell, 35-year beverage expert. Covers CSD volume in all channels: take-home, fountain, vending, etc. 1999 figures estimated. Cases refer to 192-ounce unit cases.

Coca-Cola Co. In 1999, Coke Classic continues as #1 brand. But it loses volume. Its volume is 19.5 mil fewer cases than 1998. Sprite's volume increases by 19.7 mil cases. Barq's gains 6.1 mil cases. Minute Maid flavor line gains aggregate 10.3 mil cases. Mt. Dew competitor Surge volume declines -48.5% to 26.7 mil cases; lags stable-mate Mello Yello. Grapefruit-flavored Citra volume up +24.8% to 26.2 mil cases.

Pepsi-Cola Co. Brand Pepsi is #2 brand. Its volume is down by 28 mil cases. Mt. Dew leads Pepsi's growth, gains 39.9 mil cases. Mug root beer volume up +7.1% to 84 mil cases. Pepsi One. In first full year of availability, brand sells 83.7 mil cases. Compares to 33.5 mil cases for mid-October through December 1998 period.

DPSU. Company's volume growth comes mainly from: 1) Dr Pepper, with volume growing by 30.6 mil cases. 2) Sunkist, volume up 9.5 mil cases. 3) A&W, up 3.9 mil cases. Meanwhile, 7UP loses 6 mil cases; brand lost 5.8 mil cases in 1998.

Plus. 1) Cott bounces back after -11.5% volume loss in 1998. Company benefits from corporate restructuring and higher supermarket pricing on name brands, which makes PL more competitive. 2) National Beverage outpaces industry growth rate; gains +0.1 share point. 3) Triarc's Royal Crown unit volume drops -7.5%; market share down -0.1 points. 4) Big Red posts above-industry volume growth; share up +0.1. 5) Seagram's mixer line solidifies position in #8 spot. 6) Monarch volume restated historically, company now ranks #9; volume down -12%.

Dollars. For 1999, BD estimates retail value of CSD industry in US is $57.99 bil, up +3% from 1998. Retail sales growth far out-pace volume growth as major CSD bottlers raised prices in take-home channels.


Beverage Digest/Maxwell All-Channel Top-10 CSD Companies and Brands
 
1999   Market Share Cases Volume
Rank Companies Share change (millions) change
1 Coca-Cola Co. 44.1 -0.4 4377.5 -0.5%
2 Pepsi-Cola Co. 31.4 flat 3119.5 +0.6%
3 Dr Pepper/Seven Up (Cadbury) 14.7 +0.5 1455.1 +3.4%
4 Cott Corp. 3.1 +0.4 310.0 +14.8%
5 National Beverage 2.1 +0.1 205.0 +5.7%
6 Royal Crown 1.2 -0.1 115.4 -7.5%
7 Big Red 0.4 +0.1 35.7 +5.9%
8 Seagram's 0.3 flat 29.0 +3.6%
9 Monarch Co. 0.1 -0.1 12.3 -22.6%
10 Private label/other 2.6 -0.5 270.5 -12.0%
  Total Industry     9930 +0.5%
 
1999   Market Share Cases Volume
Rank Top-10 Brands Share change (millions) change
1 Coke Classic 20.3 -0.3 2018.0 -1.0%
2 Pepsi-Cola 13.8 -0.4 1371.8 -2.0%
3 Diet Coke 8.5 -0.1 843.0 -1.0%
4 Mt Dew 7.1 +0.4 705.0 +6.0%
5 Sprite 6.8 +0.2 671.5 +3.0%
6 Dr Pepper 6.3 +0.2 630.0 +5.1%
7 Diet Pepsi 5.1 -0.3 503.0 -5.0%
8 7UP 2.1 flat 204.9 -2.8%
9 CF Diet Coke 1.8 flat 175.2 -2.5%
10 Barq's Root Beer 1.1 +0.1 109.2 +5.9%

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