In 2001, CSD industry volume in U.S. grew +0.6%, slightly better than 2000's growth rate of +0.2% (BD 2/15/01). Total volume passes 10 bil 192-oz cases, according to BD/Maxwell all-channel data. Among top-three companies, gaining volume and share were PepsiCo and Cadbury's Dr Pepper/Seven Up unit (DPSU). PepsiCo registers top core performance. Cadbury's late 2000 acquisition of Royal Crown (BD 10/27/00) boosted its market share in 2001. Cott posts significant volume and share gain, part of which came from Cott's late 2000 acquisition of Vintage CSD operation from Pepsi/3rd-tier bottler Harold Honickman (BD 10/27/00). Of top-10 CSD brands, only three posted volume gains: Diet Pepsi, Diet Coke and Barq's. Only Diet Coke gained market share.
New entry. Joining ranks of top-10 companies last year was Red Bull; Austria-based company makes well-known energy drink sold in 8.3-oz cans. Red Bull's U.S. volume last year was 10.5 mil cases, up from about 5 mil cases in 2000.
Retail value. BD estimates retail value of CSD business in U.S. last year was up +2.5% to $61.7 bil. Rankings. Rankings of brands unchanged for 2001 vs 2000; for companies, Red Bull enters list, and RC disappears as it is now part of DPSU. Consolidated industry. With Cadbury's acquisition of RC, top-three companies now account for 90+% of industry volume.
Cadbury. Strong growth for Cadbury came from company's acquisition of Royal Crown. BD estimates excluding Royal Crown, DPSU volume would have been about flat. In 2000 data, RC was #6 company with 115.7 mil cases and 1.1 share. For 2001, RC brands -- included with DPSU -- totaled about 105.5 mil cases.
Brands. Coca-Cola Co owns five of top-10; PepsiCo three and DPSU two. Strongest performers. Diet Pepsi was best performer among top-10 brands with +2% volume growth. Diet Pepsi's stable mate, Pepsi One, posted volume decline of -20%. However, combined volume of Diet Pepsi and Pepsi One -- 585.8 mil cases -- far exceeds Diet Pepsi's volume of 524.5 mil cases in 1997, year before Pepsi One was introduced. Close behind in growth was Diet Coke with volume up +1.7%. Diet Coke's share was up +0.1. In addition, Diet Coke with Lemon's volume in 2001 totaled 24 mil cases.
Flavor big-three. Regular Mt. Dew suffered volume loss of -3.9% or about 28 mil cases. However, its new line extension -- Mt. Dew Code Red -- posted volume in 2001 of about 72 mil cases. Plus Diet Mt. Dew posted +4% growth. Accordingly, trademark Mt. Dew had strong growth year. Sprite and Pepper. Two brands that grew strongly throughout most of 1990's have slowed: Sprite and Dr Pepper. Each lost volume last year. However, Diet Sprite was up +2.5% and Diet Dr Pepper was up +2.8%. Flagship colas. 2001 was also dismal year for both Coke's and Pepsi's big flagship cola brands. Coke Classic and brand Pepsi lost volume and share.
Bright spots. Coke. Beyond top-10 brands: Fanta was up +73%; Mello Yello posted volume increase of +19.5%; and Mr. Pibb was up +3.5%. Pepsi. Posting growth for Pepsi were: Wild Cherry Pepsi, up +9%; Sierra Mist, up +245.3% to 48 mil cases for regular and 3 mil cases for diet; and Pepsi Twist regular/diet at 20 mil cases. Cadbury. Sunkist grew strongly, with cases increasing +10.7%. And regular A&W Root Beer was up +6.1%. Cherry 7UP grew +8.4%.
Table. Shows rankings, actual market shares, share changes, volume in 192-oz cases and percent volume change vs 2000 for beverage companies and brands. BD/Maxwell CSD data covers all channels of distribution: take-home, cold-bottle, vending, fountain, institutional, etc. Data compiled with contributing editor Jack Maxwell. Note. In table, volume attributable to private label/all other in 2000 is higher here than originally published last year; 2000 number now includes RC, which is included with DPSU for 2001, but not for 2000 when data originally published.
More. Complete BD/Maxwell data will be available in BD's "Fact Book 2002"; April publication planned.
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