Industry Posts Dramatic Increase in
Supermarket CSD Displays. Pepsi Up Most.

In key supermarket channel, CSD industry posts +13.1% increase in CSD displays for YTD period through May 18. PepsiCo up most, with +19.1% expansion in number of displays. Coke and Cadbury also post significant increases. Displays of private label CSDs roughly flat.

Pepsi. Though Coke holds market share lead over PepsiCo in supermarket channel -- 34.8 vs 32.1 -- Pepsi has greater display presence. PepsiCo displays total about 4.6 mil vs Coke's 4.5 mil. Pepsi gains share on Coke; Pepsi up +1.0, Coke +0.1.

Perspective. Asked about huge increase in displays this year, senior industry executive notes new product introductions are creating "more incentive to put more items on display and benefiting the entire category." Adds bottlers are trying to get "their new entries on display more, and the other brands are going on display."

Other metrics. For YTD period, overall industry volume up +0.1%. Pepsi volume up +3.4%; Coke up +0.3%; Cadbury down -2.4%. Pricing by Coke, Pepsi and Cadbury up about the same, in +0.5% range. PL pricing up +3.5%.